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Veronica Rodriguez

Trade Marketing

34years • Rome

Summary

Business Administrator with strong emphasis on strategic Marketing and currently studying a master’s degree in Marketing and Communications at Rome Business School; with several years of experience in Trade Marketing, Customer Service and Sales Forecasting - Planning in multinational companies.

Skills

Building And Controlling Marketing BudgetPlanning, Executing And Tracing Media Plan Flow Charts

Experiences

Trade Marketing Leader – West Region

01-2017 - 09-2017 Personal services Implementing successful marketing campaigns, supported by effective use of POP material and defined strategies of Media Plan – flow charts and brand activation in point of sales based on a budget.  Analyzing KPIs based on collected databases from brand events and activations, with this input, evaluating the impact and effectiveness of these activities on sales (Marketing ROI).  Organizing and executing brand loyalty events directed to current clients to increase their experience with the brand and brand activation events to capture new potential clients.  Developing strategic alliances with brands aligned to the business activity in order to create value for the clients and implement cross merchandising which increases brand presence and visibility in the market place.

Trade Marketing Analyst – International Markets

04-2016 - 10-2016 Chemistry / Biology / Agronomy Planning and evaluating international Trade Marketing activities directed both to the final consumer and to the wholesaler channel which were key part of strategic marketing plans.  Operating aligned with the Marketing department in order to commercialize in an international level seasonal portfolio (Easter, Halloween, Christmas), and new product launches to specific market places.  Applying benchmarketing about variety of activities, POP material support, among others, used by the competitors in different market places in order to improve Trade Marketing tactics.  Monitoring brand’s key visual guidelines for promotional material like POP material, OOH advertising and media plan used as sales support in different markets and channels.

Sales and Marketing Controlling Trainee

02-2014 - 03-2016 Design / Civil engineering / Industrial engineering Integrating the needs of the Sales and Marketing teams and the needs of the Strategic Planning - Finance team; provide relevant information to give visibility of the execution in order to look for the best actions to increase profitability by channel and by brand.  Analyzing Profit and Loss statement by channel of sales and by brand for Andean Hub countries (Colombia, Peru, Ecuador and Venezuela), comparing the information to historical data and current budget to observe growth% or decrease%.  Elaborating, controlling and socializing monthly budget by channel of sales and by brand focusing of Sales, Trade Marketing discounts and free goods execution.  Monitoring the investment by channel of sales and by brand level periodically, this investment (trade and marketing discounts) must be aligned to the percentages established in each client’s commercial agreements.

Education & training

Rome Business School, Rome

2017 - 2018 Rome, Italy, RomeCommunity management, Marketing

Universidad Icesi

2007 - 2013 Cali, Valle del Cauca, Colombia, CaliSalesBusiness Plan “SANICA” (commercialization of organic products) – 2012

My soft skills

Innovative
Responsive
Creative
Team player

Languages spoken

  • Spanish

    Native language

  • Italian

    Basic

My Internet presence

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