Experience

• 

  Afp integra

  Mar 2010 - Feb 2011

  Internal services intern | service logistics
• 

  Softys

  Jan 2012 - Dec 2018

  ● Responsible for generating sales and revenue targets for the Ladysoft brand, managing over 50 SKUs, through the implementation of robust strategies encompassing both traditional and digital media, aimed at attaining operating plan objectives and aligning with S&OP agreements in Peru & Bolivia, overseeing Supermarkets, Retail Pharmacy and Traditional points of sales (+40,000 POS) and leading a team of 2 direct reports.● Manage a marketing budget of $MUSD and the P&L effectively, optimizing spending to maximize ROI and achieve financial targets.● Develop and execute comprehensive go-to-market strategies for product launches and brand initiatives, ensuring seamless integration across all relevant channels and meticulous attention to market positioning and consumer engagement throughout the product lifecycle.● Analyze market trends, consumer insights, and competitor activities to discern emerging growth opportunities, enabling proactive decision-making and strategic positioning to capitalize on market dynamics effectively.● Lead successful product launches by owning the go-to-market strategy for new product introductions and feature releases including market research, positioning, messaging, packaging, demand generation, internal enablement, customer communications, etc.Achievements:● 10% growth in market share three months after the launch of the Ladysoft Double Wing Overnight Pads innovation.● 20% growth in Ladysoft net sales in the second half of 2018 in comparison to the first half of 2018. ● Exceeded two times the Ladysoft historical monthly sales record in July 2017 and November 2018. Show less ● Responsible for managing sales and revenue objectives for Babysec (+100 SKUs) by implementing comprehensive strategies (Traditional and Digital Media) overseeing Supermarkets, Retail Pharmacy and Traditional points of sales.● Responsible for revamping the Babysec brand and its new brand positioning, rebranding and innovation.● Manage a marketing budget of $MUSD and the P&L effectively, optimizing spending to maximize ROI and achieve financial targets.● Direct the cross-functional team comprising commercial and operations experts through every phase of the relaunch process, orchestrating seamless coordination across product development, demand planning, manufacturing, distribution, and incorporation of invaluable customer and consumer feedback.● Foster relationships with key stakeholders, including retailers, distributors, and strategic partners, to enhance brand presence and drive sales growth.Achievements:● 15% growth in the Babysec brand top of mind in 2017 after the relaunch.● 19% growth in net sales and 10% growth in market share after the relaunch.● 400 bps increase in retail channel market share after the relaunch. Show less ● Responsible for revamping the Ladysoft brand with a new strategic positioning and product enhancements, performing market research on new products, establishing a timeline for developing products, influencing pricing, and packaging, guiding sales teams, and developing messaging and market positioning around products.● Maintain pulse on competitive landscape and provide regular synthesis of competitive insights to ensure that competitive differentiation is sharply articulated and informing the product roadmap and planning.Achievements:● 21% growth in the brand top of mind in 2016 after the relaunch.● Positioned the brand in the 3rd position in the feminine pads category in the total market and 2nd in the modern retail channel.● 18% growth in net sales in 2016 vs 2015 and 9% over net sales operating plan target.Skills:● Comprehensive plans encompassing ATL, BTL, and digital strategies. ● Experienced in executing 360º marketing campaigns and strategic media mix. ● Skilled in strategic deployment of digital marketing tools (SEO, SEM, social media, digital PR). ● Proficient in go-to-market (GTM) strategies and sales channel projections.● Product Development and Launch, Product Lifecycle. ● Proficient in conducting market research and studies to inform product development and launches. ● S&OP planning and forecasting. ● Expertise managing the annual marketing budget. ● Competent in brand/product financial oversight including profit and loss statement management (P&L). ● Sales, Finance and Brand KPI management and compliance (volume, value, market share%, Sell-In, Sell-out, TOM, ROI, A&P, EBITDA). ● Management and analysis of brand health, consumer panels, and ad hoc studies.● People management across Marketing, Trade Marketing, and Sales teams. ● Proven ability to excel in cross-functional and multicultural team environments. Show less ● Analyze and present comprehensive data insights of over 40 core products derived from brand studies, panel research, and ad hoc studies, providing actionable insights to inform strategic decision-making and drive business growth.● Conduct data mining for the balanced scorecard, providing insights to headquarters and coordinating with Demand Planning, Manufacturing, and Supply teams to optimize operations and ensure alignment with strategic objectives.Achievements: ● 30% increase versus the 2015 net sales budget for the two main Tissue product developments. ● Increase of 15% versus the 2015 net sales budget for the key development of sanitary products. Show less ● Producing detailed weekly reports on market share and progress on brand objectives, providing crucial information for strategic decision-making;● Effective coordination of strategic alliances with clinics and schools as part of the direct marketing plan, including the development of scope, content, merchandising and sampling;● Conducting training for the sales force of distributors and brand promoters to improve performance at the point of sale.Achievements: ● Significant savings of 25% compared to the 2014 budget in the cost of point-of-sale and merchandising material, through optimization of materials and negotiation with suppliers.● Notable increase of 30% in the scope of direct marketing plans for 2014 compared to 2013, reflecting an expansion and improvement of brand strategies. Show less ● Effective management of relationships with suppliers and internal customers, promoting solid partnerships and ensuring the satisfaction of both parties;● Optimizing the process of purchasing goods and services, resulting in greater efficiency and cost reduction;● Careful evaluation of suppliers and development of work plans to ensure compliance with the company's ethical and legal practices.Achievements: ● 120% in annual savings, exceeding the target set for 2012, demonstrating effective cost management skills. ● 40% reduction in the time taken to respond to requests from internal clients, improving the agility and effectiveness of the company's internal processes. Show less

  • Ladysoft Brand Manager | Sanitary Pads and Panty Liners

    Jul 2018 - Dec 2018

  • Babysec Brand Manager | Baby Diapers and Wet Wipes

    Sept 2017 - Jun 2018

  • Ladysoft Jr. Brand Manager | Sanitary Pads and Panty Liners

    Apr 2016 - Aug 2017

  • Marketing & Product Development Analyst | Tissue and Sanitary Products

    Jan 2015 - Mar 2016

  • Commercial Trainee | Marketing

    Oct 2013 - Dec 2014

  • Procurement Analyst | Industrial Goods and Services

    Jul 2012 - Sept 2013

  • Logistics Intern | Procurement

    Jan 2012 - Jun 2012
• 

  Stanley black & decker, inc.

  May 2021 - Nov 2022

  Product marketing manager | power tool accessories (pta)

  ● Responsible for managing the go-to-market (GTM) marketing strategy, product assortment, and revenue generation for +1,000 Power Tool Accessories from Black & Decker, Stanley, Dewalt, and Irwin brands across Home Centers, E-commerce, Hardware Stores and Industrial Distributors (+5,000 points of sale).● Lead the management of strategies to surpass commercial objectives including market share, sell-in, sell-out, growth, and coverage, as well as financial targets such as net sales, GM, A&P and EBITDA, while spearheading the exploration of opportunities in new business segments and targets.● Collaborate in the S&OP process to ensure the reliable supply of imported products while managing stock levels and costs, presenting monthly results in S&OP and Marketing meetings for the Latin America cluster, reporting directly to the Country Manager of SBD Peru and the Marketing Manager of the South Cone (Argentina, Chile, and Peru), and supervising 2 direct reports.● Manage the marketing budget and the P&L effectively, optimizing spending to maximize ROI and achieve financial targets.● Drive brand awareness and engagement through integrated 360º marketing campaigns across off-line and on-line, including digital, social media, and traditional media (ATL and BTL), while ensuring consistent messaging and brand positioning to resonate with target audiences and drive consumer loyalty and advocacy.Achievements:● Achieved 16% over the net sales operating plan target for Power Tools Accessories in the first semester of 2022. ● 50% increase in PTA sales in 2021 versus 2019 (pre-Covid) and 12% over the net sales operating plan target.● 200 bps increase in sales gross margin percentage of Power Tools Accessories (PTA) in 2022 vs 2021. Show less

• 

  Exfoliators

  Jan 2023 - Feb 2024

  Product manager | product management specialist

  Exfoliators (Australia) Pty Ltd: Leading company in the processing of non-ferrous minerals for use in agriculture, construction, filtration and passive fire protection in the Australian and New Zealand market.● Responsible for managing and developing relationships with Industrial and Agricultural customers such as Etex Group and Shinagawa Refractories, as well as major agricultural firms in Australia.● Conduct risk analysis, proposing key strategies, and ensuring the execution of marketing and sales strategies to achieve business objectives and maintaining competitive advantage.● Develop pricing analysis, aligned with business strategy, and development/execution of program proposals across legacy and new products. ● Spearhead the development process from conception to launch, ensuring products meet customer needs and market demands.Achievements:● Increased by 14% growth in net margins of key accounts FY2023 versus FY2022, greater precision in the sales projections and mix.● 10% reduction of operating costs FY2023 versus FY2022, as effect of improvement in lead time accuracy. Show less

• 

  Epson latinoamérica

  Aug 2024 - now

  Product marketing manager | video projectors