Paloma Thompson Caplin

Experience

• 

  AC Nielsen

  Jan 1985 - Jan 1990

  Marketing Manager

  Professional advise combining different Nielsen services and methodologies, working together with the clients on a in depth evaluation of their results in the market. Participation in their strategic meetings and setting of their marketing plans.Direct training of the client service executives, in sales techniques, effective presentations, negotiation strategies.Reduce turnover rate inside the client service area executives, from 25% to 12% in one year.By a professional training, provide the client service executives tools for their development and improvement in the client /advisor relation with the clients so much in sales, information analysis and market understanding. Show less

• 

  Unilever

  Jan 1991 - Jan 1997

  Marketing & Innovation Director

  Handling a business of 120,000 tons and 160 million dollars in sales, with a marketing budget of 10 % of the sales value .Change management of R&D area approach from one focused on production need and capacities to other one focused in consumer needs and expectations.Impact on companies financial results by the development and implementation of the platform for recovery Capullo brand coming, from a negative margin (-5 %) to 10 %. First Oil brand in the market with a differentiated positioning, with a price differential of 30 % vs category average.Responsible for the establishment of the trade marketing area , in order to improve and professionalize the commercial relation with the top clients, co-creating strategies to impact markets performance.Narrow and guide the account team commercial efforts with key distributors, top retail clients, in order to achieve penetration, distribution and sales objectives. Show less

• 

  Grupo Financiero Serfin

  Jan 1997 - Jan 1999

  Executive Director Personal Banking

  Based on consumer insights, market research, competitors’ analysis, develops the platform for the launch of a new service model “Personal Banking”.Responsible for the establishment of the business unit within the bank, in terms of mission, aims, strategies, structure and operation. Migration of 30 % of the clients from the Stock House who represented 15 % of bank total funds.

• 

  Chipilo, Bonafina Brands Unifoods, S.A. de C.V.

  Jan 1999 - Jan 2002

  Marketing Director

  Reverse down trend of Chipilo brand in the dairy market, reinforcing existing products as much as launching innovation, impacting companies P&L by +5% GP.Improve trade and consumer companies perception by improves in formulations, packing redesign and advertising and promotional activities.Working with R&D and QC in order to improve the quality in existing products, impacting company’s results by costs reduction, saving in wastages and returns.Launch proposal for the introduction in the dairy market a kid´s yoghurt base product in a very innovative packing. The proposal was implemented by the package supplier in the product launch in different countries as Chile and Argentina. Show less

• 

  Ganador, Minino Brands Malta Cleyton

  May 2005 - Aug 2011

  Marketing Director

  Responsible for the Marketing Department, Research & Development and New Products. (Sales $150MM U.S, 450,000 tons in volume).New Positioning statement for main companie´s brand through market research and mass media campaign, with the following brand equity achievements: Top of Mind (from 5% to 15%), Perceived Quality (from 32% to 39%) and Brand Loyalty (from 4% to 10%).Market strategies for the low entry brand that allow us to reverse down trend and recover its market share in 5 months.Change management through Innovation process implementation in order to establishing the key factors in terms of the consumer, market, company and technology, to determine the priority and the resources needed for every project.Successfully positioning of two different brands within the same market segment in order to increase distribution and collapse competitors. Show less

• 

  Johnson & Johnson

  Sept 2011 - Jan 2016

  Strategic Account Manager

  Accountable for maintain and improve strategic business relation with 3 of the top private hospitals groups in México which for 2015 represents +/-25% of the private hospitals business, with a 20% growth vs PY. Responsible for the contract renewal with one SA with a CAGR of +30% (4 years). Impact customer performance and results through implementation of new service and logistics models such as flexible kits, in site. Personal involvement in account 2020 Strategic Plan implementation reinforcing their relationship with third payers. Impact Strategic Account KPI´s such as sales, BO, DSO, through narrow and direct relation with the sales, logistics and credit areas in order to achieve business objectives and customer expectations. Develop and implementation of value added solutions/services. Moving the business relationship with strategic customer of preferred supplier to trusted advisor status. Show less

• 

  Svetia, Azúcar BC (Brands) Metco SA de CV

  Mar 2016 - Jan 2017

  Director of Sales and Marketing

  Work together with General Manager in the process of Metco journey from a family business to a formal organization.Develop and implement commercial strategies according to company goals and objectives aiming to accelerate growth.Conduct market research and analysis to create detailed business plans on commercial opportunities (expansion, business development etc.)Understand the requirements of existing customers to ensure their needs are being met.Act to acquire new customers and manage client relationships, modern and wholesaler channels (new and existing).Collaborate with and coordinate diverse teams (marketing, sales, customer service etc.)Build and maintain profitable partnerships with key stakeholders inside clients organizations. Monitor performance of commercial activities using key metrics and prepare reports for senior management.Assist in setting financial targets and budget development and monitoring. Show less

• 

  DIPHSA

  Jan 2017 - Aug 2019

  Director Commercial

  • Development and implementation of strategic marketing and sales plans and forecast to achieve corporate objectives for products and services.• Set the KPI´s for both marketing and sales areas, implementing the specific leverage activities that ensures the targets achievement. Ensure effective results control and take corrective actions to guarantee that achievements.• Develops and manage sales/marketing operating budgets.• Responsible for the Professional Education area performing both internal and external education and training programs, in terms of products, processes and regulation.• Develops and recommends new products and business models to produce the highest possible long-term results. • Achieves the targeted profit/loss ratio in relation to preset standards and industry and economic trends.• Planning and development of multichannel strategy for product commercialization and client’s relationship. • Manage the relation with key stakeholders in both strategic partners (suppliers, Associations, complementary market players) and clients. • Design the short and medium term business plan as well as the organizational structure for the deployment and expansion of DIPHSA´s in the actual market and new business models. Show less

• 

  STERIS Latin America

  Aug 2019 - now

  Sr. Sales and Service Manager