Mariana Soberano

Experience

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  NBRAND

  Nov 2015 - Jan 2016

  Digital Marketing Intern

  NBRAND is a major portuguese group in franchise management and growth.As a member of the Marketing team at NBRAND, I was responsible for creating engaging articles for the company's website and related franchises, such as Urban Obras. I also worked on their brand management, improving the functionality and content of their websites to enhance user experience and engagement.

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  BA GLASS

  Apr 2016 - Jul 2017

  Marketing & Pricing Specialist

  BA GLASS is one of the biggest manufacturers of glass Packaging in Europe, destined for the Food and Beverage Industries.In my role, I conducted market research and competitive analysis to inform portfolio strategies and market positioning. I collaborated with the New Product Development (NPD) team to align innovation pipelines with market trends and customer demands. I managed voice-of-the-customer (VOC) initiatives, such as NPS and CSI, to provide actionable insights for product launches. Additionally, I supported RFQ tenders, price quotations, and cost-saving initiatives through portfolio analysis and product redesign, while also preparing performance reports to monitor margins and costs. Show less

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  Henkel

  Feb 2018 - Nov 2020

  Henkel is a global leader in the chemical industry, renowned for its solutions in adhesives, sealants, and functional coatings, serving B2B clients across the FMCG sectors, including Consumer Goods and Packaging.As part of the Global Marketing team, I led value-based pricing strategies for global product launches, working with cross-functional teams to refine messaging, highlight unique value propositions, and optimize pricing models. I provided the sales team with data-driven negotiation tools by analyzing cost structures and market trends, ensuring alignment across regions. I also built and managed sales dashboards, conducted monthly performance reviews with Regional Pricing Managers, and rolled out analytical tools to improve pricing decisions. My role involved supervising and training teams to support pricing strategies with enhanced data analysis capabilities. Show less Henkel is a global leader in the chemical industry, renowned for its solutions in adhesives, sealants, and functional coatings, serving B2B clients across the FMCG sectors, including Consumer Goods and Packaging.When I joined the Global Marketing team as a Master Thesis student, I was tasked with supporting the adoption of a new pricing operating model by defining project requirements and overseeing data clean-up. Additionally, I wrote my Master Thesis: "Framework Design for the Implementation of Innovative Pricing Strategies: the role of internal communication and change management" Show less

  • Global Pricing Specialist

    Aug 2018 - Nov 2020

  • Global Pricing Intern

    Feb 2018 - Jul 2018
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  HEC Lausanne - The Faculty of Business and Economics of the University of Lausanne

  Jan 2021 - Dec 2021

  Research Assistant Consumer Behaviour

  HEC Lausanne is Swiss a top-ranked university known for its strong emphasis on research and academic excellence.In parallel with being a PhD student in Marketing, in my role as a Research Assistant, I focused on researching consumer-brand interactions, brand management, emotional responses, and decision-making processes, contributing to two academic publications (below). I also supported the Consumer Behavior coursework by revising the syllabus, enhancing the educational content and overall academic experience. Show less

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  PPG

  May 2022 - Jun 2024

  PPG Industries is a global leader in the chemical industry, specializing in coatings for metal packaging and partnering with B2B clients in the FMCG sectors, including Beverage, Food, and Personal Care.As part of the EMEA Marketing team, I led market research and competitive analysis, translating insights into actionable strategies for product lifecycle management and category roadmaps. I managed a Market Research Analyst and worked cross-functionally to optimize portfolio performance and identify opportunities for growth. I developed and executed go-to-market (GTM) strategies, defining product positioning and messaging to drive product adoption. My responsibilities included collaborating on innovation and renovation projects from ideation to launch, and establishing frameworks to ensure clarity in roles, timelines, and KPIs. Additionally, I collaborated with design agencies and MarCom to deploy marketing campaigns and materials, including product catalogues, social media content, and advertisements. I also represented the company at major industry events, enhancing brand visibility and lead generation. Show less PPG Industries is a global leader in the chemical industry, specializing in coatings for metal packaging and partnering with B2B clients in the FMCG sectors, including Beverage, Food, and Personal Care.The year I joined the EMEA Marketing team, I focused on building the foundation for business intelligence by creating category performance dashboards using MS Power BI, improving data accuracy and usability. I partnered with the Supply Chain team to develop contingency plans and adjust capacity forecasts in response to potential regulatory changes. I also provided insights and recommendations to senior leadership on portfolio optimization, innovation, pricing strategies, and promotional initiatives, supporting data-driven decision-making across the region. Show less

  • Product Marketing Manager

    Jan 2023 - Jun 2024

  • Product Marketing Specialist

    May 2022 - Dec 2022