Margarita Madrigal Cruz

Experience

• 

  The Hershey Company

  Feb 2008 - Nov 2010

  • Based on Distribution, Market Share, Sell In, Sell Out and DME (Direct Marketing Expenditure) Objectives, I developed and supported planning, definition and execution of Innovation’s as well as core segment Strategies for Kisses Brand and Seasons. • I coordinated Field Sales and Trade Marketing (Channel Development) Teams, looking for the correct execution and implementation of promotional investment in order of achieving Brand Objectives in Innovation and Core Segments.• I analyzed internal sales figures (Sell In) combined with Sell Out data and Inventory Levels for Kisses Brand and Seasons in order to generate conclusions to support Demand Planning process (forecast) as well as to develop specific action plans for the Brand. • I coordinated the development of Point Of Purchase Material as well as the necessary tools to implement Marketing Strategies for Kisses Brand and Seasons.• I was in charged of controlling and managing DME’s budget for the Brand. Show less • I developed a model to analyze key customers considering several variables such as Sell In, Sell Out, Inventory Days, Promotional Investment, Devolutions, among others; this model improved the understanding of milestones to increase sales with this customers.• I created a model to analyze product segments of the Company considering Key Products, Key Classes of Trade and Customers and Innovation performance; this model was the base for annual planning.• I implemented a process to estimate possible Markdown’s risks on Self-Service Stores, considering historical Sell Out trends and Inventory levels. This process has been successful on decreasing delisting probabilities and devolutions, allowing making action plans to prevent both of them.• I collaborated with fundamental analysis for the Reduction on Commercial Conditions Project, which is looking for increasing Promotional Allowances budget up to 40%.• I generated a model to estimate Top 28 Key Customers Forecast. This model allowed to visualize changes on demand and to reduce risks related to the sales of Core, Innovation and Seasonal items.• I worked in partnership with my trainee to create a model to daily evaluate the sales performance of Seasons and Innovation of each Quarter. This model allowed to detect possible sales risks as well as to measure the correct performance of Pre-selling contest.• I am in charge of High inventory & Low Forecast Items Selling Process. This process has moved several million of Pesos and it has decreased devolutions, as well as destroyed and donated items.• I team up with other key departments such as Trade Marketing, Marketing, Demand Planning, Customer Service and Manufacturing in order to understand and communicate key Company processes that directly impact Field Sales Operations. Show less

  • Trade Marketing Executive

    Nov 2009 - Nov 2010

  • Key Account Developer Executive

    Feb 2008 - Oct 2009
• 

  IBM

  Nov 2011 - Aug 2022

  * Collaborate with the Account Team to provide the Clients with the best experiences on Data and AI and Automation Software portfolios.* Organize events for the Client based on their own Tech Journeys, bringing the best experts from the Organization and according to their needs.* Teamwork with Account Team to generate Leads.* Promote IBM events that are the best suit for the Clients and track registration and attendance for future conversations on opportunities* Work with Support on Client Escalations* Collaborate with peers on GEP Team to improve rate of success among CEMs Show less WW Royalties Operations Sr Analyst for Intellectual Property Partnership (Royalties) contracts:* Management of Royalties contracts in Cloud, Analytics, IoT and Watson Business Units. Acting as advisor of better terms on Negotiations of New Contracts or Amendments.* Responsible for numerical analysis to make sure the terms are met and payments to Vendors aredone accurate and on time. * Collaborate with WW Teams to ensure proper Contract setup in IBM systems.* Lead of several Projects for Process Innovation in Royalties Systems. Show less • Lead eleven Financial Analysts (FAs) in charge of Financial Planning process for many SWG divisions in the US.• Leveraging the deep understanding on subsystems (BMS, BDW, CIAS, JVs, BONDs, NDT, CERIS, T530 Table, etc) in order to train the FAs on how to become Trusted Business Advisors.• Developed an IBM Connections Community for the Business Analysts (BAs) and FAs so best practices and knowledge are shared between them, becoming a go-to reference source for common processes.• CP23 Sox Audit. Standardized the process to submit Rate Correction JVs following SOX rules. Result: zero defects have been found since July’13.• Improved the Federal Reporting package from a manual process to an automated process and that has reduced processing time by half.• Key member and led the Goodbye to BRIO project for assuring the successful migration of Hyperion BRIO to Cognos.• Successfully transitioned new FAs to the newly created Watson Brand and new 9Y Division at the FIW level.• Drove the team collaboration for sharing knowledge and best practices among the Center of Excellence (COE) team.• Coordinated and leading the new SaaS Cost LOBs Project (on going) with the US SaaS team. Show less • Financial Planning Analysis for Software Group Divisions (Information Management and Industry Solutions brands) advising the best practices as Trusted Business Advisor.• Deep understanding of subsystems (BMS, BDW, CIAS, JVs, BONDs, NDT, CERIs, T530 Table, etc) feeding the consolidated IBM Financial System as well as knowledge of how to pull, prepare and present the findings in a valuable way.• Forecasting cost and monitoring of accomplishment with Operations Team and Finance Lead.• Revenue Analysis per work number (customer contract) based on labor cost claimed against the contract.• Focus on cost controlling and recoveries process for improving the efficiency of the Gross Profit.• Journal Voucher submission for correcting cost and for getting recoveries for the Brand.• Improvement of Financial Planning overall processes.• Adhoc requests by Operations Teams on various financial issues. • Team collaboration for sharing knowledge and best practices among Center of Excellence (COE)• Promotion to Lead the SWG Services US FAs. Show less

  • Customer Success Manager

    Jan 2021 - Aug 2022

  • WW Enterprise Large Agreement Deployment Specialist

    Oct 2018 - Dec 2020

  • Royalties Operations Professional

    Oct 2017 - Oct 2018

  • IBM Cloud Royalties Support

    Mar 2016 - Sept 2017

  • Financial Planning Team Leader for SWG US Lab Services

    Jul 2013 - Feb 2016

  • Financial Analyst

    Nov 2011 - Jul 2013
• 

  Microsoft

  Aug 2022 - now

  Senior Client Success Account Manager at Microsoft