Ana Daniela Martínez

Ana daniela martínez

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location of Ana Daniela MartínezMadrid, Community of Madrid, Spain
Followers of Ana Daniela Martínez423 followers
  • Timeline

  • About me

    | Brand Manager | Customer Marketing | Category Manager | E-commerce | FMCG |

  • Education

    • Universidad central de venezuela

      2008 - 2013
      Public accountant accounting and finance
    • Sergio arboleda university

      2018 - 2020
      Master marketing and commercial management marketing and commercial management "cum laude" recognition.
    • Nueva granada university

      2017 - 2018
      Accounting convalidation accounting and finance
  • Experience

    • 3m

      Oct 2012 - Sept 2013
      Intern - credit and collections department

      • Support to the credit and collections department in overdue portfolio management.• Permanent contact and teamwork with the sales staff. • Accounting of payments. • Reconciliations of accounts of the different clients. • Issuance of credit notes. • Negotiation of payment terms. • Preparation and presentation of account statements. • Bank reconciliations.

    • Sc johnson

      Oct 2014 - Dec 2021

      Achievements: Implementation of the disinfection category from definition, segmentation, and categorization of products to execution of the visual scheme for 3 of the most important clients in the company.As Category Leader, I am responsible (with my analyst) for accompanying clients and sales force in the development of the categories in which we participate. The role is based on objectivity and data, it is divided into 3 areas:1. Accompaniment: we support clients with assortment recommendations, exhibition, strategy development and insights to understand purchasing behavior and category results. Additionally, we provide category education to the commercial team to keep them updated and we accompany the development of portfolio and negotiation strategies.2. Definition of assortment: we develop the assortment according to the type of client, consumer, and strategy. This can range from category creation to lowest segmentation, and involves knowledge of the competition, their portfolio and contribution to the category. Finally, we carry out the negotiation of shares and spaces to implement the category and close follow up.3. Data management: We handle a large amount of data; this implies a lot of attention to detail and the ability to digest a large amount of information. This data is a source for daily decision making, which is why its custody is very important.Summary of responsibilities:• Define ideal mix and assortment strategies per client, optimizing sales and margin.• Design exhibition strategies guaranteeing brand space based on market share, sell out, brand and price guidelines.• Advise clients and sales force based on market information for the development of the category, execution of strategy and knowledge of the shopper.• Teamwork with trade marketing and sales.• Management of tools like Nielsen, Kantar and Spaceman tools. Show less The key account manager is responsible for leading the effective end-to-end sales process, guaranteeing from the forecast of the merchandise to be placed to the effective delivery of the product and its collection, based on a comprehensive strategy development that generates organic and sustainable growth for the business. Likewise, KAM has the responsibility of leading the execution teams in the field to ensure that the strategy is correctly deployed to the points of sale.Main achievement:Development of the discounters’ channel multiplying 2.5 times its size within the organization. Main responsibilities: • To build and execute the investment plan for customers, especially discounters who demand a high level of investment, maintaining constant growth with profitability. • To build the forecast and the growth plan for each client considering, supply, investment, strategy and market share.• Codify and generate rotation of the appropriate portfolio for each client based on the joint strategy.• Inventory monitoring and out-of-stock control. • Collection management for an effective sale.• To lead the field team in the execution of activities and visibility plans in the trade. Show less As part of the Modern Channel sales team, I was in charge of developing a client portfolio within the Modern trade. Main achievements: • Introduce financial indicators in the regular sales process. Main responsibilities: • Construction and execution of commercial plans. • Protection and improvement of the market share of each brand. • Execution and optimization of the budget. • Inventory control and out of stock management. • Collection management for an effective sale. • Consolidation of the financial plan with the business plan. (Cost effectiveness) Show less The financial controller role monitors the execution of budgets and ensures the correct use of resources for activities and functional areas.Main achievement:External and corporate audits without any adjustments for expenses allocations.Main responsibilities:• Close monitoring of the processes of creation and administration of rebates based on commercial agreements. Administration of the TSM module.• Work closely with the sales force conducting financial investment exercises for scheduled activities to achieve returns (discounts, rebates, volume negotiations).• Ensure that all activities are provisioned, reported, and invoiced• Monthly closings and budget reconciliation versus execution.• Control of the P&L lines of functional expenses.• Support in external and corporate audits to guarantee correct compliance with revenue recognition policies and other internal expense control policies. Show less Responsible for the monitoring and control of working capital, discounts budget for clients and reconciliations with external and corporate audits. Main achievements: • Implementation of a new methodology for calculating days sales outstanding. • Sales force training in financial indicators and metrics. Main responsibilities: • Accompanying the sales force in the collection management. • Issuance of financial documents for portfolio reconciliation. • Portfolio closing processes and accounting adjustments. • Support for external audit in accounts receivable processes. • Preparation and presentation of accounts receivable reports. • Monthly meetings with clients to reconcile and establish financial objectives. Show less

      • Category Manager

        Jan 2021 - Dec 2021
      • Key Account Manager

        Dec 2019 - Jan 2021
      • Sales Associate Modern Trade

        Apr 2018 - Dec 2019
      • Associate Financial Controller. Andean Cluster.

        Feb 2017 - Mar 2018
      • Credit and Collection Associate - Andean Cluster.

        Mar 2016 - Feb 2017
      • AR. Credit and Collections Associate Venezuela

        Oct 2014 - Feb 2016
    • Sc johnson

      Mar 2022 - now
      Brand manager - customer marketing

      Responsable de trasladar la visión de marca global/regional al mercado español, liderando la creación de estrategias y planes de marca basados ​​en los insights de los consumidores, clientes y compradores, construyendo valor de marca y desarrollando estrategias comerciales y planes según canales y clientes, siendo responsable por el P&L de la marca y las cuotas de mercado.Principales Responsabilidades:• Responsable del P&L y la participación de Mercado.• Identificación de insights de consumidores y traducción en planes viables.• Gestión del presupuesto de equity.• Construcción e implementación de estrategias promocionales, de precios, de márgenes y de mix.• Construcción de forecast a través del proceso SO&P.• Desarrollo de presentaciones comerciales y de resultados tanto para las partes interesadas internas como para los principales clientes.• Gestión diaria con agencias y otros proveedores.• Construcción del plan de visibilidad de la marca según cada canal. Show less

  • Licenses & Certifications

    • Diploma senior management marketing

      Mdalatam
      Jul 2021
    • Advanced english

      Coninglés
      Jan 2017