Gladys Velarde

Experience

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  Footloose - Passarela Perú

  Nov 2019 - Feb 2021

  Trade Marketing - Retail Channel Intern

  Retail footwear company with more than 90 stores nationwide • Led the project to create the Brandbook and physical store Look & Feel for Footloose and Footloose Sport, standardizing store layout and increasing traffic.• Enhanced brand presence in shopping centers at the start of the COVID-19 pandemic.• Supported media plans and 360° campaigns (Above the Line and Below the Line) both in-house teams and with agencies.• Prepared reports, analyzed KPIs, benchmarks, and managed budgets per campaign.• Implemented point-of-sale activations Show less

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  Banco de Crédito BCP

  Feb 2021 - Feb 2022

  Customer Experience Transformation Intern

  • Analyzed and monitored Customers Journeys, conducting in-depth interviews and proposing solution responsible areas.• Preparation and monitoring of Dashboards with Customer Experience-directed Key Performance Indicators.• Led the creation and execution of the guidelines of the bank's largest internal program “Take Charge”, which encouraged employees to identify issues and propose solutions.• Managed a budget of approximately USD 90,000, exceeding participation goals by 110%. The registration and participation goal exceeded by 110%.• Contributed to improvements in the satisfaction score for the “Financial Advisors” journey. Show less

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  Grupo AJE

  Jun 2022 - Jun 2025

  • Oversee the Carbonated Soft Drinks (CSD) category, encompassing over 5 brands and representing 49% of global volume across 20+ countries.• Prepared bi-monthly reports for the Board of Directors on KPIs. Personally, proposed and implemented measurement metrics for brand health and market share across all 20 countries.• Use of interactive dashboards in Tableau to visualize sales and Nielsen data for quick and effective decision-making. Identify emerging risks and opportunities, actively contributing to local and global campaign decisions to meet brand objectives.• Played a key role in the repositioning of flagship brands like BIG and Oro by conducting consumer studies, in-depth stakeholder interviews, and designing strategic positioning plans tailored to diverse markets.• Co-led sponsorship campaigns for national football teams (Peru, Ecuador, Panama), from ideation to execution.• Created Excel models to measure the impact of product innovations on market share across global regions. Insights from these analyses drove the allocation of R&D resources, leading to a 10% increase in innovation-driven sales. Show less • Developed and proposed channel-specific actions to boost brand positioning and sales at the point of sale.• Managed procurement, distribution of materials, and execution nationwide, including commercial assets and profitability analysis.• Coordinated and negotiated with regional distributors and ensured effective strategy implementation.• Created sales force training modules and designed point-of-sale materials, maintaining brand alignment.• Collaborated closely with sales, marketing and other internal teams to ensure cohesive campaign execution and monitored trade marketing impact through KPIs, managing budget and optimizing resources. Show less

  • Global Strategic Brand Analyst - Latin America, Asia & Africa

    Jun 2023 - Jun 2025

  • Trade Marketing Analyst Modern Channel

    Mar 2023 - Jun 2023

  • Trade Marketing Planning Analyst (Merchandising and Commercial Assets).

    Jun 2022 - Jun 2023