Karen Vela

Experience

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  Merc Trade

  Mar 2006 - Sept 2007

  Trade Marketing Specialist

  Trade Marketing services and consulting. Planning and supervision of implemented projects. * Development of POS tools for tracking customer behavior on stores * Category management and marketing strategies proposals * Planning and execution of consumer research studie

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  Nestlé

  Oct 2007 - Jan 2009

  Category Manager for Guatemala

  Categories management. Analysis and interpretation of results. Development and implementation of planograms for the Guatemalan market. * Processing and interpretation of scan sales of the different chains and categories * Monthly sales reports, variations and market shares per category and store formats * Coordination and supervision of marketing programs at POS

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  Kellogg Company

  Feb 2009 - Dec 2009

  Category Manager for Central America

  Categories management. Analysis and interpretation of results. Development and implementation of planograms for Guatemala, El Salvador and Honduras markets. * Databases management * Monthly sales reports, variations and market shares per category and store formats * Planning and monitoring of specialized studies at POS

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  ExxonMobil

  Jan 2010 - Dec 2015

  European Range Review Coordinator & Category Management Specialist

  Adviser of a BI Unit. Remote work. Identification of opportunities and recommendations for different markets (UK, Norway, Belgium, Netherlands, Germany, Canada, Russia, New Zealand and Thailand). * Deep analysis and interpretation of KPI´s * Elaboration of strategic recommendation proposals * Annual Face-to-face results presentations for different market

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  Colgate-Palmolive

  Nov 2017 - Jan 2023

  Regional Category Manager

  Drive meaningful customer engagement and collaboration through the use of category intelligence, shopper-centric insights and a sound understanding of Colgate/Retailer business challenges * Externally: Lead the engagement strategy and act as a ‘thought leader’ providing actionable insight for Home Care categories. * Internally: Identify category insights and share across the business to strengthen category understanding and customer engagement. * Proactively collaborate & share knowledge/expertise across the category team and wider business, keeping abreast of Category Management systems & solutions, keeping up to date with, and championing latest retail/category developments to ensure maximum commercial benefit across the busines Show less

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  Mars

  Jul 2024 - now

  Regional Category Development Manager WM