Claudia Irigoyen

Experience

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  Citrofrut S.A. de C.V.

  Aug 2008 - Jan 2009

  New Business Development Analyst

  Aug 2008 - Feb 2009 • Development of the company's brand (Frutada). • Exploration of a new form of business to commercialize the company's brand. • Seek suppliers that allow the improvement of the P&L of the products. • Collaboration in the project of expansion of the company to the United States

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  British American Tobacco

  Feb 2009 - May 2011

  • 18-month, fast-track development program to a management job for high-potential fresh graduates and young professionals. • The program aimed to raise future leaders of the BAT Marketing Team • Under this role, I learned trade marketing fundamentals from a field-based commercial role, brand positioning, brand authorship, consumer dialogue, account classification, strategy planning, and market tracking • Main functions under this role: • Pall Mall brand executive. • Pictograms implementation coordinator. • Raleigh brand coordinator. • Retail as Ambassador executive. Show less

  • Trademarketing & Distribution Area Manager

    Jul 2010 - May 2011

  • Marketing Management Trainee

    Feb 2009 - Jun 2010
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  RB

  Jun 2011 - Feb 2014

  Key Account Manager Retail

  • Develop and manage customer relationships with buyers; contribute to customer strategy, ensuring local RB business objectives are achieved • Achieve/exceed all key sales measures and targets for the national account • Work in close partnership with brand marketing to ensure the development and implementation of customer category strategy and best-in-class 4P execution • Partner with Demand Planning to ensure Customer Service levels are met/exceeded • Work with Category Development Managers to develop plans to drive category/trade business plans; work with field sales to manage customers as key stakeholders • Develop promotional strategy in customers and promotional execution (including trade budget management, range, and space optimization) • Manage customer negotiations concerning RB's commercial strategy and customers' trading terms • Overall Continuous improvement - identifying opportunities for efficiency and profitability and overall improvement of categories • Lead, manage, and develop a team of 2 Regional Key Accounts Managers (including personal feedback & development) Show less

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  Essity

  Mar 2014 - now

  • Collaborate with the Global Brand Director to contribute to the development of an assortment of vision and ambition • Build consumer and customer insights and propose market research • Use global segmentation and positioning to identify gaps vs. competition • Discover, develop, and evaluate new territories / new concepts that enable a balanced flow of activities entering the eight (8) quarter launch plan • Support the Global Brand Director in recommending product & solution innovations that build on key brand features & design and validate with key marketing communities • Support Business Unit growth and monitor cost-saving initiatives versus innovation • Propose innovative project organization & resources • Develop assortment, claims, pack design, and price positioning • Establish a strong network with Business unit marketing & sales teams, global innovation teams, communications teams, CMU, and others to drive the implementation of global projects • Contribute to developing global communication Show less • Contribute to the global development work for Tork by actively participating in regional and global projects. • Develop, manage, and implement marketing plans and activities for Tork in Mexico and Central America. • Manage assigned A&P budget and allocate it to different marketing activities. • Adapt brand, channel, and product marketing communication material across channels and products to local requirements to secure efficient and effective communication for each market activity. • Manage product launch process (incl. feedback) according to an agreed plan and within the assigned budget • Ensure accurate logistic forecast at a region, channel, and product-level for product launches • Develop and implement promotions and corresponding support materials in collaboration with other Claudia Irigoyen - page 1 stakeholders. • Ensure collection of market/brand/product/channel-related insights and share them with relevant parties (incl. delivering training) • Lead, manage, and develop a team of 2 Brand Managers, 2 Brand Coordinators, 1 Trainee, and 1 Intern Show less • Develop and maintain strategic business relationships with major accounts to promote brand awareness and secure profitable business. • Develop, implement, and monitor customer-specific sales processes and account plans to meet/exceed sales targets. • Frequently analyze customer information to discover and manage business risks and opportunities. • Recommend products and services (value proposition) that fit well with clients' business needs. • Drive contract negotiations, including terms and conditions, product offers, and pricing in line with overall product and pricing strategies. • Provide ongoing support to high-value clients through setting up and leading the key account team/managing internal resources. • Re-evaluate customer prioritization of allocated customers on an annual basis and propose actions.• Generate knowledge on market development/customer needs and competitor activities and distribute to internal stakeholders• Lead, manage, and develop a team of 1 Key Account Manager, 1 Key Account Executive and 1 Customer Service Representative Show less

  • Global Brand Innovation Manager

    Jul 2019 - now

  • Marketing Manager Mexico & Central America

    Aug 2015 - Jun 2019

  • Key Accounts Manager - Strategic accounts

    Mar 2014 - Jul 2015