Ada Cleghorn

Experience

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  Ricardo Perez / Toyota

  Jan 1999 - Jan 2001

  Advertising and Media Officer

  Owned advertising and PR plans for Toyota, Kia and after sales services, management and control of advertising budget and massive media negotiations through agency and directly with large media channels: TV, Newspapers, Radio Stations.

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  Hussmann

  Jun 2002 - Jan 2003

  External and Hussman Distribution

  Commercial support for the group filial in Mexico, South America, Central America and the Caribbean: preparation of project definitions and quotations including post sales services

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  Cable & Wireless Panama

  Apr 2003 - Jul 2005

  Mobile Product Development Manager

  Mobile Products Development Manager (August 04 – July 05) • Developed new mobile value added products and services focused primarily on the messaging business, contributing to the penetration of messaging service by 8 points in 3 monthsMobile Products Analyst (April 03 – July 04)• Established internal process for controlling the Coop funds from handset providers• Negotiated marketing campaigns and promotional roadmaps for product rotation• Developed and implemented merchandising strategies for over 400 Specialized Distributors and Prepaid Cards point of sales: POS classification, POS Materials, trainings and others Show less

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  NESTLE Central America

  Jul 2005 - Dec 2006

  Consumer Knowledge Manager

  Consumer Knowledge Manager (March – December 2006)Responsible for managing and executing $XM USD in research for all Nestlé Business Units in the Central American Region.• Development of communication, innovation and renovation strategies supporting all business Units• Strong consumer insight knowledge gained through quantitative and qualitative research Consumer Promotion Manager – Beverages and Chocolates (July 05 – March 2006)• Co-Lead the coordination of the biggest communication platform ever used in CA by a brand: a one hour weekly TV Show with the Deal or no Deal format from Endemol, global leader in television and audiovisual entertainment• Developed and implemented the first multi-brand promotion executed in the six CA countries simultaneously including promotion, communication strategy and POS execution • Increased sales up to 60% through innovative consumer promotions and POS initiatives Show less

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  Dell

  Dec 2006 - now

  Designed and built both the merchandising and field marketing organizations to be the trusted Business Partners to the regional GM connecting regional sales with the CoC strategy, supporting them to grow market share while maximizing profits. Lead a team of 20 people (9 Direct) responsible to establish marketing strategies & demand generation activities across direct, channel & distributors’ routes to market.• Consistent Business Overdrive• Partnered with Sales and Alliances to develop a strategy that aided in the growth of the addressable commercial business in both Andean and SoCo, faster than market and competition since 2016• Innovated in critical areas like local inventory, Demand, BMS, Demand Generation and Cycle Planning. Show less Lead the LatAm Brand Team (United States, Mexico, Panama and Brazil) for End User Computing. Financial and RUM Analysis, driving cross functional projects to set up/support marketing programs and plays, develop/support product go to market, direct sales and customer engagement to acquire, develop and retain busines and engage executive leadership to support country sales strategies. • Actively involved with sales in largest bids in the region against competing client hardware, software and services• Pipeline sufficiency management and reporting for overall business portfolio – cross functional development of programs to ensure RUM attainment• Creation, implementation and sustaining of several sales enablement tools and materials – several new tools created in the last year: Competitive matrix, channel competitive files, technical bases, process support Show less Owned building the operational plan for Mexico and Multi-Country LatAm for Consumer Business through deep understanding of retail life cycle management and market dynamics. Lead LatAm (ex. Brazil) Merchandising team (Mexico, Panama, Colombia, Argentina), drive top and bottom line, optimizing all aspects of the portfolio P&L - owning assortment/product/pricing offering, forecasting and cross functional support.• Increased Ocean Mix 14% to 64% for Consumer SS - high focus on forecasting & collaboration with sales & ops • Lead team in the launch of Smart Selection Program for CSB in MMCLA aligning across channels and sales• Portfolio Management: turned around Mexico Retail Business from losing operation to profitable, +200% Y/Y margin growth • Implemented sales out review process, managing in-stocks and sales out controls that resulted in reducing WOI by 4 weeks Show less

  • Client Solutions Sales Director

    Nov 2018 - now

  • Client Solutions Marketing Director - Mexico and Multi Country LatAm

    Mar 2016 - Oct 2018

  • LatAm Sr. Brand Manager - End User Computing

    May 2014 - Mar 2016

  • Marketing Sr. Manager - Indirect Merchandising Mexico and Multi Country Latam

    Jun 2008 - May 2014

  • Marketing Brand Consultant - Team Lead for Direct and Retail

    Dec 2006 - Sept 2009