María Amézola Berenguer

Experience

• 

  Orangina Schweppes

  Jun 2010 - Jul 2010

  Marketing Intern

  - Monitoring advertising campaigns and communication actions- Development of New Products- Development of the Annual Brand Plan

• 

  AREAS

  Feb 2011 - Jul 2011

  Trade Marketing Intern

  - Definition and implementation of corporate and promotional image for brands- Definition of the product category with acceptance, profitability and performance criteria- Definition of the F&B commercial proposition (optimal mix own brands / franchises) for airports and highways- Opening plan for new airports and highways with Trade and RRPP actions- Follow up of the design of visibility elements- Impact analysis and follow up of promotional campaigns launched in airport’s and highway’s F&B outlets Show less

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  Indra Business Consulting (former Europraxis Consulting)

  Jan 2012 - May 2014

  • Conducted feasibility analysis and forecasted and estimated cash flow and P&L projections to evaluate projects and its return on investment• Assessed internal and external offer and demand to redefine positioning, branding and promotional plans for tourism destinations• Participated and presented final results to our customers

  • Senior Analyst

    Jun 2012 - May 2014

  • Junior Analyst

    Jan 2012 - Jun 2012
• 

  Mars

  May 2014 - Mar 2020

  Driving trade investment productivity by ensuring smarter promo spending decisions:- Developing and implementing a standardised tool for ROI calculation across countries (Spain and Portugal) and segments (Confectionary and Petcare)- Establishing a process and training the Sales Team to pre and post evaluate all promotional activity ROI to challenge unprofitable promos and suggest alternatives based on portfolio mix and pricing- Delivering MAC savings by optimising the promotional activity, increasing both top and bottom line- Reporting of results to the leadership team and integrating ROI analysis and results in the S&OP processCreating a Promo Policy with DO’s and DON’Ts based on customer strategy, brand role and ROI Show less Developed the Category Strategy for Chocolate in Spain:- Defined the portfolio strategy mix by channel achieving an increase +8,9% of cumulative WD- Identified growth opportunities within the different segments of the category attaining a +13,5% growth and becoming the top 3 manufacturer in the categoryLed the definition of Perfect Store strategy for Confectionary in Spain focused on excellence in execution- Directed internal workshops with key stakeholders to define our desired Picture of Success- Deployed and trained the Sales Team (Key Accounts and Field) on the program- Assisted Channel Managers on the target setting processReported category results to Leadership Team and other stakeholders inside the organisationServiced the Sales Team:- Redesign and standardised the category reporting to the sales team - Built selling stories for customers to address assortment opportunities and launch of new products- Turnaround customer’s trend to growth by deeply analysing the situation, developing action oriented plans and coordinating its executionMentored and coordinated two people Show less Led Category Management projects in Grocery and Impulse Channels:- Developed the Customer Strategy guidelines for each category reaching a triple win scenario - Optimised current customer’s portfolio and layout in store to maximise sales based on sales rotation and shopper behaviour in store- Defined shelving guidelines per channel and customer- Achieved, on average, +16% increase on category sales when implementing category projectsDeployed international projects and knowledge to local teamsWorked with Spain's main FMCG accounts such as Carrefour, Dia, Lidl, El Corte Inglés, Repsol, BP, Áreas, Elior, Serunión Show less

  • Strategic Revenue Management

    Oct 2018 - Mar 2020

  • Category Manager

    Aug 2016 - Oct 2018

  • Customer Marketing Project Leader

    May 2014 - Jul 2016
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  PepsiCo

  Mar 2020 - now

  - Managing Brands (in all categories) financial planning agenda by contributing into financial business analysis (top line, new product development and commercial budget) in order to maximize results and ensure financial translation that makes feasible annual operating plan accomplishment- Leading innovation process from financial perspective by collecting and linking data from all forums and processes understanding relationships to anticipate impacts into financial targets and processes. Evaluating new innovation initiatives and ensure stakeholders’ alignment and defining targets and follow up- Setting annual top line plan for Brands being responsible for embedding market trends insights, competitors, translating commercial calendar initiatives, channel performance, net revenue management strategy, transformational agenda in GTM and commercial budget investments- Coordinating with Net Revenue Management Strategy evaluating to assess the Commercial Strategy to obtain a sustainable and profitable growth across channels - Leading Product Review Channel iSOP to ensure full alignment across organization ensuring strategic medium-long term vision to set channel agenda to be prepared for future treats and opportunities. Providing medium-long term channel algorithm that improves profitability, sustainability and growth - Coordinating all finance teams impacted by iSOP process by ensuring that all enablers are on place: reporting requirements, capex, financial system. Ensuring that all plans and financial deliveries include in the AOP or forecast reviews the corresponding economic impact assessed in evaluation stages Show less

  • IBP Manager

    Sept 2022 - now

  • Brand and Commercial Finance Strategy Manager

    Mar 2020 - Jan 2023