Marcela Ayala

Experience

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  AIESEC FGV

  Jan 2000 - Jan 2001

  Student Relations
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  Souza Cruz

  Jan 2002 - Oct 2003

  Intern

  • Performance and Trade Marketing POS Analysis• Brand and Sales Channels performance KPI's and segmentation• Data-based Go to Market strategies and reviews (price, credit, distribution, POS merchandising)• Sales elasticity and new product launch evaluations• Nielsen / market share analysis and report

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  IBM

  Oct 2003 - Aug 2006

  Technical Solution Manager

  • Responsible for development of Strategic Outsourcing solutions for Financial Industry clients;• Coordination of Multiskill teams;• Commercial and Legal negociation; • Gerenciamento de processos de venda dentro e fora da IBM; • Análise estratégica dos mercados de cada cliente; • Principal Realização: Assinatura de quatro contratos de “Strategic Outsourcing” num período de dois anos. Volume de negócios da ordem de 200 milhões de dólares.

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  Telefonica

  Sept 2006 - Nov 2010

  Report to Senior Sales and Marketing Manager• Planning and developing a new pricing strategy focused on One to One client analysis;• Development and launch of sales pricing tool focused on each client's specific portfolio and profitability results. Report to Senior Manager• Analysis, diagnosis and roll out of go to market strategies for B2B Clients (competition, regulatory issues, cross selling and up selling, price positioning, and new products launch).• Client financial and sales health analysis for tailored offering and pricing decisions (IRR, NPV, Payback, ROI, etc). • Responsible for identifying and implementing best practices throughout different Latin America operations within Telefonica; • Analysis, diagnosis and roll out of best practices focused on new products, sales and retention processes review, price and product positioning, competition mapping and response.

  • Marketing Coordinator

    Jan 2010 - Nov 2010

  • Marketing Consultant

    Apr 2008 - Dec 2009

  • Marketing Analyst

    Sept 2006 - Mar 2008
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  Vivo (Telefônica Brasil)

  Dec 2010 - Sept 2017

  Report to Sales Channel Director• Responsible for creating a new SMB Sales Channel focused on Shopping Malls and Commercial Buildings;• Responsible for Financial and Commercial Analysis and Support to Director's decision making;• Responsible for Go to Market strategy and execution along with the Sales team and Products team (tailored offerings, training, pricing, competition monitoring and response);• Responsible for P&L management (metrics, pipeline and forecast follow up);• Responsible for post mortem analysis of each client (ROI, NPV, IRR), feedback and ongoing review to meet P&L goals. Show less

  • Senior Sales Planning & Marketing Manager

    Jun 2014 - Sept 2017

  • Marketing Manager

    Dec 2010 - May 2014
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  Instituto Sol

  Oct 2018 - Jun 2019

  Fundraising Consultant

  My main responsibility as Fundraising Consultant was to: use Market Intelligence and Research to identify potential Corporate Donors; Develop Fundraising Plan, calendar and approach; Take into account Instituto Sol’s and Donors short and long term goals while defining Fundraising Strategy.

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  Pratika Consultoria Comercial

  Apr 2021 - Sept 2023

  Senior Manager | Senior Advisor

  Project Management and Consulting• Responsible for leading marketing and sales management projects for consulting clients.• Projects related to Sales and Marketing Management / Operations, Sales Efficiency and Productivity, Growing Markets, Direct and Indirect Sales, Dealers, Distributors and Retailers.• Identification of opportunities, conduction of diagnostics using data, market research, in-depth interviews, and other tools. Development and implementation of action plans. Monitoring of KPIs and Sales Results.• Strong interaction with sales, marketing, media, products, trade, finance, and clients’ C-Level executives. Show less

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  Órigo Energia

  Mar 2025 - now

  Senior Manager | Churn & CX