Marcela Darcie

Experience

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  Maxion Wheels, a Division of Iochpe Maxion

  Jan 2011 - Dec 2011

  International Trade Trainee

  •Provided support to international customers.•Participated in negotiation with suppliers.•Analyzed supply and demand.•Created reports and monitored KPIs.

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  Robert Bosch Tool Corporation

  Jan 2012 - Dec 2015

  Responsible for Dremel brand in Chile. Two direct reports.•Developed, executed and controlled Business Plan and Integrated Marketing Plan •Controlled product sales, stock, P&L profitability and brand budget.•Managed portfolio, product life cycle and new launches.•Analyzed market information, monitored trends and competitors.•Leaded brand communications, events, POS activities and promotional campaigns.•Trained and supported internal and external sales teams and key account executives.•Collaborated through different departments and stakeholders (national and international).•Handled commercial agreements, presented brand strategy, negotiated with key customers. Show less

  • Brand Manager

    Jul 2014 - Dec 2015

  • Product Manager

    Jan 2014 - Jul 2014

  • Brand Manager

    Jan 2012 - Dec 2013
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  Energizer

  Jan 2016 - May 2018

  Sales Manager Brazil

  Responsible for Energizer and Eveready brands in Brazil. ·Delivered Commercial Business Plan and P&L targets. Increased NS, GM and reduced local stocks.·Regained Modern Trade, by reentering major Key Accounts. Gained thousands of new POS with strong share of shelf.·Expanded horizontal and vertical distribution on Traditional trade.·Leaded Flashlights category relaunch. Designed 5P strategy and oversaw its implementation.·Negotiated commercial agreements

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  BP

  Jun 2018 - Nov 2019

  Marketing Manager

  Responsible for Castrol oil brands in Chile. ·Successfully relaunched Castrol in Chile. Increased Net Sales, GM and revenue. Launched new product lines. Improved product mix and positioned price. Gained market share. ·Stablished marketing operations foundation: built team, agencies, suppliers, WOW guidelines.·Led “Castrol Trade Attack”. An extensive market research, mapping +2.500 POS in Santiago, collecting competitive intelligence, category trends, customers and consumers insights.·Delivered Integrated Marketing Plan, including design and execution of various promotions, launches, events and trainning sessions.·Developed advocacy incentive program to drive recommendation.·Exponentially expanded POS visibly. Implemented numerous full branded “Castrol Lube Center”.·Owned LATAM sponsorship strategy. Created guidelines for leveraging global partnerships. Show less

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  Nestlé Purina Latin America & Caribbean

  Dec 2019 - Jul 2024

  Responsible for Purina Corporate Brand · Positioned Purina as the “Most trusted and admired petfood company in Chile”.· Implemented new brand identity across all 14 brands, improving brand equity. · Designed and implemented the Communication & PR strategy. Accomplished high ENV.· Developed and delivered Business Marketing Plan. Controlled budget to maximize ROI.· Conducted various market research, partnering with Euromonitor, Kantar, Nielsen and others.· Transformed brand's digital ecosystem including SEM, CRM, website’s journey and content.· Led execution of all “Shared Value” Initiatives that enhanced brand reputation. Show less Responsible for Purina Dog Chow, Purina One and Purina Doko ·Developed and executed Integrated Marketing Plan. Controlled budget and P&L results. Achieved high Net Sales growth, improved GM and bottom line revenue and gained Market Share.·Led portfolio and innovation pipeline. Completely relaunched Dog Chow and One. ·Created strategic plans based on insights from consumers, category and competitors. ·Designed Communication Campaigns (TV, digital, radio, OOH, POS) aligned with guidelines. Reached N1 media Power of Voice. Improved brand health funnel.·Managed cross-functional teams. Trained people. Influenced key stakeholders. ·Collaborated with global and regional teams as sales, marketing, design, R&D, regulatory and supply, to bring to market successful products and brands. Show less

  • Consumer Marketing Manager Senior PURINA

    Feb 2023 - Jul 2024

  • Senior Consumer Marketing Manager

    Dec 2019 - Jan 2023