Mariluz Minguez

Experience

• 

  Caxton College

  Jul 2008 - Jul 2008

  Teacher Assistant

  English teaching to 4-year-olds during summer school

• 

  Pracym

  Mar 2011 - Aug 2011

  Communications Intern

  Key Responsibilities: - Organization of real estate exhibitions: stands, potential exhibitors, advertising, etc. - During the exhibition: liaise with partners on day to day issues surrounding their activity. - PR duties: press release and press clipping.- Brand strategy- Online brand communication. - Logo design

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  Valencia fashion week

  May 2012 - Nov 2012

  Sponsorship Department - Intern

  KEY RESPONSIBILITIES:- Search for potential partners for the XIII Valencia Fashion Week. - Conduct value assessment for event proposals and partnership packages. Activity proposal and strategic planning specially adapted to each partner. - Arrange meetings with interested sponsor.- Prepare and organize activities during the event: brunch for bloggers.- Regularly liaise with clients on day to day issues surrounding their sponsorship activity.

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  Suavizantes y Plastificantes Bituminosos (SPB)

  Apr 2013 - Nov 2017

  Product Manager Export

  SPB offers a wide variety of Health, Beauty, Household and Laundry products for FMCG retail brands. Key responsibilities as Product Manager:- Analyse market data, global trends and consumer habits, attitudes and behaviours in order to guide retail brand strategy and product innovation. Provide insights and actionable information to enhance the quality of the products and ensure that the products meet the market’s needs.- Propose new product developments and product improvements (new benefits, packaging changes) to our client in order to ensure we offer the best possible category to our customers.- Assess market competition in terms of products, retail prices and strategies and compare with SPB’s retail branded products.- Follow the steps and deadlines of Marketing when developing new products. Liaise with industrial and packaging development. Ensure critical path is followed correctly.- Manage the entire product life cycle; from strategic planning to daily activities. Maintain catalogue products and improve current lines.- Keep track of sales and analyse possible movements. Show less

• 

  Borges International Group

  Nov 2017 - Oct 2018

  Brand Manager Export

  Brand Manager for Central America, South America, Asia-Pacific and CIS & Baltics. Responsible for retail brands Borges, ITLV and Popitas in the above markets. Category management within the Export Department: Vinegars, Pasta, Sauces, Olives and Popcorn.Key responsibilities: • Own and manage local Advertising and Promotion budget within the assigned areas. • Develop and implement local Marketing Plans for Borges taking into account local markets, competitors and consumer insights. Ensure brand awareness, sales and market share growth. • Identify opportunities to drive brand’s growth within each area. • Enable and support the commercial team to drive growth of sales and listing of new products. Co-ordinate and monitor with each KAM all NPD launches. • Monitor competitor’s activities across all assigned categories and markets. • Create ATL and BTL activities with local agencies/ distributors and ensure that all plans executed locally are aligned with the Borges’ brand identity. • Online Marketing: Develop the Social Media strategy and Digital Marketing Plan together with local agencies. Ensure correct implementation and optimum collaboration with influencers. • Sponsorship of local cooking TV shows.• Development of local marketing materials: videos, POSM, promotions, presentations for the Sales team, local recipes, etc. • Trade Marketing: creation and implementation of POSM and promotions to increase brand visibility in-stores and drive customers to purchase.• Management of NPD for the Olive category: product and range definition, claims, packaging design with agencies, P&L, creation of marketing materials to support launch, marketing plan for new range. • Management of Fair Exhibitions: design of stand with agency. Assist to Fair Trade with KAM in order to promote business growth. • Sales analysis. Show less

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  SPB | THE SPB GLOBAL CORPORATION

  Oct 2018 - now

  Responsible for the Categories of Dishwashing, Laundry, Household and Personal Care.- Define the product strategy of the company per category, market and client.- Business Development: Definition and execution of Business Plans to lead the development of newproducts and potential investments of the company.- Define the product portfolio of the company and coordinate the development with the different areas,such as R&D, Sales, Packaging and Engineering.- Pricing: define price strategy and profitability per product. Set target costs & price per client and market.- Data analysis: Evaluate sales and market data. Prepare reports per category to analyze the performance of our portfolio vs the market trends and present to the board of directors.- Support and provide Sales team with material for tenders, client presentations, product information and actions to boost sales. Asist client meetings to review category, present new product developments and review performance of products. Show less Responsible for the development and image of SPB's commercial brands. Definition of the Marketing Strategy and Marketing Plan with Marketing Manager. Key responsibilities: - Product Development & Branding: Creation and development of SPB’s commercial brands and product range from idea to market, for Laundry, Household, Beauty and Air Care categories.- Create and implement Marketing Plan & Budget per brand and market. Stablish launch strategy for the brands in each market with Sales team. Trade Marketing activation. - Category Management & Market analysis regarding trends, product assortment, pricing and promotions per category. Identify market opportunities to enlarge the brand portfolio and ensure market growth. - Digital Marketing: Definition of Digital Marketing Plan. Content creation for website, social media and blog. Social Media management & Influencer Marketing activation. Stablish digital campaign with agencies to boost brand awareness (SEO, SEM). - Ecommerce: content generation for Amazon and marketplaces, such as Westwing, regarding product benefits and brand positioning. Creation of product pages and brand store. - Sales Analysis: review brand performance and guide towards corrective actions to ensure market growth. Show less

  • Senior Product Manager | Marketing

    Nov 2022 - now

  • International Key Account Manager

    Mar 2023 - Sept 2023

  • Global Brand Manager

    Oct 2018 - Oct 2022