Sofia Fernandez

Experience

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  Colliers International

  Jun 2006 - Oct 2007

  Market Research

  Commercial, Office and Warehouse market research in Costa Rica, Honduras and El Salvador.

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  Kraft Food

  Oct 2007 - Aug 2012

  Responsible for delivering accurate and reliable financial information for upper management use. In charge for preparation of annual expense budgets, highly involved in planning activities and interdepartmental development projects. Main deliverables included prompt identification of P&L deterioration, Sales performance reviews, forecasts analysis and marketing analysis for commercial profitability. Support management routines, processes and dashboards by providing effective tracking and analysis of market and key performance indicators. Control, review and consolidate advertising and consumer budget for 14 Business Units, as well as the Marketing activities execution calendar. Sales Stadistics analysis.

  • Financial Planning Analyst

    Apr 2011 - Aug 2012

  • Sales Intelligence and Trade Controlling

    Oct 2007 - Mar 2011
• 

  The Coca-Cola Company

  Aug 2012 - Nov 2024

  Responsible for leading Regional Organized Retail Customers in CAM (52MM UC, 67% of CAM's Organized Retail Sales, 14% of total CAM sales mix), including customer development through the definition of local strategies and Key Customer negotiation to implement our business priorities with innovative solutions, assuring NARTD volume, share and revenue performance. Maintain and improve commercial relationship between the Coca-Cola system and key customers to be recognized as one of the best suppliers and strategic allies, through enables like CBP or CFV process. Show less Responsible of risks and opportunities identification based on market analysis across channels (traditional, modern and on premise) and categories; define and implement plans to address opportunities according country needs, integrating commercial strategies and frameworks, aligned into BP strategy initiatives to drive system leadership and revenue, ensuring execution plans in market.Constant interaction between Sr. Market Development Manager, Portfolio Manager, Finance and technical team and Bottler peer to ensure OBPPC adequate management and execution in order to reach market opportunities and look for business growth.Support management routines with key business indicators analysis to monitor right execution, and ensure business objectives achievement: volume, revenue, profit, share, coverage, SOVI, per capita consumption. Show less Active role developing and implementing shopper marketing strategy on Traditional and Modern Trade according system and country strategy.Ensure an aligned execution strategy between marketing, Bottler and MDMs of the Right Shopper LOS. Delivered commercial plans (Shopper, Sales Force and Retailers) to permanently execute recruitment packages and revamp frequency pack consumption by developing and executing a commercial plan for 12 oz RGB @ Home and MS frequency plans (Ruta Tapa Amarilla, Subasta Coca-Cola, D2D glass introduction). Show less

  • E2E Commerce LATAM- Director

    Oct 2024 - Nov 2024

  • Regional Retail CAM Director

    Jan 2024 - Oct 2024

  • Customer Development Senior Manager Centro America

    Oct 2019 - Dec 2023

  • Market Execution Manager- Costa Rica & Nicaragua

    Apr 2016 - Sept 2019

  • Country Manager - Dominican Republic

    Oct 2018 - Apr 2019

  • Shopper Marketing Manager (Trade Marketing) -CAM

    Mar 2014 - Mar 2016

  • Planning Operations Central America

    Aug 2012 - Mar 2014