Alejandra Forero

Experience

• 

  Reynolds American Inc.

  Apr 2019 - Sept 2023

  • Pioneered a revolutionary omni-channel Dedicated Advocacy Program across key US cities, overseeing new agency onboarding, SOW development, and KPI performance tracking.• Collaborated with Insights, Category, and creative teams to craft innovative campaigns translating brand strategies into impactful guidelines, assets, and toolkits for urban Vuse consumers.• Consistently tracked and enhanced program launches and brand performance, utilizing 6P analysis and live optimization to inform marketing calendar development with brand development collaboration.• Directed the development and optimization of consumer journeys, utilizing insights to enhance relationships and boost conversion and retention. Show less • In the Vuse Brand team, a $1B brand, crafted and executed strategic global marketing plans across platforms—communications, branding, loyalty, and digital—to elevate visibility and brand perception.• Developed a cutting-edge social media relaunch strategy, fostering consumer education, entertainment, and connection throughout the brand lifecycle, driving attraction, engagement, and retention on Vuse platforms.• Nurtured a collaborative team environment, maximizing cross-functional collaboration among stakeholders to achieve objectives, devise impactful consumer engagement strategies, and achieve impressive ROI.• Revitalized our growth ambitions, achieving a remarkable ~1200% increase in follower base. Show less • Achieved 2000% market share growth in the territory, surpassing retail sales targets and ranking as the top performer in the Austin Division.• Implemented clerk incentive programs to educate customers about brand offerings and enhance brand power.• Developed a local strategy and business plan for executing marketing mix, identifying, analyzing, prioritizing, and targeting retail outlets for product sales opportunities within the territory.• Managed 80+ contracted accounts strategically through individual business plans, performance assessments, and fostering strong business relationships. Show less

  • Brand Manager - Omnichannel Development

    Feb 2023 - Sept 2023

  • Brand Global Graduate Management Trainee

    Aug 2022 - Feb 2023

  • Consumer Experience Global Graduate Management Trainee

    Feb 2022 - Aug 2022

  • Senior Trade Marketing Manager

    Apr 2019 - Feb 2022
• 

  BAT

  Sept 2023 - Sept 2024

  Global Brand Manager - Pipeline Development

  • Spearheaded cross-functional collaboration to pioneer groundbreaking global product innovations, propelling brand growth across key global markets by delivering on a visionary long-term strategy for the brand.Orchestrated consumer research initiatives, meticulously curating and synthesizing market data to craft engaging presentations for workplace communication and inform precise portfolio decision-making.• Developed dynamic multi-market pipeline initiatives, crafting robust business cases, monitoring competitors, emerging trends, and consumer behaviors to drive strategic recommendations and seize untapped opportunities.Led end-to-end innovative global packaging development to achieve superior design expression with a cohesive, targeted approach, enhancing consumer proposition.• Supported portfolio liquid strategy through collaborative efforts with R&D, consumer insights, and global category teams, fostering agile, consumer-centric solutions for superior sensorial consumable experiences. Show less

• 

  Reynolds American Inc.

  Sept 2024 - now

  Brand Manager - Global Drive Brands