Trade Strategy Brands Coordinator

Pernod Ricard México

June 2012 to May 2014

Created innovative strategies and a variety of promotional options in order to generate brand awareness and equity for brands which included Chivas, Absolut, Elyx, Havana, Malibu, Beefeater, Passport. Led nation-wide sales teams in developing and implementing brand strategies and closely monitored follow up, achieving overall growth exceeding 20% for FY 2013 and FY May 2014. Identified key opportunities for market growth development. Launched brands such as Passport, Something Special (SS), Altos and Beefeater in over 150 on-trade venues and reached the 30% sales objective set for SS for the period of January to June 2013. Although I Identified an ultra-premium gin, Beefeater 24, which was successfully incorporated in the category thereby exceeding the market share objective by over 50%.

On Trade Seeding Brands

Pernod Ricard Mexico

April 2010 to July 2012

Negotiated profitable sales agreements with key accounts through innovative solutions such as new marketing and sales strategies for our partners that optimized value and volume growth in the medium and long term. Although price monitoring that ensured consistency across venues and increased the positioning of each brand in accordance with each specific business strategy. Comprehension of the strategic business needs in every channel, influencing end consumer purchases and leading trends in the market in order to analyze their sell in vs sell out, SOM and ROI. I represented Pernod Ricard México in the Absolut Akademy Pro 2012 in Ähus- Sweden, in recognition of the excellent results achieved in brand equity, awareness and sales in on-trade venues. Although I developed the "Absolut - Tour In" project that involved creativity, brand experience and consumer involvement through venues, clothing stores and BTL in order to renew the end consumer´s interest in the brand.

Marketing Communications Coordinator

ITESM- RECTORÍA ZONA CENTRO

March 2010 to April 2010

Led the recruitment and employee selection process, also internal communications area. Strategic project designer of international companies in order to support the professional tasks development of students within important enterprises around the world.

Management and Research Department Communication Coordinator.

ITESM- CEM

April 2008 to February 2010

Responsible for internal communication of over seven departments. Coordinated special projects across the country in order to provide innovative and technological tools to support student development, such as Mobile Learning and Academic Leaders. Lead writer for on line journals about various departments, laboratories, and new curricula.

Talker

Kreato/ Konka

January 2008 to April 2008

Responsible for both internal (employee) and external (B2B) communications aimed at establishing internal communication practices to ensure the maintenance of an excellent working environment within the company.

Communication and PR Coordinator

Centro de Diseño Alemán

August 2007 to November 2007

Coordinated public relations and internal communication in order to negotiated three projects with free publications like Elle Décor, Habitat and Arquine in exchange for exclusive sales and launches of brands such as Vitra, Walter- Knoll, Cassina, Max Alto, Zaitraum, Thonet; etc.

Marketing Trainee

Televisa

January 2007 to July 2007

Marketing trainee that launched TV seasons advertisings such as RBD Family, SOS sexo y otros secretos, trece miedos, among others.

Public Image Engineering Course

January 2004 to January 2004

Bachelor of Communication

January 2002 to January 2007

Career Goals

Executive with highest standards of personal excellence and more than 6 years experience acquired through creating and implementing marketing, sales, communications and brand building strategies imbued with passion, innovation, results orientation and strong team focus.
Strategic and analytical thinker, assertive and results oriented. Ability to prioritize tasks and manage time efficiently. Creative, insightful, ethical, honest, passionate, and respectful.

Industries of interest

Areas of interest

Availability to travel and work outside the city

Yes

Interests and hobbies

To assume a managerial position in a company where my experience in developing international consumer-centric marketing strategies will make a significant contribution in ensuring that company values are both clearly reflected in the product and deeply ingrained in the consumer.