Oct 2013 – Jun 2014 · 8 mos

Jun 2010 – Jun 2012 · 2 yrs

• Drive Shopper-led Portfolio Growth Plans
• Drive Large Channel Shopper Strategy development
• Drive Shopper Insights leadership on Core Hydration Brands; Tea, Gatorade
• Develop / Support Shopper granularity work
• Drive Shopper Insights into Innovation Pipeline
• Lead Insights Work to Drive Advantaged Customer Growth Plans

Jun 2009 – Jul 2011 · 2 yrs 1 mo

• Supported division's senior manager for PepsiCo by providing reports and statistical analysis for specials based on sales by category and ethnicity.
• Evaluated promotional activities in supermarkets to increase sales among Hispanic and African American demographics.
• Analyzed product performance in each competitive category, including salty snacks, beverages, and oatmeals.
• Established appropriate objectives in each category with target metrics for special events such as holiday promotions and shopper programs.

Mar 2010 – Jan 2011 · 10 mos

• Coordinated relationships and negotiations with key retail accounts; analyzed performance of products in each competitive category, including baby, skin care, sun care, body lotion, mouthwash, and sanitary protection.
• Developed and ensured delivery of action plan for each customer.
• Established appropriate objectives in each category with target metrics for special events such as holiday promotions, as well as for shopper programs.
• Studied shopper needs and preferences in order to provide most effective product assortment, impactful displays, and appropriate pricing at point of purchase.
• Realized increase in market share in majority of categories.
• Gained second-highest market share (to Colgate) in mouthwash products.
• Achieved 31% growth in baby toiletries with Carrefour
• Implemented plan to counteract successful competitive door-to-door sales in body lotion category; increased category's sales 40% overall and 32% at leading big-box retailer.
• Increased customer buy-in for J&J product categories because of research into and understanding of consumer preferences and behavior.

Apr 2004 – Apr 2010 · 6 yrs

Apr 2006 – Dec 2008 · 2 yrs 8 mos

• Managed company's second-largest account, which accounted for 22% of sales in the direct trade.
• Handled strategic planning, account P&L, and development of annual commercial agreement in order to drive achievement of goals and profitable growth for company.
• Supervised seven-person sales team managing account across country, with responsibility for developing promotional strategy for each category and for implementing special events.
• Collaborated with representatives from logistics and supply chain to correct problems with supply, thereby repairing relationship with key customer and restoring J&J's credibility.
• Grew sales for J&J products at Carrefour in one year, exceeding Carrefour's overall growth by six points.
• Improved customer service ratings from 35% to 85% in six months while remaining within budget parameters.
• Achieved 120% of quota and ranking as top manager in company; earned award for superior performance in customer development during 2008.
• Broke into new territory that included smaller cities where Carrefour was opening new stores; sent specialty person to this area to handle only supermarkets, focused on wholesale business, and achieved 22% sales growth despite challenges presented by ongoing unrest and conflict throughout Colombia.; Administered merchandising support countrywide, which included approximately 235 team members; wrote merchandising handbook for J&J products.

Jan 2005 – Jan 2007 · 2 yrs

• Developed strategic plans for neighborhood supermarkets for region of Antioquia; region ranked first among territories for this type of store, which represented 20% of region's total sales.
• Strove to achieve Kraft goals and quotas while improving date-of-stock rotation time from 30 days to 15 days, driving profitable growth for company.
• Supervised 12-member merchandising team in this zone, training them in pricing strategies and process for analyzing each customer's sales.
• Oversaw implementation of consumer events and promotional strategies.
• Achieved 110% of quota and implemented aggressive plan to recover zone, working against significant competition.
• Analyzed customers in zone and identified single area that represented 24% of total sales; developed and implemented action plan to open new customer in this area, increasing Kraft distribution.
• Gained understanding of customers' needs and methods of implementing strategies at point of sale.

Jan 2004 – Jan 2005 · 1 yr

• Led trade marketing area for modern channel, with responsibility for creation and execution of promotional strategy in alignment with customer calendar.
• Managed relationship and negotiations with external merchandising vendor; supported point-of-sale elements including pricing, promotions, databases, and special programs.
• Created strategies to guarantee category growth and evaluated category performance according to customer and categories of cookies, beverages, and desserts.
• Compounded annual growth of 10% and increased revenues and gross profit for Royal gelatin.
• Improved trade spending target from 12.5% to 11.5%.
• Implemented category management of cookies category at Carrefour, improving Share of space for Club Social from10% to 12% in face of strong competition.

Jan 2002 – Dec 2003 · 1 yr 11 mos

• Supported trade marketing manager by providing reports and statistical analysis for specials based on sales by category.
• Evaluated each promotional activity in supermarkets in order to increase turnover and maximize budget.
• Identified and launched four new promotion focus points according to consumer insights, increasing promotional turnover by 25%.
• Spearheaded initiatives such as Oreo Shrek launch, increasing Oreo's turnover by 25%.
• Drove cross-merchandising, combining promotions for products such as Oreo and milk, and Tang and water.