Beatriz Asenjo

Designed and executed the brand strategy in collaboration with senior management;

• Composed and executed strategic plans to deliver yearly sales targets by boosting brand awareness and lead generation.

• Established KPIs and reporting tools to measure effectiveness.

Timely delivered 6 major vehicles launches and the introduction of 3 new products:

• Conceptualized campaign strategies, including customer segmentation & product persona, based on market & product analysis.

• Worked cross-functionally with digital marketing, events & product teams, and advertising agencies, to implement 360 marketing campaigns (including cinema, radio, print & outdoor advertising, digital marketing, social media, POS, CRM actions & on ground activations).

• Implemented post-campaign evaluations & dashboards, combining marketing, customer and sales data.

Accelerated cost-saving and efficiency enhancement programs:

• Remodeled the design, production and distribution processes of promotional materials.

Designed and executed regional marketing strategies to support global objectives.

• Formulated goals, strategies and set budgets

• Developed yearly media strategies together with the media agency.

• Set up a Marketing Key Performance Indicators framework (KPI’s)

Headed Mitsubishis’ regional marketing campaigns & product launches:

• Coordinated external agencies to enforce a yearly communications plan including creative development, traditional & digital media, & social media strategies.

• Project managed 3 Pan-Arab advertising campaigns on TV, mobile & digital channels, including social media & influencer marketing.

• Drove post-campaign reporting looping back learnings to the next actions.

• Work collaboratively with stakeholders on the development of a new web platform.

• Headed the launch of Mitsubishis’ Official Social Media channels in the region.

Assessed brand & product performance to ensure the right positioning of the line up:

• Systemized industry monitoring report.

• Organized brand researches & customer surveys.

• Shaped reports & data visualizations based on competitive analysis.

• Build, customize and publish interactive reports, visualizations and dashboards using Tableau that empower decision makers

• Develop Marketing Mix Models and ROI Analysis to quantitatively estimate the effectiveness of various Marketing elements, identify key sales drivers and propose solutions to improve efficiency

• Maintain analytical tools and reports for evaluating performance of marketing performance