Jonay Fariña

With the idea of creating tailored work processes, I began my independent consulting journey, partnering with clients in their own value creation challenges by doing: Quantitative & Qualitative research and analysis, encompassing data pulling to visualization. Business Intelligence: Analysis and evaluation of key metrics and data to understand the challenge, define objectives, and assess capabilities. Identify market trends from an economic and cultural perspective, extracting relevant insights for strategy development. Design of actionable strategies, aligned with timelines and teams, serving as a bridge between business needs and market opportunities.

Initially as a Project Manager and currently as an Independent Associate, I lead strategic projects for FMCG brands (The Coca-Cola Company, LVMH, Heineken, Diageo) and tech companies (BBVA, Uber). Collaborating with C-level stakeholders, as well as brand and marketing managers, we generate added value through strategies focused on:

Development and implementation of innovation frameworks. Consumer segmentation. Identify market opportunity areas, translating them into relevant demand spaces. Crafting brand architectures to address current business challenges. Local landing of global strategies and frameworks. Development of company-specific work standards and processes.

One of my most significant projects as an independent consultant was leading the strategy department of an advertising agency. By managing the internal team and client workstreams, I integrated a consulting perspective into the creative agency's workflows for clients such as Suntory and Burger King :

Competitive benchmarks. Campaign Strategy and Briefing to creative teams. Trend Spotting and Cultural Analysis Workshops and Ideation Sessions