Descripción

Hi!

I have more than 15 years experience providing key market and consumer insights to unlock growth for global brand leaders in European and Latin American markets both as employee and free-lancer consultant for Nestlé, Diageo, Coca-Cola, Astra Zeneca, Owens-Illinois an other multinational companies and small firms.

I have been the leader of core and exciting marketing tasks, like strategic annual Marketing Business Plan processes for global brands in some countries, inspiring and working closely with multifunctional teams.

I enjoy discovering business/marketing opportunities and identifying the source of non-consumption problems, to then come up with solutions for those challenges.

I am conceptually creative to overcome business key issues and to unlock growth through delivering the right vision of what your consumer needs from your product/brand, which then allows me to work with your team on product (re) design, innovation and/or strategic marketing and iconic communications.

I can offer your business to identify and leverage main market opportunities, trends and obstacles, and to provide you with consumer understanding and the right strategy which will allow you to grow consumption and brand connection.

I am happy to work with entrepreneurs, start-ups and small companies as well as medium and big corporations!

Looking forward to growing with you,

Mariana

Idiomas

Español
Bilingüe o nativo
Inglés
Bilingüe o nativo

Preferencias de lugar de trabajo

Acepta trabajo presencial

Barcelona (hasta 50 km)

The Coca-Cola Company
Strategic Research Leader
SECTOR AGROALIMENTARIO
septiembre de 2015 - octubre de 2015 (2 meses)
Project Aim: Understanding the impact of Coca-Cola´s marketing investing in sports events from a consumer vantage point. Do consumers really see your brand sponsorship? Is marketing in sports impacting both men and women? How to maximize your investment? What sports are up and coming? How to make sports marketing more brand-centric and not just generic sponsorship?

The project consisted on answering these questions and making strategic recommendations for maximizing investment, understanding the sports young people feel more attuned to and that might offer more space for the brand. Campaigns were developed reducing investment by 30% and significantly improving brand relevance in sports events for both men and women.
Nestlé
Marketing Consultant/Researcher
SECTOR AGROALIMENTARIO
enero de 2011 - mayo de 2016 (5 años y 4 meses)
Strategic recommendations on advertising pre-test for corporate and brand communications, Overview/market size and opportunities for Food Service in Latin American countries, consumer habits for food categories, innovation testing and similar, health changing habits and impact on diet and similar
Powerful insights Strategic marketing Consumer understanding Expert Interviews Research Market research
DIAGEO
Senior Consumer Planner Manager
VINOS & BEBIDAS ESPIRITUOSAS
junio de 2016 - enero de 2020 (3 años y 7 meses)
Leader of MBPs (Marketing Business Plans) for some Diageo Latin rums and other brands and categories
Insights Consumer understanding Communications Strategic Planner Innovation Planner Retail Planner Marketing Nielsen