Manage Key Accounts channel and execution of cycle plan. The key task is to achieve volume, availability, market targets ensuring merchandising, branding, shelf space, availability and visibility in key outlets.
• Successfully achieving a volume growth of 63% with a retail channel share of 45% during 2019. • Coordination of Lucky Strike market launched in Key Accounts with a salesforce of eleven Sales Representative and seven Trade Marketing Representative. • Optimized sales and trade marketing force productivity by ensuring maximum daily outlets visits and 100% coverage of the weekly costumer target in terms of availability and volume. • Responsible for Route To Market Indicators in Key Accounts (Coverage, Effectiveness, Volume) • Responsible for the Sales (sell in/ sell out) and Market Indicators (Share, Volume, Coverage) • Responsible for designing and implementing trade activities in the allocated stores to achieve objectives specified in cycle planning, that positively affect the consumer disposition funnel. • Manage the Activity and Promotion plan (A&P) in Key Outlets • Negotiate the annual commercial contracts with key costumers in terms of share of facing, sharing data (sell out), trade marketing plans, communications, pricing strategy. • Manage the category in key accounts and coordinate with the In-Store team the merchandising and product displays in Key Outlets • Responsible of the salesforce training
• Manage Key Accounts and Shopper Marketing budget
Key Achievements: • Increased the sales volume by 63% during 2019 • Meet the monthly sales goals by 100% • Effectively Negotiated commercial contracts with clients resulting in an increased of share of facing by 60% • Increased the brand market share by 10% in the Key Accounts channel.
In charge of marketing strategies and sales actions of the frozen premium brands: Anchor, Agrarfrost, Deligrance, Chousa, Tello, Albeniz
Define sales strategy and budget on a national scale aligned with regional market strategy Define sales target for each of the channels aligned with the overall sales target Manage marketing budget for each brand portfolio and execute the advertising/ media plan Manage the purchase budget for products and sales forecast Analyze market and consumer data to ensure sales performances and market opportunities Supervise the sales performances and design corrective plans to address market opportunities In charge of pricing strategies Manage trade marketing and promotional plan for products
Responsible for training the salesforce and clients Implement new products launches (presentation and negotiation) Prepare sales and marketing report for HQ
Key Achievements: • Increase of 54% of Anchor´s brand sales by reintroducing categories in key outlets. • Sales channel growth of 70% in Retail (supermarkets) and 37% in Food Service by implementing sales and promotion strategies with key clients.
• Meeting the categories´ target by negotiating annual sales and purchase agreements
In charge of marketing throughout the region of the following brands: Swatch, Flix Flax, Bulova, Time Force, Edox and Swatch Store.
Plan, execute and control the Marketing Plan for each brand Coordinate and control the products campaigns Coordinate BTL activities, events and sponsorships In charge of advertisings in newspapers, magazines, OOH and digital media Coordinate and control the online presence of the brands Execute the marketing reports for the Global Headquarter Coordinate the visual merchandising campaign Coordinate and implement promotional activities in stores (Trade Marketing) Manage the Media Plan, Budget and Marketing Expenses of the brands
Key Achievements: • Execution of marketing campaigns that meets the sales and marketing goals • Good results in the Facebook Fan Page performance: Swatch Panama rank fourth place globally in the 2012 Swatch ranking; regarding the Swatch Key Performance Parameters.
In charge of the market study to determine the viability of the company to enter the Latin-American region: Panama, Colombia, and Mexico; in the electronic government market.
