Ana Paula Plasencia Best

Onedemand Insights Director

Mars · Chicago, Illinois, United States

Present

Innovation Explorer Global Director

Mars · Chicago, Illinois, United States

Global Innovation Strategy and Insights Lead

Mars · Chicago, IL, United States

Cmi Senior Manager Global M&M’S

Mars

Cmi Senior Manager Global Gifting & Seasonal

Mars · Chicago, Illinois

Consumer, Brands & Shopper Insights Sr. Manager

Mars

Consumer & Market Insights Manager

Mars · Queretaro

Brand & Consumer Insights Sr. Executive

British American Tobacco

Tobacco industry established in Monterrey Mexico operating since 1942 with more than 2000 employees nationwide Brand & Consumer Insights Sr. Executive Reporting to Brand & Consumer Insights Management, Strategic Planning and Insights management and collaborating with two Brands Management in a national basis (premium and value for money) Direct reports: 2 (marketing interns and trainees) Responsibilities: - Quantitative and qualitative research studies for 4 Brands (3 Global & 1 local) nationwide. (Questionnaire, topic guides, proposals, and results analysis) - Responsible of the most important quantitative research study (General Consumer Survey) implemented every six months, reaching 5000 consumers per wave. - Agency negotiations and selection - Brands and channels diagnosis - Desk research (internal sources; Nielsen, sell out, sell in) - Databases administration - Monthly consumer dynamics trackers Achievements Development of new market research platforms to support strategic brands…

Brand Trade Executive

British American Tobacco

Marketing & Business Development

Baker & McKenzie

- Internal communication - Business development - Event planning - Public Relations - Media relations