About
20 years of marketing strategy and research experience. Sharp focus on the “so/now what” of insights. Recipient of the Advertising Research Foundation’s Great Minds Award for contributions to the marketing research industry, and WPP’s Atticus Award for global achievement in Consumer Insights. Published author. Bilingual English/Spanish. Global experience in innovation and new product development, brand health, communications, shopper, user experience and foresight research. Wide cross-industry expertise: food and beverages, beer and spirits, personal and home care, CPG, retail, travel, hospitality, restaurants, insurance, financial services, healthcare, telecom, automotive. Passionate about understanding the “human” side of consumers and the role technology is having in shaping their lives. Unique ability to uncover and turn social and cultural trends into actionable growth strategies. Pioneered industry thinking on how we are moving towards a micro-cultural reality in which “my” cultu…
Experience
Consumer Insights & Strategy
The Kraft Heinz Company · Greater Chicago Area
Owned the learning agenda for the cheese business, including brands such as Kraft, Cracker Barrel, Philadelphia, Velveeta, Athenos and Taco Bell.
Cultural Strategy
Kantar · Greater Chicago Area
Practice leader, charged with helping brands stay relevant and grow in today’s fragmented and rapidly evolving marketplace by leveraging technology and a profound understanding of the ‘human’ side of consumers at every stage of the marketing cycle. Work spans across several industries and clients. Kantar Futures, 2017 Kantar TNS, 2014-2016 Kantar Millward Brown, 2006-2014
Senior Project Director
Synovate · New Jersey
Led multiple marketing research projects focused on the pharmaceutical, healthcare and biotech industries in the US, Europe, Asia and Latin America. Work spanned across various therapeutic areas (i.e. oncology, erectile dysfunction, cholesterol, diabetes, asthma, depression, aids, allergies, OTC and others) and groups of interest (i.e. general population, patients, caregivers, sales reps, pharmacists, physicians and other HCP).
Professor of Marketing Research
CENTRUM Católica Graduate Business School · Lima, Peru
Marketing Manager
Arellano Marketing · Latin America
Regional company engaged in the rendering of marketing consultancy and research services specialized in the Latin American market, with operations in six countries. Responsibilities were twofold: a) provided marketing and research consultancy to key client accounts, and b) managed overall business strategy of the organization and its resources.
Education
Universidad ESAN
Master of Business Administration (MBA), Marketing
Pontificia Universidad Católica del Perú
Applied Statistics
Argentinean Naval Academy
Navy Officer, Naval Sciences
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