About
Passionate about understanding human behavior and translating insights into impactful business strategies. With over +13 years of professional experience and a strong background in marketing and commercial analytics, I specialize in consumer insights, brand performance evaluation, and data-driven decision-making. My expertise lies in uncovering market trends, understanding competitor landscape, identifying growth opportunities, and supporting strategic marketing and commercial initiatives -Skilled in conducting qualitative and quantitative primary research, competitive analysis, and leveraging syndicated data such as IRI, Nielsen, Numerator as well as internal data sources to shape successful marketing, commercial and innovation strategies. - A collaborative business partner with a proactive approach, translating data into actionable insights and business strategies driving brand and commercial growth
Experience
Strategic Insights & Analytics Manager - Cognac & Premium Tequila
Bacardi · Miami-Fort Lauderdale Area
-Develop and execute research plans to uncover consumer insights that unlocked strategic growth for both D’USSÉ Cognac and Tequila Cazadores brands -Analyzed and shared brand health data, consumer dynamics on purchasing and consumption behavior, delivering actionable insights that empowered brand and commercial teams to develop targeted strategic plans. - Effectively manage multiple research initiatives, including Path to Purchase studies, segmentation analysis, and consumer journey mapping, to uncover key behavioral insights and drive data-informed marketing and brand strategies.
Strategic Insights & Analytics Manager - Cognac Category
Bacardi · Miami-Fort Lauderdale Area
- Led the gathering and synthesizing of insights to drive consumer and industry insights to drive D’USSÉ Cognac brand growth influencing long-term marketing strategies. -Develop data-driven narratives to support new product innovation, including Holiday limited edition, new size format launches and Lunar New Year editions. -Conduct qualitative and quantitative research to uncover deep consumer behaviors and preferences such as A&U, Concept testing, Max differentiator Analysis, Semiotic study among others -Analyze syndicated and internal sales data sources to identify high-impact opportunities for brand growth.
Sr. Commercial Analyst
Bacardi · Miami/Fort Lauderdale Area
-Provided data-driven insights and commercial analytics to optimize sales strategies across key markets. -Led forecasting and planning processes, collaborating with brand marketing, sales, and finance teams. -Translated large data sets into meaningful insights to guide negotiations and drive business performance. -Developed performance tracking dashboards, ensuring visibility into market trends and opportunities.
Supply Chain - Customer Account & Bailment Coordinator
Bacardi · Miami/Fort Lauderdale Area
-Managed inventory distribution across 10+ markets, optimizing supply chain efficiencies. -Streamlined operations, reducing supply chain gaps and ensuring product availability
Purchasing - Corporate Materials Coordinator
Del Monte Fresh Produce N.A., Inc · Coral Gables, FL
Purchasing Coordinator
E&B International Trading LLC · Pembroke Pines, Fl
International Trade Intern
Belcorp · Colombia
Education
Universidad del Rosario
Bachelor's Degree, Finance
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