About
Creative strategic business partner that leverages advanced analytics, deep consumer understanding and strong business acumen to drive tangible business growth. Proficient in wide range of advanced analytics tools, strategic frameworks, and research techniques.
Experience
Director Consumer Insights & Analytics Us Portfolio (Bitters, Sauce and Vinegars)
Present
Head of Insights & Analytics function for Mizkan America with three Direct Reports. Responsible for portfolio strategies, business measurements (including pricing and marketing effectiveness), consumer learning agenda, innovation (including white spaces) and sensory. Leading CI&A for Angostura Bitters, Ragu and Bertolli Sauces, Holland House, Nakano and Mizkan as well as new to the world brands.
Sr. Manager Consumer Insights & Analytics – Us Rtd, Global Demand Spaces & Marketing Effectiveness
Sr. Consumers Insights & Analytics manager responsible for leading learning agenda for the first ever Ready To Drink business unit for BSI USA including white space identification, sizing opportunity, validation and pricing landscaping. Co-created the first ever Global Demand Space framework at BSI across 12 different markets driving cohesion and global harmonization. Led all of marketing analytics for US Jim Beam, Maker’s Mark, Knob Creek and Hornitos, (MMA, MCA among others). Two Direct Reports.
Manager Consumer Insights & Analytics – Us Vodka & Marketing Effectiveness
Insights lead for EFFEN and Pinnacle Vodka brands responsible for leading the vodka portfolio strategy that informed the re-launch of Pinnacle and EFFEN brands. Led all of marketing analytics for US Jim Beam, Maker’s Mark, Knob Creek and Hornitos, (MMA, MCA among others).
Manager Consumer – Global Jim Beam & Marketing Effectiveness
Global Insights manager supporting JB’s global coalition focused on driving brand’s global premiumization and harmonization through new set of distinctive assets, first global campaign and integrated global drink strategy. Focused markets: US, Germany, Australia and UK.
Manager Consumer Insights & Analytics - Mark Anthony Brands (Mhl, Cayman Jack & Inno)
Strategic business partner that built strong relationships with cross-functional teams through strong strategic thinking and collaboration. Created measurement models, pricing and lead all of the creative and concept testings as well as immersive consumer work and the RTD segmentation study.
Associate Manager Consumer Insights – Mike'S Hard Lemonade, Cayman Jack
Associate Insights Manager responsible for the learning agenda for Mike's Hard Lemonade, Cayman Jack & Innovation.
Consumer Insights Intern Summer 2011
Identifying Consumer Trends and leading consumer research agenda for Colgate Total. • Led Colgate Total Advance brand communication market research agenda. Executing day to day qualitative and quantative research agenda and summarizing learnings and findings for execution. • Developed in-depth tooth paste consumer tool-kit 2006-2011. Capturing and identifying major trends and shifts in consumer behavior.
Research Associate
RS Consulting
Research associate focused on driving meaningful recommendations to our B2B clients by integrating different data sources, conducting deep analytics and overlying understanding of consumer needs. Areas of focus: • Immersive work with Hispanic consumer • Conjoint Analysis • Global In Depth Interviewing - France, Brazil, Canada, Mexico and the UK
Junior Market Researcher
Executed qualitative and quantitative research studies to inform strategic recommendations to our B2B clients. • Market Sizing • Qualitative In-Depth Interviewing
Education
Wisconsin School of Business
Master of Business Administration - MBA, Consumer Research & Advanced Analytics
Universidad Torcuato Di Tella
Bachelor in Law
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