Description
Summary Senior Marketing Executive with more than 15 years of experience in strategy, insights, marketing and communication gained in operational and regional roles in blue chip consumer goods companies across various categories: from cosmetics and detergents through domestic appliances to beverages. Successfully built and led large, geographically dispersed teams in multicultural environment in Europe, Americas, Middle East and Africa. Delivered outstanding business results, combining analytical mind, passion for consumer and customer understanding with marketing expertise and financial acumen. Extensive experience in strategic marketing and consultancy as well as influencing C-level executives and top teams. Engaging presenter, coach and trainer, passionate about people's development. Social, digital and shopper marketing expert delivering tangible value for the business. Insightful, decisive, inspiring. Multilingual including English, Spanish and Polish. Managed as well as multiple export markets, including a dispersed team of 40+ experts and business managers. Designed executed and implemented an operational model which allowed improving insights and commercial capabilities and developed innovative Insight 2.0 toolkit based on cutting edge neuro and digital solutions and ethnographic and anthropology analyses delivering major budget efficiencies with over $2.5m annual gains and an improved ROI of research and analytics of over 23%. * Co-lead first ever regional innovation development and qualification for launch of New Product Developments including new packaging (breakthrough large packs for beer 0,75l bottles responsible for 30% of profit growth of the region) Line Extensions (e.g. Aguila Cero in 9 months since launch becoming the biggest Non-Alcoholic Beer in the world new brands and categories (e.g. Xing - new to the market category of shandy/radler) with in-market results above targets in terms of sales consumer metrics and profit. * Supported the development of new positioning and creative platforms based on insights for 8 brands (Aguila Poker Barena Club Imperial Balboa Suprema Club Premium) helping them to better engage with consumers and expand category footprint. * Partnered with Global Marketing to develop and qualify brand assets for MGD Peroni & Grolsch and with local marketing teams for regional brand - Miller Lite that became market leader in Panama with 30% share. * Defined and implemented trade and shopper insights capability in the region: innovative research protocols training for all trade and brand marketers and user friendly repository of shopper knowledge available with application suggestions for all in LATAM commercial teams. * Supported revamp of commercial strategy based on consumer segmentation in 7 countries resulting in 6% volume and 8% profit growth. * Developed and supervised for the first time in SABMiller globally a regional Social Command Center - a specialized team dedicated to listening analyzing and engaging with consumers and stakeholders in real time through social media in 6 countries for 40 brands which prevented or mitigated multiple crisis situations delivered over 50 insights and increased digital engagement of brands by 42% saving ca. 30% in terms of cost. * Established digitally enabled analytics knowledge storage and data gathering system including consistent multi-country KPIs repository brand health and retail performance tracking improving quality of data by 40% with synergies and savings of $1.2m. Changed the commercial strategy for the company and developed and led a team of over 15 insights managers strategists and business analytics and managed a department budget of $4m. * Created from scratch and led a highly effective Insights Department including organizational design recruitment training and development of 15 managers and specialists. * Reversed market share loss through a complete revision of commercial strategies based on consumer and market trends including change of sales strategy new innovation pipeline (new brand Ksiazece and multiple Line Extensions) change of key brands positioning (Tyskie Lech) and targeting (Redd's). * Partnered with Global Brands marketing team to develop and qualify marketing campaign and assets for
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