Director - Consumer and Business Insights
Resume:
ROBERTO BERASAIN
Tampa, Florida 33602
**********@*******.***
SUMMARY
A dynamic and results-driven MARKETING RESEARCH and CONSUMER INSIGHTS EXECUTIVE with comprehensive domestic and international expertise in business analytics, market intelligence, business development, international business expansion, accounting, sales planning and marketing, product development/testing, qualitative/quantitative research, and scenario modeling. Excels at empowering consumer brands to grow and attain profitability. Leverages strong interpersonal skills to train and lead staff, interface with senior executive leadership, and liaise with internal/external business partners. Proven aptitude for delivering forward-thinking solutions to drive consistent revenue and profit growth.
KPI Tracking and Reporting
Financial Management
Franchising
Business Strategy
Competitive Intelligence
Financial Modeling
Corporate Finance
Pricing Analysis
EXPERIENCE
MCDONALD’S CORP., Tampa, Florida
Director, Consumer and Business Insights, Florida Region, 2017-2018
Managed preparation, communication, and reporting for regional projections (sales, transactions, mix, and profitability). Oversaw orchestration and influencing of execution adjustments required to maximize regional performance (leadership team) and achievement of regional plan. Communicated and presented regional business results, including trends analytics, internally and to operators groups and associations. Provided regional monitoring and support to national pricing strategy and ethnic consumer analytics. Tracked, evaluated, and presented test activities (products, prices, and services). Analyzed and presented consumer surveys and indicators (based on third-party research engines). Trained and assisted internal/external resources in tools and techniques used for consumer and business analysis.
Prepared, discussed, and presented monthly/annual regional sales projection.
Analyzed daily/weekly sales/mix changes, updating regional monthly targets.
Implemented weekly daypart trend analysis (using seasonally adjusted trending).
Updated 2018 forecasting process (PMIX based).
Developed analytical tools and reports for tracking of Operational KPIs (comparable analysis, indicators matrix).
Developed, prepared, and discussed initiatives performance tracking (daily/weekly/monthly).
Tracked pricing analytics (evolution/benchmarking) and prepared/discussed new and adjustment pricing proposals.
Prepared and presented regional performance analysis (Business Reviews) in Internal C-suite and External Operators meetings.
FIREHOUSE SUBS, Boynton Beach, Florida
Owner-Operator, 2016-2017
Owned and operated store located in Boynton Beach, Florida after completing franchisee qualification and training program. As Operations Lead and Operator, responsible for the whole activity at store level. This included (but was not limited to) ordering, scheduling, local promotional activity, food safety monitoring, operational procedures, and all accounting and reporting requirements (including P&L preparation and fiscal-related tax reporting).
Reached last quarter of positive Comp. Sales with the first multi-month catering agreement with local organizations approved.
Improved customer satisfaction scores.
MCDONALD’S LA, CARIBBEAN (ARCOS DORADOS), San Juan, Puerto Rico
Director, Marketing Planning and Business Research, Caribbean Division, 2005-2015
Directed large expansion of Caribbean market share in Colombia, Venezuela, Puerto Rico, Aruba, Curazao, Trinidad and Tobago, Martinique, Guadeloupe, French Guyana, St. Thomas, and St. Croix and supported Bahamas, Dominican Republic, St. Maarten, and Suriname. Oversaw annual preparation of detailed sales and gross margin planning for division (including individual plans of each country/market). Performed pre-/post-analysis of marketing initiatives, including new products, platforms, price changes, and promotional activities. Managed consumer insights-related activities, including planning and executing (usually using third-party services) qualitative and quantitative research, including new product development (Bone-in Chicken for Trinidad and Tobago and Colombia).
Administered divisional competitive tracking. Oversaw pricing strategy for division, including discussion, modeling, implementation, and tracking of results. Prepared, analyzed, and presented to the leadership team monthly, quarterly, and annual plan performance tracking (including leading re-projection activities). Led design and pre-/post-evaluation of marketing and promotional activities in conjunction with marketing department and presented results to the leadership team. Collaborated with development department in projecting new store sales/profitability. Supported operations team in evaluation of promotional events and crew incentive activities. Performed strategic analysis within divisional direction team (market opportunity/size, key socioeconomical trends, consumer input, competition evolution, and strategic drivers performance).
Spearheaded key market research operations in order to create strategic business launch and product development initiatives effectively to support growth.
Presented market research findings along with research from syndicated research firms to create holistic market perspective and outlook to divisional leadership.
Developed scenario analysis reflecting product mix changes, volume impact, sales, and margins in all new markets.
Designed, tested, and launched new products and promotions across markets, attaining sales growth ranging from 6% to 35%.
Led market share in PRI for first time in company’s history between 2011 and 2012.
Won President’s Award in 2012.
Established trust and solid relationships with divisional leadership by providing clear presentation and explanation of sales and margin results.
ADDITIONAL EXPERIENCE
MCDONALD’S LATIN AMERICA (GAUCHITO DE ORO S.A.), Montevideo, Uruguay, Director, Regional Special Projects, 2004-2005. Led Latin America data warehouse (team located in Brazil) initiative aimed at improving production across region. Oversaw planning and strategic analysis for financial and real estate activities. Directed implementation in Uruguay of new ODS solution ("Tango" project) until June 2004.
Director, Regional McDonald’s LA South Cone, 2003. Managed finance and strategic planning for nearly 100 stores across Uruguay, Paraguay, and Chile. Improved McDonald’s Chile financial performance by leading restructure of department and hiring new controller. Implemented finance and accounting changes required for transition from wholly owned to fully franchised market in Paraguay (2003). Designed and supported implementation of change from actual BFL scheme to "non-traditional company-operated" base (management contracts and design of three joint partnerships). Administered monthly regional reporting to managing directors, including design and production of regional scorecard.
CFO/Director, Innovate Project, 2001-2002. Represented LA finance in development of worldwide ERP for company. Directed general ledger design team (Phases I and II of Innovate) and later led performance metrics group (design of reports and key performance indicators). Prepared plan for restructure of market and finance department in Uruguay in 2002 (reduction of number of stores from 33 to 22). Led implementation of NewPOS Store System linked to SMS international (systems area). Served as representative of "Small Markets" group on Latin America Finance Board. Supported marketing department leading product mix and sales analysis. Oversaw pre- and post-promotional analysis (price changes, promotion, etc.).
CFO/Controller, 1994-2001. Oversaw planning, accounting, reporting, and finance management for Uruguay market. Participated in development and support of finance functions for new markets in South America. Created plan to restructure market’s business strategy and financial department, including reduction of stores from 33 to 22. Helped negotiate change in ownership from joint venture to wholly owned company in 2001 and 2002. Improved financial department productivity by leading deployment of fully automated accounting system. Collaborated with market department to provide division leadership with comprehensive analysis of product mix and sales performance. Won President’s Award and Team Award in 1998. Received Organizational Leadership Award in 1996.
KPMG URUGUAY, Montevideo, Uruguay, Senior Manager, Auditing and Consulting, 1992-1994. Attained strong client satisfaction rates by managing largest audit and consulting clients in Paraguay as well as leading important consulting projects in Uruguay. Elevated company’s thought leadership profile by frequently publishing technical articles regarding application or explanation of IAS in Uruguay. Led transformation of PepsiCo Uruguay’s accounting system.
INIA (NATIONAL INSTITUTE OF AGRICULTURAL RESEARCH), Montevideo and Colonia, Uruguay, Finance Manager, 1990-1992. Selected as first finance manager for new extension of research of the Ministry of Agriculture to work under private corporation regulations. Implemented private corporation chart of accounts, accounting procedures, and staff training, transitioning from former government office. Developed initial annual budget and implemented reporting packages for internal and external boards.
CERVECERIA & MALTERIA PAYSANDU, Paysandu, Uruguay, Chief of Administration, 1988-1990. Designed and implemented new system for reception, analysis, and payment of annual harvest at main plant and associated warehouses. Led local accounting team in Paysandu. Designed and implemented detailed measuring system for brewing activities, including key performance indicators.
KMG/KPMG URUGUAY, Montevideo, Uruguay, Junior to Manager (Auditing and Consulting), 1981-1988. Completed large number of assignments in Uruguay and Paraguay, covering different areas of industries/services (retail, manufacturing, and banks). Trained as "Auditor Trainer" in company course in Mexico in 1986. Served as assistant professor for auditing course at Universidad de la Republica (1987/1988).
EDUCATION
UNIVERSIDAD DE LA REPUBLICA, Montevideo, Uruguay
Bachelor’s Degree, Public Accountant, 1980-1984
UNIVERSIDAD DE LA REPUBLICA, Montevideo, Uruguay
Additional Master’s courses (7 of 11), 1984-1986
UNIVERSIDAD DE MONTEVIDEO, Montevideo, Uruguay
Post-Graduate Annual Program for Directors’ Development Course, 2002
PROFESSIONAL DEVELOPMENT
Advanced MicroStrategy, 2014
Consumer Insights Training (LAMB, Argentina), 2013
McDonald's Marketing HMU training (HU, Chicago), 2009
Benchmarking Trips, United Kingdom, 2002
McDonald's International Controller Training (HU, Chicago), 1994
COMPUTER SKILLS
BI Tools (MicroStrategy, APT, Hyperion), Microsoft Office Suite (expert in Excel, including Power Query/Pivot), ERP/Accounting Systems (Oracle Suite)
LANGUAGES
Fluent in English and Spanish. Basic in French and Portuguese.
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