Strategic Business Planning & Market Research

MILAGROS BOEDO

*** ******** **, ********, ** ****9; 513-***-****; US Citizen; English & Spanish; ******@*****.*** ; www.linkedin.com/in/milagrosboedo

Over 19 years of comprehensive experience in strategic business planning and market research at Procter & Gamble. High impact business leader with practical understanding of business needs and robust application of technical mastery to accelerate business growth. Extensive experience in the Consumer Goods Industry for both developed and developing markets, including NA, Latin America, Western Europe, and South/East Asia.

Broadly recognized as a passionate leader of strong problem solving and analytical skills, with an outstanding ability to make critical business connections to drive sustainable top line and bottom line growth. Highly experienced in business strategy, innovation strategy, as well as initiative management. Greatly skilled in assessing market landscapes. Accountable for leading business teams at high executive level to the application of market and consumer insights. Have led regional and global organizations of up to 30 people.

Specialties

Brand Strategy – targeting, positioning, architecture, visual identity & packaging; equity tracking & score carding

Portfolio Strategy – white space expansion, geographic reapplication

Innovation Strategy – consumer led ideation; product & commercial innovation; multi-region co-creation

Project Management – initiative design, qualification, tracking & optimization; forecasting; qualitative, concept, product, pricing, packaging, advertising, & tracking research;

Landscape assessment – market & category dynamics, trends, competitive analysis; secondary & panel data

Consumer & Shopper Understanding – immersions, habits & practices, segmentation

Organizational Design and Leadership – Robust experience in organizational structure and operational design, organizational optimization, capability development, training, as well as budgeting and expense control

Education

System Engineer; Universidad Metropolitana, 1990, Caracas-Venezuela (GPA 4.71/5)

Job Experience

Stepped out of the job market to attend family health issues. Up to speed with today market dynamics and marketing theories. Ready to resume full time professional development.

Procter & Gamble: Nov 1989 - July2008

Global Associate Director, Fabric Enhancers, Consumer & Market Insights: 2007-2008

Joined the recently created Brand Franchise Leadership Team to help establish a global operation for Fabric Enhancers (+$2bn in sales, 4 brands), including the creation of a global brand strategy for Downy/Lenor, the integration of global and regional innovation into one master plan, and the kick-off of global initiative work via multi-region co-creation.

Recommended and led a landscape assessment of fabric enhancers markets at global level to understand drivers of category development based on a variety of sources, including secondary, panel and economic data. Provided insights into countries of highest potential, growth targets per country, and how to drive growth (where-to-play, size of the prize, how-to-win). Shared findings with Global Leadership Team. Insights were immediately incorporated into the Global Business OGSM, and regional master plans.

Driving forward a vision of interdependence, energized and led regional organizations into the creation of the first ever global operational guidelines for the function to accelerate business growth. To enable this operation, led approval all the way through sector president level of the first global budget allocation for the function amid severe cost reduction pressure.

Championed commercial innovation (CI) in Fabric Enhancers. Advanced understanding on how to qualify and quantify impact of CI initiatives, leveraging COE current best approach. Increasing number and size of CI initiatives across regions became part of the business innovation strategy.

Global Associate Director, Personal Health Care, Consumer & Market Insights: 2004-2007

Led the consumer and market insights function in the OTC (Over-The-Counter) Division for more than 10 categories/brands across Respiratory, Gastrointestinal, Pain, Water Filtration (+$2bn in sales), and New Business Development. Played an instrumental role in the creation of Vicks global strategy to grow sales over $1bn.

Led a cross functional team formed by R&D/Design/Brand Consultant/TNS to recommend how to stretch Vicks Equity at global level. Identified 31 new domains and created 46 new umbrella concepts with the potential to become new strategic platforms for Vicks. This work influenced the innovation strategy, and was the genesis of Vicks Nature Fusion and Vicks First Defense launches.

Leveraging reactions to prototypes from consumers around the globe, influenced the design of Vick’s new brand mark and packaging system. Objective was to drive design consistency across a very complex array of sub-brands/variants/ countries, and strengthen Vick’s communication as a family of products. Led packaging global qualification. Exploited the technology of eye tracking in virtual shelves to uncover new insights for customers to gain their support for this change in stores. Leveraged shopper based design learnings from North America and Europe in Latin America and Asia to eventually experiment with new shelf arrangements with potential to drive up category and brand sales.

Led the NA Personal Health Care Consumer & Market Insights Organization to the creation of a functional master plan to drive work in core competencies highly critical to the business -- including forecasting, marketing mix modelling, pricing & value equation, initiative optimization, and organizational development. Deliverables were linked to individuals’ work plan. Significant progress was achieved across areas despite organizational constraints. In the arena of forecasting, drove focus on validation, the enrollment of suppliers to tweak models to account for unique categories dynamics in the sector, and the use of market data/dynamics to gain early understanding of volume potential ahead of kicking off initiative design work.

Latin America Associate Director, Personal Health, Oral and Personal Beauty Care, Consumer & Mkt Insights: 2001-03 Led the consumer and market insights function for 11 categories, +15 brands, across Respiratory and Gastro, Toothpaste and Dentures, Personal Cleansing, AP/Deodorant and Skin Care (+$750MM in total sales).

Played a critical role to help redefine Crest Business Strategy in Latin America to drive sustainable brand growth.

Recommended, designed and led in-depth qualitative research to explore How to Weaken Consumers Bond with Colgate. Learnings and recommendations, which impacted regional marketing strategy of next launches, were elevated at global level. President of the business unit requested immediate reapplication of research, and sharing of insights around the globe.

Based on household panel data, led a set of comprehensive analyses and drove multifunctional working sessions with Marketing, R&D and Finance to better understand how Crest and Colgate interacted at variant level, zooming into dynamics of trial, loyalty, growth, and cannibalization. Learnings were key to the design and launch of the first ever Crest Low Tier Variant in Mexico. Total Crest registered sustained growth in Mexico from 9.8% in 2002 to 13.9% in 2004 (+40%), at that time record high in past 10 years.

Along with BASES, led a comprehensive set of simulations -70 in total- to understand how to maximize new initiatives in the Respiratory Category. Specifically, how to best allocate advertising $ throughout the first three years after launch to maximize volume in the context of category seasonality and long purchase cycles, as well as highly fragmented markets. Learnings and business implications were reviewed and deeply discussed with Regional Management, affecting go-to-market strategies.

Learned, synthetized and deployed technical routes (what-to-do/not-to-do) to define actionable brand targets, by leveraging theory, principles and learnings from +20 in-company cases. Enrolled Advertising Services and Media Agency in the process to ensure target definitions were actionable to purchase media. Led regional training of research community across businesses. Learnings were immediately applied in the sector to define brands target. Secret Targeting Work was considered a breakthrough and the cornerstone of the business revamp in Mexico (+30% volume growth in Y1).

Latin America Senior Manager, Personal Health and Oral Care, Consumer & Market Insights: 1998-2000

Latin America Manager, Baby Care, Consumer & Market Insights: 1994-1997

Venezuela Supply Chain Planner: Baby and Feminine Care (production planning & materials management): 1989-1994

Honors & Awards

2005 - P&G Key Manager Compensation Award, aimed to top 3% employees.

2004 - PHC Diamond Award.

2003 - Identified as P&G Top Talent.

1985 to 1990 - Merit Scholarship Award from "Fundacion Gran Mariscal de Ayacucho", Caracas/VE. They paid for all my years of college education based on results from qualifying test, and GPA performance throughout college.

Others

Interests: Love photography, travelling, painting ceramics and cinema.

Organizations: Strong believer in supporting social causes and helping with community services.

2011-Present: Little Brothers, Friends of the Elderly Volunteer

2008-2011: Ronald Mc Donald Cincinnati House Volunteer

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