Manager Marketing

MARLIEZ VALADEZ TREVIÑO

Cel. 551-***-**** e-mail: *******@*****.***

Summary

Strategic marketing leader with 18+ years in International FMCG companies with proven experienced in developing and implementing winning strategies based on a strong and compelling vision for different categories and successful brands while delivering profitable growth and creating engaged, diverse and inclusive teams. Strong expertise in directing marketing & innovation strategy in order to bring to life breakthrough strategies to change category s rules, positively impact the business and build on sustainable growth while managing cross-functional teams and developing key strategic partnerships. Passionate and positive leader with the ability to influence and lead high performance teams’ development.

Skills

360 Strategic and envisioned thinking

Embrace change

Flexible and adaptable management style

Design & Innovative thinking

Business and financial acumen

Deep consumer & market understanding

to formulate strategic insights

Deep understanding of integrated

marketing communications (Media)

Good communication & negotiation skills

Professional Background

ACH Foods Mexico 2014 – 2019

Oils & Fats Group Brand Manager (Oct’16 – May’19)

Responsible for Capullo®, Mazola® & Inca® brands 80% NSV, $4.0 Mio USD budget, 20sku

-Company’s cooking oils strategic plan development & implementation based on consumer segmentation and both brands’ positioning territories

-Total O&F brands +8% NS growth & +2.2 ppts Direct Profit vs FY16 (Yr1) maintaining brands’ volume performance

-Capullo® +1.3 ppts brand penetration, +18% velocity growth at SSS, and +1ppt GM improvement through content downsizing supported by POS promotional plan coupled with a new advertising campaign and an adjusted media strategy

-Capullo® +17% NS growth & +3 ppts Direct Profit vs last 2 Yr performance maintaining brand’s vol SOM and recovering +1ppt val SOM

-Inca® SOM leadership recovery at key regions for the brand & category through an IMC regional program that brought to life brand’s positioning supporting a +30% price gap vs key competitor

-Capullo® & Mazola® 3Yr innovation pipeline reco design

Grocery Group Brand Manager (Feb’14 – Sept’16)

Responsible for Karo®, Aladino® & Twinings® brands 15% NSV/ The most profitable brands for the company, $2.0 Mio USD budget, +25sku

-Total Grocery Brands +1.5ppts GM growth

-Brand positioning & architecture definition and 3Yr brand roadmap development for the three brands

-Karo® +7% volume & +2.5 ppts SOM recovery from 2 years of brand underperformance and SOM loss

-Aladino® with +1.9ppts brand penetration and +20% volume increase driving category growth

-Twinings® +13% volume growth driving premium tea segment performance and duplicating brand trial rates vs YA

ConAgra Foods Mexico 2005 – 2014

Specialties Sr. Brand Manager (Jan’13 – Jan’14)

Responsible for PAM® & Hunt’s® brands 12% NSV/The most profitable brands for the company, $1.5Mio USD budget, +25sku

-Brand positioning & architecture definition for both brands

-Hunt’s® SPGS glass format launch with +5 ppts of GM vs regular SPGS line and +15% volume entering in the most important segment for the category

-PAM® growth strategy definition via Lx consolidating brand’s leadership @ spray segment and + 5% additional volume

Snacks Innovation Sr. Manager (Mar’12 – Dec’12)

Responsible for generating and developing a sustainable and profitable 5yr Innovation pipeline for the Snacks platform based on key consumer insights

Sr. Brand Manager (Apr’09 – Mar’12)

Responsible for ACT II® brand 45% NSV, $7.0Mio USD budget, 22sku

-ACT II® # 1 Salty Snack Brand at Retail Channel above Sabritas Chips

-ACT II® Flavors Line re-launch with +67% sell out growth building on increase frequency & new snacking occasions

-Concept creation & development of the biggest Brand Building & Volume promotion for ACT II® during the Fiscal Year’11 (+12% sell out)

-International Team “Golden Globie Award” @ 2012 Global Marketing Meeting for best Marketing Plan design, execution and results

Jr. Brand Manager (Feb’08 – March’09)

Co-responsible for ACT II® brand 40% NSV, $7.0Mio USD budget, 22sku

+13% & +8% YTD growth at Self-service and C&C channels respectively supported by innovative promotional plan aligned to brand’s communication platform

-TV special executions development such as Olympics, TV movie films, talk shows and telenovelas as secondary initiatives of new ACT II® Media Plan

-ACTII® Smart Pop come back plan leader achieving +150% sell out growth by second month building on increasing product’s awareness & relevance

Jr. Brand Manager (Aug’07 – Jan’08)

Co-responsible for Del Monte® brand (canned veggies & peppers) 25% NSV, $2.0Mio USD budget, 30sku

-Implementation of Del Monte® canned veggies innovation “Cosecha Fresca” cascade down of labeling, POP material, and POS activation

- 3sku development for Sam’s contributing to increase 45% this client volume and +10% category sell in volume

Brand Executive (Jul’05 – Jul’07)

Co-responsible for Del Monte® brand, 55% NSV, $5.7Mio USD budget, +90sku

-Del Monte® Ketchup mass media promotion responsible, +10% participation goals improvement

Vileda Mexico (German company of house cleaning products) 2002 – 2005

Jr. Brand Manager (Feb’04 – Jul’05)

Responsible for 3 of 5 Vileda® brand categories, 35% NSV, 25sku

-Lead country for NAFTA region coordinating new launchings development at clothes category

-Vileda® gloves portfolio’s re-launch for consolidating brand’s category leadership

Brand Assistant (Sep’02 – Jan’04)

Co-responsible for Vileda® brand within its 5 categories (wet & dry floors, gloves, clothes & scouring), 45sku

Colgate Palmolive Mexico 2001 – 2002

Marketing Trainee: Supporting Oral Care category, Toothbrushes

Education/Languages

ITESM CEM 2001 LEM (Marketing Degree w/honors), ENGLISH 95%

Personal Information

Birth Date: August 15th, 1978 Marital Status: Single

Address: Atizapán de Zaragoza, Edo. De México

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