Marketing Assistant
Resume:
LAURA CATALINA
GOMEZ ROA
Market research expert
Miami, Florida
*****.********.*****@*****.***
Bachelor in International Business
Management and Master of Marketing, with
over 8 years of job experience focused on
market research and marketing.
Vast knowledge in different market research
methodologies, mixing primary and
secondary data that allow a company to
deeply understand the consumer behavior to
orient its strategy in an objective, creative,
and accurate way.
Management of market research
projects
Storytelling for presentations
Online questionnaries set-up
Microsoft Office and SPSS
Spanish
Native
English
C1
Portuguese
Advanced level - Celpe Bras
2016 - Present Senior Researcher
ProColombia
Leading the new research market area in ProColombia, conducting different online and offline quantitative and qualitative projects through diverse data sources to guide ProColombia's clients' strategy to export to international markets, invest in Colombia or attract international tourists.
Main achievements
Creating and leading "Ojos en el Mundo" the first online community for market research purposes through the Colombian diaspora worldwide with over 2.000 members that gather information all over the world identifying trends, consumption habits, and business opportunities to Colombia companies. Guiding Colombia's country brand strategy throughout several qualitative and quantitative studies within and outside Colombia leading to successful campaigns such as: "Colombia Land of Sabrosura" and "Colombia the most welcoming place on earth"
Networking with several market researcher providers worldwide. Leading more than 50 market research projects in a recursive, creative, and insightful way that guided several Colombian companies in their internationalization process.
2014 - 2016 FDI Attraction Analyst
ProColombia
Conducting desk research studies orienting more than 120 international companies in their process to invest in Colombia. Guiding ProColombia s FDI commercial agents to successful leads through potential client segmentation within the BPO, IT, and audiovisual sectors.
Main achievements
Creating a yearly segmentation, identifying over 850 leads with high potential to be contacted and persuaded to invest in Colombia.
Building and constantly updating 5 toolkits with key information about Colombia as the best FDI destination in the region in the BPO, IT, and audiovisual sectors.
Delivering business case analysis for 120 international companies. Gathering and evaluating data from major international databases such as Euromonitor, EMIS, BPR Benchmark, Gartner, among others. 2013 - 2014 Client Service Research Executive
Millward Brown
Developing strong commercial and methodological relationships with retail clients, deeply understanding their market research needs to guide their brand positioning strategies worldwide that clearly differentiate them from their main competitors. Main achievements
Conducting 7 brand tracking studies for Pepsi Central America including soft drinks, energizers, teas, and flavored water that represented more than USD 1 million sales for Millward Brown Colombia.
Coordinating 16 brand equity studies in Peru, Brasil, Venezuela, and Colombia for the whole brand portfolio of Kimberly Clark in Latinamerica (Kotex, Scott, Huggies, and Plenitud)
Orienting Abbot's communication strategy through the testing of more than 6 campaigns for their new products Ensure and Pediasure ready to drink and Similac Mama.
2012 - 2013 Client Service Research Assistant
Millward Brown
Creating and designing market research reports, assuring high-quality data from the questionnaire design to the gathering and processing stages, ensuring the delivery of insightful data that guided brand positioning strategies. Main achievements
Creating brand tracking reports month by month for the entire brand's portfolio of Kimberly Clark (including Kotex, Scott, Huggies) and the most important dairy company in Colombia, Alquería and its main 4 brands (Leche Alquería, Crema de leche Alquería, Avena Alquería and Puro Campo).
Understanding the impact of the marketing strategy of Kimberly Clark's brand in Latinamerica (Colombia, Perú, Venezuela, Brasil, Argentina) through the creation of 3 annual Brand Equity reports for their main brands. 2015 - 2017 Master in Marketing
Universidad de los Andes
2016 - 2016 Babson Entrepreneurship Program
Babson College
2007 - 2011 International Business Management
Universidad del Rosario
2020 Part-time teacher
Universidad Piloto de Colombia
Part-time teacher for market research and marketing strategy 2019 Innovation Award
ProColombia
Best innovation product - "Ojos en el Mundo" the first online community for market research purposes through the Colombian diaspora worldwide. (See: http://bit.ly/ojosenelmundo)
2018 Best Presentation Award
ESOMAR
Best market research presentation "Colombia, Land of Sabrosura" in one of the most important market research congress ESOMAR Main Fest Latin America 2018 - Buenos Aires (See: https://www.esomar.org/what-we-do/awards/best-presentation- award)
Education
Educational experience
Acknowledgments
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