Nestlé Purina PetCare Europe

Designed consumer learning plans to uncover insights, deepen understanding of the digital pet care journey, and drive data-informed decisions through rapid experimentation, compelling storytelling, and consumer insights, ultimately enhancing digital experiences and accelerating category growth.

• Headed regional Brand Health Tracking program, assessing Purina corporate and range brands' marketing impact on brand equity and providing insights for future strategy.

• Lead customer journey insights and analytics to design and implement proactive initiatives that enhanced customer experience while improving operational efficiency.

• Support the design and launch of new digital products, services and business models linked to the Purina Digital Ecosystem, leading different stages of the innovation process.

• Streamline customer experience centralizing the Voice of Consumer system, facilitating comprehensive insights and enabling improvements across the customer journey.

Digital & Innovation Insights Manager | Europe

IKEA

Drove consumer-centric decision-making by providing insights into the needs and dreams of the many people, to strengthen the IKEA concept and ensure business growth. Define and direct research plans for focus areas and topics IKEA is looking to explore & develop for the future.

• Co-create the IKEA stores of tomorrow to meet emerging customer needs with new experiences in order to drive visitation, grow the customer base and improve profitability.

• Developed a structured framework to evaluate new CMP formats, solutions, and market approaches, ensuring alignment with the company’s strategic objectives.

• Explored new operating models, generating insights to accelerate overall development and expand IKEA's customer base by focusing on lower-income consumers.

• Design, execute and influence the expansion of retail plans into new and existing markets.

Global Consumer and Market Insights 

Unilever

Business partner responsible for identifying and translating consumer needs, insights, and behaviors into growth strategies for brand portfolio strategy, performance, innovation and communication through the deep analysis and integration of social, search, internal, and external data sources.

• Led cross-functional teams converting consumer insights into innovation, premiumization, and go-to-market strategies that drove growth and strengthened brand positioning.

• Contribute to the digital transformation by advising brands on their data driven marketing activities and providing input on their data strategy to achieve better reach and engagement.

• Drive brand equity growth, setting the strategic agenda to make brands meaningfully different in people’s lives through consistent, distinctive & culturally powerful brand execution.

• Identify trends & foresight into action to keep our brand portfolio at the cutting edge trends in a culturally edgy way, across product, pack, comms, experiences & cultural activation.

Consumer & Market Insights – People Data Centre | Southern Cone

Join the Dots

Gather in-market knowledge about consumer mindset, explore cultural nuances, spot emerging trends and outline the implications for different brands.

• Top 1 trendspotter of the Illume Network and 9 times winner of the spot of the month

Trend Spotter - Illume Guide | Argentina

The Coca-Cola Company

Lead generation of insights using appropriate research methodologies to feed brand strategy and support decision-making. Innovate in research methodology approaches or ways of sharing results, accelerating use of technology to maximize application of learnings and sharing.

• Conduct cross-category consumer research from scoping to insights, delivering actionable recommendations that shaped business strategy.

• Led the implementation of the Agile Growth Engine model for Digital Marketing transformation, resulting in a reduction in project time-to-market through the adoption of agile methodologies.

• Responsible for creating a deep and holistic understanding of digital trends, Insights and learnings, as well as to ensure inspiration and strategic vision to grow digital business. 

• Drive cross media measurement projects with digital media partners for developing foundational principles to improve the quality of TCCC’s digital marketing communications.

Business Decision Support Manager | South Latin Business Unit

Consumer In Touch

Direct the ongoing innovation process for custom research and lead the digital research portfolio development finding new ways to integrate technology into the research process. 

• Startup integration in an existing agency with 15 years of history: 5 new clients, 130% turnover and savings of up to 35% by agreements with international technology vendors.

Digital Director, Market Opportunities & Innovation

ZenithOptimedia Group I The ROI Agency

Responsible for driving client performance by combining data-driven insights and strategic thinking across client engagements to increase their ROI on media investments.

• Led strategic media planning for AB InBev Argentina’s portfolio, reinforcing Quilmes’ ~44% share, expanding Brahma’s presence in mainstream, elevating Stella Artois in premium, and consolidating AB InBev’s ~78% market leadership with measurable ROI impact.

Business Intelligence Manager | Argentina

GfK | Market Research

Lead the client service, project delivery and product management activities across local Digital Market Intelligence teams in the region to meet the objectives set by the global team.

• GfK Digital Marketing Intelligence team set up in 5 countries from scratch: annual budget duplication and 7% profit margin above target through high performance project management.

Regional Digital Marketing Intelligence Specialist  | Latin America

IPG mediabrands | Initiative, Universal McCann, Brand Connection

Led the shared research team locally and regionally, driving proprietary and global studies that pioneered social and digital media insights in Argentina, supporting 50+ top brands across 20+ categories and influencing ~25% of national media investment.

Regional Research Coordinator | Latin America

Consumer Insights & Innovation professional, passionate about championing the voice of consumers, to drive business strategies & growth, with over 15 years’ experience across categories and geographies, both from agency and client sides. Proven track record leading multi-geography and large-scale insight projects, in the areas of category and consumer understanding, brand strategy, communication, renovation and innovation. 

Recognized for strong strategic thinking and analytical skills, with excellent ability to connect the dots, distill consumer insights, and turn them into compelling storytelling and actionable recommendations. Highly experienced in leading cross-functional teams to develop viable solutions, leveraging digital tech and design thinking to drive growth and enhance customer experience, from strategy to execution.

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