My formal education says I have a BA
degree plus a Master in Marketing & Advertising. My
professional background comprises over 10 years in the FMCG
industry in commercial and marketing departments, with experience
in Sales, Customer Service, Category Management, Distribution and
Demand Planning, Market Research and Branding.
I joined MediaCom in December 2006
when I decided it was time to change perspectives and take some
distance from the client side.
Initially, my role at MediaCom was as
Media Research Director for the P&G LatAm GBU Team providing
support for all brands within the agency scope of work, with focus
on the quantitative tools and analysis. Later on, I took over the
whole Insights area, making the first steps into Consumer
Receptivity research in the region. Starting 2010, I have been
appointed to oversee the Research area for all LatAm units.
I strongly believe in the power of
people so, early in my assignment, I got involved in every activity
related with training and people development, working closely with
the LatAm leaders to determine the needs, design the training
sessions and implement them. As a consequence, I was invited to run
the Freshness program within the region from January 2009.
I guess the key to work as an insights
and comms planner - which is what I do - is to have a mix and
diversity of skills and experience rather than mastering one field
only. For me, it is about having a generalistic profile that allows
you to see a bigger picture and find the liaisons or links between
the different components.