Fashion

Lifestyle

Outdoor

Marketing Executive with 19 years of experience in creating Trade Marketing and Marketing Strategies in Global and National Companies, managing in growing, saturated and specialized categories the launches, their commercialization, profitability and communication strategies. I create strong relationships with the commercial area to create the best purchase experience in all distribution channels (on and off line). Digital Marketing Master Degree recently. I reach my aims by sensitizing the stakeholders in relation to the importance of their own role with the consumer, inspiring internal and external work teams by encouraging them to offer their creativity and their own leadership in order to obtain their own objectives. 
Marketing International and Administration Degree. Advanced English.


Responsibilities:
Sales: To communicate the main advantages of the products in display on the point of sales  to get 5% increasing LY. 
Visibility: To improve the brand visibility communicating the AS & Grohe brand equity and adjusting the store needs. 
Profitability: To save the investment for showing 100 new products and replacements.
Innovation: To improve the purchase experience by placing interactive samples in the store restrooms.
Achievements:
•	I created the Updated Samples and Display Plan (Fixed  Assets/Capex Investment) with the brand equity communication  on the 57% of the total market stores (with 0% coverage) by implementing in one store daily, executing in a 3 year budget in only one.
•	I introduced faucets category launching in the 100%  of the stores, by identifying COVID insights and creating sensory purchase experiences.
•	I increased sales to 8% in wholesales and 37% in retail by creating a strategy to exhibit shopper business solutions and ensuring the inventory availability which logistic was complex and low (COVID)
•	I created the sample database updated for each store (256 stores) to save 80% of the investment for showing new products and replacements.


Latam Channel Marketing Manager

Responsibilities:
Sales: To increase the retail sell out 10% vs LY. In Point of sales, to increase the closing sales from 3 to 5 in approaching sales demonstrators.
Managing: To lead the own sales work team, 44 reports ( demonstrators, supervisors and coordinators). Annual activations. 865
Profitability: To optimize the Operation Demonstrators Expenses 20% to 17%.
Share Of Market: To increase vegetables Market Share 78%. The category had no increase.
Innovation: To position the La Huerta and Nutriverde new launching products to the current and potential shopper.
Goals:
•	5 years Strategic Planning to consolidate the brand in all categories with no leadership and obtain the 2% increase of market share of the frozen category.
•	I increased in each activation the 33% sell out by creating removing frozen food barriers strategies and reaching new markets with the Tyson, Tajin, Oster and T Fal alliances.
•	In the Whole Chains, investing 5,000 tastings each year, I reached the 100% of new products on the frozen beverage, gourmet dishes and fish as a regular product. 
•	I improved the profitability on the Operation Expenses 2%, by reducing the base salary of the own supermarket demonstrators. I encouraged them with female leadership with support work at all levels. As a result I increased 12% sell out vs LY.


TradeMarketing Manager

Responsibilities:
Sales: To reduce the sales decrease retail in the main airports  (177 stores).
Visibility: To change the destiny category layout to improve the purchase experience.
Achievements: 
In the Handicrafts category, I developed a 360 Strategy Trade Marketing Plan to reduce a 12 month excess inventory based on the  understanding of insights from shopper travelers, strategic categories lay out changed, and I created a communication campaign to increase the consumption. The excess inventory was decreased 50% and the decreasing of sales were reduced on 7% total categories.


Marketing Manager

Responsibilities
Sales: Sales increase 5% vs LY in the retail channel.
Innovation: To position the new launching products and seasonal looks.
Achievements:
•	I increased the Sell Out vs LY 10% by implementing Public Relationship and Point of sales Brand equity Communication. I improved the end retail season inventory months, reducing from 5 to 3 months avoiding devolutions by creating a sales strategy focused on highlighting the consumer beauty using the available products on the store.
•	Looks and new products launching achieving the numerical distribution of 100% (202 stores).


Sr. Pupa Brand Manager

Responsibilities:
Sales: To increase 5% Vegetables, 3% Mushrooms, 3% Fruits vs LY.
Share of Market: To increase the main core business Market Share 1% in the vegetables category (fifth highest food consumption).
Profitability: To reduce the vegetables operation loss 2.0 points in vegetables and 1.0 in fruits.
Main Achievements: 
•	I reinforced the Herdez Brand Equity with the ATL new campaign: Herdez, nurturing love. I implemented a consumer contest in retail, achieving a 35% increase in sell-in vs LY.
•	I increased the vegetables category 1.8% Market Share (Tons) and 1.3% (Value). The Sell in was increased 32% on boxes and 49% in value creating 3-year Strategic Marketing Plan to increase distribution and with commercial plans of the segments with the highest consumption.
•	I improved the profit 20% vs budget. I launched Tetra Pak Core Business Vegetables.


Sr. Herdez Brand Manager

Find out detailed information about Ariadna Angélica Praz Avalos,  in México, D.F., DIF

Ariadna Angélica Praz Avalos: in México, D.F., DIF

Ariadna Angélica Praz Avalos

Ariadna Angélica Praz Avalos: in México, D.F., DIF

Ariadna Angélica Praz Avalos