Sofia Tiscornia: Strategy & Insights Director (Argentina) in Ituzaingó, B
Sofia Tiscornia
Strategy & Insights Director (Argentina)
Ituzaingó | AR
Skills
No information
Interests
No information
Industries
No information
Summary
Activity
Projects
No information
Work experience
DANONE WATERS
Strategy & Insights Director (Argentina) | 01/2020 - Current
Responsible for the creation of the new Strategy and Insights department with the objective of providing actionable
insights to the organization and enable better, consumer centric decisions.
• Defined BI and Analytics Vision of future.
• Mapped and assessed data sources and visualization to understand gaps and delivery improvement
opportunities.
• Partnered to 3rd parties to develop the best analytic tools for DW needs.
• Helped to create a consumer and shopper centric culture, from data to insights, establishing a new insights
engine.
• Designed the new BI structure, along with Job Descriptions, Roles & Responsibilities and Connection Map.
SHOPPERX
Co-Founder & Board Member | 12/2014 - 02/2020
Co-Founder
THE CLOROX COMPANY
Strategy, Marketing & Branding advisor | 08/2017 - 03/2019
Sr. Marketing Manager (Argentina, Uruguay & Paraguay)
Responsible for Bleach, Laundry & Specialties business (Ayudín & Trenet). Organizational Development (team of 4 persons in charge)
• Defined new Marketing team Roles & Responsibilities.
• Ayudín Bleach (Lavandinas) volumes were recovered being able to defend its leadership - Ayudin Val SOM
AM'18: 62,8%, (+0,5pp vs YA and +0,9 vs PP) building consumer engagement while strengthened brand value
mainly driven by:
o Maxima Pureza unlocked distribution (1Lt. WD 69 +40pts vs YA | 2lts WD 47 +32 pts vs YA)
o Successful Interior Plan execution, bringing incremental volume to the brand (iVol: +1% in Q2 & 1,5% in Q3 & Q4), while improving ND.
o Triple Action and New formats Launch, reaching Record Vol Share in Jun'18 @MT 72.2%
o Regaining brand penetration after 7 consecutive periods of fall.
• Ceased Ayudin Ropa share decline while ensured sustainable growth:
o Regained healthy GM%: Key enabler to reinvest behind the brand (costs improvements/ sourcing and Price increase opportunities).
o New Powder Launch and communication support deployment: ensuring right distribution levels,
improving forecast accuracy. Ayudin Powder outperformed category growth gaining SOM and outpacing internal targets reaching 2nd position @MT after 3 months launch.
Results: AM'18: after three readings stabilizing the Brand grew up in volume and value share. Clorox Vol
FERRERO ARGENTINA S.A
South America Marketing Manager / Regional Brand Head | 07/2016 - 07/2017
(Brazil, Argentina, Uruguay, Paraguay, Colombia, Chile, Ecuador & Peru)
Responsible for Tic Tac South America business (2nd Region Worldwide). Organizational Development (team of 7 persons in charge)
• Defined new Marketing South America team structure.
• Tic Tac 3rd position in volume and value within SA Sugar confectionary market with one strong global/regional
competitor across area: Halls, and one strong local competitor in Argentina & Colombia.
• Tic Tac top marketing priority to manage across all countries in the region considering different situations:
Markets in need of a turnaround, markets that needed to accelerate growth and markets that needed to manage
for profit.
• Strong MKT Regional Strategy in place with the objective of becoming "The Real Millennial Brand"
Phase 1: Regionalization of the Brand, building teams/ aligning processes, diagnostics
o Re-defined Tic Tac Key Success Factors (Distribution, Visibility, Price, Portfolio, Innovation and Consumer Engagement): Diagnosis and action plan.
FERRERO ARGENTINA S.A
Member of South America Leadership Team | 06/2017 - 06/2017
Jun'17 - One SA Strategy.
• Profitability Project: COGS improvements regaining profitability throughout the region.
• Member of South America Leadership Team (board).
FERRERO ARGENTINA S.A
GM | 10/2016 - 10/2016
improvements (+3pp vs LY).
Kids Chocolate "Kinder"
Senior Brand Manager | 05/2010 - 03/2012
Responsible for Sales, profit, promotional activities and market share growth for Kinder Brand.
Organizational development (2 direct reports)
• Brands in charge: Surprise, Joy, Gran Sorpresa, Chocolate, Chocolate Maxi, Country and Bueno.
• Responsible for Kinder Surprise and Kinder Joy brand strategy in Brazil, Argentina, Uruguay y Paraguay.
• Strategic Marketing Plan Development for Kinder Joy re-launch (+52% in volume in 2011 and +44% in 2012).
Strategy benchmarked by Brazil.
• Strategy and Communication campaign development (ATL & BTL) for Kinder Surprise. (+14% in volume)
• Licenses strategy definition for Brazil, Argentina & Uruguay, bringing incremental volume to the brand (+20% in volume).
• "Building Brand Equity" NPD Team leader (Multidisciplinary Team)
3M MEXICO, S.A. DE C.V., Distrito Federal
Brand Manager - Office Supplies Division "Post-it" (Mexico) | 06/2009 - 02/2010
KIMBERLY-CLARK ARGENTINA S.A
Brand Manager - Adult Care "Plenitud & Poise" (Argentina, Uruguay & Paraguay) | 11/2006 - 05/2008
ENERGIZER S.A
Marketing Senior Analyst - Eveready Batteries | 11/2004 - 11/2006
Education history
ESADE BUSINESS SCHOOL
IAE BUSINESS SCHOOL
UNIVERSIDAD CATOLICA ARGENTINA
BS
Connections
Companies (0)
No information