Strategy & Insights Director (Argentina)

Marketing & Sales

Professional with 17 years' experience in Strategy Definition, Brand Building, Product Development, Media Planning,
Consumer Research and Insights, Trade Promotion, Entrepreneurship and People Management. Track-record of delivering
step-change results in highly competitive markets, such as Mexico, Brazil, Argentina, Colombia and Chile in Top Tier
companies.

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.

Co-Founder & Board Member

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

Strategy, Marketing & Branding advisor

(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.

South America Marketing Manager / Regional Brand Head

Jun'17 - One SA Strategy.
• Profitability Project: COGS improvements regaining profitability throughout the region.
• Member of South America Leadership Team (board).

Member of South America Leadership Team

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)

Senior Brand Manager

Brand Manager - Office Supplies Division "Post-it" (Mexico)

Brand Manager - Adult Care "Plenitud & Poise" (Argentina, Uruguay & Paraguay)

Marketing Senior Analyst - Eveready Batteries

Find out detailed information about Sofia Tiscornia, Strategy & Insights Director (Argentina) in Ituzaingó, B

Sofia Tiscornia: Strategy & Insights Director (Argentina) in Ituzaingó, B

Sofia Tiscornia