Category Development Manager

Lead category strategy through market analysis, pricing, promotions, and commercial performance management.

Develop and execute marketing and trade marketing plans across modern and traditional channels. Coordinate promotional campaigns, point-of-sale activations, and digital initiatives to increase product rotation.

Manage external agencies and suppliers, lead innovation and product launch processes, and monitor category budgets and KPIs to support sales growth and profitability.

Managed budgets and prepared commercial quotations for clients.

Designed retail, visibility, and event implementations, as well as commercial proposals, point-of-sale initiatives, and campaigns.

Generated new business opportunities, led negotiation processes, coordinated teams, supervised activations, and monitored execution KPIs.

Developed consumer marketing plans and promotional initiatives for the spirits division, while planning and controlling marketing budgets.

Negotiated key point-of-sale spaces and led visual transformation projects for premium locations. Produced and negotiated nationwide events, activations, and sponsorships, including Wanka Beats and Rum & Gin.

Analyzed KPIs to support business decisions and managed e-commerce and digital marketing campaigns for Bacardí, Martini, and Ron San Miguel. Received recognition for Best Coordination and Stand in 2023.

Coordinated BTL activations and point-of-sale campaigns for clients including DelSur, AJE, Mabe, and 3M.

Conducted performance analysis and developed commercial strategies for client accounts. Monitored execution KPIs for promoter and merchandising teams.

Planned annual budgets and identified potential client opportunities.

Coordinated activations, promotional campaigns, and negotiations for strategic point-of-sale spaces.

Led incentive plans and trade strategies intended to improve product rotation. Reviewed merchandising team KPIs to optimize field performance.

Coordinated multichannel initiatives focused on improving shopper experience and point-of-sale conversion.

Built and implemented the company's trade marketing strategy at a national level.

Led the nationwide 360 Pareto plan, including promotions, promoter teams, FEX, training, incentives, and activations, contributing to 20% sales growth.

Analyzed sales indicators to support commercial decisions and developed and controlled the department's annual budget.

Master's Degree in Marketing and Consumer Behavior in Granada, Spain.

Bachelor's Degree in Marketing in Guayaquil, Ecuador.