Adriana Elguea Dominguez
CDMX
Summary
I have a demonstrated history of working in FMCG. I have the expertise and insight to implement forward-thinking and strategic business development solutions, connect with key decision-makers, and quickly build profitable partnerships that sustain revenue growth.
Experience in digital transformation, B2B value creation, sales, strategic accounts, brands, P&L, and cross-functional team management.
I'm a dedicated professional with experience across the E2E sales process. I can demonstrate strong team leadership to achieve turnaround targets.
Overview
12
12
years of professional experience
Work History
Strategic Commercial Planning Manager
Nestle
06.2021 - 02.2024
- Led strategic projects with business units and delivered MBS (long-term plan) at market level (Growth Strategies, Revenue, M&A, New Business Models, and Partnerships).
- Led the complete Sales and Operation Planning (S&OP), Sales Operation Execution (S&OE), and Integrated Business Planning (IBP) within the business, the Statistical Forecasting Process, and P&L Impact.
- Create channel and category-specific strategies using the 4Ps to drive sales and improve our market position.
Digital Trade Marketing Manager
Anheuser-Busch InBev (AB InBev)
09.2019 - 01.2021
- Transform brand strategy into action plans that excite customers and integrate seamlessly with their shopping environments.
- Fuel strategies with deep market insights, keeping abreast of trends and competitor movements. Engage with varied teams, using your analytical skills to enhance our eCommerce strategies.
- Strengthen our product presence online with insightful adjustments to listings, pricing, and promotions.
- Ensure integration of the Digital Strategy into the LATAM priorities, getting positive and fast ROI.
- Work with Marketing and sales to prepare joint business planning, 3YP, and an annual operating plan designed to create brand equity and volume growth.
Regional Wholesales Account Manager
Mars
01.2018 - 09.2019
- Led the sales team in the center and southeast (Areas 4, 5, and 6) of the country, leading the negotiation, business development, and network of national and regional distributors.
- Implement the sales strategy in the region and ensure the implementation of key indicators in the context of quarter/year.
- Lead forecast planning with finance and supply teams to provide stellar customer service and financial consistency.
- 15% growth / +5 pp SOM.
Key Accounts Executive Modern Channel
Mars
01.2017 - 01.2018
- Manage Trade Spend P&L Budget and create initiatives that help provide excellent customer shopping experiences through the correct demonstration, exhibition, and flawless execution of promotions and planogram (shelf spaces).
- Develop promotional planning, execution, and tactic plans to exceed sales and profit expectations.
- Led annual strategic planning (JBP) and ensured sales volume achievement in key accounts (Walmart, Chedraui, Oxxo).
Multichannel Account Executive
Mars
11.2015 - 12.2017
Key Account Executive Wholesale
Mars
11.2014 - 11.2015
Sales and Marketing Analyst
Mars
11.2013 - 11.2014
Marketing Research Analyst
Mercadiez
01.2012 - 11.2013
Education
Scrum Master
Scrum Alliance
12.2021
Lean Six Sigma Black Belt
Tecnologico De Monterrey
01.2021
MBA -
Concordia University
09.2017
BBA - Marketing
Universidad Iberoamericana
05.2013
Skills
- Demand forecasting
- Business Planning
- Employee Coaching and Mentoring
- Negotiation and Conflict Resolution
- Brand Awareness
- Marketing Analytics
Languages
English
Advanced (C1)
Spanish
Bilingual or Proficient (C2)
French
Elementary (A2)
Timeline
Strategic Commercial Planning Manager
Nestle
06.2021 - 02.2024
Digital Trade Marketing Manager
Anheuser-Busch InBev (AB InBev)
09.2019 - 01.2021
Regional Wholesales Account Manager
Mars
01.2018 - 09.2019
Key Accounts Executive Modern Channel
Mars
01.2017 - 01.2018
Multichannel Account Executive
Mars
11.2015 - 12.2017
Key Account Executive Wholesale
Mars
11.2014 - 11.2015
Sales and Marketing Analyst
Mars
11.2013 - 11.2014
Marketing Research Analyst
Mercadiez
01.2012 - 11.2013
Scrum Master
Scrum Alliance
Lean Six Sigma Black Belt
Tecnologico De Monterrey
MBA -
Concordia University
BBA - Marketing
Universidad Iberoamericana
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