Aranza Incapié
CDMX
Summary
Passionate and committed Marketing professional with a track record of building short- and long-term strategies through consumer centricity to unlock sustained growth. Experienced in managing multi-category brands in highly changing scenarios.
Strong supporter of talent development, empowering teams, contributing to their professional growth and leading by example.
Overview
6
6
years of professional experience
Work History
Brand Manager
PepsiCo Mexico Foods
CDMX
03.2023 - Current
- Holistic leadership management, ensuring (Marketing, Commercial, Innovation, Supply & Finance) plans implementation, achieving +23% incremental sales for the N&S business.
- Implemented groundbreaking marketing approaches, leading to the introduction of new brand/products which transformed existing markets.
- Developed long-term perspective in executing daily operations and formulating Sabritas Business unit 2025 strategic growth plan.
- Successfully leveraged an in-depth understanding of P&L and revenue strategies to optimize business profitability, aligning with market trends and priorities.
Associate Brand Manager
PepsiCo Mexico Foods
CDMX
09.2021 - 03.2023
- Led the marketing team for Paketaxo and Mixes Platform, overseeing the promotion of popular snack brands including Doritos, Cheetos, and Ruffles Mix.
- Utilized leadership skills to successfully develop and implement both short-term and long-term brand strategic plans, resulting in a +53% increase in sales.
- Decision making, reaching sound conclusions based on a variety of data sources.
- Led multifunctional teams to achieve alignment on deliverables, projects, and ideas in a constantly changing environment.
Brand Sr Supervisor/Marketing Innovation Coordinator
PepsiCo Mexico Foods
CMDX
07.2018 - 09.2021
- Development and execution of 360 advertising campaigns for Flamin' Hot, resulting on becoming #1 growth driver for the business.
- Define market white spaces through data & consumer analysis, achieving a successful long-term growth Innovation pipeline (1-5yrs) for Sabritas business (Sabritas, Ruffles, Tostitos & Paketaxo)
- Strategic development and launch of new brands/products based on consumer centricity.
Education
Bachelor Degree - Communication & Marketing
Universidad Anáhuac Norte
CDMX Skills
- Strategic Thinking
- Effective Communication
- Multifunctional Team Leadership
- Collaboration
- Resilience & Proactivity
- Brand Growth Strategy & Innovation
- Decision Making
- Project and Brand Management
- Talent Developer
Timeline
Brand Manager
PepsiCo Mexico Foods
03.2023 - Current
Associate Brand Manager
PepsiCo Mexico Foods
09.2021 - 03.2023
Brand Sr Supervisor/Marketing Innovation Coordinator
PepsiCo Mexico Foods
07.2018 - 09.2021
Bachelor Degree - Communication & Marketing
Universidad Anáhuac Norte
Similar Profiles
Angel Guillermo Llan MendozaAngel Guillermo Llan Mendoza
IT Lead Enabling Functions at Pepsico Mexico FoodsIT Lead Enabling Functions at Pepsico Mexico Foods
Michela AnnoviMichela Annovi
Vice-President at PepsiCo Mexico Foods – DFVice-President at PepsiCo Mexico Foods – DF
Lorena Leyva Parra MoralesLorena Leyva Parra Morales
Category Management Walmart Checkout at PepsiCo México FoodsCategory Management Walmart Checkout at PepsiCo México Foods