Celia Viridiana Madrigal González
Summary
Leveraging my knowledge and competencies acquired in Marketing and Finance to continue developing my expertise in strategic planning, market insights and media communication within a leading company in a growth-oriented environment, driving impactful results and fostering innovation.
Overview
14
14
years of professional experience
Work History
Brand Manager – New Mix
B-F Mexico
08.2022 - Current
- Lead #1 brand in RTDs in Mexico. Strong collaboration in Brand Positioning Evolution. Lead New Mix activations taking the brand to the next level to connect with new generations. Developing strategic plan for new product launch. Coordinate a team to execute New Mix’s initiatives. Develop and supervise consumer promotions. Develop Brand annual plan. Detonate and manage the brand's strategy. Manage P&L and supervise A&P. Work closely with internal areas and agencies.
Senior Brand Executive - Jack Daniel’s RTD
B-F Mexico
10.2018 - 08.2022
- Contribute to the construction of powerful and long-lasting JD RTD. Develop periodic brand reviews identifying key challenges and opportunities and translating them into proposals that can be implemented. Analyze industry and competitor trends and activities, presenting proposals for key findings. Develop monthly brand reports with key information and recommendations. Responsibility for innovation monitoring and procedures. Interaction of global BF teams and strategic partners as co-responsible for JD RTD. Ensure that brand guidelines are executed according to brand strategy in ATL, BTL, PR, Digital, On & Off Trade.
Senior Market Information Analysis & Reporting
B-F Mexico
08.2015 - 10.2018
- Analyses of data external and internal (Nielsen, Iscam, Macroeconomics, demographics, sell in, trade inventories, takeaways, etc.). Generate actionable insights for the commercial organization in Mexico and CCSA. Develop and maintain an array of tools and dashboards to support the organization to easily understand and use the market information for decision making. Measure a set of KPIs for the commercial and marketing areas. Actively participate in projects with multidisciplinary groups, providing market information that allows to present strategies that help improve the performance of our brands.
Business Operation
IBM Campus Guadalajara
03.2013 - 08.2015
- Sales administration (Pipeline & Forecast). Market Analysis and strategic. Analysis of quotas and territories. Business presentation. Working with different Sectors and Areas.
Market Analysis
Tata Consultancy Service
10.2011 - 03.2013
- Market analysis and sales of consumer products of Latin America. Statistical and market trend analysis. Sales and market report. Customer service. Troubleshooting. Working with Excel and SAS.
Education
Master of European Studies -
Jagiellonian University
07.2011
Exchange Student - undefined
Fh-Kufstein Tirol
07.2007
Skills
- Market & Sales Analysis
- Strategy development
- Brand positioning
- Brand Communication
- Driving business results
- Business insights
- P&L Management
- Problem resolution
Timeline
Brand Manager – New Mix
B-F Mexico
08.2022 - Current
Senior Brand Executive - Jack Daniel’s RTD
B-F Mexico
10.2018 - 08.2022
Senior Market Information Analysis & Reporting
B-F Mexico
08.2015 - 10.2018
Business Operation
IBM Campus Guadalajara
03.2013 - 08.2015
Market Analysis
Tata Consultancy Service
10.2011 - 03.2013
Exchange Student - undefined
Fh-Kufstein Tirol
Master of European Studies -
Jagiellonian University
Similar Profiles
Jade Mamea-EtuataJade Mamea-Etuata
Waitress at Mexico Takapuna & Mexico BritomartWaitress at Mexico Takapuna & Mexico Britomart
Miguel Angel Trujillo AlarconMiguel Angel Trujillo Alarcon
MRO BUYER / IT SUPERVISOR at MATRIX WIRE DE MEXICO/NASHVILLEWIRE MEXICOMRO BUYER / IT SUPERVISOR at MATRIX WIRE DE MEXICO/NASHVILLEWIRE MEXICO
Renee BURNSRenee BURNS
Purchasing Agent/ Warehouse Supervisor at Central New Mexico New Mexico Electric CooperativePurchasing Agent/ Warehouse Supervisor at Central New Mexico New Mexico Electric Cooperative