Gabriela Broca
Market Intelligence And Research Director
Mexico City,CMX
Summary
Experienced Media and Marketing Intelligence Leader focused on Business Development and Business Transformation. Experienced Account Lead and Media Manager with extensive knowledge in Commercial Marketing, Advertising and Strategic Media Planning, Content analysis with multicultural experience across Latin America region as media buyer, negotiations lead, and commercial liaison in local co-productions.
Overview
24
24
years of professional experience
7
7
years of post-secondary education
4
4
Languages
Work History
Research & Strategy Director
Discovery Networks Mexico
11.2019 - 09.2021
- Responsible for supporting Marketing strategies through insights and data to reinforce brand positioning and communication initiatives.
- Responsible for providing insights and intelligence to Content Management to support Programming and content and production decisions from different data sources, digital, linear and streaming services.
- Responsible for providing insights and intelligence to Ad Sales team to support Ad Sales proposals, media buying negotiations and upfront presentations using own, third party and desk research sources.
- Responsible for developing, designing, and supervising customized market research surveys to provide insights and support arguments for Content and Ad Sales Stakeholders.
- Increased productivity of research team and delivery rate to internal clients in 70% with no additional headcounts, through redesigning interns and outsourcing programs
- Aligned and improved analytics and reporting LATAM strategy working together with other research heads of LATAM.
- Cataloged data and research into Competitors New Product launch databases.
Business Development Director
AVATAR
Mexico City, D.F.
11.2018 - 11.2019
- Responsible for promoting and communicating to potential clients company's offerings and opportunities.
- Responsible for identifying and pursuing business and new partners / clients’ opportunities.
- Responsible for developing strategic planning and marketing strategies for developing new clients.
- Increased businesses opportunities in 100%, bringing new clients and participating in new tenders.
- Planned and coordinated implementation of business plans and penetration of new markets.
- Implemented customer relationship management strategy.
- Negotiated and closed long-term agreements with new clients in assigned territory.
Account Director and Institutional Relations
PINA DIGITAL PRODUCTIONS
Mexico City, D.F.
02.2018 - 07.2018
- Responsible for account management and institutional relations with key clients for advertising campaigns.
- Institutional liaison for documentaries and Independent content production.
- Applied business and marketing knowledge to develop briefs and pitches for customer projects.
Senior Manager /Client Account Lead
ACCENTURE MEXICO
Mexico City , D.F.
07.2015 - 02.2018
- Lead and developed the Media & Entertainment unit, part of Operation Group, Communication Media & Technology (CMT).
- Restored relationships with mayor broadcaster and
- Opened +10 Opportunistic Clients (Izzi / Televisa Telecom, Dish, Clear Channel, Grupo Formula) among most important Media groups in Mexico.
- Determined priorities and set policies for Media & Entertainment unit.
Director of Media
GENOMMA LAB BRASIL
Sao Paulo , Sao Paulo
03.2012 - 03.2015
- Created in-house Media department for Brazilian operation to negotiate, develop and placed media budget
- Analyze ratings and competitive advertising data (IBOPE) for development of marketing and sales presentations, as well as support in strategic media planning
- Liaison with Brazilian TV networks and media agencies
- Restore relations with main media partner
- Increased media budget as Genomma Lab duplicated in 100% revenues on first year.
Director Marketing Intelligence & Commercial Servi
TELEVISA INTERNACIONAL
Mexico City, D.F.
11.2008 - 03.2012
- Created research department to assist USA, Europe, China and Mexican offices to support international sales processes
- Developed company´s first international qualitative analysis of content for novellas.
- Liaison with Brazilian local networks to strategize and ideate multi-platform selling arguments for local co-productions.
- Prepared variety of different reports and documents to ensure content sales tools.
Sub-director of Media Research & Market Intelligence
TELEVISA AD SALES
Mexico City, D.F.
06.2004 - 11.2008
- Marketing Analytics and commercial support
- Analyzed market variables for sales arguments, business development; media efficiency, research and pricing strategy
- Trained sales force in media concepts including key members of Finance, Investment Relationships, Press and Communication, Televisa Local Stations and Marketing
- Developed first methodology to evaluate Branded Entertainment and Product Integrations in TV programs.
TELEVISA AD SALES. Chief Editor
Televisa
Mexico City, D.F.
06.2000 - 11.2004
- Developed company’s commercial advertising web page, including migration to paperless marketing materials
- Developed and integrated business cases into sales materials; more than 50 clients’ testimonials included.
Audience Analysis Manager
TELEVISA AD SALES
Mexico City, D.F.
10.1997 - 06.2000
- Development and maintenance of innovative ratings reports to reinforce sales arguments
- Evaluation and reconciliation of audience guarantees, cost-effectiveness analysis of media schedules, reach and frequency analysis, spend effectiveness analysis.
Education
Digital Business Postgraduate - Digital Business
ISDI
Mexico City 11.2018 - 02.2021
MA - Strategic Media Planning
Universidad Anahuac Norte
Mexico City 04.1999 - 03.2000
Bachelor of Arts - Marketing Communications And Advertising
Universidad Anahuac Norte
Mexico City 11.1991 - 08.1995
Skills
Market Research & Analytical
Multi Project Management
Strategic planning
Relationship Building and Networking
Inspirational Leadership and Highly effective teams
Oral & written Communication
Competitive analysis
Affiliations
Member of Mentoring Programa t WICT, Member of the Board of Directors of CIM (Media Research Council Mexico) 2021, Boxing, Yoga, Travel.
Timeline
Research & Strategy Director
Discovery Networks Mexico
11.2019 - 09.2021
Digital Business Postgraduate - Digital Business
ISDI
11.2018 - 02.2021
Business Development Director
AVATAR
11.2018 - 11.2019
Account Director and Institutional Relations
PINA DIGITAL PRODUCTIONS
02.2018 - 07.2018
Senior Manager /Client Account Lead
ACCENTURE MEXICO
07.2015 - 02.2018
Director of Media
GENOMMA LAB BRASIL
03.2012 - 03.2015
Director Marketing Intelligence & Commercial Servi
TELEVISA INTERNACIONAL
11.2008 - 03.2012
Sub-director of Media Research & Market Intelligence
TELEVISA AD SALES
06.2004 - 11.2008
TELEVISA AD SALES. Chief Editor
Televisa
06.2000 - 11.2004
MA - Strategic Media Planning
Universidad Anahuac Norte
04.1999 - 03.2000
Audience Analysis Manager
TELEVISA AD SALES
10.1997 - 06.2000
Bachelor of Arts - Marketing Communications And Advertising
Universidad Anahuac Norte
11.1991 - 08.1995