Summary
Overview
Work History
Education
Skills
Websites
Timeline
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Mónica Aceneth Pérez Ruiz

Insights Manager
CDMX,Ciudad de Mexico

Summary

Results-driven leader with over 14 years of expertise in research, analysis, and data-driven strategies. Demonstrated ability to enhance customer satisfaction, drive business growth, and deliver actionable recommendations. Skilled at transforming consumer insights into measurable brand growth and business impact. Experienced in leading cross-functional teams, managing research projects, and providing data-driven insights to solve complex business challenges. Proven track record in leveraging trends and consumer insights to support strategic decision-making in fast-paced environments.

Overview

15
15
years of professional experience
4033
4033
years of post-secondary education
3
3
Languages

Work History

Head of Insights & CX

Banco Sabadell
CDMX
09.2023 - 04.2025
  • Led market research and customer experience strategies, driving satisfaction, retention, and business growth through data-driven decision making for a large-scale product launch in Mexico
  • Developed strategic partnerships to enhance brand positioning and market reach
  • Managed 7M MXN, optimizing ROI on key product lines Increased brand awareness by 7%, surpassing industry benchmarks
  • Implemented NPS (3 Touchpoints; mobile app, mailing, in less than 6 months), improving customer satisfaction and operational efficiency
  • Recognized by Merca 2.0 for one of the top marketing strategies of 2024
  • Provided actionable recommendations to cross-functional teams based on research and analysis of consumer insights and trends

Head of Strategic Partnerships

ALSEA
CDMX
11.2021 - 08.2023
  • Developed and managed a global network of partnerships, driving revenue growth and strengthening multi-brand marketing campaigns (F1, Mastercard, BBVA, Delivery Partners)
  • Oversaw delivery partner operations for all Alsea brands, optimizing performance and service quality.
  • Optimized processes, enhanced operational efficiency, and generated significant financial impact
  • Generated +238 MDP in revenue, exceeding budget by 28%
  • Achieved 80% of the annual partnerships budget by June 2023
  • Increased Gift Card sales by 38% through strategic process optimization (Starbucks B2B)
  • Collaborated with cross-functional teams to address business challenges using data-driven insights and consumer analysis

Consumer Insights and Experience Manager

ALSEA
CDMX
08.2019 - 11.2021
  • Led consumer insights strategies, call center operations, customer experience, and social media monitoring across all Alsea MX brands
  • Conducted market research (quantitative, qualitative, conjoint, among others) and translated data into actionable insights to drive strategic decisions at all company levels
  • Implemented the Customer Experience Program across MX & LATAM, achieving 34% cost savings compared to previous providers
  • Led the migration to a new real-time social media management tool, consolidating functions and reducing costs by 37%
  • Provided data analysis and research projects to identify trends and inform business growth strategies

Finance Coordinator

ALSEA
CDMX
03.2019 - 08.2019
  • Managed HR and marketing budgets, ensuring accurate financial tracking and detailed reporting for strategic decision-making
  • Supported research projects and data analysis to optimize resource allocation and address business challenges

Strategic Planner

ALSEA
CDMX
08.2017 - 03.2019
  • Reported directly to CEO, developing executive presentations for international meetings and board reports (quarterly).
  • Coordinated and monitored corporate strategies, ensuring alignment with business objectives.
  • Generated KPIs and analytical reports to support strategic decision-making (quarterly).
  • Utilized research and analysis to provide actionable recommendations for business growth.

Business Intelligence Coordinator - Burger King

ALSEA
CDMX
07.2015 - 07.2017
  • Designed and analyzed market research studies (U&A, Brand Tracker, Consumer Journey, Price Elasticity) to guide national marketing campaigns
  • Managed product, promotion, and recipe programming at POS
  • Conducted food cost analysis (ideal, real, and promotional) to maximize profitability, transforming negative to positive EBITDA in a year
  • Delivered data-driven insights to support brand growth and address business challenges

Account Researcher

Kantar
CDMX
09.2010 - 02.2015
  • Analyzed brand health, advertising impact, and competitor performance to generate strategic insights
  • Managed end-to-end quantitative research projects, from survey design to final data analysis and presentation
  • Developed a new brand positioning strategy for a juice and nectar product line through a brand architecture study
  • Conducted field research in London for Mexico's Tourism Board, assessing perceptions and identifying business opportunities
  • Provided actionable recommendations to cross-functional teams based on research and analysis of consumer insights and trends

Education

Management Skills and Innovation Program -

ITESM - EGADE
CDMX
12.2022

Bachelor - Marketing

ITESM - CEM
Estado De México
12.2010

Skills

  • Leadership and team management

  • Market research and insights

  • Marketing strategy

  • Data-driven decision-making

  • Analytical and critical thinking

  • Adaptability and continuous learning mindset

Timeline

Head of Insights & CX

Banco Sabadell
09.2023 - 04.2025

Head of Strategic Partnerships

ALSEA
11.2021 - 08.2023

Consumer Insights and Experience Manager

ALSEA
08.2019 - 11.2021

Finance Coordinator

ALSEA
03.2019 - 08.2019

Strategic Planner

ALSEA
08.2017 - 03.2019

Business Intelligence Coordinator - Burger King

ALSEA
07.2015 - 07.2017

Account Researcher

Kantar
09.2010 - 02.2015

Management Skills and Innovation Program -

ITESM - EGADE

Bachelor - Marketing

ITESM - CEM

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Mónica Aceneth Pérez RuizInsights Manager