NALLELY VARGAS
Coacalco
Summary
Forward-thinking business professional with 15 years of experience in Consumer, Market and Social Insights Specialist FMCG strategies based in consumer centric information.
Overview
16
16
years of professional experience
1
1
Certification
Work History
Consumer , Market and Social Director
Loreal México
05.2020 - Current
- Lead a Team of 5 successful professional managers to inspire to create the beauty that moves the world
- Reveal the infinite playground of beauty aspirations and opportunities conducted thorough research, analysis and business cases to identify trends and inform decision-making for business growth initiatives.
- Drive transformation toward a consumer centric organization, translating consumer,market and social insights into a business projects and inform decision-making for business growth initiatives.
- Lead the structured synergy with the CMI team, Data Intelligence, Media, CRM, and eCommerce to integrate digital tools around consumer knowledge
- Lead the design of process development to automate daily functions
- Development of the advanced analytics department for the integration of digital metrics, predictive analysis and dashboards. Optimized data visualization tools, enabling better communication of complex insights to stakeholders.
- Development of the Media Measurements department for Map & clarify opportunities to strategize each touchpoint role & push the most important ones
- Managed a 120M MXN budget effectively, consistently staying within financial constraints while maximizing resource allocation for optimal results.
- Collaborated with cross-functional teams to ensure the integration of relevant insights into marketing strategies and campaigns.
- Established strong working relationships with external research partners, ensuring seamless execution of projects and timely delivery of results.
- Negotiated favorable contracts with vendors, securing high-quality products at competitive prices.
- Earned recognition as a top performer consistently exceeding targets as a specialist in the field.
Market Insights Manager México & LATAM
Loreal Group
09.2018 - 05.2020
- Streamlined data collection methods, contributing to a more efficient workflow and accurate market insights.
- Enhanced decision-making processes for marketing strategies through the development of detailed competitor analysis reports.
- Analyzed market trends and provided actionable insights by conducting comprehensive research on industry data.
- Identified potential growth areas by analyzing sales data, demographic information, and consumer behavior trends.
- Managed vendor relationships for syndicated research services, ensuring access to critical information resources for the entire team and across LATAM.
- Collaborated with cross-functional teams to develop and implement market research strategies.
- Provide market intelligence by Nielsen, ATV, NPD, ISCAM, Segmenta and Kantar data analysis as well as the data warehouse administration for Mexico and LATAM.
Consumer Insights Sr Coordinator
Keurig Dr Pepper
02.2016 - 08.2018
- Knowledge in Nielsen data analysis (Retail, Homescan & Scantrack .
- Lead Data warehouse administration, Kantar Panel, Syndicated studies, Brand Health Studies, Ad hoc research to develop business strategies, Qualitative studies and Demand Spaces
- Involvement with the AOP process (biannual)
- Conducted regular forecast reviews, identifying gaps between actuals and projections.
- Insights budget annual planning and Administration.
- Used consumer insights and analyzed market conditions to develop effective sales and marketing strategies.
- Identified needs through deep-dives to plan and create strategies based on consumer insights, business success metrics and proposed design.
- Managed marketing research projects that improved business strategy through consumer insights.
- Conducted regular budget reviews with senior management, ensuring alignment with overall corporate objectives and strategies.
Consumer Strategic Insights Coordinator
PepsiCo
03.2015 - 01.2016
- Collaborated with product management teams to incorporate consumer insights into product development plans, supporting successful launches.
- Supported senior management in making informed decisions by delivering timely and accurate research findings.
- Conducted in-depth qualitative and quantitative research to identify trends and generate insights.
- Developed questionnaires and facilitated focus group discussions.
Senior Client Service Executive
GDV Group
05.2013 - 12.2014
- Evaluation of study quotes and preparation of proposals
- Developed and maintained strong relationships with key clients, ensuring long-term business partnerships.
- Managed a diverse portfolio of accounts, maintaining a high level of organization and prioritizing tasks effectively.
- Delivered comprehensive reports detailing project progress and milestones achieved, keeping clients informed at all times.
- Designing and planning of market studies focused on mass consumption and services
- Questionnaire design, information analysis, preparing and presenting results for costumers
- Methodologies: Blind Product Test, Concept Test, CPTs, U&A (Consumer and Shopper), IHUT, Segmentation and Demand Spaces, Price Elasticity, end user satisfaction, Brand positioning and Benchmarking.
Senior Project Leader
Ipsos
02.2010 - 08.2012
- Loyalty Business Unit
- Client Service, Loyalty study preparation focused on banking and telephony indicators
- Project Planning (CATI, Face to Face), fieldwork training, fieldwork coordination, quantitative analysis, database management
- Preparation of reports and results presentations for customers.
Market Research Senior Analyst
Evamerc
08.2009 - 02.2010
- Questionnaires design (EBES, U&A, Continues, Benchmarks) focused on mass consumption and services
- Fieldwork training, fieldwork coordination, customer report preparation.
Quantitative Trainee
Research International
07.2008 - 05.2009
- Working with the Coca-Cola account.
- Database analysis,quality customer report preparation and of fieldwork material.
Education
Market Intelligence Engineering -
Universidad TecMilenio
Mexico, México, Mexico12.2017
Skills
- Advanced Communication and Effective Communication
- Expert Problem Solving
- Project Planning
- Teamwork and Collaboration
- Relationship Building
- Analytical Thinking
- Business Development
- Adaptability
- Influencing skills
- Decision-Making
Certification
- Yellow Belt Six Sigma
- CM1
Languages
English
Advanced (C1)
Spanish
Bilingual or Proficient (C2)
Timeline
Consumer , Market and Social Director
Loreal México
05.2020 - Current
Market Insights Manager México & LATAM
Loreal Group
09.2018 - 05.2020
Consumer Insights Sr Coordinator
Keurig Dr Pepper
02.2016 - 08.2018
Consumer Strategic Insights Coordinator
PepsiCo
03.2015 - 01.2016
Senior Client Service Executive
GDV Group
05.2013 - 12.2014
Senior Project Leader
Ipsos
02.2010 - 08.2012
Market Research Senior Analyst
Evamerc
08.2009 - 02.2010
Quantitative Trainee
Research International
07.2008 - 05.2009
Market Intelligence Engineering -
Universidad TecMilenio
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