Olga Mayela Pérez Martínez

• Improve promotional effectiveness by consistently analyzing campaign metrics and adjusting strategies accordingly. Introduce innovative merchandising solutions that elevated the brand's positioning within competitive retail environments in stores like Soriana, HEB, Chedraui, among others.
• Increase brand awareness by developing and implementing strategic trade marketing campaigns.
• Conduct regular competitor analysis to identify opportunities for differentiation and capitalize on emerging trends. Develop customized in-store promotions for high-priority products, resulting in increased sales velocity.
• Responsible for managing and supervising a team of more than 130 merchandisers across Mexico to ensure that the campaigns and activities are being executed.

Projects:

• Implement a new software for the merchandisers team nationwide with the purpose of having a better traceability of their activities and accomplishment of their daily tasks.

• Responsible for leading and implementing channel specific marketing strategies and plans for assigned retailers in the north of Mexico, develop and execute the trade marketing plan in line with sales and marketing objectives, improve brand presence and campaign execution across trade through excellence in in-store planning, leading activation programs with partners to improve brand visibility, visiting the points of sales regularly to ensure that the brand is visible, and execution guidelines are respected.
• Organize and support retailers' events where we can promote our brands with their sales force.
• Support the development of annual budgets, consistently achieving cost-saving targets without compromising strategic objectives.

Projects:

• In charge of Plan Norte Project: create a new way of promotion, communication and advising for our brands to ensure that the shopper of the north of Mexico feels identified and can relate with our products, so we can benefit from this growing market that is not yet capitalized by the company.
• Conduct comprehensive market research to identify emerging trends and competitive insights for informed decision making.

• In charge of maintaining and developing solid relationships with key customers to maximize income for the company. Budgeting, negotiation, and reception of purchase orders. Implementation of strategic solutions to achieve common business goals. Setting of mid-term and long-term plans for growing within the category.
• Teamwork with internal cross-functional areas such as logistics, operations, customer service, CPFR and marketing. Negotiation of commercial plans and purchases for specific seasons.
• Conduct regular account reviews with clients to assess performance, identify areas for improvement, and strategize future growth opportunities.

Projects:

• Negotiation of commercial plans and purchases for specific seasons.
• Analyze sales and customer data to identify trends and opportunities for increased profitability.

• Responsible for the in-store execution with Mars clients of all the company strategies and activities within the confectionery category. Lead and supervise a team of more than 20 promoters across the states of Quintana Roo and Yucatan, Mexico
• Serve as business liaison with the clients, presenting results achieved and new strategies that can help us grow our business
• On-the-field visits to stores (4-5 stores per day) to ensure agreements made with each client are being executed. Achieve a greater market share by winning on-shelf space and further exhibitions, assure product availability and the correct planogram implementation.

Projects:

• "Emporio Turin": Boost Turin brand nationwide where it has greater sell out and selling potential by having a fixed in-store space with premium furniture to exhibit the product

• In charge of generating value strategies with the client for the assigned categories, giving recommendations of actions directed to achieve the goals we had set.
• Advice for promotions, perceptions and new trends in the market that will maximize mutual benefit.
• Manage a diverse portfolio of products, ensuring optimal mix between high-margin items and cost-effective options for customers.
• Benchmark category performance against industry standards, identifying areas for improvement and implementing targeted initiatives. Increased overall category sales by developing and executing strategic merchandising plans.
• Coordinated with store operations teams to ensure proper execution of merchandising plans at the store level, driving consistent brand presentation across all locations.
• Creation of scorecards and indicators for the results achieved
• Support to the sales team for the introduction of new products aligned with each of our customers' needs.

Projects:

• Optimize space allocation for product displays based on sales data, ensuring maximum visibility and sell-through rates, leading to more share of shelf for Unilever products.

• Management of WBA Global Brands (S&G, No7, Botanics, Soltan, etc) for Farmacias Benavides in Mexico.
• Assortment selection of global products and introduction of new products within the mexican market, review and implement marketing and promotional plans in coordination with our Brand Managers located in our New York HQ for the LATAM region
• Periodic in-store visits to validate the correct exhibition in the POS
• Implemented evaluation tools to measure program effectiveness, utilizing data-driven insights for continuous improvement.

Projects:

• Design and implement a new concept in Mexico for shopping beauty products in pharmacies (Front of Store Evolution (FOSE) and Project Clean&Bright - PINK), to reinforce brand awareness in the country by creating marketing plans to increase the variety and representation of exclusive portfolio in beauty category.

• Management and negotiation of new suppliers and items for the beauty category nationwide, sell in and sell out analysis, inventory reports, invoice creation in SAP, ensure the correct exhibition of the products in the POS, training and sales tracking of the beauty advisors.
• Increased overall category sales by developing and executing strategic merchandising plans.
• Analyze sales performance and adjusted marketing strategies to optimize revenue generation. Develop detailed sales forecasts based on historical data, allowing for proactive inventory management decisions.

Projects:

• Introduce the Boots global brands to the Mexican market (Soap & Glory, No 7, Botanics). Increase the variety and innovations of products for the beauty category.