María Paulina Guerrero García
Management & Marketing
Mexico,State
Summary
Experienced Marketeer in fast moving consumer goods, deep knowledge of the value chain, including works, consumer, & commercial understanding. Launched several new products & innovations. Created different digital & OOH campaigns. Experienced in alliance with external partners.
Overview
5
5
years of professional experience
3
3
years of post-secondary education
2
2
Languages
Work History
Jr Brand Manager Nido Forticrece & Nutri Rindes
Nestlé México
Cdmx
08.2021 - Current
- Implementation of the 2021 strategy
- Leader of a team, accountable of their development (2 Specialist + Design team)
- Develop of a better consumer point of view formula for Nutri Rindes with a $5.5 M savings with a preference in taste by 72%
- Responsible of: SOM, CMC, OG SO, SI & brand strategy.
Marketing Coordinator Adults Powder Milks
Nestlé México
CDMX
02.2021 - 07.2021
- Re-position of Svelty brand, developing a new product with 99% Purchase Intention results.
- Digital launch of Carnation Powder in the beverage world with an alliance with Recetas Nestlé.
- Improvement of packaging in proportionals that brought a 24% in SO.
- Creation and Implementation of the "Dairy School". The objective of the project consist to close the GAPS of competences to the entire business unit. (12 conferences to YTD with +300 impacts).
- Develop of the 2022 Marketing Brand Plan for the Adults Milk Powder world
Brand Coordinator Nido Forticrece
Nestlé México
CDMX
12.2019 - 01.2021
- Achieved the first year with organic growth +100 bps (vs. CGAR -6.4%) and OP1 of 13%
- Growth in SOM +20 bps (fall in the last decade)
- Development of a more nutritive formula in addition with a new portfolio aligned to SRM
- Increase in the price per kilo of + 4.4% with a sell positive sell out +5.5% FY 2020
- Negotiation and implementation of external alliances for brand campaigns such as: NIDO + Crayola (+145% Sell In), NIDO + Baby Creysi (80% ST), Nido + PlayDoh (+ 7.2% SO) witch were accompanied with digital and POS efforts.
- Develop of "Curiosity" campaign with impact in Branding, Enjoyment, Persuasion. + 7% TRPs vs planned, 18M reach, 0.43 CTR.
- Increase in "Nido Deslactosado" numeric distribution through new sales channels.
- Nido Brand Strategy Development for 2021
Brand Coordinator Media Crema Nestlé
Neste México
CDMX
08.2018 - 12.2019
- Concept develop and implementation of campaign "Recetón Ganador de Recetas Nestlé" which achieved: +74% visits to the Nestlé Nestlé website, growth in sell out of + 6.6% across channels of all the culinary brands
- Media Crema organic growth of + 20% by the end of 2019.
- Launch of innovation MCN 500 that won 3 points of SOM in the first 6 months.
Commercial Trainee
Nestlé México
CDMX - MTY
08.2016 - 08.2018
- Henry Nestlé awarded for my achievements during my trainee period.
Education
Bachelor's Degree - Management And Marketing
Universidad Panamericana
CDMX 08.2016 - 07.2019
MBA - Ecommerce
The Power MBA
Digital 07.2021 - Current
Skills
Teambuilding
Dependable and Responsible
Analytical and Critical Thinking
Self-Motivated
Result Oriented
Timeline
Jr Brand Manager Nido Forticrece & Nutri Rindes
Nestlé México
08.2021 - Current
MBA - Ecommerce
The Power MBA
07.2021 - Current
Marketing Coordinator Adults Powder Milks
Nestlé México
02.2021 - 07.2021
Brand Coordinator Nido Forticrece
Nestlé México
12.2019 - 01.2021
Brand Coordinator Media Crema Nestlé
Neste México
08.2018 - 12.2019
Commercial Trainee
Nestlé México
08.2016 - 08.2018
Bachelor's Degree - Management And Marketing
Universidad Panamericana
08.2016 - 07.2019