Natali Nino-Rivero

• Led TENA Canada's marketing, communication and GTM strategy.
• Overseeing all the brand's marketing and PR executions in Canada, from massive awareness tactics, to detailed consumer retention.
• Developed campaigns rooted in the brand's core values and consumers' needs that build up the brand equity. Increasing brand power by 4 percentage points in 2024.
• Developed the 3-level funnel media and PR plan that maximized our average ROAS by 1.7x YTD
• Led a team of two and advised other BUs on go-to-market strategies and retailer-specific NPDs.
• Owned the brand's annual A&P and actively negotiated with vendors for efficient rates resulting in a 23% savings in 2024.
• Led the product roadmap, aligning NPDs, renovations and discontinuation to maintain a portfolio and drive sales, resulting in +$1M new sales in 2024.
• Worked cross-functionally to guarantee yearly launches and product innovations that respond to consumer needs. Launching at least 3 innovation projects a year.
• Performed as a project manager between operational and commercial BUs to guarantee a polished brand image and product availability.
• Explored market opportunities and P&Ls for POMEs, expansions and M&A.
• Worked closely with CATMAN, to ensure maximization of linear and in depth shelving and increased annual distribution. Growing 3% in distribution vs. YA.

"Generated growth of the Dimplex brands in NA through innovation and diversification strategies

• Conducted the IBP cycles to establish the roadmap definitions responsive to consumer needs
• Planned and executed the 360-product process, from ideation based on market understanding to development and go-to-market executions
• Launched a "kickspace" heater NPD in June 2021, with a CM% of 51%
• Created an assortment optimization tool that saved the company $4M in warehousing, raw materials, agency certifications and labor

• Collected, managed and analyzed Sobeys Inc
• 7-Eleven and Save on Foods sellout data
• Understood purchase patterns to advise clients on promotional strategies
• Generate cross-category plans for my clients and act as the mediator between them and the retailers
• Helped one of my clients increase their sales in Sobeys banners by 43% during a hot season
• Advised my winery clients on when and how to promote using tastings, which increased wine sales by 86% during the initial stage of COVID

• Collected, managed and analyzed market and consumption data
• Generated data-driven solutions and insights that were translated into business strategies
• Understood customers' behaviors to develop differentiated services
• Influenced partners' and clients' business decisions through actionable insights
• Leveraged a business strategy focused on consumers, which increased satisfaction by 8%
• Led and executed a retailer plan focused on people, which increased Sodexo´s café sales by 16%
• Created the current Insights to solutions road to market map for Chile and LATAM

• Planned and developed efficient product lines by markets that minimize material waste
• Established the brand's 2014-2018 roadmap and innovation plan by season
• Created the brand's brand book and principles based on research of consumer needs and desires
• Developed a 78% sustainable supply chain that included a wallet of ethical clients and suppliers
• Led the brand's expansion to 7 countries, which resulted in the triplication of its revenue in one year
• Optimized the A&P by 21% by applying an accurate channel/product strategy
• Developed our DTC shopper marketing plan that increased our GS by 41% in 2013
• Promoted from Brand Manager in March 2014

• Advised clients on CATMAN and MAPs strategies
• Developed bespoke channel and pricing strategies for my clients
• Led the Omni Channel Consumer Experience strategy for my client in Asda, resulting in a 2.3x ROI
• Led the implementation of the Nielsen Instore Observation asset that boosted by 16% our annual NS
• Developed and launched the Sensorial Marketing and Golden Store program with NS of $3.1M in Y1
• Developed decision trees for liquor categories that improved impulsive purchases by 13%
• Promoted from Consumer Journey Specialist in January 2012
• Promoted from Category Analyst in June 2011

▪Planned and executed trade marketing strategies in retailer for the company’s CPG’s brands
▪ Led category management and merchandising plans which increased CPG’s categories’ positioning by 31%
▪ Analyzed weighted distribution and Nielsen syndicated data to develop accurately channel strategies
▪ Founded the shopper qualitative insights plan, which increased the makeup category share by 24%
▪ Established the incentive plan for internal stakeholders, which grows sales by 19% in 2010 vs 2009.