ANAID REYES GAMBOA
Toronto,ON
Summary
Experienced Marketing Manager with a proven track record of developing and executing successful marketing strategies. Skilled in market research, brand management, and trade marketing. Strong leadership abilities, with a talent for motivating teams to achieve objectives. Proficient in analyzing data to drive decision-making and optimize marketing campaigns. Effective communicator with a passion for delivering impactful results.
Overview
16
16
years of professional experience
Work History
CHANNEL MARKETING MANAGER
Dart Canada Inc.
01.2019 - Current
- Led cross-functional teams on all facets of innovation projects including market research, sales projections, go-to-market planning, and sales managers product training (approx revenue $5MM across more than 10 Marketing categories).
- Worked closely alongside the Director of Market Research to create brand positioning and marketing strategies.
- Determined strategic clientele and market segments to pursue in accordance with the Marketing Business Plan.
- Conducted market research, analyzed data, and used metrics to create and execute the marketing plan and drive sales revenue.
- Demonstrated ability to interpret data and translate insights into action plans.
- Participated as a project leader in the development of innovative product solutions.
- Created, implemented, and managed the Channel's marketing plan.
- Developed and maintained customer's partnership in a B2B environment by collaborating with the Sales team in key Distributor and National Accounts.
- Facilitated and created marketing materials for internal and external use in support of brand recognition.
- Directed and supervised the graphic design and marketing team's efforts in developing marketing collateral.
- Forecasted and conducted Return on Investment (ROI) and Profit and Loss (P&L) analyses to gain deeper insights into market trends and consumer behavior.
- Developed and implemented internal websites for the company's sales department to showcase a new catalogue of products.
ASSISTANT MANAGER / BUSINESS ANALYST
New Balance
01.2015 - 01.2018
- Created and implemented a data analytics process generating deep insights and uncover opportunities resulting in changes to store displays and inventory leading to an 11% YOY apparel sales.
- With my trade marketing experience, I designed a streamlined communication in the recently created Intranet that helped to improve staff communication and performance by having timely data about their goals.
TRADE MARKETING MANAGER
PepsiCo Mexico Foods
01.2013 - 01.2015
- Monitored merchandising efforts at retail and conduct pre- and post-launch analysis to drive improvement including the deployment of over a hundred thousand displays, as a result, weekly average sales increased by $152K.
- Collaborated with Sales teams to execute initiatives which deliver market-share gains in our Region (record high for Biscuits 55.3%).
- Following the analysis of syndicated data (using Nielsen), devised and executed business sales plans that strategically positioned the Southeast Region to attain the top sales position in the National Ranking.
- Oversaw an annual marketing budget for Sales and Marketing Initiatives.
- Worked closely with Product Marketing Managers to support ongoing priorities, including product presentations, trade shows, research and competitive intelligence.
- Aligned marketing communications strategies to the sales teams' strategies by working closely with the Marketing and Market Research Departments to ensure a balanced market effort.
- Managed a team of 6 marketing professionals,
TRADE MARKETING COORDINATOR
PepsiCo Mexico Foods
01.2011 - 01.2013
- Led as project manager an interdisciplinary IT/sales project called "Rack Management End to End" which integrated technology tools and sales data (Salesmen Handheld Computer and Internal Clients Database) to track 350K displays (POS).
- Followed up as Account Leader on existing portfolio of 20 products: snacks, biscuits, and candies.
- Managed a loyalty plan to maintain and increase clients base to +10% vs LY.
- Created sales communication and supported materials in a weekly basis that reached more than 1,000 sales team members.
GO-TO- MARKET COORDINATOR
PepsiCo Mexico Foods
01.2010 - 01.2011
- Advisor for the sales team during route engineering processes within The Southeast Region resulting in the increase of call compliance (+18%) and call frequency (+1%)
- Collaborated across multi-functional teams to implement new distribution models
- Top Performer recognized in the National Talent Program because of outstanding performance
- Provided accurate reporting & analysis to help drive the success.
BUDGET ANALYST
PepsiCo Mexico Foods
01.2009 - 01.2010
- Analyzed P&L results and presented reports to Regional Sales Director and Controller.
- Maintained regular communication with Head Office to exchange and integrate best practices into operations.
- Experience in managing large databases & multiple data sets.
ADMINISTRATIVE SUPERVISOR
PepsiCo Mexico Foods
01.2008 - 01.2009
- Managed a distribution center, and product inventory valued at around 400K.
- Worked closely with a team of seven Sales Managers to reach the distribution center productivity goals.
- Performed bank reconciliations and weekly sales statements.
Education
International Business Management -
Universidad Anáhuac
01.2007
Skills
- Technical skills include Nielsen, Salesforce, SAP, Basecamp, and Microsoft Office(Excel and PowerPoint)
- Collaborative leadership
- Brand architecture
- Marketing and consumer analytics
- Forecasting, ROI and P&L analysis
- Strategic thinking
- Consumer experience
- Tradeshow execution
- Merchandising
- Channel Strategy
- Budget management
- Digital marketing
- Strong knowledge of DSD and other distribution models
- Creative, analytical, and project management skills
Languages
English
Native or Bilingual
Spanish
Native or Bilingual
Timeline
CHANNEL MARKETING MANAGER
Dart Canada Inc.
01.2019 - Current
ASSISTANT MANAGER / BUSINESS ANALYST
New Balance
01.2015 - 01.2018
TRADE MARKETING MANAGER
PepsiCo Mexico Foods
01.2013 - 01.2015
TRADE MARKETING COORDINATOR
PepsiCo Mexico Foods
01.2011 - 01.2013
GO-TO- MARKET COORDINATOR
PepsiCo Mexico Foods
01.2010 - 01.2011
BUDGET ANALYST
PepsiCo Mexico Foods
01.2009 - 01.2010
ADMINISTRATIVE SUPERVISOR
PepsiCo Mexico Foods
01.2008 - 01.2009
International Business Management -
Universidad Anáhuac
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