إلينا De Nova

Regional Assistant Brand Manager
Beauty Care

Consumer goods. Oil company brand. 60% share of Mexican market, growing on Latin America.
Marketing / Trade Marketing Senior Coordinator (Mexico/Latin America)
Reporting to the TradeMarketing Manager, coordination of marketing and tmkt activities.

• Assisted Key Account Managers (Retail) to create and implement marketing activities and tactics per channel.
• Created strategies (based on consumer understanding- channel understanding and seasonal sales):
o BTL activities,
o Retail price and promotion strategies: aiming to change behavioural patterns and increase market share in retail stores. (15 vs 75 percent of sales in traditional channels)
o Merchandising, POP advertising and distribution (based on budget, objectives and channel sales)
o Product launching: 2: XTR-PRO, Defay Re-launching.
• Planned and coordinated:
o Tradeshows,
o Expos,
o Sponsorships: Formula1 (Sergio Pérez), Ford, Suzuku, KidZania.
• Monitored competitors in the point of purchase.
• Pitched and negotiated with suppliers.
• Coordinationed of design and purchasing departments on specific projects.
• Coordinated New Product development for the Car care line. Design, pricing, packaging and channels.

Payment and transactional platforms: Electronic top up, bill payment, loyalty programs, store value cards, governmental social resources distribution. Niche banking services. 1, 000-1, 500 employees.
Marketing And Commercialization Planner
• Product, category and channel behaviour monitoring-analysis.
• Assisting Key Account Managers (Retail)
o Product strategy planning and coordination:
o Standardisation of trimestral account business review and products offers and incorporation of SKU´s within the channels.
• Creation and design of trade marketing plan and materials for product launching, Merchandising.
• Communication of B2B promotions.
• Redesign and implementation of CRM.
• Bill payment B2B launching, incorporation within the platform of 70% of the channels in a period of three months.

Boutique advertising agency and ad-hoc marketing consultancy.
Junior Marketing Project Coordinator
• Creation, implementation and coordination of marketing projects such as:
o ATL campaigns
o BTL, promotion strategies and tactics, visual merchandising, merchandising.
o Business concepts and targeting (Line extension)
o Quantitative and Qualitative brand awareness research and advertising impact measurement (including analysis and interpretation).
o Mystery shopper.
For:
o Pharmaceutical retail, (Farmacias GI)
o Consumer goods (Beauty, pharmaceutical and hygiene products)(OMRON, Farmacias GI),
o NGO´s (fundraising and frequent donors program), (Greenpeace, Fondo para la paz)
Social responsible company project consultancy: RT Fundraising.
• Coordination and briefing of creative department projects and schedule.
• Pitches.
• Contact with media to follow up media plans.
Junior account manager: Farmacias GI (Collaboration in the launching of ATL advertising campaign achieving 69% response rate)