Hola! Soy Meli. Ingeniera Industrial, con mas de 11 años trabajando en Marketing en empresas de consumo masivo (The Coca-Cola Company, Arcor)
Tengo fuerte orientación comercial y de negocio, además de la experiencia trabajando con marcas y desarrollando productos.
Me gustan los desafíos, soy versátil y me encanta trabajar en equipo. Orientada a resultados y busco que las cosas sucedan!
Responsible for Coca-Cola TM brand strategy for Argentina reporting to the brand director, including performance budget & localization strategies and plans, working within Agile methodology.
- Led replanning through COVID for Argentina with a record turnaround. Recovered SOV vs PY.
- Led the most important levers for the brand: Affordability, Single Serve and Rituals. Increased single serve transactions +10% and added new consumers.
- Head of consumer summer experience with +2MM contacts.
- Campaigns & Promotions: “Star Wars partnership”, “Por/Para todos”, “Meals”, “SS Multipacks @home”, “Estemos despiertos”, “XMAS”, Promotion: Coca-Cola vidrio Digital seeding. Planned fast start Q1 2021.
Brands in charge: Criollitas, Traviata, Serranas, Serranitas y Media Tarde. Which accounts for more than 20% of biscuits sales of the business unit.
Developed strategic programs and plans, focused on growing sales and profitability of the brands.
Led multidisciplinary teams to achieve project goals (Working with: Sales force, designers, product engineers, creatives, trade marketing).
Analyzed the principal management variables, such as production plans, forecast, stocks, sales, share, prices and profit. Interpretation of information from external sources, such as Nielsen, CCR, Euromonitor.
Created and monitored tools to marketing team, such as prices and sales simulators. Analysis of different markets and economic scenarios.
