Logo Seeds

Verónica Cano

Buenos Aires, Olivos, Argentina

Bachelor in Business Administration and Post Grade in Management. More than 20 years of experience in Digital Marketing, Market Development, Retail & Shopper Marketing, Research within Latin American Markets. Experience in large beverages companies, and creative and research agencies. Very open minded to integrate multidisciplinary and multicultural teams. Business goals oriented. Passionate to understand shoppers and consumers actitudes and behaviour, and the way brands communicate and engage with them along the path to purchase.
PERSONAL PROFILE: mom of two boys! Sports Passionate! Challenge is my north! from 5K to 50K, from Running to Multi disciplines. Endurance is my credo!

Specialties: digital transformation; design thinking methodologies approach; omnichannel strategy; business process; consulting, crm, direct marketing, management, market planning, market research, marketing, negotiation, shopper insights, branding; customer experience and development; workshop moderator


Business Consultant

Análisis de clientes
Análisis de datos
Análisis de mercado
Armado de presentaciones
Design Thinking
Dimensionamiento de mercado
Diseño y análisis de encuestas
Entrevistas y focus group
Gestión de proyectos
Mystery shopping
Plan de negocios
Planificación estratégica

Experiencias Relevantes                                                                                                         

Managing Director - MOT Strategic Marketing Agency

2011 - Present

I am the founder and Managing Director of MOT, an Strategic Marketing Agency. Our mission is to help companies to resolve business problems, finding relevant insights, developing right strategies and creating mightiness marketing programs, in order to overcome obstacles at different Moments of True (MOT). Riding together with a Human-Planet design centric thinking. We develop INSIGHTS - STRATEGIES -IDEAS and CREATIVITY.

Managing Director - Labstore

2014 - 2018

Develop the Shopper Marketing Business for the LabStore with focus in Argentina. (LabStore is a Global WPP Company specialized in the Shopper & Retail disciplines). LabStore, bring together a rich mix of cultures, companies and skills. With three things in common: an absolute passion for retail, an obsessive focus on the shopper, and a desire to create true Shopper ChemistryTM.

General Account Director - Saatchi & Saatchi X

2014 - 2011

Mission is to improve shopper's lives. We focus our talent (creative, planners, industrial designers, copy writers, account service) with this mission in mind, every time we have a new assigment. We are very passionate about what we do and we are looking for deliver the right client solution.

Marketing Services Director - Leo Burnett

2008 - 2009

Responsible for the business results of ARC (the marketing services arm of Leo Burnett)

  • Identify new business opportunities within the areas of Shopper, Digital and CRM Marketing in the current Leo Burnett portfolio. Generate new business accounts.
  • Assign and lead motivated working teams
  • Advice and act as a consultant in terms of Shopper Marketing for the Latin-American markets

Market Development Manager (Country Manager) - The Coca-Cola Company

2004 - 2007

  • Responsible for the whole operation's business results of El Salvador
  • Generated to stabilization of business volume, after 4 years of decline
  • Implemented a defense plan against price brands
  • Launched flanker brand to protect business against low-priced competitors
  • Contributed to the design and execution of massive consumer promotions, channel-specific promotions and trade activities for our brand portfolio
  • Negotiated business plan and budget with bottling partner (SAB Miller)

Divisional Trade Marketing Manager  - The Coca-Cola Company

2002 - 2004

  • Responsible for the Trade Marketing Plan for the Latin Center Division
  • Developed the execution standards for each specific channel
  • Developed the strategic communication plan to ensure adequate communication with shoppers in each channel
  • Supported and guided the bottlers in the channel business process
  • Re-segmented distribution channels based in consumption occasions and commercial importance for SAB Miller in Honduras
  • Transferred best practices among the countries of the division
  • Identified research requirements and conducted specific studies
  • Negotiated with suppliers to achieve benefits for all the Coca Cola system.

Trade Marketing Manager - Cervecería y Maltería Quilmes

2001 - 2002

  • Responsible for the Trade Marketing Plan for the CMQ brands Quilmes - Heineken - Andes - Eco de los Andes
  • Developed trade marketing activities to achieve business results
  • Developed the execution standards for the channels
  • Conducted ad hoc research to understand execution variables

Brand Assistant - Cervecería y Maltería Quilmes

2000 - 2001

  • Responsible for managing Quilmes brand marketing budget for the NEA, NOA and Centro Sur Region.
  • Developed consumer promotions, trade and sales force marketing activities
  • Responsible for analysis of quantitative studies
  • Store Audit: Market Share, Distribution (weighted and simple), Nielsen's(multi variable analysis of salesvolume, i.e.: as a function of cold equipment placement)
  • Responsible for creating and managing the marketing plans for thesponsorship related with Quilmes and TC2000


Licenciada en Administracion de Empresas

Universidad de Ciencias Empresariales y Sociales

Posgrado en Management

INCAE Business School

Master en ecommerce y digital Marketing

Universidad de Buenos Aires