MARCELA ESPINOZA
Summary
Results-driven CPG Brand Manager with a proven track record of driving $1.5M in net sales across the food and home care categories. Skilled in strategic go-to-market execution and successful new product launching. Successful marketing leader with proven accomplishment in driving growth and increasing profits, by launching new lines and brands across various categories, resulting in an impressive $290K in additional revenue within the first year.
Overview
11
11
years of professional experience
Work History
Business Analyst
MAXCO/CGR
10.2019 - Current
- Regular updates on price and cost lists to optimize pricing and cost structures
- Led the month-end closing process to produce accurate Monthly P&L and owner's packages, allowing senior management to make informed financial decisions on time
- Accurately reconciled balance sheets, identifying and resolving discrepancies for perfect alignment with financial records
- Create Pos and properly track invoices
- Established strategies and streamlined communication with the sales team, resulting in exponential increases in lead conversion rates through target follow-ups and collaboration efforts.
Brand Manager
Aceitera El Real S.A
07.2017 - 07.2018
- Advised corporate and commercial management on brand positioning, market and consumer research, and go-to-market execution, leading to a 15% increase in market share
- Profitably managed $1.5M in net sales across Food and Home Care categories, achieving 10% YoY revenue growth
- During the first year, generated $290K in incremental sales by launching three new product lines across two categories
- Employed product forecasting and data analysis to identify market trends and optimize sales strategies, leading to a 10% increase in sales and improved inventory management
- Reduced overall marketing expenses by 10% without compromising brand visibility and impact through effective brand budget management
- Worked collaboratively with marketing, sales, finance, and operations teams to launch new products successfully while ensuring they aligned with the company's strategies and calendar.
Export Leader
06.2016 - 07.2017
- Expanded international market presence by acquiring 5+ new accounts, increasing partnerships in trade shows, and conducting business development trips to Europe and Central America
- Implemented targeted sales and marketing strategies, building strong relationships and partnerships with distributors management and sales teams, leading to a 10% increase in brand distribution and a 20% growth in sales volume
- Developed and executed customized business plans to identify and capitalize on new opportunities, achieving competitive territory growth
- Spearheaded cross-functional collaboration with Engineering and Quality departments to resolve product performance issues, resulting in a 60% reduction in customer complaints within six months
- Elaborated export forecasts and budgets, leading to a 15% increase in international sales across six countries, generating $1M in revenue
- Provided strategic oversight with in-depth monthly business reviews and margin analyses, offering actionable insights to boost proficiency in profit margins.
Commercial Sales Representative
Condumex S.A. de C.V
03.2014 - 06.2016
- Aligned marketing plans with distributors, resulting in a 25% brand visibility and market penetration enhancement
- Daily analysis of market data and commodities trading prices across multiple product lines optimized pricing strategies, resulting in a 10% improvement in profit margins
- Implemented effective inventory control methods, including conducting monthly counts and managing to reduce excess inventory by 30%
- Improved cash flow by 20% and reduced outstanding balances by 15% through efficient credit and collections process
- In 2016, the customer base was expanded by 40% compared to the previous year, resulting in a 25% augmentation in annual revenue and driving business growth
- Developed annual budgets, accurately tracked income and expenses, and successfully achieved financial goals, resulting in a 10% growth in profit margins
- From 2014 to 2016, an 8% year-over-year increase in overall attainment was achieved
- This reflects consistent sales performance and surpassing annual targets, leading to sustained business growth and market competitiveness.
Education
MBA - Business Administration And Management
Universidad Thomas More
12.2012
Bachelor of Science - Industrial Engineering
Universidad Thomas More
09.2006
Skills
- Strategic Vision
- Product Lifecycle Management
- Roadmap execution
- Leadership of Cross-functional Teams
- Market Research, Analysis & Competitive Positioning
- Portfolio Management
- Budget Management & P&L Oversight
- Foreign Markets
- Pricing Strategies & Costs Analysis
- Go-to-Market Strategies
- Process Improvement
- Clients and Account relations
- Forecasting
- Sales Operations
- Microsoft Office Suite
- Category growth
- Social Media Strategy
- Sales strategy
- CRM Management
- Performance monitoring
- Product positioning
- Competitor Analysis
- Brand-building strategies
- Strategy Development
- Budget Development
- B2B Sales
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Languages
English
Professional Working
Spanish
Native or Bilingual
Portuguese
Limited Working
Work Preference
Work Type
Full TimePart TimeLocation Preference
RemoteImportant To Me
Career advancementWork-life balanceCompany CultureFlexible work hoursPersonal development programsHealthcare benefitsWork from home option401k matchSoftware
Microsoft Office
SAP/APO
CRM
Timeline
Business Analyst
MAXCO/CGR
10.2019 - Current
Brand Manager
Aceitera El Real S.A
07.2017 - 07.2018
Export Leader
06.2016 - 07.2017
Commercial Sales Representative
Condumex S.A. de C.V
03.2014 - 06.2016
MBA - Business Administration And Management
Universidad Thomas More
Bachelor of Science - Industrial Engineering
Universidad Thomas More
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