Laura Velarde

As a brand analyst, I was responsible for developing and executing strategies that boosted the positioning of Greek yogurt within a highly competitive market, promoting consumer loyalty and strengthening brand identity. My main duties included:

• Conducting market research to identify consumption trends, customer preferences, and growth areas for the Greek yogurt category.
• Collaborating with marketing and sales teams to design innovative promotional campaigns that enhanced brand recognition and purchase intention.
• Monitoring and analyzing brand performance through key metrics, such as market share, sales, and reach of digital campaigns.
• Managing communication with suppliers and external partners to ensure consistency in the brand message and representation across all channels.
• Developing detailed reports on consumer behavior and competitive dynamics, presenting strategic recommendations to optimize brand presence.
• Identifying product innovation opportunities aligned with market needs, introducing flavor variations and packaging adapted to consumer demands.

As an internal communications analyst, I was responsible for designing and implementing strategies that fostered effective communication within the organization, ensuring strong alignment between business objectives and internal teams. My role was key in keeping employees informed and engaged in a dynamic and creative environment.

Key Responsibilities:

• Designed and managed internal communication campaigns to promote the company's mission, vision, and values, strengthening employees' sense of belonging.
• Drafted internal newsletters, corporate emails, and intranet content, tailoring messages to different internal audiences.
• Collaborated with human resources and leadership teams to create wellness and recognition initiatives, fostering a positive and motivating work environment.
• Developed visual and audiovisual materials aligned with the brand identity for internal presentations and corporate events.
• Led organizational climate surveys, analyzing results and proposing strategic solutions to improve corporate culture.
• Coordinated and promoted internal events, such as general meetings, training sessions, and celebrations, which strengthened team cohesion.