Ana Maria Aldana

Ana Maria Aldana

$18/hr
Market and User Research
Reply rate:
-
Availability:
Part-time (20 hrs/wk)
Age:
36 years old
Location:
Guatemala, Guatemala, Guatemala
Experience:
10 years
Ana Maria Aldana Passionate about Market Research & Consumer Behavior with 10+ years of experience on FMCGs, constantly seeking for growth and improvement opportunities. Skilled in Brand Management, Market Research and Insights into Actions; used to work with cross functional areas and multinational companies, facing diversity and complexity Calle del Cerro de la Carrasqueta 51, 28035, Madrid --LinkedIn Personal Blog of regional management and multicultural contexts. WORK EXPERIENCE IE Business School | Market Research & Consumer Behavior — Spain Sep. 2018 – Jul. 2019 Exposed to more than 15 Market Research and Strategy projects with real brands and customers across different business units, working with a multicultural environment with more than 31 nationalities. Trained to get inside consumers' minds in order to uncover and understand the motivations behind their behavior and to drive vision, strategy, and innovation in any organization through market and consumer insights. SKILLS ●●●●● Research Design ●●●●● Brand Management ●●●●● Data Analytics ●●●●● Story Telling ●●●●● Insights Generation ●●●●● Experimental Design ●●●○○ SPSS ●●●●● Nielsen ●●●●○ Tableau ●○○○○ Python (Learning) ●●●●● Reading Telefonica | Research Project Consultant — Argentina Market ●●●●○ Triathlon (Ironman Mexico, Apr. 2019 – Jul. 2019 2017) In collaboration with: IE Business School Research project through an integrative and comprehensive research process (Qualitative, Quantitative and Digital) ●●●●● Traveling (I have been in more Research objective: to understand the business needs, translate them into the desired research methodologies, conduct the research, analyze the research results, and propose effective/viable business solutions for Telefonica Security Business Unit. than 30 cities) VOLUNTEER EXPERIENCE ESOMAR – International Volunteer Student Nielsen | Research Project Consultant — Spain Jan. 2019 – Apr. 2019 OTHER PROJECTS Client: The Kraft-Heinz Company In collaboration with: IE Business School Jugalos - Co-founder E-commerce Design, execution and interpretation of ad-hoc research with analysis and interpretation of category data. Recommendation of action plan to understand drivers and barriers of the tomato ketchup category in Spain. Tailor a strategy for Heinz tomato ketchup in Spain to achieve penetration increase. Traducciones de Guatemala - Founder / Startup Translation Company LANGUAGES Jugalos | Co-Founder — Guatemala Jan. 2019 English (Full Professional Proficiency) Ecommerce store for toys using Shopify platform. Develop relevant insights on consumer behavior in the digital medium through purchase funnel stages. Drive customer acquisition, retention and growth through digital marketing, and a seamless customer experience online ensuring delivery and returns processes are effective. Spanish (Native) Develop a thorough understanding of how to manage earned, owned and paid media. Developing SEO/PPC Strategy/Marketing Plans and KPIs for digital analytics and Social Media Monitoring. Kantar Millward Brown | Research Project Consultant — Spain Oct. 2018 – Dec. 2018 Client: SMART In collaboration with: IE Business School - Analysis of a low success TV communication campaign in Spain. - Recommendation of business implication, next steps and KPI’s. Beiersdorf | Regional Sr. Brand Manager — 1 People Managed Mar. 2016 – Aug. 2018 Developed brand strategy and growth plans for 8 brands at regional level for 7 countries (Brand Management, Innovation, Market Insights & Data Analysis, Forecast & Media Strategy). Business portfolio size of €42M. Led brand plan for a low penetration brand to achieve No. 1 position (+2.2pts in market share), only country able to achieve leadership across Latin America. Created company’s first digital strategy & framework. Colgate-Palmolive — Central America Selected as Colgate’s High Potential Talent (Group that represents less than 10% of the company) Regional Brand Manager Jul 2014 – Mar. 2016 Achieved and consolidated No. 1 position in biggest company market; despite strong consolidated competitor, and low budget allocation. Gained around 50% of market sales, with an increase of +5.7pts in market share. Channel Specialist Assistant Indirect Trade Jan. 2013 – Jun. 2014 Reduced 75% of time used to process and analyze middleman data developing & implementing a commercial tool to assess market potential & sales performance. Colgate Award “You make the difference” Customer Development & Channel Specialist Direct Trade Jul 2009 – Dec 2012 Developed Retail Environment strategies and 4P´s based on Category and Brand Strategies, shopper and customer insights. EDUCATION IE Business School |Spain 2018 - 2019 Master in Market Research & Consumer Behavior Mariano Galvez University | Guatemala 2012 - 2014 MBA, Marketing Concentration 2008 - 2014 Bachelor in Business Administration
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