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
