Andres Gomez

ANDRES GOMEZ OROZCO Consumer Strategy and Insights Specialist CEL: --http://es.linkedin.com/in/andresguillermogomezorozco PROFESSIONAL PROFILE: Bilingual entrepreneur, MBA and Industrial Engineer with experience and deep knowledge about markets, brands, shopper and consumer. Great ability to identify opportunities and generate actionable insights in line with the business strategy. Always open to change and learn! Advanced knowledge and interest in analysis about consumer behavior, consumption habits and market trends. Characterized as a proactive, integrated, resourceful, responsible, committed and with a desire to remain in continuous learning process. Extensive leadership skills, team work, under pressure performance and decision making. I am an active person with expectations to work and learn applying the experience, knowledge, skills and competences acquired so far. Great interest in working for the marketing area managing brands and categories with the consistency required by the needs of the market and the consumer. WORK EXPERIENCE: ü Cheffty.com (Bogotá, Colombia) Feb.2016- Currently Area: Entrepreneurship Position: Founder § § § § § Leading, planning, execution, and controlling the business model of Cheffty.com Develop strategies to identify market opportunities Definition, approach, development, monitoring and evaluation of business model to define objectives and an action plan in order to implement a particular strategy Lead the web development process To generate hypotheses about consumers proposing new strategies for improvement and growth of business model Main Achievements: § § § ü I have already developed the MVP (minimum viable product) or beta version of cheffty.com Lead successfully the teams of marketing and web development in order to achieve timelines and budget defined Lead the agenda with a consistent strategic business plan in order to improve market and consumer understanding PepsiCo (Bogotá, Colombia) www.pepsico.com Nov.2013-Jan.2016 Area: Marketing - Insights Position: Insights Sr. Analyst – LAB (Latin American Beverages) Center (Colombia, Ecuador, Venezuela, Costa Rica, Panamá, Rep. Dom.) § § Leading processes and deliverables for all countries of the region LAB Center Develop strategies for each brand based on indicators of Brand Equity and ad-hoc studies to identify market opportunities § § § Definition, approach, development, monitoring and evaluation of quali-cuanti studies to define objectives and an action plan in order to implement a particular strategy Lead the Pack Price and strategy for each brand in their competitive environment To correlate different sources of information to generate hypotheses about consumers and brands proposing strategies for improvement and growth of volume / value Main Achievements: § § § § ü Implementation of changing methodology for Brand Tracking in all countries of the LAB-C region, from paper to digital surveys to optimize the time of the questionnaire by 50% and reduce inconsistencies of the responses from the making consumers get a more realistic and accurate information Approach, development and monitoring of studies and Pack Price for different brands identifying opportunities for generating price positioning and short-term strategies in order to increase volume / value (Colombia, Ecuador, Costa Rica, Panama, Dominican Republic ) Defining the Strategic Business Plan for LAB-C region projecting growth (volume / value) for different categories of business with a holistic view and in a competitive scenario Planning and development of qualitative study to identify a line extension for one of the brands that generate higher returns in the portfolio (Colombia, Dominican Republic) Samsung Electronics (Bogota, Colombia) www.samsung.com.co Ago.2012-Nov.2013 Area: CMO (Corporate Marketing Organization) - CMI (Consumer & Market Insights) Position: Retail Management - Market and Consumer Research § § § § § § Stores segmentation and classification nationwide in order to identify the profile of their consumers, determine the sales potential for each line of business and the opportunities for corporate branding. Optimization of the investment budget in ATL communication (media mix) and BTL (events, activations, POP material and Filed Force) seeking greater brand impact and increasing awareness. Studies AD-HOC to address the weaknesses and needs of the business. Macro environment analysis identifying new business opportunities to enhance the company's position in the market. Understand market trends and consumer behavior to align strategy and achieve greater market share. Innovation and development of new studies to identify strengths and weaknesses against the competition. Main Achievements: § § § § § § § § § § § ü Audit at point of sale (quantitative survey) in order to identify which are the main potential stores where the brand has issues with some of the KPI's main selling point. With the audit from 90 stores potential (53% of market sales) proposed an action plan to correct the major mistakes of performance in major stores business in order to improve market share and visibility of the brand at the point of sale. Based on the correlation of the most important variables at the point of sale, it proposed a specialized team dedicated 100% to repair these issues in record time which improves the time normally used by 300%. Evaluation campaigns generating insights. They proposed a modification in all parts of the main advertising campaign for 2013, managing to improve the perception, awareness, and recall from consumers see when advertising in different media (TV, newspaper, magazines, billboards, brochures, brochures, etc ...) Design of channel structure. CMI regional workshop (Santiago, Chile - Jun 2013) Regional meeting in order to obtain a synergy between different subsidiaries of LATAM and generate action plans in line with the business strategy. CSBS (Consumer Shopping Behavior Study) workshop (Suwon, South Korea - April 2013). Headquarters training for analysis study of the buying process for the TV category. LATAM CMI Workshop (Sao Paulo, Brazil - October 2012) Stores segmentation (80% of market sales). Campaigns tracking and evaluation. AD-HOC studies (Quali - Quanti) for market, product and consumer. Smart-Index (Bogota, Colombia) www.smart-index.com Sep.2010-Feb.2011 Position: Project Manager ROL (Retail on Line) for Coca Cola Company: § § § § Address and implementation of a marketing research system for Coca Cola. Project management at regional level (Colombia, Ecuador and Costa Rica). Relationship with project leaders at Coca Cola - Latin Center Division. Prospecting and negotiating with new stores. § § Timing and KPI´s management. Personnel supervision. Main Achievements: § § § § ü Led the negotiation with 20 new stores for the project based on visits which explained the project and the benefits it generated deploy technology platform. Increase the number of points installed by 400%. Along with my technical and support team, we install the ROL system into 20 stores in record time, this indicator improved by 50%. Implement a quality control system to correct errors in database, obtaining accurate and reliable information for analysis projected. KANTAR Worldpanel (Bogotá, Colombia) www.kantarworldpanel.com Jan.2008-Jul.2010 Position: Senior Client Service Executive: § § § § § § Generation of insights about the consumer in many categories (personal care, personal clean, pet food, seasonings, bouillons, soft drinks, juices, water, milk, and the basic household basket “multicategory”). Consumer holistic vision. Relationship with clients: UNILEVER (Sedal, Dove, Clear, Axe, Rexona, Knorr), COCA COLA (Coca Cola, Sprite, Quatro, Del Valle, Nestea, Manantial, Brisa), NESTLE (Maggi), MASTERFOODS (Whiskas, Pedigree) and TETRAPAK (tetrabrik format for milk category). Increased turnover and sales of new products. Regional account managing (Colombia, Venezuela, Ecuador, Perú, Argentina and Central America). Consulting specialized about consumer, market trends, dynamic categories, manufacturers, brands, pack size, launches of new brands / varieties, etc... Main Achievements: § § § § § ü Led the launch of brands such as MAGGI RICA PASTA, CLEAR SHAMPOO, SEDAL CO-CREATIONS, advising strategically plan actions for the market introduction and increased penetration. Regional advice and ongoing launch of new formats and varieties for SEDAL, DOVE, AXE and REXONA. Sale of new products by increasing the customer billing. Implementation of effective and strategic presentations, improving the rendering time by 50%. Led the awareness branding project for the company with articles about consumer habits in magazines like IALIMENTOS and DINERO. British American Tobacco (Bogotá, Colombia) http://www.bat.com/ Dec.2005-Jan.2007 Area: IT (Information Technology) Position: Project Analyst § § § Development of innovative technology projects in order to find awareness in different brands of the company. Time management and supplier relationship. Contact with Trade Marketing team. Main Achievements: § § § Implementation in Colombia and Central America of Web application for managing and centralizing the information related to the stock, demand and condition of the material in each of Merchandising outlets. Successful launch of the Web tool and using it by 100% of the Trade Marketing Representatives. Successful launch of the new image of the intranet, adding new modules and encouraging the use through advertising campaigns, raffles and entertainment. EDUCATION: ü MBA (postgraduate): EAE Business School MBA Full time Feb.2011-Mar.2012 Madrid, Spain ü University: (1) Pontificia Universidad Javeriana Industrial Engineering Jul.2001-Jul.2007 Bogotá, Colombia (2) ICADE-ICAI Universidad Pontificia Comillas Last semester of Industrial Engineering Interchange Feb.2007-Jul.2007 Madrid, Spain ü Others: (1) Edmond Language Institute English as a second language Cultural interchange Jan.2005-Aug.2005 Edmond, Oklahoma, USA LANGUAGES: SPANISH: native INGLES: 90%