VERONICA JANE
Lima
Summary
Experienced marketing professional with a proven track record of successfully leading corporate marketing departments in managerial roles within the fast-moving consumer goods sector, specifically in the food and beverage industry. Known for consistently delivering impactful marketing strategies and campaigns. Highly regarded for collaborative approach and ability to achieve results through effective teamwork and adaptability. Proficient in digital marketing, brand management, market analysis, value proposition development, identifying opportunities to develop strong brands, and strategic planning with a focus on meeting organizational goals. Results-oriented leader dedicated to developing brands that drive key business indicators. Holds a bilingual communication bachelor\'s degree with a Master\'s in Marketing from ESAN, certified as a Chief Marketing Officer Scholar by Northwestern Kellogg, and double certified in Digital Marketing in the USA.
Overview
17
17
years of professional experience
Work History
MARKETING MANAGER
SOFTYS PERÚ
02.2023 - 02.2025
- Company Overview: A CPG company that manufactures and distributes personal care products, member of the Chilean group CMPC, with a presence in more than 20 countries, sales of US$ 200MM per year and +3000 employees in Peru
- Responsible for: The local Adult Care business, growth and Operational Profit of "Cotidian" through the annual commercial and marketing plan,
- Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
- Boosted sales performance through the creation of engaging promotional materials and targeted advertising strategies.
- Analyzed market trends to identify new opportunities, adjusting marketing plans accordingly for maximum effectiveness.
- Achievements: A 6pp increase in market share, reaching leadership in the most relevant channel for the Adult Care category in September 2024
Renewed profitability of the business, with 2023 being the 1st year in which Cotidian closed the year with positive EBITDA (+300% vs 2022)
+25%sales growth due to an strategic portfolio and price management.
MARKETING MANAGER IMPULSE
NUTRESA - COMPAÑÍA NACIONAL DE CHOCOLATES
10.2017 - 02.2023
- Company Overview: Colombian CPG food manufacturing and distribution company, member of the Nutresa group with a presence in more than 15 countries
Sales of US$ 70MM per year and +1500 employees in Peru - Responsible for: Generating the marketing strategies for impulse brands (chocolates, biscuits and snacks), managing their profitable growth at a national level, discovering insights from customer and consumer data to strengthen the brand funnel and increase brand equity for 10 brands, leading the construction of brand positioning, brand architecture, annual planning, media and communication strategy, as well as ensuring Operational Profit through monthly monitoring of the financial KPIs that impact the business
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
- Collaborated with cross-functional teams to ensure consistent branding across all company touchpoints and communications channels.
- Increased brand awareness by developing and implementing strategic marketing campaigns.
- Achievements: 35% sell out growth and +2pp of Market Share Value that consolidated Pícaras as the brand leader in the biscuits category through a successful rebranding strategy
- 10% increase in the EBITD of biscuit brands through the construction of a pricing strategy and portfolio differentiation by sales channel
- Managed social media accounts for optimal audience engagement and increased online presence.
BRAND MANAGER INCA KOLA
ARCA CONTINENTAL COCA-COLA
01.2016 - 10.2017
- Company Overview: Strategic partner of The Coca-Cola Company for bottling, distributing, and marketing its beverage portfolio in Peru, The largest commercial network in the country with annual sales of US$ 600MM and more than 5000 employees im Perú.
- Responsible for: developing Inca Kola´s strategy (Perú´s #1 Soft drinks brand) and single-serve platform across sales channels, planning OBPPC strategies (Occasion, Brand, Packaging, Pricing, Channel).
- Led a cross-functional team for developing and launching new products, packaging, and soft drink formats along the product value chain.
- Achievements: A 4% increase in sales and recovered 5 percentage points lost in the 'goes well with meals' variable of the Inca Kola brand by implementing and executing a national share recovery strategy.
- Successfully implemented strategies in traditional, modern, and on-premise channels.
- Presented regular updates to senior leadership, demonstrating progress towards key objectives and securing ongoing support for marketing initiatives.
- Researched market trends to identify customer needs and preferences for strategic planning.
- Monitored and evaluated marketing and advertising campaigns to support brand consistency and engagement.
Senior Brand Manager
GLORIA SA
06.2014 - 01.2016
- Company Overview: Leading CPG Peruvian company specializing in the production and marketing of dairy products and food. With annual sales exceeding US$ 1,500 million and a workforce of over 4,000 employees nationwide.
- Responsible for: Creation and execution of the annual marketing plan, development of Brand equity for the Gloria brand in the food and dairy products category, Analysis of market trends and financial and commercial variables to maximize pricing and portfolio opportunities and enhancement of profitability, visibility, and market share through the optimization of the marketing budget.
- Achievements: 37% growth in sales compared to the previous year.
- Increase of 24 percentage points in market share by the end of 2015.
- Improved numerical distribution by 10% through the design and implementation of the portfolio innovation strategy for Gloria condensed milk.
- Introduction of new 'Easy Open' packaging and the 'Dulce de Leche' line extension.
- Collaborated with sales teams to create tailored presentations for key clients, resulting in strengthened relationships and increased business opportunities.
- Led market research initiatives to gather insights on consumer preferences, trends, and competitor analysis.
BEVERAGES MANAGER - NESTLE PROFESSIONAL.
NESTLÉ PERÚ SA
12.2007 - 06.2014
- Company Overview: A multinational food manufacturing and distribution company with annual sales of US$300 million and over 1,500 employees nationwide.
- Responsible for: Leading the marketing efforts of the beverage business, which constitutes 40% of Nestlé Professional's business (B2B). This involves regional development of the Nescafé Alegria and Nestea brands, and maximizing their brand architecture and consideration funnel. In charge of the development and execution of the Integrated Commercial Plan (ICP), ensuring timely and efficient processes that achieve the results of sales, market share, and Operational Profit for the brands within the business.
- Achievements: · Achieved a 5 percentage point increase in EBITDA for the beverage category at the end of 2013 due to the successful launch of Nestea in the Peruvian market.
- Realized a 20% growth in sales through a communication strategy aimed at B2B customers, which increased the coverage and placement of vending machines.
- Managed and motivated employees to be productive and engaged in work.
Education
Chief Marketing Officer Scholar -
NORTHWESTERN KELLOGG
01.2025
Certificación - Marketing Digital
DIGITAL MARKETING INSTITUTE / AMA
01.2022
No Degree - Marketing
PACIFICO BUSINESS SCHOOL
01.2018
Master of Arts - Marketing
UNIVERSIDAD ESAN
01.2010
Bachelor of Arts - Business Communication
UNIVERSIDAD DE LIMA
01.2004
Skills
- Brand Identity Management
- Marketing Campaign Management
- Consumer Packaged Goods Expertise
- Digital Marketing Strategy
- Customer Behavior Insights
- Market Research Expertise
- Strategic planning
- Product Launch Management
- Data-Driven Marketing Campaigns
- Budgeting and allocation
Awards
- Ganadora del Effie Oro por la campaña 'El gusto de comerse al mundo'.
- Ganadora del Effie de plata por la campaña de Inca Kola 'El sabor que nos hace únicos'.
Training
- NORTHWESTERN KELLOGG, Chief Marketing Officer Scholar, 2025
- DIGITAL MARKETING INSTITUTE / AMA, Certificación en Marketing Digital, 2022
- PACIFICO BUSINESS SCHOOL, Especialización en Marketing, 2018
English Level
Proficient
Languages
English
Native or Bilingual
Spanish
Native or Bilingual
Portuguese
Elementary
Timeline
MARKETING MANAGER
SOFTYS PERÚ
02.2023 - 02.2025
MARKETING MANAGER IMPULSE
NUTRESA - COMPAÑÍA NACIONAL DE CHOCOLATES
10.2017 - 02.2023
BRAND MANAGER INCA KOLA
ARCA CONTINENTAL COCA-COLA
01.2016 - 10.2017
Senior Brand Manager
GLORIA SA
06.2014 - 01.2016
BEVERAGES MANAGER - NESTLE PROFESSIONAL.
NESTLÉ PERÚ SA
12.2007 - 06.2014
Chief Marketing Officer Scholar -
NORTHWESTERN KELLOGG
Certificación - Marketing Digital
DIGITAL MARKETING INSTITUTE / AMA
No Degree - Marketing
PACIFICO BUSINESS SCHOOL
Master of Arts - Marketing
UNIVERSIDAD ESAN
Bachelor of Arts - Business Communication
UNIVERSIDAD DE LIMA
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