Paola Mena Jaramillo
Quito
Summary
Experienced marketing professional with a proven track record in developing and implementing strategic campaigns to boost growth and enhance brand visibility. Recognized for exceptional teamwork, flexibility in meeting evolving demands, and consistently delivering quantifiable outcomes. Dependable asset known for consistently meeting and exceeding organizational objectives.
Overview
19
19
years of professional experience
Work History
Marketing Manager Feminine Care
Essity
01.2024 - Current
- Boosted brand awareness through brand campaigns, launches and trade marketing plans.
- In charge of the A&P plan´s construction and expenditure control.
- Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
- Responsible for the profitability of the Business Unit in the country and the increase in sales and market share in the country.
- Monitored market trends, competitor activities and product introductions to identify new opportunities.
- In charge of the pricing and product strategy, supported by a deep understanding of the customer and shopper local trends.
- Collaborated with cross-functional teams to ensure consistent branding, sales increase and successful launches across all company touchpoints and communications channels.
- Led and motivated the 10 people in the local marketing team
Marketing Manager Baby Care
Essity
01.2021 - 01.2024
- Developed and executed marketing campaigns both in ATL and BTL.
- Created marketing budget, tracked spending for new initiatives and launches.
- Responsible for the profitability in the country.
- Monitored competitor activities and product introductions in market and lead Trade Marketing plans to increase market share.
- Implemented marketing strategies to drive and optimize marketing funnel in Ecuador.
- In charge of the pricing and product strategy, supported by a deep understanding of the customer and shopper local trends.
- Led and motivated the 7 people of the local marketing team
Marketing Manager Feminine & Adult Care
Essity
08.2022 - 01.2023
- Temporary replacement due to maternity leave
- Led and motivated the 11 people of the local Feminine & Adult Care marketing team in addition to my own direct team reports
Marketing Manager
Diners Club
02.2019 - 11.2019
- Developed and executed marketing campaigns both in ATL and BTL.
- Created marketing budget, tracked spending for new initiatives.
- Worked collaboratively with business managers to support new prospects and reinforce existing clients in marketing efforts.
- Assisted with branding, advertising, trade shows and company events.
- Implemented marketing strategies to drive and optimize marketing funnel.
- Provided support in strategic meetings to increase awareness and improve brand recognition.
- Led and motivated the 31 person marketing team.
Marketing Manager Consumer Tissue
Essity - Grupo Familia
09.2012 - 02.2019
- Developed and executed marketing campaigns both in ATL and BTL.
- Created marketing budget, tracked spending for new initiatives and launches.
- Responsible for the profitability of the BU in the country.
- Monitored competitor activities and product development in the market.
- Lead Trade Marketing plans to increase market share.
- Implemented marketing strategies to drive and optimize marketing funnel for both BU in Ecuador.
- In charge of the pricing and product strategy, supported by a deep understanding of the customer and shopper local trends.
New Business Development Manager
Tetra Pak
01.2012 - 08.2012
- Researched prospective accounts, identified market presence and developed plans to penetrate markets.
- Developed and tested market strategies to attract clients and grow business revenue.
- Fostered productive business relationships and promoted long-term growth opportunities.
- Engaged clients to develop relationships and give marketing support for smaller clients.
- Tracked new markets and recommended products and services to meet customers' needs.
- Researched market trends and stayed current on customer preferences to better lead sales operations.
- Explained product features and demonstrated operation to educate customers and close sales.
Product and Trade Marketing Specialist
Essity - Grupo Familia
09.2007 - 08.2010
- Executed national marketing platforms at retail level to drive product visibility and volume on the local market.
- Defined local shopper demographics to create customer-specific marketing plans.
- Worked in close cooperation with sales team, identifying sales targets and key customers to create local channel strategy.
- Stimulated sell-out and distribution channel loyalty by initiating and realizing regional trade marketing actions and promotions.
- Collected competitor data, including current and historical prices, sales trends and marketing strategies.
- Worked with R&D and local plant in order to develop products according to the consumers needs.
Consumer Experience Coordinator
Essity - Grupo Familia
07.2006 - 08.2007
- Developed and coordinated BTL and branding activities.
- In charge of loyalty and POME programs
- Coordinated agencies and strategic alliances.
- Responsible of customer product satisfaction
- Launched sampling campaigns.
Education
Marketing Management Executive Program - Marketing
Kellogg School of Management
09.2018
MBA - Business
Cranfield University
06.2012
Bachelor of Arts - Advertising
Universidad San Francisco de Quito
05.2006
Bachelor of Arts - Organizational Communications
Universidad San Francisco de Quito
05.2006
Advertising
Ottawa University
05.2005
Skills
- Strategic Thinking
- Market-driven innovation strategies
- Effective communicator
- Collaborative interdisciplinary work
- Team Building and Leadership
Languages
Spanish, Native
English, Fluent
Timeline
Marketing Manager Feminine Care
Essity
01.2024 - Current
Marketing Manager Feminine & Adult Care
Essity
08.2022 - 01.2023
Marketing Manager Baby Care
Essity
01.2021 - 01.2024
Marketing Manager
Diners Club
02.2019 - 11.2019
Marketing Manager Consumer Tissue
Essity - Grupo Familia
09.2012 - 02.2019
New Business Development Manager
Tetra Pak
01.2012 - 08.2012
Product and Trade Marketing Specialist
Essity - Grupo Familia
09.2007 - 08.2010
Consumer Experience Coordinator
Essity - Grupo Familia
07.2006 - 08.2007
MBA - Business
Cranfield University
Bachelor of Arts - Advertising
Universidad San Francisco de Quito
Bachelor of Arts - Organizational Communications
Universidad San Francisco de Quito
Advertising
Ottawa University
Marketing Management Executive Program - Marketing
Kellogg School of Management
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