Blanca Esther Escobar Escobar

Leading the end-to-end marketing strategy for the Biscuits portfolio, including Oreo, Ritz and Chips Ahoy!, with full accountability for brand growth, equity building and commercial impact. Responsible for defining long-term brand vision, portfolio strategy and innovation pipelines, while driving integrated execution across brand communication, consumer insights, media, activation and go-to-market strategies. Partnering closely with cross-functional teams across sales, R&D, finance and supply chain to deliver sustainable growth.

Responsible for leading the end-to-end marketing strategy to drive growth, positioning and profitability of the brands and chocolates portfolio (+13 brands). This role focuses on integrating the Ricolino brands into the Mondelez framework, in addition to strengthening market share. Ensure product relevance, correct communication strategy and innovation aligned with consumer needs. Long term plan strategy, brand execution and short term planning to deliver PL category.

Revamped marketing strategy for Meals and Powder Beverage and Food Service Category, resulting in a double digit increase in sales. Enhanced Category Management and Portfolio Management had a positive impact on business growth. Successfully executed marketing strategies, data collection, and customer engagement for top brands, resulting in a +4% increase in market share and brand visibility for Cheese, driving business growth and profitability.

Drove volume and value growth in market share by implementing category strategies, portfolio management, and innovation initiatives, contributing to a stronger competitive position and business expansion. Managed the Philadelphia brand, Mondelez Mexico's largest brand, and increased brand awareness and customer engagement in the Food Service sector. Achieved success in marketing awards: Effiies Meals Industry and Tik Tok Award Best Brand Collaboration with creators. Elevated brand visibility and reputation.

Led the introduction of UX initiatives for the North Latin America region, driving a 20% reduction in content production time and enhancing customer experience for Unilever Foods México. Led the implementation of targeted marketing campaigns for B2B division online and offline, resulting in a increase in product visibility and customer adoption, leading to substantial revenue growth a cross categories. Successfully managed COVID-19 challenges, resulting in higher NPS scores and sustain market leadership.

Lead marketing strategy for dressings, condiments, soups, and broths categories across multiple countries (Central America, Colombia and Ecuador). Led local innovation processes, new product development, and brand activations. Drove double-digit growth in Colombia and Central America, resulting in expanded market presence and improved profitability for Unilever Foods Solution.

Manage Sedal brand in Middle Americas, spearheading global and local innovation projects that led to a recovery in sales and consumer engagement. Executed a 360° marketing plan for new visual identy positioning, solidifying Sedal's position as a top player in the Middle Americas region.

Recover sales performance and sustain market leadership through strategic local implementation of regional plans for the Sedal brand in Colombia, contributing to overall business success. Managed consumer activities, mass media, and point-of-contact budgets. Achieved double-digit sales growth (2014-2015) and reversed market share trends

Brand Manager for Sedal, Lux and Rexona soap for Guatemala and Honduras, responsible for the creation of the local marketing plan, budget management for commercial and consumer activities, media monitoring and trade marketing activities. Implementation of regional plans for the brands. Close follow up and working closely with the sales force. Most important achievements: Double digit growth and market share growth in both countries, being these the countries with the highest growth of the brand in the Andean-Central American cluster.

Responsible for Nestlé Purina brands: Beneful and Cat Chow for Central America, in charge of making marketing plans based on market analysis and regional guidelines of the brands, coordinate and execute activities towards consumers, ensure the strengthening and positioning of the brands in the premium segment of balanced pet food. Most important achievements: implementation of activations focused on brand awareness in all Central American countries, implementation of digital strategy for both brands. Development of two social campaigns.

Direct link between marketing and sales, responsible for the development and growth of the supermarket and department store channel for the pet category. Implementation of marketing plans at the requested time, direct support to the sales force through activities at the point of sale that generate high traffic and support customer rotation, budget management for the execution of regional and local projects. Direct manager of the merchandisers, boosters and brand promoters. Most important achievements: OTIF implementation of the Bulk Sales Project in chain supermarkets and discount formats.

Direct assistance to brand managers in the following projects: Family Care - Scott: Analysis and approach for the subcategories of: kitchen towels, napkins and facials. Femm Care - Kotex: Execution of national promotion. Marketing Scribe: Implementation and follow-up of the 2009-2010 notebook season, Trade Marketing - Walmart: Point of sale status, constant monitoring of channel assortment, store shortages and competitor activities. Supply Chain Management Project Coordinator: Support to the 3 Supply Chain areas (Demand, Distribution and Customer Service).