Clara Pérez Mendaña

Managing brands in different categories: - Brands that belong to other partners: Personal care (Just for men, Control GX, Vionell, Algasiv), Laundry and Household (Dr.Beckmann), Food (Mulino Bianco). - Private brands from Varma: Capitán Maní (Peanut butter), Mary Lee (Bakery Mixes, Syrups, Creams and Sauces). • Developing our Private Brands product portfolio by identifying market trends: sourcing new producers, developing the product – content, packaging, labels -. • Strategy design for 1-3 years (defining marketing mix, broaden brands portfolio, sales targets and margins). • Plan, design, implement and control the marketing mix (P&A). • P&L, input and budget analysis and control. • Supporting KAMs and Sales team in meetings with the trade (Key accounts in Spain or Export). • Managing relations with agencies, international producers and suppliers (Spain, USA, UK, Canada, Germany, Portugal, France, Hungary) related to my brands (manufacturing, media planning, creativities, POS material, event planning, marketing budget negotiations with the owner of the brand). • Market analysis (competitors, sales, distribution, pricing, new products). • Negotiating with all the stakeholders to ensure the success of my portfolio: sales, supply chain, administration, legal, quality. Other brands managed in the past: Tate&Lyle (sugars), Sucralín (sweetener), Fritt (sweets), Fox’s biscuits, Kandoo by Pampers, Substitute BM for: Old Spice (deos), Gillette (deos), Loacker (biscuits), Sharwoods (sauces), Mackays (marmalades).

• Market Research and Statistics Manager • Project manager: developing projects for the distributors network. Golden Store concept & Quality Criteria development, Microanalysis, Equipment rental, Mystery Shopping, Geomarketing, ad-hoc projects. Creativity design with agencies, logos, POS material, relations with suppliers, pricing and margins for the project. Support to the sales team and distributors network. • Círculo Jóvenes Distribuidores Coordinator, (Young distributors association): organizing trips, trainings, pilot projects, web development, enquiries, newsletters.

• Market research (sales statistics, consumer panels, distribution). • POS creativities, product presentations for sales force, briefings, product labeling, TV ads locutions, relations with agencies, ...

• Market and competitors analysis, sales, market shares, promos, TV.
 • Sampling actions implementation, POS, relation with agencies and other departments (Supply chain, Legal, Scientific, Purchase), promotional gifts, shootings. o Bilingual language project manager with Portugal.

• Market research and analysis, segments real and potential competitors. • Interviewing candidates, Project presentations, CVs evaluations.