Diana H.

Drove strategic direction and full P&L accountability for Chile and three business units. Expanded the portfolio by winning a new strategic account [USD $1M/year Revenue] and led high-stakes bids for regional accounts such as Procter & Gamble, Asus, Adidas, and Midea Business Leadership. Developed and executed B2B short and mid-term strategic plans that consistently delivered market growth, revenue expansion, and operating profit. Identify key markets/industries and new customer segments to accelerate growth. Implemented new CRM initiatives to elevate customer satisfaction, strengthen engagement, and build long-term partnerships across diverse portfolio of clients, improving key processes to achieve better NPS results across current and new clients.

Led the sustainable growth of 5 categories [Sellers for Mobile & Wearables, Computing, Cameras, TV & Audio, Gaming], ensuring revenue and profitability targets were met. Achieved cross-category market share growth, according to GFK, of between +10% and +15% year-over-year. Lead sales and operation cycle planning. Led product selection 1P/3P, assortment, inventory, promotions and pricing strategy for the Technology categories. Built and developed the Technology sales team, achieving outstanding results in EXE and Engagement. Responsible for business scalability through key ecosystem levers: logistics penetration (Full), the Meli Pro program, accelerated investment in Mercado Ads, and the development of new CRO initiatives such as financial alliances with positive ROI across all categories. Led strategic negotiations with partners such as Intel, AMD, Nvidia, and Microsoft, which accelerated local business growth and scaled regionally with an investment of over USD 150,000. Leader of the Gaming Academy.

LATAM BU: Flavor’s Sparkling Businnes Unit is the second most important BU as source of volume, revenue, and value share with 3 global and 2 regional brands. Led OBPPC architecture and RGM strategies, defining the "Picture of Success" and execution playbooks by channel - TDN, Modern, Distributors, On Premise for a portfolio of 5 brands [3 global brands: Fanta, Sprite, Scheweppes & 2 regional: Inka Kola, Mundet] Steered P&L performance (Volume, Revenue, EBIT, and Value Share) for the LATAM Unit, achieving a +2ppts increase in Value Market Share for Fanta through a successful LATAM turnaround. SOUTH LATIN BU: Responsable for building, aligning, and delivering the shopper & channel strategy and picture of sucess for all sparkling and still brands across Traditional, Modern, and On-Premise channels, focused on market, consumer, and shopper data. Lead for the Category Management CATMAN pilots for Cencosud and Unimarc. Accountable for the execution of the PROSPERA program for the Traditional Channel in the South Latin Unit. Achieved over 35% revenue growth compared to comparable points of sale, and a 4 ppts increase in SOVI share of visibility. Recognized with two Coca-Cola Ovation Awards for high impact and results for the business.

Led the first Joint Business Plan (JBP) between Goodyear and Walmart, achieving significant agreements in revenue growth, assortment improvements, pricing, and share of visibility for the growth of the entire category. Responsible for ensuring alignment in the S&OP process of product strategy and competitiveness through demand analysis (sell-in/sell-out), sources of origin, vehicle fleet dynamics, import records, and pricing strategy for each segment. Led the prospecting census, directing each stage of the process with Ipsos for two countries within the cluster. Designed a new commercial and financial value proposition for the distributor/service center network based on three pillars: 1. Portfolio 2. Sell-Out Programs 3. Financial Services. Led brand communication and the marketing plan, successfully executing the commercial calendar and partnerships with Nike, Waze, and the renewal of the Goodyear VIP program. Recognized with the Latin America President's Goodyear Award 2016 for the high value impact on the cluster's results.

Created a Revenue Growth Management initiative for personal care and beauty categories, focusing on a new segmentation portfolio, formats, pricing and activation strategy per channel Retail, Drug and perfumery stores. Implemented the "Perfect Store" execution playbook, establishing best practices that drove significant sales growth.

Strategized and executed annual sales plans to drive sales growth and profitability for Unilever's brands. Led the development of successful 360 campaigns integrated into the customer annual plan for Loblaw's, Canada’s largest grocery account. Achieved permanent incremental share of visibility through key campaigns such as “Becel's Heart program” and “Dove Women.”

Developed and executed national account sales plan for Kraft Heinz's Snacks and Cadbury brands across Canada. Led shopper-focused sales campaigns: BTS, Summer, Falls and Holidays tailored to all formats in Mass merchandising, Grocery, and Drug channels. Recognized as a four-time recipient of the Kraft/Mondelez Management Award for significant business contributions.

Led Customer Sales plan for the National Mass Merchandising and Drug Accounts focused on the business development and positioning of the snacks, beverages and confections categories through shopper-centric campaigns tailored to gain market share, sales growth, increase shelf and floor space. Responsible for leading Cadbury integration plan for the Cadbury brands. Led and pioneered the design of a financial model to measure and track performance of shopper trade marketing programs (ROI tracker) for all channels and categories.