Josué Asmitia

Lead Marketing Services, integrating Insights and Content into a unified operating model that connects user understanding with brand communication. Oversee consumer and brand research (NPS, Brand Health, qualitative & quantitative studies) and content strategy, ensuring that insights translate into clear, consistent and user-centered narratives across touchpoints. Focused on strengthening brand clarity, decision-making, and marketing effectiveness through the integration of data, experience, and storytelling.

I led the Consumer & Market Insights strategy at APLAZO, translating user understanding into decisions that shaped brand, product, and growth priorities. My work focused on connecting research, customer signals, and market context to build a clearer view of what users need, what drives trust, and what moves the business. Key focus areas: • Brand Health strategy and perception tracking • NPS evolution and insight system design • Qualitative and quantitative research (end-to-end) • Strategic insights for marketing, product, and customer experience • AI-enabled research workflows to improve speed and consistency

Activities 1.Program and Vendor Management: - Collaborate with client team leads to oversee ongoing and new programs. - Coordinate with both qualitative and quantitative research vendors. - Develop comprehensive research objectives and select appropriate methodologies. - Plan and manage research projects, from questionnaire development to final reporting. 2.Data Analysis and Synthesis: - Conduct in-depth analysis of primary research data. - Interpret and synthesize findings to extract actionable insights. - Summarize research outcomes in a concise and impactful manner for stakeholders. 3.Communication and Reporting: - Develop clear and insightful reports that effectively communicate research methodology, results, and recommendations. - Present findings in a manner that is easily understandable and impactful for clients.

Activities - Led critical studies to inform strategic decision-making, including NPS, Brand Health Tracking, Churn analysis, and usability testing for new products prior to launch (Card Not Present and Devices). - Coordinated and supervised a team of analysts, ensuring timely and accurate delivery of actionable insights. - Delivered a comprehensive monthly report that integrated key consumer voice data sources, presented directly to the company’s C-level executives. -Manage the department budget and handle administrative tasks with vendors. Key Achievements: -In-House NPS Optimization: Implemented the complete management of Net Promoter Score (NPS for 12+ products) internally, achieving annual savings of 2 million pesos. Reduced the full cycle of NPS results generation to just one month, significantly enhancing operational efficiency. -Brand Tracking Innovation: Evolved the brand health tracking methodology, providing detailed insights on Equity and Brand Love for the first time, enabling more informed, consumer-centric decisions. -Enhanced Product Usability Research: Improved the methodology for pre-launch product usability studies, reducing delivery times and standardizing reporting formats to make results more digestible across the company. This led to faster decision-making and more efficient product launches.

Activities: • Managed the entire commercial process, from prospecting to closing deals. • Designed and executed research studies, overseeing quality control, timeline adherence, and coordination with external vendors. • Conducted webinars for prospects and clients to showcase methodologies and foster relationships. Key Achievements: • Secured two high-value accounts, IKEA and Liverpool, generating over 20 million pesos in revenue. • Increased revenue for the company’s most significant account, BBVA, by 15% for two consecutive years.

Key Achievements: • Adapted proprietary Spanish methodologies to better fit the Mexican market, ensuring relevance and accuracy in local applications. • Sourced and established partnerships with specialized field vendors, streamlining data collection processes and improving database quality. • Selected as a member of the AMAI (Mexican Association of Market Intelligence and Opinion) “Leaders Under 30” committee, recognizing emerging industry talent.

Key Achievements: • Led the first shopper segmentation study across Latin America, providing crucial insights for regional strategies. • Trained the analyst team in questionnaire design, enhancing the quality and consistency of data collection. • Earned certification in the Practice Area Experts program, specializing in Marketing Effectiveness solutions. • Successfully delivered research studies for clients in Argentina, Colombia, and Mexico, demonstrating regional expertise and adaptability.

Gained Expertise in Brand Equity Methodologies and Satisfaction Analysis Ongoing collaboration with Nielsen Sports. Responsibilities: • Assisted in the development of questionnaires, ensuring alignment with research objectives. • Supervised adherence to discussion topics during focus group sessions, maintaining the integrity of the research process. • Designed and delivered result presentations, effectively communicating insights to stakeholders. • Managed study timelines, ensuring all milestones were met according to schedule. • Developed proposals tailored to client needs, contributing to new business opportunities.