Lizbeth Sandoval

Responsible to create and execute full-funnel marketing strategies to drive sales, market share and profitability for the €186 Million Bayer Consumer Health Business in Brazil, including Global Megabrands like Bepanthen, Canesten, Redoxon, Aspirin and Claritin. - Accelerated the High Opportunity Brands and propelled a faster turnaround on fix brands by smartly allocating resources, talent and investment. Market Results +16.6% vs PY with 115 EVI. Net Sales 101% coverage vs FC3 and +12.3% vs PY. - Drove business growth through agile and relevant Innovation. Results: New Bepanthen Rosa Mosqueta outperformed sales objectives +400% vs Bud. Pioneered stretching Bayer's global megabrands beyond core molecules: Redoxon from Vitamin C-only to launching a Multivitamin range. Launch of AspiDip and AspiMol (Dipyrone and APAP) under Aspirin Megabrand. - Designed best in class communication campaigns. Results: Canesten New Campaign with High Scores in Likability and Relevance powering 104 EVI. New Redoxon range of products campaign with high scores in memorability and relevance. - Defined the Regional Strategy for Derma Category in LATAM, the biggest OTC category in the region (€307 M), working closely with key markets Brazil, Mexico, Peru and Colombia and with the Global Team. Results: +16% vs PY with 106 EVI. - Developed and coached a diverse team of regional and local brand managers, including one Regional Brand Lead, one Regional Innovation Manager, four local Brand Managers, and one Media Manager.

Led Aspirin Pain Global Brand Strategy collaborating closely with global and regional multi-functional teams in US, LATAM and EMEA regions. - Defined and rolled out Aspirin Pain Global Strategy and Architecture. - Rolled Out the New Aspirin Visual Identity globally. - Launched a New Communication Campaign in key markets under New Global Strategic territory. - Delivered a comprehensive Campaign Toolkit in 5 different languages for the Aspirin 125 Years Campaign, implemented worldwide. - Delivered transformational innovation. Launch of Aspirin Rapid Relief in the US and Aspirin GO in Mexico, and Definition of the Strategy and Innovation Pipeline to expand to Body Pain Market in EMEA.

Development and roll out of Aspirin Pain & Cardio Regional Strategy for Latino America. - Developed Pain & Cardio Toolkits for key business drivers and Maximized regional reapplication in Argentina, Colombia and Centro. - Strengthened Aspirin Pain & Cardio consumer centric innovation pipeline based on unmet consumer needs. - Engineered regional communication strategy and integral campaigns, from ideation to delivery of ad materials for execution across the region. - Led and empowered a Senior Brand Manager to elevate brand strategy, execution, and cross‑functional impact.

Drove Sales, Market Share and Profitability of the Wellness Portfolio representing 50% of Pfizer Consumer Health sales in Mexico. - Achieved +2.3 pp in market share in Centrum, consolidating it as the #1 Multivitamins brand in the Adult Segment, by building the strongest brand equity in the category and introducing relevant and innovative products. - Turnaround Caltrate's flat performance to a double-digit growth through a new model to step change consumers' behavior on calcium intake. - Introduced Emergen-C brand into the Vitamin C market in Mexico, reaching the 4th position in the adult segment. - Developed and coached three Brand Managers, strengthening strategic capabilities and leadership readiness.

Drive Sales growth, Market Share and Profitability of the PCH Brazil Health Portfolio including Analgesics and Antacids brands. - Development and approval of the low income consumer strategy for Advil In Brazil. - Delivered the first Advil's Regional Campaign for LATAM including Traditional, Digital and Point of Sales activities. - Created the Innovation pipeline strategy for Advil, working closely with Regional and Global Marketing teams. - Guided two Brand Managers in advancing analytical, strategic, and executional excellence.

Brand Manager responsable of the Analgesics Portfolio (Advil & Robaxisal) and Nutricosmetic Brand (Imedeen). - Development and implementation of the first digital idea where an OTC brand and Uber partnered in Mexico, achieving to strengthen Advil's Equity by increasing key equity attributes' scores. I won the Pfizer Global Dare to Try award among hundreds of global projects. - Designed and Implemented the strategy to penetrate New Distribution Channels. By the end of 2016, Advil was the #1 analgesics brand in selling units in Convenience Channel.

Led Durex's LATAM strategy, creating the regional Entry Model for 10+ markets and shaping the Mexico's Sexual Well being portfolio across media, trade, and consumer activation. - Established the Durex Brand Entry Model for Whitespaces and Developing Markets in LATAM, achieving the approval of the Entry Model for Colombia and the model roll out to 10 countries across Latin America. - Development of the 5Y Master Plan for LATAM Region based on a Portfolio Rationalization and a New Products pipeline. - Defined the Sexual Well-being Portfolio Strategy for Mexico including Media, Trade marketing & Consumer Promotion activities.