Marta Chinchon Alvarez ★

👉 WHAT DO WE DO? We work alongside CEOs and executive teams to remove the structural blockages that slow down business growth: ✔ Diagnosis of the organizational and operational system ✔ Strategic and operational redesign (processes, decision-making, structure) ✔ Deep, short, results-driven interventions Common outcomes after implementing COREX®: ✔ Reduced friction and silent internal conflicts ✔ Faster strategic decision-making ✔ Clear focus on roles and structure ✔ Lower burnout and overload of key leaders

Intervenimos cuando el estrés laboral, los conflictos internos están deteriorando la coordinación, el rendimiento y la calidad de las decisiones en directivos, equipos o empresas enteras y apostamos por el desarrollo profesonial. 🧠 Gestión del Estrés Acompañamos a directivos en situación de sobrecarga o desgaste. Trabajamos con equipos en fase crítica. Diseñamos programas para toda la empresa — tanto de prevención como de intervención. El objetivo: reducir el estrés laboral desde la raíz antes de que derive en desgaste crónico, conflicto, rotación o pérdida de rendimiento. 🤝 Gestión de Conflictos Intervenimos sobre tensiones, dinámicas internas y conversaciones difíciles entre personas, áreas o niveles. El objetivo: restaurar criterio, ownership y coordinación cuando los roces ya están frenando el avance. 📩 hola@martachinchon.com

👉🏻 I turn learning into action. I collaborate with Escuela de Inspiración Empresas, designing training experiences that create real impact on organizational culture. We don’t provide traditional training; instead, we facilitate applicable learning through the "learning by doing" methodology. 💡 The goal? Helping teams and professionals manage stress, strengthen communication, and build healthier, more effective, and more collaborative work environments. 🚀 Areas of Training Expertise: ✓ Stress Management, Psychological Safety, and Organizational Well-being. ✓ Emotional Intelligence. ✓ Difficult Conversations & Strategic Communication. ✓ Conflict Management & Resolution. ✓ Power Skills & Competency Development. ✓ Building Collaborative Teams. ✓ Self-Leadership & Confidence. ✓ Value-Based Leadership. 🚀 Professional Support (Coaching & Mentoring): I help Directors, Managers, and Professionals overcome barriers, deepen self-awareness, develop key skills, and enhance their well-being and performance. 🚀 Team Support (Group Facilitation): I facilitate workspaces where teams improve communication, align objectives, and strengthen collaboration. I guide teams through group processes to resolve tensions, foster understanding, and transform challenges into opportunities, using practical tools that create real and sustainable impact. This process includes manager coaching to reinforce the implementation of learning. 🔧 Methodology: Learning through Experience. My approach is practical, participatory, and results-driven. Teams don’t just acquire knowledge—they apply it in real time, ensuring tangible and sustainable change. 💡 The result? More connected, resilient, and effective teams, capable of turning challenges into opportunities for growth. 📩 Shall we talk? Send me a message on LinkedIn or email me at hola@martachinchon.com

👉🏻 I collaborate with Addtimme, a platform that connects companies with certified coaches, offering high-impact executive and group coaching for professionals looking to enhance their leadership, develop key skills, and tackle new challenges with confidence. 💡 What do I do? ✓ Executive coaching for directors, managers, and professionals who want to strengthen their leadership, improve decision-making, and manage pressure with greater clarity and confidence. ✓ Group coaching and facilitation for future leaders, combining leadership competency development, challenge resolution, and hands-on learning. ✓ Structured support with a personalized action plan, follow-up, and practical tools that can be applied daily. 📈 The Impact ✓ Leaders with greater clarity, self-confidence, and strategic vision. ✓ Teams that are more aligned, prepared, and adaptable. ✓ Measurable and sustainable progress that directly impacts the organization. 🎯 Coaching that drives real professional and organizational growth. 📩 Let’s talk! Send me a message on LinkedIn or email me at hola@martachinchon.com

📌 Reporting to the Marketing Director and Business Director, I led the Marketing strategy for the cookies category in Mercadona, with responsibility for the budget and contribution margin. Team management. 🔹 Strategy & Professionalization of the Area. ✓ Integrated Market Research and Consumer Insights into the business strategy. ✓ Participated in the construction of the innovation process, collaborating with R&D and Operations, optimizing new product development. ✓ Fostered a collaborative approach with R&D, Production, and Sales to align strategy and execution. 🔹 Innovation, Product Development & Quality. ✓ Reversed the trend of two top-selling references within just 7 months of joining. ✓ Led the launch of Diverkao, reactivating the children's category in Mercadona. ✓ Reformulated recipes and labeling, aligning them with healthy consumption trends. ✓ Conducted ongoing benchmarking analysis of competitors' products, packaging, and ingredients to ensure the best market proposal. ✓ Worked closely with the company’s four factories (Aguilar de Campoo, Toro, Venta de Baños, and Jaén), conducting periodic visits to ensure SKU quality, product improvements, and innovation. 🔹 Brand & Licensing Management. ✓ Led product improvements under licenses such as Disney (The Simpsons), ensuring alignment with global standards. 🔹 Collaborative Culture & Team Development. ✓ Strengthened multidisciplinary spaces to foster innovation. ✓ Shared benchmarking insights with the factory team, positioning them as category specialists before Mercadona. 📌 Impact. ✓ Reversed the trend in two key references, strengthening brand competitiveness in 7 months. ✓ Introduced innovation in Mercadona after more than 6 years without launches. ✓ Developed healthier products, aligned with market trends. ✓ Enhanced efficiency and cross-department collaboration, optimizing execution.

📌 Reporting to the HoReCa Marketing Manager, I led the strategy and execution of Commercial Communication across 37 stores, ensuring alignment with business strategy and customer experience, with team leadership. 🔹 Promotional Strategy & Communication Transformation ✓ Redesigned the promotional leaflet strategy, optimizing structure, content, and messaging to enhance conversion and alignment with the hospitality buyer’s decision-making process, achieving results within three months of joining. ✓ Eliminated inefficiencies in outdated materials, ensuring visual consistency and better integration of promotional offers. 🔹 In-Store Experience & Shopper Marketing ✓ Implemented improvements in store ambiance, background music, and POS materials to reinforce promotional strategy. ✓ Optimized product descriptions in leaflets, prioritizing key product attributes over brands to better align with the hospitality buyer’s decision-making process. ✓ Challenged the mindset of "we’ve always done it this way", driving a culture of continuous improvement. ✓ Designed and executed the opening of a new store, ensuring an enhanced customer experience and business objectives alignment. 🔹 Supplier Management & Process Optimization ✓ Managed a large budget and relationships with multiple printing, store design, and POS material providers, ensuring efficiency, coordination, and execution quality. ✓ Collaborated closely with procurement, corporate marketing, online teams, and databases to improve campaign integration and execution. 📌 Impact ✓ Optimized the promotional strategy, creating more effective leaflets aligned with customer decision-making. ✓ Eliminated inefficiencies and improved visual consistency across all commercial materials. ✓ Strengthened alignment and collaboration between procurement, marketing, and in-store teams, enhancing synergies and driving more transparent and effective commercial communication.

📌 Reporting to the General Director for Southern Europe, I led the creation of the Marketing department, establishing strategies aligned with business expansion and profitable growth. Team leadership. 🔹 Marketing Department Creation & Leadership. ✓ Built the Marketing, Trade Marketing, and Research departments from scratch. ✓ Designed and implemented the online and offline marketing strategy, maximizing visibility and brand growth. 🔹 Commercial Expansion & Product Strategy. ✓ Launched 10 new SKUs, creating and positioning two new ranges: Tex-Mex Bio (Retail) and Mexifoods Professional (C&C). ✓ Transformed the product portfolio, consolidating Mexifoods and Azteca brands into a single, optimized brand, reducing costs. ✓ Led the European Dipping Sauces Project for Iberia, UK, Netherlands, and Russia, ensuring market consistency. 🔹 Branding & Digital Marketing. ✓ Led the digital strategy for Mission Wraps, achieving +28,500 followers on Facebook and +2,000 on Instagram in just 4 months. ✓ Achieved WD 28 within the first year of launch, strengthening the brand’s presence in retail. ✓ Designed awareness campaigns including sampling, sponsorships, and digital actions, enhancing brand positioning. 🔹 Leadership & Strategic Collaboration. ✓ Member of the Executive Committee, contributing to overall business strategy. ✓ Worked closely with the commercial team on listing strategies, joint customer visits, assortment optimization, and developing sales arguments based on category management principles. ✓ Recruited, trained, and developed the Marketing team, ensuring alignment with business objectives. 📌 Impact. ✓ Created the Marketing department from scratch, establishing strategy, processes, and team. ✓ Transformed the portfolio, consolidating brands and optimizing supplier costs. ✓ Drove commercial expansion with an integrated Marketing & Sales strategy. ✓ Success in Mission Wraps' digital strategy, strengthening the brand and increasing engagement.

📌 Reporting to the Commercial Strategy Manager, I led the Shopper Marketing, Category Management & Innovation strategy, driving category growth, portfolio optimization, and retail activation through Shopper Insights. Responsible for negotiating strategic projects with key clients. Team management. 🔹 Shopper Marketing & Category Management Strategy. ✓ Developed and implemented data-driven strategies based on Shopper Insights. ✓ Led negotiations and execution of strategic Category Management projects with key retailers. ✓ Optimized assortment architecture and portfolio efficiency. 🔹 Product Launches & Business Growth. ✓ Led the Nutri-Grain brand launch, a strategic global initiative, achieving record weighted distribution (WD 40 points) in just 4 months (excluding Mercadona) and earning the Top 2013 Award for Best Launch. ✓ Delivered double-digit growth in the Sweet Snacks category, optimizing the portfolio and securing a key listing in a strategic retailer. ✓ Implemented 4 high-rotation product boxes, derived from 3 successful Category Management projects, strengthening Kellogg’s retail presence. 🔹 Portfolio Standardization & European Coordination. ✓ Coordinated the European Portfolio Standardization Project in Spain, maximizing operational efficiency and achieving a 15% reduction in stock destruction costs. 📌 Impact. ✓ Positioned Shopper Marketing & Category Management as key growth drivers. ✓ Led Nutri-Grain’s most successful launch in Spain, earning the Top 2013 Award. ✓ Drove sustained category growth in Sweet Snacks, enhancing portfolio optimization & retail presence. ✓ Led the Portfolio Standardization Project in Spain, significantly reducing costs.

📌 Reporting to the Customer Marketing Manager, I was responsible for the development and implementation of two strategic cross-functional projects that required a versatile profile for execution. 🔹 Financial Optimization & Pricing Strategy. ✓ Analyzed and compared final product sales prices at triple net, reviewing commercial conditions, investments, and discounts across the entire client portfolio. ✓ Implemented a more efficient analysis model, improving pricing visibility and coherence across clients and facilitating international reporting. 🔹 Innovation & Continuous Improvement through Collective Intelligence. ✓ Designed and launched a two-way communication channel for employees to propose improvements in any area of the company. ✓ Created and managed the idea selection process, reviewing each proposal, providing individual feedback, and elevating the most relevant ones to the Executive Committee. ✓ Three awarded ideas were implemented monthly, fostering continuous improvement, recognition, and employee empowerment, regardless of their position. ✓ Achieved an 83% employee participation rate, strengthening engagement and innovation culture. ✓ One selected idea was transformed into a high-impact TV and packaging campaign, increasing brand differentiation and sales. ✓ Improved internal processes and reporting, optimizing operations across multiple departments. 📌 Impact. ✓ Enhanced pricing strategy coherence and optimization of commercial strategy. ✓ Designed and implemented a structured continuous improvement system, fostering a culture of innovation and increasing company competitiveness. ✓ Strengthened internal engagement and talent recognition, with direct involvement from the Executive Committee.

📌 Reporting to the National Account Manager (NAM), I was responsible for managing and developing the accounts of Grupo Corte Inglés and Gadisa, focusing on achieving commercial objectives and customer profitability. During the first six months, I worked alongside a Senior KAM for Carrefour & DIA to gain deeper insight into the role's dynamics. 🔹 Key Account Management & Commercial Strategy ✓ Developed and implemented tailored commercial plans for each client, maximizing profitability. ✓ Led the optimization of macro promotional displays in Hipercor, enhancing their sales impact. ✓ Streamlined billing and charge management, improving internal processes and fostering collaboration between departments. 🔹 Negotiation & Strategic Relationship Development ✓ Encouraged the participation of internal specialists in commercial meetings to provide greater strategic value to clients. ✓ Successfully managed promotional budget reductions, identifying alternative strategies to maintain and improve results with fewer resources. 🔹 Data Analysis & Business Optimization ✓ Implemented sell-out analysis to enhance decision-making and structure more effective commercial strategies through assortment optimization. ✓ Transformed market insights into tailored promotional strategies, ensuring relevance and effectiveness for each client. 📌 Impact ✓ Increased efficiency in key account management through process optimization and personalized commercial strategies. ✓ Strengthened strategic relationships with key clients, fostering long-term collaboration and trust. ✓ Maximized the return on each promotional investment, ensuring high-impact execution with fewer resources.

📌 Reporting to the Customer Marketing Manager, I designed, led, and optimized Kellogg’s promotional strategy, aligning commercial objectives, brand priorities, and key customer needs, while enhancing cross-departmental communication. Team leadership. 🔹 Promotional Strategy & Innovative Execution. ✓ Developed strategic promotional criteria by brand, category, and channel, maximizing impact and budget profitability. ✓ Designed ad-hoc promotional plans for key clients, strengthening commercial relationships. ✓ Negotiated with new suppliers to incorporate the latest innovations in promotional campaigns. ✓ Elevated the role of brand ambassadors in stores, transforming the weekend promoter team into category specialists to drive sales and shopper engagement. 🔹 Cross-Functional Management & Process Optimization. ✓ Designed efficient workflows, aligning Marketing, Sales, Key Accounts, Logistics, Manufacturers, and Production. ✓ Enhanced internal visibility and communication of promotions, ensuring seamless execution. ✓ Analyzed market data and competitor promotions to optimize campaign performance. ✓ Developed a performance analysis methodology to improve promotional ROI. 🔹 Team Development & Collaborative Leadership. ✓ Led, trained, and developed a 5-person team (75% new hires). ✓ Fostered a collaborative and high-performance environment, enhancing creativity, problem-solving, and strategic thinking. 📌 Impact. ✓ Strengthened retailer loyalty and sales team engagement (KAMs & Field Sales) through more innovative promotions. ✓ Optimized promotional resources, reinforcing strategic partnerships with key clients. ✓ Executed high-impact promotional campaigns, establishing Kellogg’s as a leader in category promotions. ✓ Developed an autonomous and high-performing team, ensuring the department’s long-term success within one year.

📌 Reporting to the Category Manager, I led strategic Category Management projects for the Breakfast Cereals and Cereal Bars categories, helping key retailers optimize their assortment, maximize category performance, and strengthen weighted distribution of innovations. Responsible for managing information sources. Team leadership. 🔹 Strategic consultancy for retailers. ✓ Designed and executed Category Management projects in key chains such as Hipercor, Caprabo, Consum, Dinosol, and Alcampo, implementing strategies based on the shopper decision tree. ✓ Introduced new materials for clients, such as gravity-fed shelves and boxes, to enhance rotation and efficient shelf management. ✓ Developed and implemented listing plans, weighted distribution strategies, and innovation pipelines for assigned accounts. 🔹 Cross-functional collaboration & collaborative leadership. ✓ Established interdepartmental alignment through the creation of Category Management policies, aligning Marketing, Sales, Research, and BI. ✓ Created and led strategic projects such as "Integrated Breakfast Plan," "Hard Discount in Spain," "Adjacencies," and "Private Label," consolidating Kellogg's position as a strategic partner. 🔹 Team development & mentoring. ✓ Responsible for developing and training my direct team, enhancing their analytical and strategic skills while ensuring alignment with business goals. ✓ Fostered collaborative, multi-departmental environments that drove creativity, problem-solving, and operational excellence. 📌 Impact. ✓ Increased performance in assigned retailers above market benchmarks through the execution of Category Management projects. ✓ Strengthened Kellogg's positioning as a strategic leader in distribution. ✓ Achieved success in building weighted distribution of innovation. ✓ Consolidated a well-aligned team prepared to tackle strategic challenges.

📌 Guest Lecturer & Trainer at Centro Universitario Villanueva, delivering courses in Trade Marketing, Category Management, FMCG (Fast-Moving Consumer Goods), and Innovation for 5th-year Advertising & PR students. For 11 consecutive years, I designed, executed, and updated a hands-on program that brought real business challenges into the classroom through interactive dynamics, real-world cases, and applied exercises. 🔹 Applied Trade Marketing & Category Management ✓ Designed an experiential program that transformed business strategies into actionable learning, helping students grasp assortment, pricing, and retail dynamics. ✓ Led practical projects where students analyzed data, optimized assortments, and presented proposals before a “decision-making committee”. 🔹 Market Analysis & Commercial Strategy ✓ Translated market data and consumer trends into strategic decision-making, teaching students how to identify opportunities and develop commercial plans. ✓ Designed practical simulations where students analyzed pricing, assortment, and promotional planning in FMCG, structuring and defending their decisions with well-founded arguments. 🔹 Innovation & Go-to-Market Strategy ✓ Provided a hands-on approach to FMCG innovation, from product ideation to in-store activation, ensuring students understood coordination with key stakeholders. ✓ Applied offline and digital marketing strategies, integrating communication tools and in-store execution. ✓ Simulated product launches, where students developed business cases and analyzed key performance indicators (KPIs). 📌 Impact ✓ Provided students with practical knowledge and a strategic vision of the FMCG industry. ✓ Developed communication and persuasion skills, enabling students to structure and sell impactful ideas. ✓ Enhanced interview preparedness for FMCG careers, combining technical knowledge with analytical and presentation skills.

📌 Reporting to the Commercial Director, I created the Category Management department at Grupo Calvo as a strategic lever to optimize retail presence and strengthen relationships with key distributors. 🔹 Creation & Leadership of the Category Management Department ✓ Built the Category Management department from scratch, aligning it with the commercial strategy and establishing sustainable processes. ✓ Led the Masa de Margen project with Carrefour, a disruptive collaboration model with key suppliers for assortment and shelf optimization. I was responsible for the canned fish category, successfully implementing it across all their stores. ✓ Adapted and expanded this model to other retailers, consolidating Calvo’s position as a category leader and developing win-win partnership strategies. 🔹 Cross-functional Work & Collaborative Leadership ✓ Coordinated the project execution with Sales, Field Sales Force, and Marketing teams. ✓ Managed a regional category with multiple references and suppliers, tailoring strategies to each retailer. ✓ Introduced the strategic use of market data in internal decision-making and client presentations, strengthening retailer relationships and improving negotiation outcomes. 🔹 Business Development & Key Account Management ✓ Supported the commercial management of Dinosol and El Árbol, participating in negotiations and shaping commercial strategies. ✓ Accompanied senior commercial meetings with key clients, developing negotiation, argumentation, and strategic proposal skills. 📌 Impact ✓ Created the Category Management department, establishing strategic and operational processes. ✓ Successfully implemented Masa de Margen in Carrefour, later expanding it to other strategic retailers. ✓ Incorporated market data analysis into commercial strategy, improving decision-making and strengthening client relationships.

📌 Reporting to the Trade Services Director, I led category reporting and FMCG (Fast-Moving Consumer Goods) analysis for key retailers, helping them optimize their commercial strategy and improve decision-making. Managed a team. 🔹 Data Analysis & Retail Consulting. ✓ Developed strategic category analyses for Carrefour, Dia, Dinosol, and El Árbol, as well as PdM chains, assisting their commercial teams in making data-driven decisions. ✓ Adapted solutions for each retailer, strengthening trust and collaboration, which led to additional product commercialization and increased department revenue. 🔹 Innovation & Development of Analytical Tools. ✓ Led the creation of reports and analysis for a pioneering promotional tracking tool for Carrefour, ensuring its relevance and optimization. ✓ Collaborated with CDS (product coding) departments and manufacturers, contributing to consulting projects such as Category Management with Mahou. 🔹 Leadership, Team Development & Client Support. ✓ Led a dedicated analysis and reporting team, ensuring high-quality client insights. ✓ Supported clients in interpreting data and applying it strategically. ✓ Trained new hires in market analysis, reporting, and client management. ✓ Published articles in Alimarket, sharing insights on FMCG trends and strategies. 📌 Impact. ✓ Established data analysis as a key tool for strategic decision-making among clients. ✓ Built strategic relationships with key retailers, strengthening long-term trust and collaboration. ✓ Consolidated expertise in FMCG, market trends, and retail distribution in Spain. ✓ Developed and mentored professionals within the department, enhancing their analytical and strategic skills while supporting their career growth.