MARIA LORENA TRIGO

I led the Sweet & Salty Snacks Business for Latin Sur Countries (USD 150 MM business), being some of my responsibilities and achievements:

• Led Categories & Segments Growth Strategies definition based on both deep Consumers and Shoppers understanding and business context & competence analysis - Annual Plans for the categories
• Impulsed Deep consumer understanding for the categories and brands: EPC | Brand Positioning | CPT | Preference 60/40 | Brand Tracking | Pre & Post Test of campaigns | Share of Stomach | Home Panels | Nielsen
• Enhanced Category Innovation: complete innovation process to drive customer engagement and preference
• Led Global Brands Communication: Planning and development of Marketing Campaigns
• Boost global brands growth through incrementing brand awareness and presence what incremented sales throughout region
• Cultivated strong and collaborative relationships with strategic partners
• Maintained a cooperation mood within the marketing team & impulsed team building with other areas

I led Deep Consumer & Shopper understanding research for the different categories (bread/ snacks/ others ) throughout the region what helped to detect growth opportunities based on relevant insights

• Brand equity indicators
• Home Panels/ NRI/ Scantrack
• EPC
• Share of Stomach Research
• Concept Product Tests
• Product Preference Tests

Led Strategic partners Budget negotiation (Nielsen/ Kantar) obtaining relevant savings for the company (USD 500K during 2019)

• Support countries in category growth strategies definition, ensuring global alignment of brands, innovation & communication
• Business context understanding, opportunities, competence, portfolio, consumer understanding & kpis
• Temporary direct support to Frozen Business in Argentina & Paraguay unit (2018).

Lead the inter-company Business development within Bimbo South Latin countries and with other geographies, accounting sales for over USD 10MM

• Developed policies & processes that could ensure a standard and lean governance
• Impulsed Market opportunities detection & new business development
• Generated strategic plans for New Business
• Ensured export and import process accomplishment

Lead the company transformation to become a relevant exporting player (entered 12 countries in 3 years):

• Lead the strategic definitions and courses of action for new markets penetration: Penetration strategy, Portfolio definition & pricing
• Implemented Exports sales and expenses Annual Budget
• Lead negotiations with clients
• Implemented commercial conditions policies for new and existing clients
• Impulsed participation in International Trade Fairs and Business Missions to develop new markets

In charge of all the processes regarding merchandise international movement:

Customs | Banks | Insurance companies | Freight Forwarders and Maritime companies

• Increased the internal customers satisfaction by developing processes, responsibles and schedules

• Oversaw daily operations of the department, ensuring smooth workflow and timely completion of tasks.
• Collaborated with other departments to achieve organizational goals, fostering teamwork across various functions.
• Enforced rules and regulations outlined in company manual to set forth expectations comprehensibly and consistently.