Angélica De los Ríos Granja linkedin.com/in/angélica-de-los-ríos-granja ■ Career history: Marketing Brand Manager Coordinator, Nestle, Mexico Marketing Brand Manager Specialist, Nestle, Mexico Sales Administrator Analyst, Mattel Inc, Mexico Public Relationships and Marketing Coordinator, Saxum Media, Mexico ■ Education highlights: MBA, Warwick Business School, UK Postgraduate diploma, Operations Management, Universidad Panamericana, Mexico Bachelor’s degree, Industrial Engineering with minor in Innovation Management, Universidad Panamericana, Mexico
■ Nationality: Mexican
■ Languages:
Spanish (native) English (fluent)
■ Career achievements: Led and redesigned Crunch chocolate’s management and operations. Challenged and relaunched the main product attributes: product recipe, communication, price and reach in place of sales. Achieved a winning recipe against competition, a historic investment in media communication for the brand, and finally a sales increase of 43 million Mexican pesos. Analysed the market white spaces and tendencies within the soluble, roast and ground coffee brands, defining new opportunities for Nescafe’s premium portfolio. Negotiated and launched Nestle’s newest local coffee brand nationwide, exclusively for Nestle’s number one client. Resulted in a sales increase of 20 million Mexican pesos for Nescafe’s premium portfolio. Developed and co-ordinated a socially responsible and holistic campaign during the pandemic with Nescafé; sending breakfasts, coffee and encouragement messages to hospitals, to Nescafe’s factory employees, and to consumers. Resulted in a campaign with more than six million media impacts, increasing the brand’s attribute of ‘consideration first choice’ from 80% to 87%.
Made with FlippingBook Learn more on our blog