Mariela Chaio

• Head of category management for all the company brands
• Assist brand managers with ad-hoc reports, research findings, commercial feedback, price and promotional advice, selling stories for innovation development, forecast imput
• Creation of comercial plans by category based on brand goals and category research
• Coordinate with the sales teams the annual JBP meetings (joint business plan) for top clients to ensure accurate communication of main brand goals and plans for the year to get commercial engagement commitment on plans execution.

• Support brand manager in creating and executing mkt annual brand plan: main brand annual goals and objectives, key campaigns, innovation pipeline with key and supplementary launches
• Follow-up and control brand plan development with main KPIs and within the budget assigned
• Manage the contact with agencies to ensure brand plan execution both above the line (media, content, influencers) and below the line (events, workshop)
• Creation of ad-hoc reports to measure evolution on main brand KPIs: share, sales, consumer metrics

Helped to build consumer and business centric innovation for Adult Care in Latin America and Brasil

• Full mix evaluation: Manage qualitative and quantitative research to get consumer insights about different areas: communication, product, claims, brand perception, concepts
• Continuos performance tracking & analytics: Retail, Home panel, Consumer communities and brand equity monitoring - simplified multi-sourced reports
• Fundamental and Ad-hoc studies expert: Consumer segmentation, usage & attitudes, Jobs to be Done, trend trackings.
• Project managment: experience leading budget, agencies, workshops and studies with agile methods

• Continuous performance tracking & analytics: sales, shares, business opportunities
• Follow up sales and clients investments
• Leader weekly meeting with gerential areas to discuss business opportunities
• Work with different areas: marketing, sales and finance to ensure the holistic communication and connect insights
• Organize events and trips to ensure clients fidelization