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Computer Skills:Word, Excel, Power Point, Internet, Email, Nielsen and Business Objects

Leisure: Writing poetry and working on my own blog, Cinema (particularly moves based on true stories)


Europe, Asia, America: Enjoy discovering new cultures and different ways of life


Highly accomplished, confident, and creative Brand Manager, with over 4 years experience in FMCG/Retail. Results-oriented, proactive and team worker, I have a proven record in using both online and offline means to drive consumer response while executing ideas to their full extent. Committed to organisational objectives and thrive in dynamically changing environments, I enjoy learning and embracing new challenges, as well as identifying new growth opportunities.Core competences:- Brand Management (International)- NPD project management- Strong business acumen- Competitive market analysis- Branding and commercial strategy expertise - Communication and negotiation

Work experience

Nov 2011Dec 2012

Customer Assistant

Marks & Spencer

Direct involvement in GM (general merchandising) and CSSM (stock management).

Jun 2009Apr 2010

Brand Manager, Pans&Company

The Eat Out Group, S.L. (Food&Drink)

Turnover: €80m; Mkt budget: €4m. Growing brand (3%) within a declining market (decreasing since 2009).

  • Developed and implemented brand repositioning strategy resulted from a brand health analysis. Responsible for implementing the new brand strategy and communication codes.
  • Led the brand marketing plan for 2010 including approval from board of directors. 
  • Led three NPD projects per year within the core-business including consumer research, briefing, and full creative and media process 
  • Launched a new category of non-core products resulting from setting the strategy, P&L analysis and consumer testing for market launch.
  • Orchestrated strategic marketing relationships with current and potential partners such as Unilever, Danone or Coca Cola. 
  • Co-ownership of the P&L. Weekly and monthly review of KPI's. Performed profit and cost analysis reflected on the brand P&L. 
Key achievements:• Contributed to bring the brand back to positive growth (negative performance 2006- 2009).• Performed SKU's analysis and developed a new product range proposal that resulted in a product range reformulation• Implemented forecasting models, margin analysis and redefined pricing policy• Streamlined competition analysis through the creation of a new standardised report• Developed new product lines that resulted in additional business (20% penetration).
Feb 2008Jun 2009

Product Manager, Pans&Company

The Eat Out Group, S.L. (Food&Drink)

  • Led two NPD projects per year within the core-business. 
  • Key contribution to the brand marketing plan for 2009
  • Led and managed new pack launches through to completion.
  • KPI tracking and monitoring of brand performance and detecting new opportunities and gaps. 
  • Management and implementation of promotional tools including sales team training
  • Website content creation and update. 
  • Liaised with external and internal partners for the fully and coordinated execution of the brand plans.
Key achievements:• Developed a product line extension triggering double digit growth for the brand • Performed an in-depth brand health tracking that resulted in a re-branding process• Developed a new promotional platform establishing a frame for future POS promotional activities (Micro-marketing website)
Feb 2006Nov 2006

Brand Manager Assistant (Bacardi Rum, Agency Brands)

Bacardi Spain, S.A.

Progressed from Brand Manager Assistant for Dark Rum (Spirit brand with highest sales volume worldwide) to a position as Brand Manager Assistant for Agency Brands (SBU).

  • In charge of ongoing sales and market situation analysis. Including periodic reporting.
  • Management of consumer promotions, on pack offers and POS materials. 
  • Budgeting control and invoice handling. 
  • Liaising with marketing and advertising agencies, promotional material suppliers and graphic designers. 
Key achievements:• Coordination of the different departments for the optimal execution of the Marketing plan• Worked closely with the owners of the brands to both satisfy their requirement and pursuing the financial objectives for the brand• Creation of report: “Opportunities and threats in new markets”



Jan 2013Present

Certification course in Community Management, Online Marketing

Sep 2010Sep 2011


SKEMA Business School

Dissertation topic: Does celebrity endorsement influence consumer behaviour? (9.5/10)

Sep 2001Sep 2006

Business Degree

Deusto Business School

Double degree: 

Bachelor Business Administration (BBA) and MBA in Management (Marketing major)


Promotional strategy
Brand repositioning
Marketing strategy
Spanish native