Maria Andrea Jaraba Navarro

• Analyzed current product portfolio process and developed improvement proposal to periodically review portfolio in key categories of business consolidating processes in different regions and units.
• Identified from this exercise that around 10% of the portfolio will be discontinue, after evaluating possibilities to improve in codification of products and rotation.
• Proposed methodology to monitor competition and measure market share based on consumption variables using different sources of information where is not available syndicated studies like Nielsen.
• Led global research on end customer satisfaction, NPS carried out in four regions where Mustad participates.
• Participate in the analysis of Hoofcare industry growth drivers in both end clients and among Mustad's commercial allies, transversal to all regions.

• Contributed to the consolidation of the Customer Satisfaction Excellence Program in the LATAM region: Colombia, Mexico, Brazil, Argentina and Chile. This program brought tangible results that impacted the internal processes of the Mustad Group, in several key areas for the operation, such as Logistics.
• Implementation in Mustad Latam (Colombia, Conosur, Brazil, and Mexico) of the COE customer excellence model, which seeks to measure end customer satisfaction through regular indicators with the participation of all functional areas, achieving awareness throughout the entire Organization.
• Construction of knowledge of the farrier in Latin America, confirming hypotheses and bringing new findings for much better support to the marketing strategy.
• Participation in the S&OP process, taking inputs from the market and building a better process adapted to Mustad's current situation.
• I was a fundamental part of the Mustad Extra Mile 2023 project, making the Global historical sales of the group visible in a relevant way, and facilitating the focus on growth.

I was part of the main project of the Company, which was MCX, Mustad Customer Experience that sought to be a driver of change by building a customer-centered culture. As a key challenge, I had the development of the Data-Driven Mustad project which sought a secure connection from different data sources, use of information for decision making, and definition of indicators such as Customer Lifetime Value, as well as the Voice of the Customer program, considering the Customer Journey Architecture Framework of our customers, the Farriers.

• Led growth variables project for North America region, visualizing opportunities to achieve profitable and sustainable growth. Quantified 6 opportunities to growth business in mid and long term.
• Developed first consolidated sales report considering client's vision and not financial one that was previously held, allowing evidence of necessary actions to increase sales.
• Participated in pilot of claims and complaints area in Mustad Colombia, I led implementation of Customer Support area, attracting leads and sales opportunities.
• Participated in conjunction with marketing in consolidation of market share data at global level of entire Mustad group.

• Led creation of Power Pages, which consisted of executive report of market consolidated information and by category and country, specialized for top management directors. This report triggered tangible action to recover market share in Argentina and Brazil for Diapers during first semester of 2017.
• Developed Pricing analysis to adjust the strategy for Diapers resulting in substantial improvement in positioning of Better and Best segment in Latin America. This analysis was extrapolated to other categories.
• Coordinated during 3 consecutive years JBP (Joint Business Plan) with regional Nielsen team, from which was worked 180 days plan getting improvement in main KPIS in terms of quality, ways of working, value delivery and ROI.
• During 2016 I managed Price and Promotion study for Fem Care in Colombia using statistic methodology with historical information, from analysis we recommended more competitive promotional execution to compete with the managers, also it was studied elasticity of Fem pads segments, potentializing ultrathin and overnight segment.
• Did a training for all Marketing team in Latin America (Fem Care, Baby Care and Family Care categories) about a new tool (NIS- Nielsen Insight Studio) focused in visualization technology and extraction of consolidated and harmonized market audit information, obtaining an improvement in the time to extract the information and facilitating the decision making.

· Managed learning plan of launch of most important two growing segments within Pads from idea screening to concept testing, and product test (CPT) and had opportunity to see implemented product in POS in three countries in Latin America during years 2014 and 2015. In 2016 Kotex grew in Overnight segment 11% and 5% in Premium pads, both above average growth.

· Participated in definition of Kotex strategy for Liners in Latin America, analyzing different sources of information contributing with relevant data to then define clusters of countries depending stage of development of category and subsegments targets for an accelerating growth.

Coordinated studies to evaluate last Kotex Campaign that was on air in 2014, getting from research the adjustments and changes to better potentialize the success.

· Participated in the organization of a BID for the methodology of Innovation and Product test concepts to be implemented in all KC Latin America for this type of studies, I consolidated all the proposals from different agencies and participated in the final recommendation of the agency to work on the following two years. (Jan- Feb 2015).

· Developed a guide using different sources of information (Macroeconomics, internal data, Nielsen) to evaluate innovations in Latin America, with the purpose to use better the resources being more efficient, faster and enable to replicate the learnings with confidence to other countries (Mossaic Project)

· I did a collection of different studies around the globe about tampons, and from there I recommended a growth strategy to this category recognizing two clusters in Latin America.

· Managed and supervised of the area's budget in Colombia for the four categories ensuring it supported the strategy of the brands and the priorities of the business. I got a saving of 10% approx., from synergies of studies.

· Led relevant studies like U&As, which were valid from at least 3 years as a reference in key indicators like penetration, usage rate, etc.

· Participated in the implementation of a new advertising tracking, with two clear modules, one evaluated the media strategy and the other the message of the campaign, obtaining from the learnings an improvement of 50% in the ad awareness. In one occasion was really useful to stop the investment for an important campaign that was not accomplishing the goals during the first 6 months monitoring it.

· Decision tree obtained from a shopper study was used to negotiate space and category stewardship with chain stores. It also impacted positively in +2,0 the market share from one year to the next.

· Responsible of managing specific studies for one client in the Waters category; studies were aimed at monitoring advertising activity, TOM and brand recall, besides measuring brands positioning.

· Also conducted studies for the alcoholic beverages category, a U&A-like study, comprising pyramids building to assess the market for this category. With this study the client took the decision to whether enter the business or not.

· Coordinated a channels study, with the purpose of understanding the shopkeeper's behavior and most-valued aspects from customers.

· A campaign for a major brand was evaluated, showing that the execution was not the most adequate.