Estrella Bernal

Administradora de Empresas por la Universidad de Piura (Lima,Perú). Con 9 años de experiencia internacional en las áreas de Publicidad, Marketing, Planeamiento Comercial y Ventas en países como Perú, Chile, Panamá y México. Disciplinada, creativa y orientada al logro.

BRAND MANAGER 

Pepsico (Mexico) | July 2023 –Present 

- Lead brand equity strategy in the long term and marketingactivation in the short tearm to increase penetration& SOMfor Quaker brand.

- Design long term growth strategy for Quaker brand inBiscuits, Cereals and Bars categories.

- Co-develop incremental concepto/platforms with extendedInnovation team.

- Work in partnership with Commercial development managers to develop solid commercial plans.

- Propose and manage marketing mix model.

MARKETING ACTIVATION COORDINATOR

Nestlé (Mexico) | February 2023 – June 2023

- Develop and coordinate the commercial strategy forchocolate category in Convenience & drugstores channels. 

- Coordinate with Sales and Supply teams the rightforecasting according to promotional activities and tactics.- Supervise KAM teams in order to achieve sell-in target withthe right promotional budget (Trade Spend) 

- Develop the right portfolio for every C&D client, according to consumer insights and shopper profile. 

- Impulse double digit growth (in Net Sales) for Nestlé chocolate category in C&D channels 

BRAND COORDINATOR

Hershey Company (Mexico) | August 2021 –January 2023

- Manage innovation projects, co-branding and licenses inorder to gain SOM, awareness and profitability. 

- Annual budget management (G&A / DME)

- Coordinate with media and creative agencies for thedevelopment of campaigns and materials (physical & digital).

- Coordinate with Trade Marketing and Sales team to createand develop strategies in POS.

- Follow up to Sell in/Sell Out & SOM performance forHershey chocolate brand. 

COMMERCIAL PLANNING ANALYST

Belcorp (Panama) | July 2016 - September 2020

- Create comercial tactics to each campaign for Make Up ,Fragances and Personal care categories according to thebrand strategy for Bolivia, Chile & Peru markets. 

- Demand planning of each campaign and execute actionsto improve the profit and SOM. 

- Coordinate with teams of other countries to create globalstrategies in order to improve profitability reducing costs andincreasing sales.

EUDE Business School (Spain)

Master in Digital Marketing | September 2023 - November 2034

MARANGONI FASHION INSTITUTE (Italy)

Fashion Business | June 2022

Fashion brand and collection positioning, management skills for a fashion business plan, competitor analysis, luxury brand structure, digital marketing and sales capacity.

TECNOLÓGICO DE MONTERREY (Mexico)

Brand Management | September 2020 - February 2021

Tools for the construction of brand strategy and positioning for a company in a global way (post pandemic).

TOULOUSE LAUTREC INSTITUTE (Peru)

Graphic Design | July 2020 - October 2020

Adobe Illustrator, Photoshop and InDesign.

BROTHER, CREATIVE SCHOOL (Panama)

Social Creative | March 2018 - May 2018

Strategies for the creative process of brand management in social media.

UNIVERSIDAD DE PIURA (Peru)

Bussines Administration | March 2010 - May 2015

UNIVERSIDAD DE LOS ANDES (Chile)

Commercial Engineering

Exchange student - Alianza Pacifico scholarship

March 2013 - June 2013