Adriana Guevara

I’m a Senior Executive with broad experience in international markets (Australia-Central America) as well as Knowledge of marketing and retail environment and channels, expert on consumer goods categories (Banking, Automobile, Personal Care, Beverage). Led teams to deliver outstanding results in terms of profit, markets share and sales growth.  Ability to manage multiple tasks and finish it on deadline.  KEY AREAS OF EXPERTISE 

• Traditional trade channels 

• Sales, marketing and trade marketing 

• Advertising 

• BTL &ATL management 

• Business Plan development 

• Strategic an business planning 

• CRM and Digital Marketing    

After seven years of experience with the biggest bottler in the world and ten years working for one of the most important and interactive global brands (Coca-Cola) within the massive consumer market, is part of my convictions to continue strengthening my experience, and my desire to improve, continuously motivates me to seek more and enhance my development in the business area.  I have worked for years in several positions as Advertising and Promotions Executive, Off Premise Channels Executive in country (Market Costa Rica), and the positions of Trade Marketing Executive, On Premise executive and Advertising & Promotions Manager for Central America FEMSA Markets, where the quality of my work, fruit of my high level of commitment, effort and perseverance have executed their assigned tasks, allowing me to grow at this company.  The world, market and trends change constantly. Efficient communication and facilitating services are the businesses of today and of the future.  My desire to create, innovate and solve are the reason why I am interested in this job position.  I am creative, love designing concepts and graphic lines, and really enjoy the numbers and analysis of data. - My experience and contact with consumers and intermediaries have also taught me to always listen to the consumer and that the answer is in the experiences of our services.  

Partner and Co-Founder Passion Fruit Sustainable Marketing

Marketing & Creative director

2020

A marketing agency working on capitalize on creativity, innovation, entrepreneurship and communication in a harmonious and sustainable way. Turning brands into exotic and memorable experiences.

• Produce new ideas for company branding, promotional campaigns, and marketing communications.
• Evaluate trends, assess new data and keep up-to-date with the latest marketing techniques.
• Assist clients in resolving issues by responding to questions in a timely and professional manner.
• Create and implement tailored marketing plans based on individual client requirements.
• Direct brainstorming meetings and creative sessions.
• Shape brand standards and create procedures to ensure all products are brand appropriate.
• Supervise projects workload, and monitor deadlines and budgets.
• Social media and SEO management.
• Develop exceptional and well-crafted copy that meet clients’ requirements.

Marketing & Advertising Consultant / Freelance

2019-2020

• Maintain continuous, 360 marketing and communication plans for product targets and niche market dynamics.
• Formulate strategy development, tactical planning and daily marketing plans by the creation of fully integrated communication plans and products as sustainment strategies and tactics.
• Provide point of view on annual sales plan development.
• Interface with advertising agency to provide project management oversight for campaign and creative asset development, ensuring process milestones and budget requirements are achieved.
• Business and Marketing plans 
• Market research and reports

Sales & Marketing Coordinator

Renaissance Parquet / Supa Board

Jan 2018 - Nov 2018

Melbourne, Victoria. Australia

• Social and Digital media
• The building and improvement of the companies Website
• Email Campaigns 
• Company Marketing Materials
• Pro-Active Marketing
• Seasonal Campaigns
• Customer contact

Marketing Manger

Cacao Fine Chocolate Melbourne

Jan 2017-Sep 2017

Melbourne Australia 

Manage the day to day marketing activities of the organization and long term marketing strategy for the company. 
• Managing all marketing for the company and activities within the marketing department.
• Developing the marketing strategy for the company in line with company objectives.
• Co-ordinating marketing campaigns with sales activities.
• Overseeing the company’s marketing budget.
• Creation and publication of all marketing material in line with marketing plans.
• Planning and implementing promotional campaigns.
• Manage and improve lead generation campaigns, measuring results.
• Overall responsibility for brand management and corporate identity
• Preparing online and print marketing campaigns.
• Monitor and report on effectiveness of marketing communications.
• Creating a wide range of different marketing materials.
• Working closely with design agencies and assisting with new product launches.
• Maintain effective internal communications to ensure that all relevant company functions are kept informed of marketing objectives.
• Events-Manage launch events and pop ups
• Brand content-Management of campaigns, E-commerce site, EDM’s and social media content
• Analyzing potential strategic partner relationships. Brand partnerships-management of collaborative relations, development of new collaborative opportunities, execution of collaborations.
• Social-strengthen and elevate brand identity through social media channels and manage influencer partnerships
• Manage copy of website and SEO
• Report directly into director

Sales Marketing Coordinator

EcoGlow

Aug 2016 -Jan 2017

Melbourne, Australia

Deliver innovative and robust marketing strategies that support brand development, inquiry generation and sales growth.  
• Strategic marketing leadership and delivery of key marketing metrics
• Initiating traditional marketing communications to improve brand awareness  
• Driving the digital marketing strategy with a focus on lead generation and ownership of social media channels
• SEO reports
• Enhancing & maximizing the property though traditional media, e-mail marketing, website content management, public relations and promotional partnerships. 
• Managing agencies for creative development, media buying and PR
• Developing effective and innovative local marketing campaigns
• Retailer engagement
• Managing sales catalogue collateral production and print as required
• Embracing proactive sales plans to achieve revenue goals

Coco-Cola FEMSA CV

2009-2016

Regional Advertising, Promotions and Events Manager

Oct 2013 – Apr 2016

Central America

Develop and coordinate the implementation of the annual plan of Advertising, Events and Promotions for Central America, maximizing the use of resources, innovation and achievement of the objectives of the area with the aim of contributing to the increase in sales volume and connection brand to the final consumer.

• Plan, execute and oversee implementation of the Annual Business Plan for the area of Advertising, Promotion and Events in CA in accordance with the company objectives. 
• Developing annual brand plans in partnership with The Coca-Cola Company and insight teams
• Establish strategic guidelines mechanical and promotions for the year at a regional level.
• Define and prioritize events, tactical activities and image to be developed in the Annual Plan of Events. 
• Set in conjunction with The Coca-Cola Company, the guidelines and strategies for the annual communication plan.
• Lead and build projects with agencies and The Coca-Cola Company
• Controlling costs in-line with objectives and business plans. 
• Monitoring and analysing a brand and competitors performance to identify Strengths, Weaknesses, Opportunities and Threats.
• Managing relationships with sponsors.

Channels and Trade Marketing Executive

May 2011 – Sep 2013

Central America

• Managing sales and Marketing of consume products experience.
• Developed, managed and monitored sales programs for increasing brand presence in market and facilitated sales.
• Analyzed Marketing programs and ensured compliance with regional and global processes. Forecasted and maintained all sales related data.
• Determined sales materials according to projects.
• Determined calendar for trade promotions and developed effectiveness strategy. 
  
  
  • May 2011 - June 2012: Off Premise Channel Executive (Costa Rica Market) 
  • July 2012 – Nov 2012: Trade Marketing Executive (Central America
  • Nov 2012 - Sept 2013: On Premise Channel Executive (Central America)

Advertising, Promotions and Events Executive (Costa Rica)

Oct 2009 – May 2011

San José, Costa Rica

• Develop and execute the BTL and promo plans for the local market.
• Ensure compliance of all Ad & Promo materials
• Develop the evaluation programs and reports program performance to marketing.
• Liaises with Central America team 
• Continually evaluate processes and strategies to optimize the effectiveness and efficiency of programs and tools designed for market and sales force.

Advertising, Promotions and Events Chief 

Grupo Purdy Motor-Toyota CR

Jul 2008-Sep 2009

San José, Costa Rica

• Maintain continuous, 360 marketing and communication plans for the product targets and segment dynamics.
• Formulate strategy development, tactical planning and daily marketing plans by the creation of fully integrated communication plans and products as sustainment strategies and tactics.
• Provide point of view on annual sales plan development.
• Interface with advertising agency to provide project management oversight for campaign and creative asset development, ensuring process milestones and budget requirements are achieved.

Coca-Cola Regional Account Executive (Central America)

Ogilvy & Mather Costa Rica

Jan 2007-June 2008

Costa Rica-CAM

• Development and implementation of communication strategies and techniques for the entire brand portfolio.
• Coordinated communication for the region Costa Rica, Nicaragua, Panama and Guatemala (HUB): pop, promotions, new products updates, Maintrust material.
• Brand and Markets analysis: Market visits for detection of communication opportunities
• Coordination between the HUB and local agencies
• Development and management of campaigns and brand-level advertising and communication strategy for the Central America region.

Universidad Latina de Costa Rica

Bachelor Degree, Collective Communications with emphasis on Public Relations

Universal Institute of Technology, Melbourne, Australia

Advance Diploma (marketing)

Universal Institute of Technology, Melbourne, Australia

Advance Level EAL English

Greenwich Management College, Melbourne Australia

Diploma Marketing & Communications