Alejandra Alayza

Owning go-to-market channel execution and elevating sustainability global positioning

• Building and leading the global end-user strategy channel within the Home & Distribution division, focused on energy management efficiency and sustainability for the residential segment.
• Directing B2B2C, B2C2B & B2C new models for the end-user persona with constant guidance on action plans for market operation sales teams to deploy, measure and retrofit.

• Go-to-market plan creation on 1. Sizing market opportunity to define channel ambition targets to then build sales chain mapping. 2. Creating an operational setup for new business models with dedicated ecosystems and journey mapping. 3. Linking persona segments to relevant brand stories with clear value add and available offer. 4. Creating a robust financial forecasting strategy to define KPIS and ensure ROI.

• Support countries to create their local strategy according to their maturity on the channel.
• Run global research to define ecosystem and improve UX across different touchpoints.
• Digital landscape guidance - briefing end-user expectations to improve eCommerce website and apps.
• Supporting training & incentive materials for B2B key partners to introduce offer in the right way (distributors, energy providers, installers, electricians, home builders, utilities, etc.)
• Influencing offer development from consumer needs, market, and competitor research
• Robust marketing tactics to enhance DIY, E-tailers content, and partner sites content.

• Defining Sustainability key attributes to promote with a strong communication plan across all marketing and product launch campaigns to elevate sustainability positioning across all division's personas.

• Creation of internal simple sites to help teams to find and use existing guidelines and materials for execution.

• Driving deeper studies of how sustainability attributes can be embedded into marketing content
• Creating Global sustainability campaigns for different channels and personas
• Building Global sustainability guidelines for local and global teams (sales teams, supply chain, POs etc.)
• Designing innovative initiatives, such as a gamified advocacy program to engage and educate on sustainability linked to our hero sustainability products to increase awareness, engagement, and green sales.

• Running open lines, learning days, and handshakes with countries to prioritize and allocate budget for relevant initiatives and programs (AMSP).

Driving member-centric omnichannel ecosystem and building new business models

• New business model owner and program strategist of VIP members program for adidas globally.

• Building YoY focus areas and roadmaps with prioritized initiatives from data.

• Running business cases to define “low hanging fruit” business models to execute. Investment, forecasting targets, expected ROI over a time frame definition.

• Planning and directing enhancements around positioning, system and reward set-up, lifecycle CRM plan, branding, value proposition, product offering, personalization, and journey evolution (online and offline).

• External and internal partnership negotiations to amplify reward portfolio: Lego, Disney, Messi, Beyonce(talents).

• Defining budget spent (

• Briefing agencies and product teams to build concepts, comms and tech solutions to enable program scalability.

• Collaboration with +30 global and market teams to leverage membership integration and growth opportunities.

• Leading a team of six FTEs.

Philips Healthcare B2C global CRM engagement owner across all categories

• Strategic direction on global cross-category campaign calendar.

• Market and Global KPIs set-up and tracking for successful growth on global database, engagement, and sales.
• Philips Healthcare: “Better Me, Better World” global loyalty program – storytelling creation with several NGOs.

• Activation of new concepts for cross-category products and managing budget for content generation (KPIs: +30% sales, +50% acquisition, +10% engagement than previous year).
• Creation of 360 Omni-channel campaigns managing both internal and external stakeholders,
• Developed brand and product strategy toolkits for markets to increase market share and revenue.

Building campaigns and advocacy programs

• Building and owning UGC CRM strategy and journeys for #OneBlade advocacy program.

• Managed internal and external developers, analysts and design teams to execute A-Z CRM campaigns.
• Leading PC CRM campaigns and directed enhancements for automated tooling (local CMS)
• Exceeded acquisition YoY targets with +16%, positioning PC CRM as main sales contributor.
• Designed, launched and managed CRM global toolkits for 30+ markets with dedicated strategic strategy.

• Leading a team of two FTEs

Development of new subscription program

• Designed, launched, and managed a new global online loyalty program (pilot) cross category to generate leads and reward points to engage consumers and increase sales.
• Presented guidance for rollout and business impact presentations to senior management.
• Defined the online sustainability communication strategy and worked with influencers to amplify reach.

Managed Nikon.com and owned Social Media EU platforms content

• Managed a variety of product content enrichment activities and A/B tests to improve existent product presentation on the corporate website which accomplished 60% increase on traffic and PDP conversions.

• Managed improved content per real-time tests on social media platforms Facebook, Instagram, Pinterest, Twitter, YouTube; designing key images & editing product videos.