Bettina Suanno Rodríguez
Madrid
Summary
Marketing Director with a proven track record of driving growth and innovation in consumer goods, services, and retail. Strategic Corporate Marketing Director with a background in developing and implementing comprehensive marketing strategies to drive business growth. Strengths include market analysis, brand management, and campaign development. Skilled in utilizing data-driven insights to create effective marketing initiatives that enhance corporate image, customer engagement and revenue generation. Have consistently contributed to previous companies by successfully leading cross-functional teams, launching new products, and optimizing brand visibility.
Overview
18
18
years of professional experience
Work History
Corporate Marketing Director
FARMATODO
Caracas
05.2023 - 09.2024
- Led and developed the marketing team in three countries in the planning and execution of the commercial calendar, media strategy, digital strategies, ATL/BTL campaigns, and their implementation at the 220 stores.
- Increased the profitability of the department through the development of attractive campaigns for clients, with trade marketing and digital trade activations, achieving +1 MUSD in revenue over budget.
- Conducted market research to identify trends, customer needs, and competitive landscape to inform strategic decisions.
- Corresponded with internal and external agency teams to develop marketing content for campaigns, positioning and messaging.
- Improved the department's service satisfaction index by +10 pp.
- Implemented digital marketing strategies, including SEO, PPC, email marketing, and social media campaigns, to increase online presence.
Manager & Executive Committee Member
MERCANTIL SEGUROS
Caracas
01.2020 - 03.2023
- I led and developed the marketing and communication team, as well as the business intelligence department, to assertively plan and execute the company's strategy during the Covid-19 pandemic, growing +250% in clients in 2 years.
- Lead the business intelligence team during the development of more than 20 Power BI dashboards to track the growth and stability of the business.
- Developed the Global Benefits product portfolio with options in terms of insured sums, frequencies, and payment methods to 'democratize the category of insurance in dollars in Venezuela,' and implemented campaigns 'Achievable,' 'Qué papita,' and 'Médico GB' for the assertive communication of the new products.
- Management of the social media strategy doubling the community organically in less than six months.
- Led the planning of the 2022 business plan with the business intelligence team, establishing the OKRs.
Marketing Director for Water, Isotonic & Teas - Latin Centro
COCA-COLA COMPANY
Caracas
01.2018 - 08.2019
- I developed the 3-year strategic plan at the regional level (Latin Centro = 22 markets) with a multifunctional team for the hydration categories (water, isotonic, and tea).
- Increased business profitability: +20% profit, +12% volume growth, through a focus on the performance of the most profitable categories in the portfolio.
- Reduced the development time of new products by 50% by leading a cross-functional team under the 'Agile' methodology.
Marketing Director
COCA-COLA COMPANY
Caracas
01.2017 - 01.2018
- I led the marketing team, the strategic development of the 2018 business plan, the supervision of the implementation of the brand plans, the relationship with the bottler, and the management of local agencies.
- Developed the local marketing team, getting two members promoted to higher-level positions outside the country.
- Developed, with internal approvals, a monthly media buying model that resulted in financial effectiveness and benefits for the company, (+50% efficiencies).
Senior Marketing Manager
COCA-COLA COMPANY
Caracas
01.2015 - 01.2017
- I developed the business plan for the five brands in the portfolio, with leadership in iconic Coca-Cola brand campaigns.
- Reached the all-time record for Coca-Cola's brand love score through iconic campaigns: 'Share a Coca-Cola with,' and 'We're reinventing ourselves.'
- I reduced market media costs by 50% through media pre-purchase in 2017.
Marketing Manager
COCA-COLA COMPANY
01.2014 - 01.2015
- Strengthened Coca-Cola's brand connection and association with meals, iconic moments, as well as the company's corporate reputation through three campaigns: 'We Eat Together,' 'Christmas,' and 'Proof Points' (communication programs: Caimaneras, World Beach Day).
Jr. Marketing Manager
COCA-COLA COMPANY
Caracas
01.2011 - 12.2013
- Developed the business plan for the portfolio of stills: Del Valle, Powerade, Fuze, and Nevada.
- Launched four innovations on the market in a year and a half, with an impact on profits of 30% incremental: Fresh Passion Fruit, new Fuze Tea formula, Nevada Tangerine, and Powerade Ion 4.
- Improved market share, on average, by 10% of the non-carbonated portfolio through 360 plans (product, sales force, point of sale, and campaigns).
Finance Analyst
COCA-COLA COMPANY
Caracas
01.2008 - 01.2010
- I estimated the monthly profit and loss statement of the Caribbean region and Venezuela, and I supported the preparation of the business plan, recruitment plan, and retention of key customers.
- Analyzed the variation of the results, reducing the execution time from 5 to 3 days.
- I estimated the feasibility of launching new products in the Caribbean (NPV and IRR analysis).
Project Analyst
ACCENTURE
Caracas
01.2007 - 01.2008
- I analyzed the supply chain through the development of a cost-to-serve tool for Cemex.
- I contributed to the strategic design and implementation of a new commercial service model based on the definition of Cervecería Polar's customer segments.
Education
MBA -
Instituto De Empresas Business School
Madrid05-2011
Ingeniero de Producción -
Universidad Simón Bolívar
Caracas, Venezuela01.2007
Skills
- Strategic thinking and planning
- Strong leadership and team management
- Numerical Analysis
- Marketing analytics
- Digital marketing expertise
- Financial acumen
- Cross-functional collaboration
Languages
Spanish
First Language
English
Advanced (C1)
C1
Italian
Elementary (A2)
A2
Timeline
Corporate Marketing Director
FARMATODO
05.2023 - 09.2024
Manager & Executive Committee Member
MERCANTIL SEGUROS
01.2020 - 03.2023
Marketing Director for Water, Isotonic & Teas - Latin Centro
COCA-COLA COMPANY
01.2018 - 08.2019
Marketing Director
COCA-COLA COMPANY
01.2017 - 01.2018
Senior Marketing Manager
COCA-COLA COMPANY
01.2015 - 01.2017
Marketing Manager
COCA-COLA COMPANY
01.2014 - 01.2015
Jr. Marketing Manager
COCA-COLA COMPANY
01.2011 - 12.2013
Finance Analyst
COCA-COLA COMPANY
01.2008 - 01.2010
Project Analyst
ACCENTURE
01.2007 - 01.2008
MBA -
Instituto De Empresas Business School
Ingeniero de Producción -
Universidad Simón Bolívar
Similar Profiles
Johnatan PeñalozaJohnatan Peñaloza
Software Engineer at FarmatodoSoftware Engineer at Farmatodo
Juan Fernando MathiesJuan Fernando Mathies
Procurement Negociator at Cemex EMEAProcurement Negociator at Cemex EMEA
Alexander Mejía GuzmánAlexander Mejía Guzmán
Security Process Specialist at KLYMSecurity Process Specialist at KLYM