Génesis Cuesta Ávila
Madrid
Summary
I've developed in marketing and trade marketing areas for more than 6 years in mass consumption and service companies. It has allowed me to contribute to the growth of national and international brands and develop skills such as teamwork, leadership, empathy, communication and proactivity. I'm a faithful believer in the importance of interpersonal relationships to achieve great results with the work team.
Overview
8
8
years of professional experience
Work History
High End Brands and Beyond Beer Specialist
AB-InBev
03.2022 - 03.2023
- Development of portfolio strategy for international beers (Corona, Stella Artois, Budweiser, Becks, Michelob), non-alcoholic beverages (Pony Malta) and other categories of RTDs (Corona Tropical).
- Draw and execute plans, by growing strategic partners through promotion negotiations, marketing activations (AOV, Conversion Rate, selling items, cross selling and upselling) .
- Budget control and management.
- Promotions of sell in, sell out and BTL activations of brands at point of sale.
- Create and execute POP material for advertising campaigns and promotions.
- Development of commercial strategy for company's first "non-beer" drink (RTD - Seltzer) (Corona Tropical).
Trade Marketing Coordinator
The Tesalia Springs Company S.A.
04.2021 - 02.2022
- Creation of national and international beverage portfolio strategy such as Güitig, Pepsi, Red Bull, 7Up, Gatorade and other categories of RTDs such as Smirnoff Ice and Cubata.
- Management of local and foreign advertising agencies for campaign development.
- Market share and brand penetration analysis.
- Coordinate integral process of creating promotions, point of sale materials, cooler planogram and products customization.
- Development of commercial strategy for company's first alcoholic beverage (Smirnoff Ice).
Head of Marketing
Sensia Ecuador S.A.
01.2019 - 03.2021
- Planogram design to improve visibility and rotation of brands.
- Strategic plans based on market insights.
- Launch of innovations to sales department.
- Development of sensory pop material.
- Creation of odotype (olfactory logo) for clients.
- Build, evaluate and follow up of product portfolio reports and KPIs periodically.
Marketing Coordinator
Sensia Ecuador S.A.
01.2018 - 12.2018
- Implementation and monitoring of advertising campaigns.
- Supervise management of social networks and public relations plan.
- Packaging and product innovations.
- Market research, competition and price pack analysis.
- Guarantee growth and profitability of sales channels, through analysis and evaluation of results.
Family Remittance Business Assistant
Banco Bolivariano C.A.
03.2015 - 09.2016
- Support of commercial relations with banks and remittance agents.
- Coordinate sponsorship plans for correspondents and national brands in traditional media in Europe.
- Creation of newspaper for Ecuadorian citizens in Europe.
- Preparation of statistical reports on business evolution.
Education
Master of Science - Dirección De Marketing Y Gestión Comercial (GESCO)
ESIC BUSINESS & MARKETING SCHOOL
Madrid04.2024
Business Certificate - Marketing And Management Value
State University of New York
New York07.2019
Bachelor Degree - Administración Y Marketing Estratégico
Universidad Casa Grande
Guayaquil2018
Skills
- Tableau
- SAP
- Microsoft Office
Languages
Inglés
Avanzado
C1
Español
Bilingual or Proficient (C2)
Timeline
High End Brands and Beyond Beer Specialist
AB-InBev
03.2022 - 03.2023
Trade Marketing Coordinator
The Tesalia Springs Company S.A.
04.2021 - 02.2022
Head of Marketing
Sensia Ecuador S.A.
01.2019 - 03.2021
Marketing Coordinator
Sensia Ecuador S.A.
01.2018 - 12.2018
Family Remittance Business Assistant
Banco Bolivariano C.A.
03.2015 - 09.2016
Master of Science - Dirección De Marketing Y Gestión Comercial (GESCO)
ESIC BUSINESS & MARKETING SCHOOL
Business Certificate - Marketing And Management Value
State University of New York
Bachelor Degree - Administración Y Marketing Estratégico
Universidad Casa Grande
Similar Profiles
PAUL BABUPAUL BABU
Senior Analyst O2C at AB InBev - Anheuser-Busch InBevSenior Analyst O2C at AB InBev - Anheuser-Busch InBev
EMMANUEL EGBUONYEEMMANUEL EGBUONYE
Utility Automation and Instrument Technician at International Breweries Plc [Ab-Inbev]Utility Automation and Instrument Technician at International Breweries Plc [Ab-Inbev]
Nawaz PashaNawaz Pasha
Principal Analyst at AB INBEVPrincipal Analyst at AB INBEV
Daniel MatleDaniel Matle
Warehouse Checker Operator at AB-InBevWarehouse Checker Operator at AB-InBev
SILVIA CASTRO GONZÁLEZSILVIA CASTRO GONZÁLEZ
OFFICE MANAGER at B&B HOTELSOFFICE MANAGER at B&B HOTELS