Mercedes Perez M
Resumen profesional
Dynamic and results-driven marketing professional with over 10 years of experience in Consumer goods, especialising in Drinks, international experience in multiple markets across UK, France, Spain, and Global Travel Retail. I have worked in roles in both Marketing Management and Insights and I have gained experience working with luxury and mainstream brands. I am seen by my colleagues and managers as determined, passionate and resilient. With a strong track record across both mature and emerging markets, I love bringing to life consumer-centric strategies that align with business objectives. Fluent in Spanish, English and French.
Datos destacados
19
19
years of professional experience
Experiencia
Innovation & Performance Manager, Larios & DYC
Suntory Global Spirits
Madrid
03.2023 - 09.2025
- Leading innovation, building strategy and go-to-market execution, from product dev to launch, including category analysis, brand positioning and concept testing.
- Creation and validation of business cases, inc. success KPIs, budget and sponsorship.
- Transversal collaboration, ensuring alignment and efficiency across all entities, including Distillery and Operations.
- Responsible for brand performance sharing, including monthly and quarterly reviews.
- Regular user of Nielsen and Kantar as well as other platforms to assess brand health and performance.
- Identification of growth opportunities and delivering budget and profitability.
Scotch Marketing Manager
Suntory Global Spirits
Madrid/Paris
04.2024 - 02.2025
- Managed a portfolio of 4 brands (with focus on both prestige and standard portfolio), with a €2.5M budget, owning P&L responsibilities, helping set up the new Route to Market for Suntory group.
- Reporting to GM.
- Owned strategic planning, covering routes to market eg. Bringing Suntory to France, Bowmore repositioning, incremental brand listing of Auchentoshan.
- Led Strategic Annual plans for each brand, managing ATL and BTL campaigns inc. ambassadors, partnerships, events and press, achieving +35% in reach and -65% in CPC eg and. +30% growth in sales for Laphroaig for experiential campaign.
- Defined 3YR portfolio strategy to achieve business objectives as new RTM.
- End-to-end events ownership from agency briefing and CX to post-measure, specialising in luxury events, eg Whiskey Live and Four Seasons launch, first execution of any brand in La Maison du Whisky with Bowmore new range.
- Portfolio performance management, with focus on profitability and correcting measures, focusing on profitability and KPIs.
- Led innovation end-to-end, ensuring liaison with respective S&OP, GBH and Commercialisation.
- Strong liaison with S&OP to ensure management of forecast vs allocation, assessing financial impact.
- Managed two Brand Ambassadors (external resources)
Scotch & Gin Marketing Manager
Suntory Global Spirits
02.2020 - 03.2024
- Managed a portfolio of five brands, with a 0.7M€ budget, owning P&L responsibilities.
- Led marketing strategy for Scotch (focusing on prestige portfolio) and Gin, working transversally with Global Brand Houses, delivering an expansion of my portfolio by over 80%, owning activation, data collection and agency briefings.
- Worked hand-in-hand with Brand House to deliver toolkits for different platforms, including guiding on assets and look & feel, visuals and copy.
- Supported notable Brand strategy projects, such as pricing and new range architecture for Bowmore, resulting in doubling brand size and increasing profitability by over 60% in first three years.
- Led prestige and standard innovation pipeline, launched 20 different products eg. Limited Editions & new flavours, Aston Martin & Frank Quitely collaboration, Sipsmith Wimbledon.
- Management of Aston Martin partnership in GTR, delivering +20% vol increase in key markets and +25% in profitability.
- Briefed agencies on activation platforms from end to end, testing new activation concepts to enhance experiences in store, within time and budget, including full CX and data collection.
- Global luxury launch of Bowmore in Cannes for TWFW conference, with full ownership of agency briefing and event organisation.
- Supported localised execution eg. bespoke limited edition packs for SEA.
- Full evaluation analysis of more than six different product ranges, proposing corrective actions that helped diminish financial risk and translate results into clear plans, and shared as best-practice to other markets.
- One direct report.
Insights Manager
Suntory Global Spirits
09.2020 - 09.2022
- Led Category and Shopper analysis to evolve Brand Planning for competitive advantage.
- Pioneered global research for Chinese and Indian Markets, working in an agile mode for C-Suite.
- Supported the Leadership team on 'North Star' vision and consequent strategy.
- Delivered regular Insights updates, including category and consumer using different platforms.
- Optimised phygital touchpoints for brand activities, delivering first insights guide for top 10 markets.
Tropicana Senior Brand Manager
Pepsico UK
UK
05.2019 - 01.2020
- Owned £1.8M budget with P&L responsibilities.
- Responsible for deployment and adaptation of core brand & promotional toolkit in the UK, as provided by EU HQ, inc. campaigns (£0.8M including TV) and Summer activation (42 SKUs / £500k budget).
- Actioned learnings & trends from Nielsen, Kantar and Insights team on to capitalize on opportunity, leading cross-functional groups on new flavours, 360 activations, new bottle structure and sustainability.
- Regular core range performance analysis, driving incremental distribution in grocery and impulse.
- Responsible for Tropicana’s new pack redesign from end-to-end, increasing product profitability by +20%.
- Expanded brand portfolio to enter Better for You, with the launch of Tropicana Lean.
- One direct report.
Brand Manager
Britvic Soft Drinks
UK
04.2017 - 03.2019
- Descripción general de la empresa: exclusive distributor for Pepsico soft drinks
- Owned £1.3M budget with P&L responsibilities.
- Supported the long-term brand planning to become category leader.
- Led portfolio, insights and category analysis, identifying P&L gaps in and providing solutions eg. COGs reduction by +20%, Purdey´s cans launch, bringing +15% value growth.
- Launched the TTL campaign of Thrive On for Purdey´s, involving Brand Ambassador Idris Elba, delivering +15% vs KPIs.
- Developed award-winning OOH visual and digital content for brand videos.
- Led periodic brand performance meetings and ensuring strong liaison with Finance, Nielsen, IRI, Kantar and operational team. Proposing course correction strategies where necessary.
- First activation of Purdey´s in store in Off-trade, delivering +40% increase in sales during the activation.
- Post-launch review of Purdeys cans, ensuring profitability, product and execution KPIs were met.
- Exclusive distributor for Pepsico soft drinks
Brand Manager, Fisher Price and Mega Blocks
Mattel, Inc.
UK
01.2015 - 03.2017
- Owned £1M budget with P&L responsibilities.
- Responsible for different segments of Fisher Price brand: Infant, Laugh & Learn, Baby gear, Newborn, pre-school items and Mega Blocks (following Mattel acquisition) eg. x1.5 ROI on first digital/TV campaign, 18k click-through on first bespoke campaign ('Fisher-Price take over'), 25% retail sales increase following digital 'little discoveries' campaign.
- Adapted and implemented key marketing strategies defined by the Regional Marketing Team, working closely with local partners to drive sales, revenue and market share.
- Monitored business performance and measuring the effectiveness of Marketing initiatives, taking corrective actions and leading Top SKUs performance model.
- Worked in partnership internally ensuring alignment on new product launches, clearance activity, forecast, stock availability and distribution, and externally with licensors (Nickelodeon and Microsoft/Beanstalk), establishing Mega as the retail partner of choice.
Brand Manager
Flair Leisure Products
UK
01.2013 - 12.2014
Assistant Brand Manager
Idis Pharma
UK
03.2010 - 01.2013
Assistant Brand Manager
L’Oréal
Spain
05.2009 - 12.2009
CRM Assistant
The Carphone Warehouse
Spain
01.2009 - 04.2009
International Department Assistant
Inclam S.A.
Madrid, Spain
04.2008 - 12.2008
CS Executive/ International Content Assistant
Bet365
Stoke-on-Trent
10.2006 - 02.2008
Afiliaciones
Asociación de Marketing de España, profesionales y empresas
Languages
Spanish (native)
Experto
C2
English
Experto
C2
French
Experto
C2
Education
- 2023, WSETR Level 2 Award in Spirits
- 2008 - 2009, MSc Marketing and Commercial Management, ESIC, Business School, Madrid
- 2001 - 2006, Modern Languages, Translation and Interpreting, BA (Hons), Granada (Spain), English, French and Russian, Rouen, France (2022-2003)
Cronología
Scotch Marketing Manager
Suntory Global Spirits
04.2024 - 02.2025
Innovation & Performance Manager, Larios & DYC
Suntory Global Spirits
03.2023 - 09.2025
Insights Manager
Suntory Global Spirits
09.2020 - 09.2022
Scotch & Gin Marketing Manager
Suntory Global Spirits
02.2020 - 03.2024
Tropicana Senior Brand Manager
Pepsico UK
05.2019 - 01.2020
Brand Manager
Britvic Soft Drinks
04.2017 - 03.2019
Brand Manager, Fisher Price and Mega Blocks
Mattel, Inc.
01.2015 - 03.2017
Brand Manager
Flair Leisure Products
01.2013 - 12.2014
Assistant Brand Manager
Idis Pharma
03.2010 - 01.2013
Assistant Brand Manager
L’Oréal
05.2009 - 12.2009
CRM Assistant
The Carphone Warehouse
01.2009 - 04.2009
International Department Assistant
Inclam S.A.
04.2008 - 12.2008
CS Executive/ International Content Assistant
Bet365
10.2006 - 02.2008
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