Mariana Vasquez

Hi! 

I have more than 15 years experience providing key market and consumer insights to unlock growth for global brand leaders in European and Latin American markets both as employee and free-lancer consultant for Nestlé, Diageo, Coca-Cola, Astra Zeneca, Owens-Illinois an other multinational companies and small firms. 

I have been the leader of core and exciting marketing tasks, like strategic annual Marketing Business Plan processes for global brands in some countries, inspiring and working closely with multifunctional teams and achieving to maintain or recover market leadership.

I have significantly contributed to increasing Latin rums exports to various European markets in more than 200%, with some brands significantly improving market share in various markets (i.e. Cacique rum going from 4th to 2d in Spain), finding the key variables to designing price strategies allowing to maximize profitability while retaining volume in Latin markets, and strengthening brand´s significance and health for consumers. I have also contributed significantly to generate business opportunities for glass containers by client segmentation (around +12% YTD volume growth) and to adapt global food innovation to specific markets achieving volume and value goals.

I enjoy discovering business/marketing opportunities and identifying the source of non-consumption problems, to then come up with solutions for those challenges. 

I am conceptually creative to overcome business key issues and to unlock growth through delivering the right vision of what your consumer needs from your product/brand, which then allows me to work with your team on product (re) design, innovation and/or strategic marketing and iconic communications. 

I can offer your business to identify and leverage main market opportunities, trends and obstacles, and to provide you with consumer understanding and the right strategy which will allow you to grow consumption and brand connection. 

I am happy to work with entrepreneurs, start-ups and small companies as well as medium and big corporations!

Looking forward to growing with  you,

Mariana

MSc Consumer Psychology, University of Exeter