ANDREA YÁNEZ MORA https://www.linkedin.

com/in/andrea-yanez-mora-4b89642a/

PROFILE STRENGTHS
Vibrant marketing and commercial strategist. I have working
• Leadership • Strategic criteria
experience in brands & portfolio development, consumer
• Learning on the fly • Result oriented
engagement, trade marketing, advertising & route to market. I
• Priority Settings • Communications skills
consider myself a consumer passionate professional always focused
• Networking • Creativity
on results and teamwork.

EDUCATION
UNIVERSIDAD DE BARCELONA - OBS
MAR 2018 – FEB 2019
Master Digital Marketing & E-commerce

UNIVERSIDAD SAN FRANCISCO DE QUITO (USFQ) ECUADOR

AUG 2007 – DEC 2011
GPA 3.83/4 – Magna Cum Laude
Majors : Bachelor Marketing & Business Administration
Minor: Advertising

LEHIGH UNIVERSITY – PENNSYLVANIA, USA JUN 2010 –AUG 2010

Global Village for future leaders in business & industry program

EXPERIENCE
PHILIP MORRIS INTERNATIONAL ECUADOR FEB 2014 – TODAY
HEAD OF MARKETING DEPLOYMENT ECUADOR JAN 2019 – Today
Responsible of the development of portfolio strategies through consumer and trade initiatives to boost brands and commercial KPIs.
• Portfolio development in a lean way in order to potentialize global brands through Marlboro Vista Launch ( exceeded results in 10%) and milking local brands through
innovation
• Development of the most challenging commercial model - Eordering through the implementation of PMIs Global Tool “Digital Trade Engagement” . 20% of total clients
• Accountable of trade initiatives and programs to effectively contribute with additional volume across channels, results are being achieved with positive ROI
• Field strategies and PMI brands visibility at the point of sale. Budget was optimized to reach an ambitious plan nationwide which was successfully done (ABCD Award 2021)
• Leader of B2C model to build a new availability channel though digital solutions on a restrictive market.
• E-partners channel cigarettes category growth. Rappi & Pedidos Ya +380% vs pre covid. • Reduce Risk products Core Team Member for the Strategic Planning and business
modeling for 2022.
MARKETING SUPERVISIOR/ PLM EXPERT ECUADOR & PERU AUG 2017 –DEC 2018
• PMI’s portfolio development . MLB Fusion ( MLB Blue Ice Morph) was one of the most successful achievements + 2pp vs expected SOM (PMI ABCD AWARD 2018)
• Development and supervision of the most important annual research study on market, ( GCTS and Retail Audit)
• Accountable of the Regional Support on the marketing standardization process. PLM Expert for Ecuador & Perú and direct contact with the Global Operation Center.
• Temporal assignment to support Colombia in category bridging communication from combustibles to RRPs.
• Trade Engagement programs with key account clerks and relevant wholesalers generating 95% of client's engagement and key brand messages retention.
• B2B contact center deployment through1800 PROESA with high service levels, operational efficiencies & 85% of NPS.

BRAND & CONSUMER ENG. EXECUTIVE SENIOR AUG 2016 –JUL 2017
• Premium Brand & Consumer engagement strategies design and execution, including portfolio morphing from international to global brands (L&M)
• Launched MLB Gold 2.5 into the market sustaining the brand mix despite an increasing presence of nondomestic product.
• Development of pack communication for several brand strategies and revamps: MLB red 2.5, Lark & Lider
• Responsible of LOGD & LOMD control in the affiliate. Positive results without business impacts.
• Direct Marketing expenses controller.

CONSUMER & TRADE ENGAGEMENT EXECUTIVE QUITO & TEMPORAL ASIGNMENT GUAYAQUIL FEB 2014 – JUL 2016
• Design & launch BTL strategies (offline & digital) for Consumer activations in a very restrictive market to build awareness, engagement & trial among adult smokers.
– MLB Blue Ice Launch phase 1 & 2 , MLB Red 2.0 Launch ( ABCD 2015)
• LAMPS Development LAS (18-24 yoa): Premium Brands visibility increased in 25% by 2015 .
• Temporal assignment to develop and launch L&M Red 360 campaign for the coastal Region, activities included the development and activation of a new LAMP channel &
commercial initiatives that were never implemented in the past ( empty packs) to increase the numeric distribution in 25% and turnover.
• Deployment of “URE” tool in the market (ABCD 2015), RVC & Trade segmentation. I worked really close with sales, SOD, IT and other markets.
• First Trade Fair Implemented under a powerful Brand “Camelladores” to generate a long-term engagement strategy for trade partners.
• Agencies development ( Leo Burnett & 3 local agencies)

TOYOTA ECUADOR JAN 2012 – JAN 2014

DEALER SUPERVISOR - SALES OCT 2013 – JAN 2014
• Sales Coaching , Sales strategies implementation to position the sales dealer as the No. 1 in sales Nationwide for new Toyotas and Parts
• Commercial KPIs management and improvement
• 17 reports. Direct report to Sales Director.

DEC 2012 – OCT 2013

PLANNING SUPERVISOR - MARKETING
• Responsible for the deployment of the marketing plan for New Toyotas, Parts and used cars.
• Implementation of the first coaching sales program.
• Portfolio administration, PRIUS C Launch.

BUSINESS INTELLIGENCE ANALYST- MARKETING DEC 2012 – OCT 2013

• KPIs trackings
• Sales forecast
• Research

MARKETING CENTER - UNIVERSIDAD SAN FRANCISCO DE QUITO - ECUADOR JAN 2011 – DEC 2011
MARKETING CONSULTANT JUNIOR
Marketing consultant for PYMES and medium size companies

ADDITIONAL EXPERIENCE

• MARKETING EXECUTIVE AT OCEAN ADVENTURES CRUISE OPPERATOR - JUN 2011 – OCT 2011

• INTERN AT IACOCCA INSTITUTE – LUTRON ELECTRONICS JUN 2010 – AUGUST 2010, PENNSYLVANIA, USA

• MARKETING INTERN AT THE COCA COLA ECUADOR BOTTLING COMPANY – MAY 2009 – JUL 2009 (NESTEA LAUNCH)

LANGUAGES AWARDS
• CAMARA DE LA INDUSTRIA Y PROD. CIP . RECONOCIMIENTO AL MEJOR
Spanish ( native speaker) , English 90% Reading, COLABORADOR 2021
writing & Speaking. • ABCD AWARD PMI ( ABOVE AND BEYOND THE CALL OF DUTY AWARD) 2015, 2016 &
COMPUTERS PROGRAMS 2018
Outlook, Office package, PMI platforms • DELOITTE AWARD (Finalist 2010 & 2011)
• CONDOR DE ORO, NATIONAL ADVERTISING AWARD(Team member 2011)

OTHER COURSES AND DEGREES

❑ General Assembly’s Certified Marketer Program – Mar ‘21 ❑ Toyota Way In Sales And Marketing/ Quito 2012 Coaching Program
❑ Fast Forward – Lean Start Up 2018–PMI Catalyst Vehicle Industry (RG Loyalty) / Miami, Feb ‘13
❑ Get Digital – rewired Q4 2016, PMZI Digital Campus ❑ Toyota Branding, Toyota Ecuador 2012 - 2013
❑ Project Managing, PMI Ecuador Oct. ‘15 ❑ Digital Marketing, IDE Ecuador 2013
❑ Delivering PMI Julio 2014 Quito