Tatiana Chaves Flores
Summary
Senior Marketing manager with high experience developing brands with great financial results and increasing brand positioning at the consumer’s minds, knowledge in market research, promotions and experiences based on strategic planning, innovation of new products, business and communication. Creative, focused on results and passionate to create high performance work teams
Overview
15
15
years of professional experience
4
4
years of post-secondary education
Work History
Senior Customer Success Manager
Amazon Costa Rica
1 2023
- Responsible for developing and executing strategic joint business plans with key partners driving mutual growth
- Coordinated comprehensive strategies to boost growth within Amazon, focusing on portfolio tracking, selection optimization, merchandising, and effective traffic and conversion drivers
- Develop deals & promotions strategies to increase brand discoverability & accelerate product rotation
- Performs issue identification, communication, and resolution for moderately complex customer issues.
Marketing Manager Central America
Heartland
05.2020 - 02.2022
- Responsible for build and implement Marketing strategy & communication for Central America
- Lead and execution of marketing programs from start to finish, driving collaboration with the stakeholders and leveraging the right internal process
- In charge of the pricing strategy for the region portfolio
- Partner with creative teams, agencies and distributors
- Responsible for innovation opportunities through Mexico & US portfolio to develop the category at the region
- Develop the online communication for the region (Social Media / Website)
- Manage the relationships with social media influencers in order to develop high-quality content on behalf of the brand.
Global Head of Location Marketing
SELINA
01.2017 - 03.2020
- Responsible for the creation and implementation of the marketing strategy for all the locations around the world (56 locations)
- Develop new communication channels at the locations and destinations
- Responsible for managing the Country and location sales & marketing team at 14 countries
- Develop a strategy online and offline to increase revenue & awareness of each of the 9 Selina outlets inside the locations
- Responsible for handling the relationships and negotiations with global and local design & digital agencies
- Establish clear guidelines and processes for how the brand assets should be used across 56 different locations and touchpoint
- Provide comprehensive training and educational resources for employees on the proper usage of the brand assets
- Quarterly review and update the brand asset guidelines and implementation processes
- Manage the relationships with social media influencers in order to develop high-quality content on behalf of the brand.
Marketing Manager: Non-alcoholic beverages
FIFCO, Florida Bebidas
01.2014 - 01.2017
- Responsible for the 60% of business unit revenue
- Successfully launched revenue management strategy reversing last 5 years of negative sales
- Increased revenue in 25% and 6pt of SOM in the CSDS category
- Responsible of the Annual Marketing plans for sports drinks, energy drinks, water, malts and CSDs
- Developed a strategy to increase SOM in functional categories
- Expert in management of 360 plans for established and launched brands
- Manage the strategic partnership with PepsiCo, Nestle, & Advertising, PR agencies
- Innovated new business, innovation plans, packaging, product line extensions.
Regional Category Manager: Fruit drinks & iced tea
FIFCO, Florida Bebidas
01.2011 - 01.2014
Brand Manager Gums: Trident Xtra Care
Cadbury Adams, Mexico City, Mexico now Kraft Foods, Mexico City (Confectionary)
01.2009 - 01.2011
Brand Manager
Cadbury Adams, Costa Rica now Kraft Foods, (Confectionary)
01.2007 - 01.2009
Education
Brand Strategy & Positioning -
Incae Business School. Costa Rica
01.2024 -
Business Analytics - undefined
Lead University. Costa Rica
01.2022 -
Psychology - undefined
Universidad Autónoma de Centroamérica (UACA), San Jose, Costa Rica
01.1996 - 05.2000
Advertising - undefined
Universidad Latina, San Jose, Costa Rica
01.1995 -
undefined
Skills
Spanish (native)
English (80%)
Strategic Planning
Brand Management
Brand positioning
Design Thinking
E-commerce
Business Development
Relationship Management
Data-driven decision-making
Customer Journey Mapping
Strategic communications
Accomplishments
- Increased sales of Selina outlets by 5% through the development of a comprehensive brand book and its consistent application across the brand's different locations worldwide.
- Developed a revenue management plan that increased Pepsi's market share by 6pts over the 6-month period.
- Strategy focused on enhancing the consumer experience, which drove a 15% increase in Agua Cristal sales YoY. This strategy also resulted in winning a Gold Effie award for the "Saving the Trees of San Jose" Cristal campaign
Work Preference
Work Type
Full TimeLocation Preference
RemoteHybridImportant To Me
Work-life balanceHealthcare benefitsCareer advancementFlexible work hoursWork from home optionStock Options / Equity / Profit SharingLanguages
English
Advanced (C1)
Spanish
Bilingual or Proficient (C2)
Timeline
Brand Strategy & Positioning -
Incae Business School. Costa Rica
01.2024 -
Business Analytics - undefined
Lead University. Costa Rica
01.2022 -
Marketing Manager Central America
Heartland
05.2020 - 02.2022
Global Head of Location Marketing
SELINA
01.2017 - 03.2020
Marketing Manager: Non-alcoholic beverages
FIFCO, Florida Bebidas
01.2014 - 01.2017
Regional Category Manager: Fruit drinks & iced tea
FIFCO, Florida Bebidas
01.2011 - 01.2014
Brand Manager Gums: Trident Xtra Care
Cadbury Adams, Mexico City, Mexico now Kraft Foods, Mexico City (Confectionary)
01.2009 - 01.2011
Brand Manager
Cadbury Adams, Costa Rica now Kraft Foods, (Confectionary)
01.2007 - 01.2009
Psychology - undefined
Universidad Autónoma de Centroamérica (UACA), San Jose, Costa Rica
01.1996 - 05.2000
Advertising - undefined
Universidad Latina, San Jose, Costa Rica
01.1995 -
Senior Customer Success Manager
Amazon Costa Rica
1 2023