Karla Maier Rosa

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Director of Marketing and Corporate Image

Corporación Televicentro Emisoras Unidas

Nov 2024 - Current (1 year 8 months)

Responsible for defining the general communication and marketing strategy for Corporación Televicentro's products, with the purpose of attracting and building loyalty among the multiplatform audience at a regional level, as well as directing the Marketing and Inhouse team in the creation and implementation of institutional or special campaigns, always taking care of the corporate image. Define the Annual Operating Plan (AOP) of the Marketing Department and budget management. Plan and execute research strategies, behavioral analysis and audience and consumer loyalty. Manage screen and media communication strategies, coordinating external media actions and dissemination through ATL and BTL media. Develop strategies to ensure the sustainable g

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CEO/ General Manager

Grupo Salinas Televisión Azteca

May 2018 - Apr 2019 (1 year)

General Manager of the company, responsible for ensuring the profitability of the business through compliance with budgets, both in income and expenses. I promoted the positioning and growth of Television's participation in the regional advertising market. Achieved sales and financial objectives, as well as reaching out to the country's political and social actors. I solved administrative and commercial problems. I authorized expenditures, invoicing, budget expansion, structure changes, evaluation and hiring of personnel.

Marketing Manager

Grupo Bimbo

Sep 2016 - May 2018 (1 year 9 months)

Developed marketing strategies for all brands and categories: Bimbo, Monarca, Marinela, Lido, Ricolino among others, being measured by SOM, Sales, profitability and % innovation rate. Executed global brand and category strategies. I accounted for the marketing participation, sales and profitability of the country and its categories. Coordinated the development of promotions, effective media buying and efficient management with advertising agencies. I managed channel pricing, pricing scales, margins and marketing plans. Regional: I developed the distribution, export and wholesale channels, leveraging the strategy with the import/export of products, brands and promotions, always seeking profitability. Being measured by SOM, sales, profitabili

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Field Marketing Manager

The Central American Bottling Company (CBC)

Jan 2013 - Jan 2016 (3 years 1 month)

I led advertising strategies for the brands Pepsi, Lipton, Mirinda, Gatorade, Mountain Dew, Aqua, among others; ensuring their growth in brand power for each of them. Planned and executed marketing strategies and promotional plans in all channels, guaranteeing sales objectives and contribution margins. Directed the pursuit of brand leadership through research, consumer insights and marketing trends. Executed advertising and operational budgets.

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Media Director

Dinat Corporation

Jan 2007 - Jan 2013 (6 years 1 month)

Developed, negotiated and established relationships with media and advertising agencies throughout the region. Executed advertising budgets for all brands for efficient media buying.

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SAP Product Consultant

POPA Group Training

SAP (Costa Business Practices (Honduras) Oracle Processes

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ConsultantI

Gaudium S.A Distribuidora Lowa Senior

Consulting for the transformation and optimization of commercial, marketing and distribution processes in order to make all operations profitable.

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SAP Corporate Solutions Consultant

POPA Group

Sale and implementation of SAP system to several companies; Industrias Sula, Honduprint, Tapas Plásticas S. de R.L among others.

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Senior Consultant I

Inversiones Centromex S. de R.L.

Development of processes and procedures. Elaboration and implementation of KPI's under S.M.A.R.T. methodology and follow up in the different areas (Administration, Commercial, Logistics, Marketing) to measure and make profitable the different operations of the group. Development, follow-up and execution of the marketing and institutional communication strategy, and the implementation of institutional strategic alliances.

Senior Consultant

Inter-American Development Bank (IDB)

Consulting for monitoring and follow-up of the 2019-2020 countercyclical development program. Presidential Affairs Compliance O f f i c e . Development, follow-up and execution of communication strategy for the PACE economic acceleration plan. Presidential Affairs Compliance Officer

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Intern in the business and market control department

CABEI

Carrying out a sectorization study of the bank's portfolio at the regional level, with the purpose of obtaining a clear vision, by country, of the location and use of the funds that CABEI has channeled to reduce poverty and social risk.

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Marketing Manager

Developed and launched new products and innovations with research, consumer knowledge and market trends. Coordinated Marketing and Trade activities for Mazola, Yummies, Issima and Zixx. I participated in the planning and implementation of promotions, advertising strategies, image changes, budget, sales objectives.

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Trade Marketing I

Dominican Rep.) Planned and developed marketing strategies and promotional plans for all channels at regional level. I designed materials/tools for sales force: Catalogs, sales sheets, trays, promotional gifts, printed material for display and point of sale. I supervised their correct implementation. I directed the assembly of Stands, fairs, expos, conventions, special events as well as the launching of new products and promotions. Assisted executive presidency in the creation of advertising campaigns and marketing strategies. Trained impulse force on products, personal image and customer service.

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