Ana Azucena Montes Rivas Marketing Leader | Brand Strategy | CRM & Loyalty |

Senior Account Manager

Ikano Insight

Apr 2021 - Current (5 years 7 months)

- Delivered retail, merchandising and customer experience insights for IKEA across Mexico and Southeast Asia, enabling data-driven decisions on product mix, customer experience and commercial performance.
- Conducted advanced data analysis and business intelligence in collaboration with a UK-based analytics team to generate insights on shopper and customer behaviour, category performance and demand patterns.
- Partnered with the Customer Loyalty team to drive retention, frequency and customer value through RFV segmentation, trigger-based journeys and CRM campaigns.
- Developed analytical models and dashboards (churn, segmentation, stock and demand) to support marketing and retail performance, optimizing inventory, targetin

Marketing Director

GULF MEXICO

Jun 2019 - Apr 2021 (1 year 11 months)

Marketing Director

Gulf

Jun 2019 - Apr 2021 (1 year 11 months)

- Led the development of Gulf’s local brand strategy by analysing market trends and consumer behaviour to define brand personality, pillars, target segments, consumer archetypes, and differentiation across gas stations and lubricants.
- Partnered with senior leadership to redefine the company’s value proposition, strengthening customer centricity and advancing product-led solutions.
- Directed integrated marketing strategies across brand, trade, digital, media, public relations, sponsorships, franchisee marketing, and customer service to increase brand awareness, strengthen positioning, deliver regionally tailored promotions, and drive sales growth.
- Built and managed strategic communication and commercial partnerships wi

Huawei Brand Manager

Huawei Technologies

Jan 2016 - Sep 2017 (1 year 9 months)

• Responsible for the planning and development of all materials for ATL (TV, Radio, Newspapers, Magazines, Cinema, Mentions, among others) and OOH (including billboards, busses, bus stops, tunnels, kiosks) campaigns, as well as landmarks (airports and shopping malls) for the Huawei brand, devices, and service in cooperation with the Regional and HQ teams. This includes the adaptation and tropicalization of all materials from Huawei’s global brand ambassadors (Lionel Messi, Scarlett Johansson, and Henri Cavill).
• Collaborated in the launch events of smartphones and devices (GX8, Mate 8, P9, and Nexus 6P with Google), as well as the launch of the official Huawei Store and other activities and sponsorships with clients and carriers.

Honor Marketing Manager LAR

Huawei Technologies

Mar 2015 - Jan 2016 (11 months)

Part of the first Honor LAR team.
• Creator of the marketing strategy of Honor, the first Smartphone with an exclusive e-commerce B2C sales scheme. The strategies include the definition of launch (warm up, events and follow up activities), product life-cycle, prices and promotions, SEO and SEM traffic leading strategies, PR management, KOL programs (bloggers, celebrities, editors, reporters, and the Honor club: university students and tweet and vine stars), and university activities.
• Responsible for the brand management and defining all the marketing elements of Honor for the region (such as target, manifest, personality, and guidelines).
• In charge of creating and maintaining alliances with our partners by working directl

Brunswick, Dolores Premium & El Dorado Brand Manager

Pinsa Comercial SA de CV

Nov 2013 - Mar 2015 (1 year 5 months)

• Responsible for the strategy, financial, and SOM and SOV results of the Brunswick (Bumblebee Foods), Dolores Premium, and El Dorado lines.
• In charge of pricing, packaging, distribution, promotion, sell in, sell out, communication, media, advertising, public relations, and product launch strategies and implementation.
• Participated in the definition of both the premium and mainstream segment strategies of Pinsa.
• Served as an information officer by providing to Senior Directors and the sales force Nielsen and Iscam analyses and presentations as well as market performance reports using several information tools such as Price Track, Retail Index, Scan Track, Home Scan, and Home Panel as well as Store Check.
• Made qua

Finlandia, Disaronno & Imported Brands Brand Assistant

BrownForman

Sep 2011 - Oct 2013 (2 years 2 months)

• Ensured the coordination and management of all ATL including TV, OOH, Print, and Digital, and BTL activities such as the Brand Ambassador Plan, several sponsored events, tasting plans, on and off premise plans, seasonal VAPs, and sales contests and training.
• Lead Finlandia Vodka Mexico’s and Tequila Herradura’s digital campaigns (social media, banners, videos, among others).
• Supported several product releases which included the creation of communication kits and sales tools as well as the coordination of launch events and press releases.
• In charge of the Brands’ Public Relations strategies which included the coordination and briefing of several sponsored events, and alliances with several Organizations and Media.

Human Resources Management Intern and Training Officer

OECD

Jul 2010 - Dec 2010 (6 months)

• Participated in the overall program design of training plans and programs following a training budget at CSG-level.
• Provided feedback and developed suggestions for improvement to the Strategy and Business Analysis Group on effectiveness of overall training and career development programs.
• Proactively assisted in the co-ordination of the performance management process at CSG-level, and provided development and performance management support to staff.
• Collaborated and assisted in the implementation of new recruitment tools and in the scanning of CVs, among other recruitment activities.

Account Management Intern

BBDO

Mar 2010 - May 2010 (3 months)

Part of the General Electric account team.
• Tracked competitive activity and consumer trends and analyzed research findings.
• Collaborated and assisted in the preparation of recommendations, marketing strategies and actions.
• Coordinated creative, print, traffic, and media production projects.
• Assisted in the development of workable budget and plans and with project and job estimates.
• Kept GE and the agency informed throughout the entire project cycle via status reports, memos, and other written and verbal communications.

Merchandise Intern

Walt Disney World

Jan 2009 - Aug 2009 (8 months)

Disney College Program at the Walt Disney World® Resort
Part of a multifunctional team assisting more than eight thousand guests per day while providing exceptional customer service.
• Participated in a learning, living and earning experience with a Fortune 100 Company.
• Creative thinker with proven knowledge of Merchantainment.
• Successfully completed the Marketing you, Creativity and Innovation, and Exploring Marketing courses.

Ana Azucena Montes Rivas

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Ana Azucena Montes Rivas

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