Diego Alarcon

Diego Alarcon

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Mexico City, Mexico
Contact Diego regarding: 
Flexible work
Starting at MXN900/hour ~USD51.8/hour
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Résumé

Jobs verified_user 0% verified
  • The Coca-Cola Company
    Human Insights Global Director
    The Coca-Cola Company
    Nov 2023 - May 2026 (2 years 7 months)
    Led consumer insights agenda for Coca-Cola TM and Fanta, translating consumer behavior, market dynamics, and business performance into strategic guidance for brand, innovation, media, and commercial functions. • Orchestrated ~40 annual qualitative and quantitative research programs across 60+ markets, improving consistency and strategic application of insights for global brand and innovation teams. • Developed AI-enabled insight tools and agile research protocols, reducing speed-to-insight from ~3 weeks to 72 hours and generating ~$10M in annual operational efficiencies. • Translated global campaign tracking, creative testing, and performance analytics into consumer-centered communication decisions, delivering a +15% lift in marketing effec
  • The Coca-Cola Company
    Shopper Insights Sr. Manager
    The Coca-Cola Company
    Feb 2021 - Nov 2023 (2 years 10 months)
    Owned the LATAM shopper insights agenda for the On-Premise channel, supporting commercial strategy across foodservice customers. • Developed a LATAM On-Premise growth framework based on shopper missions, consumption occasions, and channel dynamics, increasing beverage incidence by +25% across key commercial initiatives. • Built POS-based analytics models to identify performance gaps and execution levers across 20+ LATAM markets, improving commercial teams’ ability to prioritize high-impact growth actions. • Translated shopper behavior and customer performance insights into strategic selling stories for major QSR and HORECA accounts, supporting negotiations that contributed to an estimated +10% revenue uplift in the channel. • Created a regi
  • The Coca-Cola Company
    Strategy & Insights Manager
    The Coca-Cola Company
    Jun 2019 - Feb 2021 (1 year 9 months)
    Managed strategic insights for the Stills portfolio, covering key brands across water, dairy, juice, and sports drinks categories. • Led end‑to‑end brand and category insights programs (U&A, brand tracking, segmentation, creative testing), shaping annual brand plans and commercial priorities that helped deliver a +2.5 pts improvement in brand equity. • Developed portfolio and pack‑price architecture recommendations using elasticity modeling, POS analytics, and competitive benchmarking, enabling +6% revenue growth in priority channels. • Converted brand health, category performance, and market data from 12+ brands into executive-ready recommendations, strengthening portfolio prioritization and planning alignment across functions. • Shaped To
  • DANONE
    Jr. Brand Manager
    DANONE
    Jan 2019 - Jun 2019 (6 months)
    Supported brand management for Bonafont’s flavored water portfolio, connecting creative strategy, product positioning, campaign execution, and market activation. • Led the repositioning strategy for Bonafont Juizzy / Aguas Frescas, translating consumer insights and category dynamics into a sharper brand value proposition that helped achieve a +5% market share gain in 6 months. • Managed flavor extensions, packaging updates, and price-pack initiatives, improving portfolio mix and contributing to a +3% profitability uplift across priority SKUs.
  • The Nielsen Company
    Sr. Account Executive
    The Nielsen Company
    Mar 2018 - Jan 2019 (11 months)
    Owned the strategic relationship with Nielsen’s largest account, managing analytics delivery and commercial development. • Delivered pricing, segmentation, forecasting, and POS performance analyses across 10 bottling regions and multiple product categories, improving client planning for portfolio, pricing, and execution decisions. • Expanded Nielsen solution adoption across retail audit, category, and shopper analytics services, driving a +13% YoY account revenue growth. • Led and mentored a team of 4 analysts, improving delivery quality, analytical consistency, and client-ready storytelling across strategic projects.
  • The Nielsen Company
    Jr. Account Executive
    The Nielsen Company
    Mar 2016 - Mar 2018 (2 years 1 month)
    Supported market performance analytics and client service, translating market and category data into business insights. • Delivered 20+ monthly and quarterly performance analyses across portfolio, pricing, channel, and market share, informing recurring business reviews and helping commercial planning for client stakeholders.
  • V
    Marketing Intern
    Volkswagen Financial Services
    Jul 2015 - Jan 2016 (7 months)
    • Supported marketing strategy across Volkswagen Group brands; contributed to financial products development, communication materials, and digital assets.
Education verified_user 0% verified
  • Tecnologico de Monterrey
    High Performance Management Program
    Tecnologico de Monterrey
    Mar 2022 - Feb 2023 (1 year)
  • Universidad de las Américas Puebla
    Bachelor’s Degree in Marketing
    Universidad de las Américas Puebla
    May 2011 - Dec 2015 (4 years 8 months)
Awards verified_user 0% verified
  • E
    ESOMAR Best Paper Award
    Jan 2023
  • C
    Coca-Cola High Potential Program
    Jan 2021