Tanya Herrera

Food service and digital marketing manager - CARICAM

The Kraft Heinz Company

Aug 2021 - Current (3 years 10 months)

- In charge of the marketing strategy to promote our brands in food service (+10 distributors) and ecommerce channels (+5 websites). - Adapt and implement international strategies to CARICAM market, a +15 countries region, according to each of their needs, capabilities, and budgets. - Lead the development of an ecommerce platform to connect distributors and food service consumers in four different countries. •Manage and brief the creative, PR and digital agencies to develop and design campaigns for online and offline channels to promote all initiatives. •Launch Heinz Selection in Costa Rica and the Dominican Republic (32 restaurants), a global burger restaurant platform to support and inspire restaurants and to have an outlet for consumer

Senior strategic account manager

Amazon

Oct 2020 - Aug 2021 (11 months)

- Manage strategies for Amazon's Marketplace SAS Core top sellers (individual yearly sales: over $10million, total portfolio managed: $1 15million sales yearly) - Lead monthly meetings with Amazon's Marketplace sellers and create strategies, opportunities and manage relationships between buyers, sellers and Amazon. - Identify and connect sellers with programs tailored to their specific needs including betas and pilots creating opportunities for them to lead the market. • Create yearly strategies for Amazon's third party sellers in portfolio in order to help grow their sales including digital advertising, media plans, customer service management, inventory optimization and brand management achieving average yearly growths of 75% on accounts

Subject matter expert (SME) - Amazon Advertising

Amazon

Sep 2019 - Dec 2020 (1 year 4 months)

- Being point of contact for questions and strategy making between the SAS Core team and everything related to Amazon Advertising which includes ads within Amazon's feed and outside of Amazon.com.

Strategic account manager

Amazon

Jan 2018 - Sep 2020 (2 years 9 months)

- Lead monthly meetings with Amazon's Marketplace sellers to discuss strategies, opportunities and manage relationships between buyers, sellers and Amazon. - Network within the different teams of Amazon, one of the world's biggest companies, in order to align programs and initiatives that are beneficial to the seller. - Received a Peccy Award Recognition for "Going Above and Beyond" - Create strategies for Amazon's Marketplace sellers in portfolio in order to help grow their sales including digital advertising, media plans, costumer service management, inventory optimization and brand management achieving average yearly growths of 55% on accounts assigned. • Optimized communication campaigns performance by analyzing and recommending adjust

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External consultant – online and offline marketing (MBA internship)

Instant Karma

Jan 2016 - Jun 2016 (6 months)

- Design and implement a communication and marketing campaign to attract NGOs, Companies and volunteers to the instant Karma platform by generating brand awareness through an online and social campaign and an offline Public Relations campaign.

Marketing supervisor Costa Rica & Panamá

PHILIP MORRIS INTERNATIONAL

Feb 2015 - Sep 2015 (8 months)

- Developed new Local Brand cigarette packaging to lower costs and translate the discount to consumers. Reaching a 10% share of segment in its first 3 months of implementation. - Collaborated with Consumer Engagement achieving a consistent growth of 4% in market share in 4 months for Marlboro. - Ensured that legal and internal regulations were being followed correctly in every aspect of consumer contact. • Analyzed trends and data from different studies (Internal Data, Nielsen, etc.) for product development. • Designed the strategy and kicked off the development of a digital platform for consumers in a law-restricted market. • Negotiated a reduction of the agency's monthly fee reaching a 12.5% decrease in costs. • Managed the marketing i

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Jr brand manager for sardimar - CARICAM

Alimentos Prosalud S.A

Oct 2013 - Feb 2015 (1 year 5 months)

- Managed the Brand Budget (42% of the entire marketing budget) - Devised, in collaboration with J. Walter Thompson, a promotion to increase brand sales during its high season reaching a 110% sales increase versus the previous year. - Collaborated with sales team forecasts for launching and re-launching of products. • Developed Sardimar's "Pink Campaign" donating $30.000 for treatment against breast cancer.

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Brand executive for innovation brands

Alimentos Prosalud S.A

Feb 2013 - Oct 2013 (9 months)

- Managed innovation brands budget (14% of the entire marketing budget) - Lead creative agencies in communication strategies for new product launches. - Analyzed tendencies and data from different studies to develop and launch new brands. • Launch the new Pasta Badesi, reaching a 10% of market share during the first year.

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Senior account executive (consumer goods - reckitt benkiser)

Tres Lados

Jan 2011 - Jan 2013 (2 years 1 month)

- Coordinate the realization of campaigns and advertising materials. - Coordinate the accurate delivery of ads and materials to the media agencies. - Control advertising and media budgets. • Quote print materials and audiovisual productions. • Creative coordination of materials. • Direct team meetings.

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Marketing assistant

KFC - Quiznos - Teriyaki

Jan 2007 - Jan 2009 (2 years 1 month)

- In charge of costumer service. - Analyze results and provide recommendations of small market research performed in restaurants for new or slow moving products. - Analyze Sales and Market Share Analysis of new products. • Revise correct implementation of Point of Purchase material on restaurants. • Cooperate with the coordination of special events and promotions.

Tanya Herrera

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Tanya's behavioral traits
Tanya's likely patterns of behavior, thought, values, and emotion. Based on the HEXACO model, OCP instrument, and Torre’s own research.