Turning pricing & shopper data into revenue growth.

I help commercial teams find the pricing, promotion, and portfolio decisions hiding in their data — delivering up to +53% revenue growth for leading FMCG brands.

Get in touch → Download CV ↓

Impact Receipt NielsenIQ · Commercial Strategy Engagements

Revenue growth +0%

Net revenue improvement +0%

Client satisfaction lift +0%

Client adoption rate 0%

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About

5+ years in Revenue Growth Management, Pricing Strategy, and Commercial Analytics across FMCG and Retail. At NielsenIQ, I advise senior commercial leaders on pricing and promotion strategy — combining shopper insights, competitive positioning, and market trends into decisions that move revenue.

I work across the full commercial stack: SQL, Power BI, Tableau, and Nielsen RMS. Native Spanish, fluent English (C1).

Spanish — Native English — C1

Brands I've worked with

The Coca-Cola Company FMCG

Colgate-Palmolive FMCG

Experience

Where the numbers came from

Senior Consultant
Revenue Growth & Commercial Strategy NielsenIQ · Mexico
Mar 2021 – Present

Drove up to +53% revenue growth for leading FMCG brands by advising senior commercial leaders on pricing strategy through segmentation, shopper insights, and competitive positioning
Led promotion optimization and trade investment strategy, evaluating incrementality, cannibalization, and promo ROI — resulting in +35% net revenue growth
Led a regional cross-functional launch of a new data solution, aligning analytics, product, and commercial teams — achieving 90% user adoption and replacing manual reporting as the client's main decision-making tool
Built KPI frameworks and Power BI dashboards tracking pricing and promotional performance, accelerating executive decision-making
Led and mentored a team of analysts, improving client satisfaction scores by +60%

Sales & Insights Junior Analyst Inbursa Financial Group · Mexico
Aug 2018 – May 2020

Designed commercial growth initiatives from customer and portfolio analysis, lifting campaign conversion to 40% and exceeding sales targets by 134%
Turned market and customer insights into actionable recommendations for Sales and Marketing

Case Studies

Two decisions the data made possible

Colgate-Palmolive SKU: PROMO-ROI

+35%

net revenue during promotional periods

Found deep, frequent discounts were driving cannibalization, not incremental volume
Reallocated trade spend toward high-ROI products and retailers
Built live dashboards to track Promo ROI and incrementality

The Coca-Cola Company SKU: FLANK-PX

+50%

revenue growth in the affected shopper segment (5 months)

Segmented shoppers by socioeconomic level to find where demand was leaking to a competitor
Designed a two-tier flanking price strategy instead of a direct price match
Tracked shopper penetration, price gaps, and market share to validate recovery

Skills

The toolkit

Commercial Strategy

Revenue Growth Management Pricing & Promotion Strategy KPI Management Strategic Planning Commercial & Growth Analytics

Tools

SQL Power BI Tableau Nielsen RMS & Retail Panel Excel

Education & Certifications

Bachelor's, Business Relations — National Polytechnic Institute (IPN) 2017 – 2021

Advanced Data Analytics Bootcamp — Datademia 2024

Google Data Analytics Certificate — Coursera 2022

Contact

Open to Senior Analyst / Manager roles

Commercial Strategy, Pricing, and Revenue Growth Management — Mexico City & Europe. EU Blue Card eligible.

Email me → LinkedIn ↗ Download CV ↓