Elena Sancha Solana

About

Marketing director with broad experience in different markets in FMCG, Foodservice, Fashion and DIY, as well as Retail. T-shaped skills and proven successes in Strategy, effective Innovation, Digital. Passion and energy in +twenty years of successful consumer-oriented Marketing experience (local and international) paired with strong Sales acumen, acquired in different blue-chip FMCG multinational companies in the areas of Food, Drinks, Luxury, Bodycare, Home Care and Consumer and Professional Paints, as well as Foodservice, Fashion and DIY Retail. Passionate for brands, I have a track record of added value in developing and implementing marketing brand strategies for brand activation and positioning, as well as project management, analytical and strategic skills and good financial awareness. I have good digital skills, and have pioneered the digital transformation in the companies I worked for. I have a natural insight for consumer and customer trends, and have proven experience in concept development and bringing successful new products to the market. Expertise in translating consumer insights into products, 360º brand support and communication plans, working with and leading multi-functional, international teams. Flexible and proactive to find solutions in a changing environment, commited, enthusiastic and capable of driving change and motivate others. I am a good communicator and like to think outside the box, with a very good balance between pragmatism and vision. Adaptable, empathetic and lifelong learner. I am, above all, a team builder and team developer, based on a genuine interest on people, able to lead positively even in difficult times. Gallup Clifton Strengths Asessment top 5 strenghts: Strategic, Ideation, Empathy, Developer, Input/Collector. Specialties: MARKETING, INNOVATION, BRAND MANAGEMENT, COMMUNICATION, STRATEGY, DIGITAL (Brand Equity building, New Product Development, Consumer insights, Communication strategy, Brand Activation, Digital marketing -Social, Mobile, Analytics, SEO, Paid, Content, CRM-, Health marketing, Portfolio management, Market research, Shopper Marketing, Public Relations, Events, Influencers, e-commerce) in Food, Luxury Drinks, Bodycare and Home Care industries. Foodservice, Fashion Retail and Decorative Paints. B2C, B2B, B2B2C. Born in Cantabria, I have lived in different cities across Spain and in Montevideo (Uruguay), Brussels (Belgium) and Wiesbaden (Germany).

Experience

• Freelance Consultant - Fractional CMO - Interim Marketing Director - Business and Marketing Strategy · Brandian Marketing Consulting01-01-2020

  Operating freelance/interim on brand, innovation and marketing and business projects. - Development of marketing and business consulting projects - Branding projects, portfolio strategy, brand architecture, new product launches, brand relaunches, market research projects - Advertising and Communications strategy, TV, Digital, Outdoor, PR, multimedia. Content strategy. - Digital strategy and execution - Inbound marketing, Content marketing, copywriting - Training in marketing strategy and techniques for companies and entrepreneurs - Localization expert: I help international brands to speak to the Spanish audience on their own wavelength, with the right level of localization and relevant targeted messaging. - Interim marketing director, freelance marketing director, part-time marketing director - Salesforce Sales and Marketing Cloud and Pardot project management - Marketing professor and lecturer: CIEE (International Marketing professor), UNIR (New Digital Business Models lecturer at Tech MBA), Red.es (Digital Marketing Strategy teacher), DIGITALENTGroup/ISDI (Customer experience and Digital Marketing lecturer).

• Member of the Advisory Board · BETELGEOUS01-01-2020

  As a Member of the Advisory Board, likely contributed to strategic decision-making, providing insights and guidance on business and marketing strategies.

• Interim Marketing Manager · Affinity Petcare01-01-2012 – 01-01-2013

  Entering the world of pets, I helped the fantastic Affinity Petcare Marketing team achieve their goals, and enjoyed it a lot -plus reached the goals!

• Consumer Marketing Director Iberia · Sara Lee01-01-2009 – 01-01-2012

  Leadership of Marketing activities of whole brand portfolio: Sanex, AmbiPur, Williams, Bloom, Cucal, Polil, Cruz Verde, Kiwi, Moussel, S3 and others, key Global partner market (#1 worldwide in sales) - Launch of Sanex Zero in Spain, considered one of the 10 most successful launches in 2009 by TNS. - Launch of National Geographic concept for Ambipur, the best Ambipur launch in the last 6 years (2.5pp MS in 1st year). - Developed more than 20 impactful advertising campaigns across all brands and channels. Leadership of Marketing and Shopper activities during Sara Lee's sale of the brand, first to Unilever and later to Colgate-Palmolive, succeeding to maintain relative market position during a difficult time of double-selling the brand, plus maintaining pace of activation and motivation in a team that was going to be dismantled.

• Marketing, Media and Digital Director Spain & Portugal · H&M01-01-2013 – 01-01-2015

  Leadership of all Marketing activities for Spain and Portugal in H&M, the second worldwide biggest fashion retailer, with a turnover in Spain of +800 mio. I led the development and execution of the marketing plan for H&M in Spain and Portugal: Brand, Media, Digital, Social Media, Traffic, Events, Sponsorships, Activation, POS and Influencers. - Reached positive growth (+3%) after 5 years of decline due to the crisis. - Launched the Online stores / ecommerce in Spain and in Portugal (now the #3 fashion app in Spain), together with Omnichannel strategy. - Reached more than 2.4 mio followers in social networks. - Grew +5pp in Top of Mind in Spain and +48% in Portugal. - Opened the first flagship store in the Iberian peninsula in Lisbon. - Sponsored for the first time the Malaga Film Festival and the Primavera Sound festival, with return of investment of x15. - Reached as a department 98% in the Great Place To Work. It was a beautiful experience.

Education

• Universitat de BarcelonaFundació Bosch i Gimpera: Dirección de empresas agroalimentarias
• Universitat de BarcelonaPostgrado, Marketing Internacional (1050 h)
• Scuola Italiana di Montevideo
• IESE Business SchoolSuccessful Negotiations - Sales Direction
• Scuola Italiana di MontevideoAUB 1188 Scrum Framework: Scrum Master & Product Owner Certified AF.21 G.4 (50h), Agile
• ISDIMIB - Master in Digital Business, Digital Transformation
• ISDIDigital Foundations
• Centres Innovació i Formació Ocupacional - CIFOMarketing Digital, CMS, e-commerce, SEO, SEM, Google+Social Ads, Community Management, Advanced Excel, Power BI (660h)
• Louvain School of Management1 academic year Erasmus Program, Institut d'Administration et Gestion
• FounderzMaster en IA e Innovación, Informática, comunicaciones y servicios de asistencia
• ISDIDIBEX, Digital Business Executive Program, Digital Transformation
• Scuola Italiana di Montevideo+100 hours courses on Digital, Web pages, Digital / Multimedia, Digital Marketing, SEO, SEM, Adwords, Analytics...
• Scuola Italiana di MontevideoGestión de proyectos CRM en Salesforce (145h), Certificado profesional de nivel IV
• IESE Business SchoolPDG, Programa Dirección General, Business Administration and Management, General
• Universitat de BarcelonaLicenciatura, Ciencias Económicas y Empresariales

Similar talent on Pangea

Valeria A.Fractional CMO | Brand and Growth StrategistBuenos Aires, ArgentinaMaria Camila M.Brand consulting / Strategic marketing/ Communications/ Events/ Growth and media planningMedellín, Medellin, AntioquiaMaria Jose O.Digital Marketing Strategist | SEO & Social Media Consultant | AI-Powered Growth | Bilingual (EN/ES) | ROI-DrivenUnited StatesAAndrea M.Marketing Strategist | Brand & Digital Positioning Architect | Transformo ideas en estrategias que activan audiencias y generan resultadosPanama