Public & Development Practice Director
With more than 25 years of strategic experience in commercial and market research areas, the last 15 years serving as Project Director, Public Opinion department or Director of Business Intelligence. Always at the regional level, as a good connoisseur of Latin American markets.
His areas of expertise include customer service, team leadership, project management, strategic consulting, business development, but mainly as head of research projects (quantitative and qualitative), specifically of public opinion (elections, candidate image, political situation. ), as well as human and social development (health, education, public policies, agriculture, finance). He is also an expert in sectors such as entertainment, restaurants, tourism, banking or logistics.
He has participated in various forums in the sector through conferences, panels, the media and sector groups.
Law degree from CEU San Pablo University, with an MBA from the School of Industrial Organization (EOI), both in Madrid (Spain).
Account Director – InsightsDegree in Marketing and International Business, studied at the Central American Technological University (UNITEC), Honduras, with a Master’s Degree in Business Administration (MBA) with a focus on Strategic and Commercial Management from the Francisco de Vitoria University in Madrid and in Business Intelligence from the University from Barcelona, Spain. In his years of experience in the research field, he has simultaneously managed and coordinated multiple studies in different countries of Central America and the Caribbean, allowing him to become familiar with the entire region. He specializes in managing global accounts, which exposes him to different learnings and trends seen in the world of research at an international level. He acts as Director of the Brands domain, supporting the work teams in the good practices of the Brand Strategy and Guidance part. He has handled a wide variety of quantitative studies, such as brand monitoring, advertising pre-test and post-test, brand health analysis, proofs of concept, presentation and taste; market penetration and volumetric studies. He also has vast experience in the qualitative world through tools such as in-depth interviews, group sessions for advertising pre-tests or packaging evaluation, as well as diagnosing brand health. In the advertising pre-test area, he has received various international trainings, including global institutions, such as the Advertising Research Foundation.
Senior Research Executive – Insights
He has a Bachelor’s Degree in Communication and Advertising and a Master’s Degree in Business Management, with a focus on International Trade, has more than 9 years of experience in the area of communications and marketing, right now responsible for direct service to national and international clients, manages the coordination of various multi-country research projects, and is involved in all processes for each study being an active part of the analysis, review and monitoring of proposals and reports for different categories (beverages, food, banking, telephony, social, among others) .Its main function is to ensure compliance with all the requirements of its projects, as well as the respective monitoring of its client portfolio. He has experience moderating Focus Groups and conducting specialized interviews for various categories at the regional level.
Senior Business Consultant – Insights
Degree in Marketing graduated from the first promotion of Marketing at the Technological University of Honduras and with a Master’s Degree in International Marketing from the Higher School of Marketing and Administration in Barcelona, Spain.
He has more than 18 years of experience on the client side in the Commercial and Marketing area – building and developing strategies for leading brands in the national and international market with brand positioning development projects, market segmentation, creative platforms, advertising campaigns. and launch of new products, with a wide knowledge of analytical tools and solutions and market research and insight, both quantitative and qualitative.
Research Experience: +20 Years
In the quantitative area, she has managed continuous brand tracking studies, product and concept tests, brand equity, CUAS, Market segmentation, corporate reputation, advertising performance and ad-hoc studies, all this for different categories such as: alcoholic beverages and non-alcoholic beverages. alcoholic, lotteries, banks, cleaning products, food, casinos, courier, education, cars, personal care, among others.