ACCOUNT DIRECTOR

Raúl has a bachelor degree in Marketing & International Business from Universidad Tecnológica de Centroamérica (UNITEC), and with a Master in Business Administration (MBA) focusing in Strategic and Commercial Management from Universidad Francisco de Vitoria en Madrid, Spain

In his years of experience in the field research, he has managed and coordinated multiple studies simultaneously in different countries of Central America & The Caribbean, allowing him to become familiar with the region. He specializes in managing global accounts, which exposes him to different learnings and trends seen in the world of international research.

Raul has handled a wide variety of quantitative studies, such as brand tracking, advertising pre-test and post-test, brand health analysis, concept, label, and product test; market penetration, and volumetric studies. He also has a vast experience in qualitative with in depth interviews, advertising pre-test and package evaluation through focus groups, along with brand health diagnosis.

His expertise is in the area of pre-test advertising, with which he has received various trainings internationally, including global institutions such as the Advertising Research Foundation.

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