Aurora Santín Sanjurjo
Dorado
Summary
Dynamic Marketing and Innovation Manager with a proven track record at Able Sales Company Inc., elevating the Dulce Caña brand to a market leader with a 62% share. Expert in strategic planning and brand development, blending innovation strategy with disruptive innovation to drive market growth. Excelled in fostering organizational culture and leading high-impact social media campaigns, demonstrating exceptional strategic thinking and creative direction.
Overview
21
21
years of professional experience
Work History
Marketing and Innovation Manager
Able Sales Company Inc.
11.2012 - 08.2024
- Revamped Dulce Caña brand: Spearheaded a comprehensive rebranding initiative, including packaging redesign and updated sales and marketing strategies, resulting in a market share increase from 42% to 62%, solidifying its position as the leading sweetener brand.
- Strategic brand development: Created and executed targeted marketing strategies for key brands (Borges Five Star Meat, Tajín, Del Encanto), driving sustained market growth and enhancing brand presence.
- Pricing optimization: Developed and implemented a dynamic pricing model that ensured competitive market positioning, directly boosting sales performance at retail.
- Cross-functional collaboration: Worked closely with the commercial team to flawlessly execute marketing and sales initiatives, achieving greater in-store visibility and sales conversion.
- Budget management: Managed a $1.8M advertising and promotion budget across multiple brands, optimizing spend allocation to maximize return on investment (ROI).
- Innovation pipeline: Partnered with manufacturing to maintain a robust innovation pipeline, successfully launching 25 new products under Dulce Caña and 9 Private Label SKUs for major clients.
- Operational efficiency: Utilized the PMR platform to streamline inventory management, reducing out-of-stock rates from 14% to 7%, leading to increased product availability and revenue continuity.
- Trade marketing leadership: Led trade marketing efforts, including in-store displays, POP materials, and shopper initiatives, resulting in enhanced product visibility and customer engagement.
- High-impact social media campaigns: Collaborated with agencies to design and launch engaging social media campaigns that significantly boosted brand awareness and consumer interaction.
- Data-driven analysis: Conducted comprehensive sales and distribution analyses, ensuring strategies were aligned with sales goals and successfully driving revenue growth.
- Innovation framework: Introduced a structured process for evaluating new product ideas, aligning R&D investments with business priorities and improving decision-making efficiency.
- Competitor analysis: Conducted regular competitor analysis, identifying differentiation opportunities and ensuring market leadership through proactive trend adaptation.
- Product revitalization: Revitalized underperforming products by identifying key improvement areas and implementing targeted marketing and product adjustments.
- Innovation strategies: Developed comprehensive innovation roadmaps aligned with long-term business goals, fueling growth and maintaining competitive edge.
- Mentorship and leadership development: Mentored junior team members, fostering leadership skills and improving overall team performance.
BRAND MANAGER
Kellogg’s Caribbean
01.2010 - 11.2012
- Led brand strategy and execution: Directed the development and implementation of short- and medium-term strategies for Kellogg’s Kid’s Portfolio, ensuring alignment with overall company goals and market trends.
- Business alignment: Integrated the Kids Brands Portfolio with the company’s priorities by promoting a deep understanding of key business drivers across all stakeholders.
- Cross-functional collaboration: Fostered strong relationships with commercial teams, distributors, regional partners, and agencies, ensuring seamless execution of brand initiatives.
- Promotional programs: Developed and executed high-impact promotional programs that boosted brand visibility and consumer engagement.
- Campaign leadership: Led Kellogg’s corporate campaign, including advertising and POS execution, for three consecutive years, driving increased brand awareness and sales.
- Market research and analysis: Conducted marketing studies and analyzed data to inform strategic decisions and optimize campaign effectiveness.
- Brand communication & innovation: Oversaw communication, innovation, and media plans for the Kids Portfolio, ensuring consistent and effective messaging across all channels.
- New product forecasting: Coordinated new product launches and sourcing initiatives, contributing to portfolio growth and market share expansion.
- Budget management: Managed a $2 million advertising and promotion budget, ensuring optimal allocation and maximizing ROI.
SENIOR ASSITANT BRAND MANAGER
Kellogg’s Caribbean
04.2007 - 01.2010
- Drove execution of communication, innovation, and media plans to meet brand and business objectives, ensuring strategic alignment.
- Achieved seamless execution of innovative initiatives through effective collaboration with Supply Chain, Customer Service, Sales, and Distributor teams, enhancing operational performance.
- Played a key role in reaching promotional goals by supporting the Promotions team in executing targeted promotional activities that boosted brand visibility.
- Developed and implemented cutting-edge programs and processes that optimized workflows, leading to improved efficiency and business growth.
- Managed product life cycles to ensure long-term value, contributing to both revenue and market share growth.
- Generated sales of USD $9 million with an Advertising & Promotion budget of USD $1.2 million.
- Oversaw 3 advertised brands across 2 product categories in 1 market.
- Successfully secured a 5% market share in the Cereal Bars & Breakfast Treats categories, meeting key business objectives.
ASSISTANT BRAND MANAGER
Puerto Rico Supplies
05.2005 - 04.2007
- Analyzed market trends and provided data-driven recommendations to maximize business potential and identify new growth opportunities.
- Managed the approved product portfolio, including SKU rationalization initiatives to optimize product mix and profitability.
- Developed and implemented pricing strategies for each product, considering year-to-date performance, competitor pricing, and overall profitability.
- Monitored and managed marketing expenses in line with the approved budget, ensuring cost-effective use of resources.
- Created and coordinated sales promotion programs for trade partners to drive product demand and increase market penetration.
- Designed and delivered marketing programs and product training presentations to equip the sales team with the knowledge needed to meet targets.
- Planned and executed brand-building activities to strengthen brand presence and drive consumer engagement.
SALES CONSULTANT AND WORKPLACE SPECIALIST
Kimberly Clark
11.2003 - 05.2005
- Developed and delivered comprehensive product knowledge presentations to introduce the wiper category to distributors’ sales representatives, increasing product understanding and sales readiness.
- Provided expert product consulting to buyers and workplace supervisors across key market segments, including Manufacturing Plants, Body Shops, and Printing, driving informed purchasing decisions.
- Created sales kits and incentive plans for the secondary sales force, enhancing their effectiveness in promoting and selling the wiper product line.
- Coordinated end-user training on wiper applications in collaboration with buyers and workplace supervisors, ensuring proper product usage and increasing customer satisfaction.
Education
MBA - Marketing Concentration
University of Phoenix
Guaynabo, PRBBA - Management Science
University of The Sacred Heart, San Juan, PR
Skills
- Innovation Strategy
- Strategic Thinking
- Organizational Culture
- Design thinking
- Portfolio Management
- Digital Transformation
- Knowledge management
- Disruptive innovation
- Innovation pipeline management
- Problem-Solving
- Strategic Planning
- MS Office
- Social Media Marketing
- Brand Promotion
- Marketing campaigns
- Creative Direction
- Marketing campaign development
- Brand Development
- Business Development
- Marketing Analytics
- Social Media Platforms
- Corporate Communications
- Advertising Management
- Brand-building strategies
- Campaign Management
- Market Analysis
- Budgeting and Allocation
- KPI Tracking
- Market data collection
- Vendor Relations
- Competitor Analysis
- Product Development
- Influencer Marketing
- Data Analytics
- P&L Management
- Marketing and Advertising
- Marketing Strategy Development
- Creative and Innovative
- Social Media Campaigns
- Promotional Events
- Brand positioning
Languages
Spanish
Advanced (C1)
English
Advanced (C1)
Timeline
Marketing and Innovation Manager
Able Sales Company Inc.
11.2012 - 08.2024
BRAND MANAGER
Kellogg’s Caribbean
01.2010 - 11.2012
SENIOR ASSITANT BRAND MANAGER
Kellogg’s Caribbean
04.2007 - 01.2010
ASSISTANT BRAND MANAGER
Puerto Rico Supplies
05.2005 - 04.2007
SALES CONSULTANT AND WORKPLACE SPECIALIST
Kimberly Clark
11.2003 - 05.2005
MBA - Marketing Concentration
University of Phoenix
BBA - Management Science
University of The Sacred Heart, San Juan, PR
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