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.
Cataño, PR
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
Bayamon, PR
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
Bayamon, PR
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
Bayamon, PR
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
Bayamon, PR
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