photo de profil d'un membre

Lucianne

Lucianne Buckley

lucianne.buckley@hec.edu

Résumé

Trilingual marketing strategist with nine years of experience in FMCG (SABMiller, Kimberly-Clark, and Pernod Ricard). Currently looking for transitioning to a purpose-driven organization. I am motivated to leverage my experience and skills to contribute to a purposeful role.
I have demonstrated excellent leadership and influencing skills by managing complex multi-functional projects and presenting them to all levels up to C-level executives. Also, I have earned marketing and strategy acumen by leading complex brands and projects in both the operational and strategical sides of leading organizations.
I am a very enthusiastic person who takes each challenge with ownership and compromise. Regardless of the circumstances, I find a way to deliver excellent results, especially in a flexible and entrepreneurial environment. The "what" and the "how" are both important for me, and are the key to build good relationships inside and outside an organization.

Knowing my work impacts positively other people's lives motivates me and pushes me forward.

Expériences professionnelles

Brand manager - beer category

SAB Miller , Lima - CDI

De Août 2014 à Juin 2016

• Pioneered position to market the Beer Category in Peru (97% of sales) by establishing and presenting goals and budget to the CEO and VPs. Received approval for a $1.3M first year budget.
• Developed integrated marketing strategy for all eleven SABMiller Backus beer category brands by analyzing other drink categories (spirits and wine sectors) and re-designing trade marketing strategy and communication campaign to compete against them.
• Created and managed beer world event at Latin America’s largest gastronomy festival (500K visitors) with goal of linking beer and gastronomy to counteract negative image of beer in Peru, generating 220K worth free press. Synthesized consumer learning afterwards to develop trade marketing strategy.
• Led project to create and deliver a “World Class Beer Pub” in SABMiller’s plant. Worked with external (architects and civil engineers) and internal parties (marketing, trade marketing and supply chain teams) to develop and execute concept over 6 months. Initiative led to change in corporate approach to segment because of additional insight found in implementations moving to management of beer category as a whole rather than a series of individual brands.

Brand manager

SAB Miller , Lima - CDI

De Décembre 2012 à Juillet 2014

• Developed marketing strategy for non-alcoholic brand Maltin Power, re-positioning product, developing promotion and leading packaging innovation. Managed OPEX budget of $4M and brand P&L. Supervised intern.
• Redeveloped promotional strategy to reposition brand in consumer market. Worked with advertising agency to create TV and print media campaign and social media activity, driving an increase in key brand measures of 20% and 13% respectively. As a result of market success, campaign rolled out to two Latin American markets.
• Led launch of new can product format, generating 10% incremental sales. New format rose to 30% of brand sales within one month. Launch included working with design agency and packaging suppliers, and developing communication campaign and sales plan.
• Created, developed and executed $1m national promotional campaign using TV, print and social media channels. Doubled target market’s weekly consumption.

Sales coordinator

SAB Miller , Lima

De Janvier 2011 à Novembre 2012

• Analyzed sales performance and developed forecast and trade marketing plans for Lima’s six geographical areas (34% of total national beer sales).
• Introduced analysis of market indicators and presented information to sales staff, resulting in more efficient ways to counter competition by teaching sales managers how to read and benefit from using main KPIs.
• Designed plan to increase market share in selected key retailers with high competition levels. Analyzed competition prices and promotion and developing a reaction plan resulting in market share increase by 2.3 percent points (89.4% to 91.7%)
• Designed plan for December peak season sales presented and approved by Sales VP, used as benchmark nationwide. Included sales force contest, coordination with supply chain, distribution, and credits areas, and nationwide kick-off. Stock-out indicators resulted in 0% due to plan.

Sales executive

KIMBERLY-CLARK , Lima

De Juin 2009 à Décembre 2010

• Analyzed inventories, sales, and finances of key clients, set and negotiated sales targets.
• Developed financing plan for biggest client (+$1M monthly) facing possible bankruptcy. Plan included analyzing client's P&L statements and balance sheet, and proposing purchase and payment five-year agreement.

Was awarded “Perseverance and Overcoming New Challenges” recognition.
Was selected by HR as part of the organizing committee for the annual 3-day Commercial Convention (150 people traveling). I was the most junior member, lead a team of managers/senior executives during the event.

Sales promoter

KIMBERLY-CLARK , Lima

De Septembre 2008 à Mai 2009

• Followed up and promoted sell-out sales in the traditional trade.
• Presented trade plans and new product launches to sales force (40 people).
• Researched in the market for competition activities and shared with the trade marketing team.

Hired after 3 months as an intern for a full-time position while still finishing undergraduate studies.

Sales intern

KIMBERLY-CLARK , Lima

De Juin 2008 à Août 2008

• Promoted sales of Premium products in the traditional trade (mom and pop stores, traditional markets) along with salesmen.
• Analyzed and presented results weekly to Sales Managers.
• Created sales arguments adapted to the local market to promote Premium products in the traditional market (80% Value/Mainstream products share)

Formation complémentaire

Bachelor

Universidad de Lima - Business Administration

2003 à 2009

Parcours officiels

HEC – MBA HEC

Langues

Anglais - Courant

Espagnol - Langue maternelle

Français - Courant

Compétences

Marketing
Sales & Marketing
Consumer goods
Food and Beverage
Project management, Leadership
Events
marketing strategy
FMCG
P&L
Market Research, Strategy , Analytics
consumer insight
Design thinking
Innovation
Product development
Project management
Project leadership
research, statistics, marketing insights
Strategy
communication
Trade marketing
Marketing / Communication
Project Managenent

Centres d'intérêt

  • Psychology
  • music and dancing