j tello (english)

Julieta Tello !Brand Strategy Consultant

EXPERTISE! 1. Brand Posi-oning

2. Marke-ng Mix for Innova-ons

3. Premiumisa-on in Mass Market (FMCG)

4. Social Media Strategies

1. Brand Posi-oning

Transforming a product idea into a mo-va-ng brand idea: •  Brand Love Key: Brand purpose, brand personality, emo-onal and

func-onal benefits, brand discriminators and product and human truth •  Brand roots and soul -‐ “the story of the creator or the brand” •  Core target iden-fica-on •  Crea-ve principles to guide anyone who works in the brand to

intui-vely know how to bring the brand to life (execu-on in every communica-on touch point)

EXPERTISE!


Crea-ng a powerful brand proposi-on: •  New plaSorms / territories of growth •  Crea-ve breakthrough ideas for innova-ons, line extensions or

relaunches

EXPERTISE!

Boost your energy

Parisian fragrances Feel Luxurious


Helping brands in the mix development process: •  Communica-on: Wri-ng engaging briefs for communica-on agencies

to create Authen-c, Crea-ve, Relevant and Talkable pieces •  Research: Iden-fying key informa-on the brand needs to understand

from Consumers •  Packaging: From wri-ng the design brief to making it tangible. Aiming

to develop an engaging sensorial story through the pack

EXPERTISE!

Premium -er strategy development: Giving consumers a genuine reason to pay more but without losing the roots as a mainstream brand. •  Iden-fying the relevant Model and Levers to follow to support and

reinforce premium value •  Illustrate how to execute Premium experience across the Marke-ng Mix

(proposi-on, packaging, product, communica-on, price and place)

3. Premiumisa-on in Mass Market (FMCG)

EXPERTISE!

Base &er

Premium &er

Walkers

Fairy with Olay

Andrex Quilts

Fairy

Walkers Sensa&ons

Andrex

Helping brands iden-fy their audiences and key influencers within their sector, create shareable content to target key sectors and gain exposure, increase followers through brand engagement and drive purchase

4. Social Media Strategies

EXPERTISE!

Julieta Tello !

I am marke-ng professional with more than 15 years of experience leading over 20 brands within the Food, Beverages and Laundry sectors in a fast-‐paced and challenging business environment. I have developed my strategic thinking through four global corpora-ons: ·∙ Unilever ·∙ The Coca Cola Company ·∙ Anheuser-‐Busch InBev ·∙ Kra^ Food I have led strategies to ensure business profit growth at Global and Local level, requiring a deep understanding of key business drivers along with a strong focus on strategic thinking to create value in business. I specialise in Mix development for Innova-ons and Premiumisa-on in the Mass market (new upper -ers in FMCG). In 2016, I started my own Brand Strategy Consul-ng to help Brand Teams in their Innova-on Projects.

(+44) (0)778 783 0797

[email protected]

PROFESSIONAL EXPERIENCE!

UNILEVER – London, UK 2013 -‐ 2015 Global Senior Brand Manager -‐ Surf

I successfully developed and launched a Premium -er on Surf under the plaSorm “Surf Sensa-ons” which involved a full Global Marke-ng Mix development. -‐  I cra^ed a winning global brand proposi.on -‐  I developed the ATL and BTL communica.on. A crea-ve briefing process and innova-ve research approach that showed extraordinary performance in Preview

-‐  I developed successful design packaging across formats, which fihed the brand and concept by providing a clear and engaging story that really stood out on the shelf. Excellent quan-ta-ve performance in key ahributes: worth paying more for (PRS).

-‐  I lead R&D and Fragrance teams with inspira-onal briefs to develop a great product with new visual cues, formula-on and innova-ve and more sophis-cated fragrances. Strong quant consumer evidence showed the poten-al of the project in CPT in all geographies tested.

Briefing session

THE COCA-‐COLA COMPANY – Buenos Aires, Argen-na 2010 -‐ 2012 Senior Brand Manager -‐ Hydra5on & Energy


Strategic New Product development: I captured new opportuni-es for the Company, launching brands into new categories where the Company had no previous experience, delivering profit, volume and share growth. Project leader of new product launches. Designing the marke-ng plan from the concept / business case through to delivering brands to the market. Defining proposi-on, product, porSolio, packaging and communica-ons strategies to ensure the best deployment. Development of a relevant proposal for consumers, with differen-ated and strong posi-oning enshrined with ATL, Digital, PR and BTL communica-on campaigns supported by an appropriate connec-on plan with consumers through a mul-media execu-on. Relevant insights detec-on through research understanding and development of inspira-onal brief to Agencies. I led the launch plan of La Vuelta.

Infusion of Yerba Mate. I led Bonaqua launch, the company’s first

Mineral Water in Argen-na I developed the Epika brand reposi-oning, a comprehensive full brand reconfigura-on.

ANDINA SA – FRANCHISE OF COCA COLA – Cordoba, Argen-na 2008 – 2010 Senior Brand Manager -‐ Sparkling So: Drinks & Flavoured/Mineral Waters

Coke Light, Coke Zero, Sprite Zero and Fanta Zero Responsible for the design and implementa-on of local marke-ng strategies, understanding local consumer and shopper insights and a wider knowledge of channels and sales force. Delivering market share and profitability.

Aquarius & Quatro Liviana I led both launch plans, the first flavour waters for the company. Full coordina-on of projects and leadership of all key areas of the opera-on.


LEXUS GROUP – MARKETING & EVENT CONSULTANT – Cordoba, Argen-na 2005 – 2008 Marke5ng & Account Director

I built solid rela-onships and long-‐term partnerships with Brands, developing big music, ar-s-c, spor-ng and social events. I captured new major companies (Burger King, Anheuser-‐Busch Inbev, Fernet Porta) providing integral solu-ons with comprehensive advice on the business.


ANHEUSER-‐BUSCH INBEV / CERVECERÍA QUILMES – Buenos Aires, Argen&na 2000 –2005 Brand Manager of Andes Beer Sr. Assistant Brand Manager of Quilmes Beer

Responsible for the annual marke-ng plan development including its innova-on pipeline (new packaging, flavours, special edi-ons and promo-ons) and adjus-ng the key brand image drivers. Development of communica-on campaigns (TV, Outdoors, Graphics, Radio, Digital, PR, BTL with focus in experien-al events in sports and music).


KRAFT FOOD / NABISCO -‐ CANALE SA – Buenos Aires, Argen-na 1998 – 2000 Brand Assistant of Crackers Biscuits & Pastas Tos-, Crocanas, Cerealitas, Soleadas Mousse, Bizcochitos 7 Días, Canale and Barilla Scholarship “Beca SOCMA – Young Professionals plan”. I led Crocanas sin grasa, Cerealitas Light, 7 Dìas, Soleadas new flavours launch. I assisted in pricing, promo-ons, communica-on, POS materials and packaging development and brand programmes by channel and territory. I ac-vely par-cipated in the development of Cerealitas Light, Crocanas sin grasa and Soleadas biscuits TV campaigns.


•  Graduated -‐ Bachelor in Marke-ng •  Universidad de Ciencias Empresariales y Sociales (UCES) -‐ Buenos Aires – Argen-na •  Ci-zenship: Argen-ne – Italian •  Languages: Spanish (mother tongue) – Fluent spoken and wrihen English

EDUCATION AND PERSONAL INFORMATION!

j tello (english)

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