Fernando Cobos Uribe

Consumer Centric Insights and Marketing Analytics

Spearheaded the implementation of the Essity Growth Model based on Ehrenberg-Bass Laws to drive global penetration. Led digital transformation by integrating Digital Insights across categories, enabling real-time tracking of growth laws. Championed AI deployment within the Global Insights Hub to automate and enhance data interpretation. Standardized Consumer Superiority Perception (CSP) and Brand Health Tracking across global business units.

Transformed a data-supply function into a strategic business partner influencing regional commercial decisions. Led predictive modelling and market forecasting for Long-Term Strategic Planning across B2B and B2C categories. Member of the Innovation Committee, ensuring consumer-centricity and rigorous validation in the innovation funnel.

Optimized marketing investments through Advanced Analytics, driving $3M USD in annual savings. Directed pricing, assortment, and MMM strategy across Latin America to strengthen profitable market share.

Led Insights for Mexico Snacks and Groceries, supporting global brand development and innovation initiatives. Executed shopper marketing projects that unlocked growth across Convenience and Price Club channels.

To create the Marketing Research department for the Southern Cone (Argentina, Chile, Bolivia, Uruguay y Paraguay) I was responsible for Marketing Financial Planning, ensuring the integration of consumer and shopper insights into forecasting processes. Create the department of Intelligence and Marketing Insights to understand the consumer in LA Northern Cluster (México, Guatemala, El Salvador, Honduras, Nicaragua y Panamá) Managing insights for Skin Care, Fragrances, Make Up y Personal Care working very clos

in the Intelligence and marketing Insights department managing five people team Since January 2007. AC Nielsen, Client Service Executive for Coca - Cola supporting the sales and marketing strategic management from November 2004 to January 2007 Pegaso PCS, Marketing Assistant especially for the sponsorship department in 2004.

Executive for Coca-Cola giving strategically service to the bottlers in Northwest Mexico by visiting the managers of the bottlers directly in their facilities and presenting to them the analysis of the different actions there had in the market and helping them to understand how to achieve their sales goals by attack their opportunities.