adriana giraldo

Sensory & Consumer Senior Research – Oral Nicotine Delivery (OND) Translate sensory and consumer product evaluation into strategic recommendations for product development and global marketing, driving innovation pipelines and new product initiatives within the OND category. Transform complex sensory data into compelling, insight-driven outputs for R&D and Marketing stakeholders.

Qualitative Researcher As a consultant, executed over 20 qualitative research projects across Europe for clients from diverse sectors, both B2C and B2B. Identified, analyzed, and interpreted trends and patterns through qualitative methods such as focus groups, in-depth interviews, and virtual communities. Prepared and presented reports translating findings into actionable insights, focusing on strategic brand planning.

Spearheaded analytics projects focusing on shopper and buyer insights, reporting and enhancing sales performance by defining critical KPIs for strategic planning, utilizing quantitative large data set from diverse sources. Lead a high-functioning BI team of 5, focusing their skills on strategic thinking and customer service.

Marlboro Brand Manager for Colombia and Venezuela Developed Marlboro's brand strategy and positioning to address the needs of the Colombian and Venezuelan markets, thereby contributing to the sustainability and consolidation of the brand's leadership in the premium segment. This effort resulted in achieving an 8.5% Share of Market (SoM)

Monitored emerging market data, trends, and opportunities in Latin America’s competitive landscape, road mapping the development and implementation of new proposals for the category. Global position