Macarena Morales
Limerick
Work Preference
Summary
Data-driven and results-oriented professional with over five years of experience in FMCG and retail industries. Skilled in commercial planning, forecasting, and CRM insights, with a strong focus on collaboration between sales, marketing, and supply chain to optimize business performance. Experienced in using analytics and visualization tools such as Power BI and Excel to transform data into actionable strategies that enhance efficiency, visibility, and growth.
Overview
7
7
years of professional experience
Work History
Business Developer AFH
Coca-Cola Hellenic Bottling Company
Limerick
02.2024 - Current
- Analyze sales and operational data to identify trends and process improvement opportunities.
- Support account management and performance tracking using Power BI and Excel.
- Collaborate with finance, supply chain, and marketing teams to align operations with commercial goals.
- Deliver insights to enhance decision-making and drive customer satisfaction.
Key Account Manager Jr
Capel (Coca-Cola Bottlers Partner)
Santiago
05.2022 - 04.2023
- Led national program enhancing visibility, training sales teams, optimizing planograms, reducing out-of-stocks.
- Collaborated across departments to bolster forecasting accuracy, refining commercial planning processes.
- Conducted data analysis to identify execution gaps, boosting product availability on shelves.
- Crafted strategic account plans focusing on growth and retention.
- Supported performance reporting and category analyses to streamline promotional and pricing strategies.
Category Analyst
OXXO
Santiago, Chile
06.2021 - 05.2022
- Analyzed category and product performance to inform assortment and pricing strategies across retail locations.
- Developed dashboards and reports to visualize sales trends and KPIs for senior management.
- Collaborated with suppliers to uncover growth opportunities and execute in-store enhancements.
- Provided actionable insights to the commercial team to enhance sales execution and profitability.
Analytic Partner
NielsenIQ
Santiago
10.2018 - 12.2020
- Delivered insights to top FMCG clients through performance reviews and category analyses.
- Simplified complex data into actionable recommendations for strategic decision-making.
- Identified growth opportunities in collaboration with clients using retail, pricing, and consumer data.
- Produced market reports to guide long-term brand and category strategies.
Education
Diploma in Database Fundamentals -
UCD Professional Academy
Ireland01.2025
Bachelor’s - Business Administration
Universidad Mayor
Chile01.2020
Skills
- Power BI and advanced Excel
- CRM systems expertise
- ERP systems knowledge
- Forecasting and planning analytics
- Data visualization techniques
- Basic SQL skills
- Data-driven decision making
- Forecasting accuracy
- Cross-functional collaboration
- Commercial insights analysis
- Stakeholder management skills
- Account management
- Business strategy
- Market research
- Problem-solving abilities
- Continuous improvement initiatives
Languages
English
Proficient (C2)
C2
Spanish
Native
Native
Accomplishments
- Brought in 30 new customers in 2024, with a total value of $200,000.
- Created National Trainee program, resulting in +25% visibility and availability of products in supermarket.
- Created solutions for my customer's business, resulting in 20% increases in sales.
Software
NielsenIQ
Timeline
Business Developer AFH
Coca-Cola Hellenic Bottling Company
02.2024 - Current
Key Account Manager Jr
Capel (Coca-Cola Bottlers Partner)
05.2022 - 04.2023
Category Analyst
OXXO
06.2021 - 05.2022
Analytic Partner
NielsenIQ
10.2018 - 12.2020
Diploma in Database Fundamentals -
UCD Professional Academy
Bachelor’s - Business Administration
Universidad Mayor