Juan Antonio Manrique De Las Heras

I lead market research and competitor analysis in the technology/BPO sector for multiple international markets, identifying competitive advantages to define marketing and product strategies.

I design and execute the Go-to-Market strategy, transforming complex insights into powerful narratives (storytelling) and sales materials (brochures, presentations...).

I develop and document Buyer Personas and audience maps to maximize the effectiveness of demand generation campaigns.

As the technical lead for market research and data science studies, and a specialist in shopper marketing and category management, I dedicated 50% of my time to the pharmaceutical sector and 50% to sports centers. Among other projects, I have developed and implemented demand forecasting models to reduce uncertainty in the opening of sports centers, redesigned commercial routes to improve network efficiency, and developed customer segmentation and churn propensity models to increase Lifetime Value.

I collaborated on various consulting projects such as database enrichment (Nielsen, UK), international market analysis to facilitate the entry of Spanish companies into the USA (Krea Global, USA), buyer behavior studies for pharmacy and OTC categories to establish key moments in purchasing decisions (Shoppertec), a potential judicialization scoring model to increase recovery rates (Liberto Group), and interviews with executives on corporate reputation to establish the MERCO ranking (Análisis e Investigación).