Mercedes Iribarren

Digital and Sustainability Strategies I designed and executed digital strategies for companies in various industries: catering, educational materials, and an NGO. I significantly increased social media engagement and attracted new clients. I led the planning and implementation of a sustainability project that culminated in the first B Corp Certification for a catering service in Argentina. I coordinated all areas of the company along with external consultants, developing a transversal and collaborative strategy.

I created and led the Marketing team from scratch. I defined the portfolio strategy, covering main and niche brands with differential positioning. I managed products and revenue with a focus on profitability and commercial efficiency. I developed strategic alliances to strengthen the brand funnel, from awareness to loyalty.

I developed, optimized, and supported the operation of distributors in Paraguay and Uruguay. I was responsible for pricing strategy and P&L by company and SKU. I led demand planning and portfolio management. I built strategic alliances to achieve growth and expansion objectives.