Freelancer profile translated to English.
Back to original languageAbout Verónica
Senior Executive with +20 years leading Internal Communication, Employer Branding, and Employee Experience for Fortune 500 companies. Strategic Partner to C-level teams specializing in cultural transformation, change management, and talent attraction, engagement, and retention strategies.
Deep understanding of local business culture, aligned with global corporate standards.
Executive leadership experience: Leading teams of +30 professionals, managing high-level annual budgets, and executing transformation initiatives for organizations with 1K-20K employees.
Track record with leading organizations: Unilever, AbInBev, Puig, PedidosYa, Telecom, Walmart, MetLife, Apple, BairesDev, Falabella, Sodimac, Alsea, AkzoNobel, Grupo Perez Companc, Pluspetrol, Compañía Mega, Metrogas, Fresenius, Pluxee, BAT.
Spanish
Native or bilingual
English
Fluent
Portuguese
Conversational
Can work on-site
Barcelona (up to 50km), Valencia (up to 50km), Madrid (up to 50km)
Experience
- GREENCOMMStrategic Account Director & Partner - Internal Communication & Employer BrandingJanuary 2015 - Today (11 years and 5 months)Buenos Aires, ArgentinaLeading strategic Internal Communication and Employer Branding projects for large corporations. Responsible for the strategic growth and business development of the agency. Deep knowledge of talent reality, corporate culture, and the future of work. Integrating AI to enhance and automate processes.Executive Responsibilities:
- Strategically lead Fortune 500 accounts acting as a Strategic Partner with daily interaction with C-level, CHROs, and Senior Management
- Lead multidisciplinary teams as the ultimate responsible for the execution and success of strategic projects
- Conduct organizational diagnostics and culture mapping
- Develop comprehensive Internal Communication strategies and Employer Brand positioning for organizations with 1K-20K employees
- Lead strategic planning for IC campaigns, Employee Experience activations, and engagement programs
- Ensure successful execution of action plans, corporate campaigns, internal events, and employer brand activations
- Manage project budgets with ROI optimization and executive reporting
- Design and develop Digital Workplace ecosystems integrating internal channels, corporate social networks, and employee advocacy platforms
- FreelanceStrategic Marketing and Communication Consulting | Interim ManagerJanuary 2013 - January 2015 (2 years)Consulting and interim management of Marketing and Communication in retail companies. Design of the transformation and reorganization of the area, optimizing structure and key resources. Brand strategy and repositioning. Annual Marketing, Advertising, and PR planning.Executive Leadership:
- Organizational design of the area, job descriptions, resource selection.
- Planning and execution of the annual communication and marketing plan, ensuring a strong brand presence on social media and in the market.
- Leadership in market research with Ipsos Argentina on brand positioning, sector, and consumer habits analysis.
- Design and execute the comprehensive brand repositioning strategy.
- Plan and execute the media, social media, and PR plan, leading the agency pool.
- Lead the production of advertising campaigns.
- Document and standardize processes, improving the efficiency and effectiveness of the area.
- Establish strategic commercial partnerships with The Walt Disney Company and Rasti Argentina, driving joint initiatives to increase visibility and sales.
- Design the new store identity, visual merchandising, and creation of shop-in-shops, improving the customer experience.
- Design and execute support strategies for the Commercial Department in sales events, driving business growth.
- Effective budget management, ensuring efficient use of resources.
- Implement key performance indicators and monitor performance and reporting.
- VF CorporationRegional Brand & Communications ManagerJanuary 2004 - January 2009 (5 years)ArgentinaExecutive leadership for regional communication and brand strategy in LatAm for a portfolio of global brands. Direct report to the CMO. Regional point of contact for coordination with headquarters in the USA and the global team in Belgium.Executive Scope:
- Design and lead cross-functional teams (30 people) in 4 markets.
- Lead the cross-border strategy for regional and local Communication and Marketing.
- Identify global opportunities and best practices for regional adaptation.
- Lead market research and action plans based on consumer & market insights.
- Develop and ensure the implementation of Branding, Advertising, and Promotions plans to strengthen market presence and positioning.
- Oversee and manage PR activities, events, and strategic collaborations.
- Design and lead Visual Merchandising initiatives to ensure an impactful and consistent shopping experience at the point of sale.
- Lead the Art team for packaging design, branding, and prints, coordinating with Product Managers.
- Establish solid alliances and supervise the management of strategic partners, distributors, and licensees throughout Latin America.
- Coordinate promotional activities with shopping centers across the region.
- Analyze results and identify strategic opportunities based on commercial objectives.
- Plan the annual management budget, tracking, and reporting.
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Education
- Bachelor's Degree in AdvertisingUniversity of Palermo, Buenos Aires, Argentina2000
Certifications
- Executive Program in Corporate CommunicationAustral University, Buenos Aires2004
- Executive Program in Internal CommunicationUniversity of Buenos Aires2005