Ana Martin

A results-driven Shopper Marketing & Trade Category Management professional with 10+ years of progressive experience at Unilever Gulf, demonstrating expertise in the FMCG sector.Proven ability to develop and execute shopper-based plans rooted in consumer insights, aligning with brand and JBP objectives to accelerate growth. Adept at collaborating with internal and external stakeholders to ensure best-in-class execution of marketing strategies, including impactful in-store activations and POS material development. Skilled in data analysis, market share analysis, and reporting, with a strong focus on optimizing product placement, visual merchandising, and trade spend.

Possesses strong analytical skills, translating complex data into actionable insights and strategic recommendations. Adept at managing budgets, evaluating campaign performance, launching product innovations, and adapting marketing plans to meet local customer needs.

Ana brings over a decade of progressive experience in shopper marketing and trade category management within the FMCG sector, primarily at Unilever Gulf. Her career reflects a consistent ability to translate shopper insights and market data into high-impact strategies that drive growth, optimize product placement, and elevate in-store execution. She has led Arabia-wide initiatives that improved product availability, increased market share, and delivered measurable sales lifts through strategic assortment planning, 6P execution, and custom planogram design.

Ana’s strength lies in her cross-functional leadership—aligning sales, supply chain, and marketing teams to execute regional rollouts and promotional campaigns with precision. Her analytical fluency with tools like NielsenIQ, EPOS, Power BI, and planogram software enables her to extract actionable insights and guide strategic decisions. Earlier roles in executive support across Unilever and other UAE firms laid the foundation for her operational rigor and stakeholder management, which now underpin her strategic clarity and agile execution.

From launching premium product lines to orchestrating impactful shopper activations, Ana consistently delivers results that reflect both commercial acumen and a deep understanding of consumer behavior.

Ana holds a Bachelor of Science in Business Administration with a focus on Management from the University of the East in Manila, Philippines (1998–2002). This foundational education underpins her strategic thinking, commercial acumen, and leadership capabilities across trade marketing, shopper strategy, and executive support roles.