Mariafernanda Reyes

Business Administration graduate with a specialization in Digital Transformation and hands-on experience in commercial analytics, scan data analysis, demand visibility, and data-driven decision-making. Skilled in transforming sales, SKU, POS, regional, and category data into actionable insights through Power BI and Advanced Excel. Experienced in building dashboards, scorecard-style reports, and analytical tools that support assortment decisions, replenishment visibility, inventory recommendation, point-of-sale execution, and market trend analysis.

Fluent in Spanish and English, with strong analytical thinking, organization, proactivity, communication, negotiation, and teamwork skills.

Modern Trade Trainee at Philip Morris International (INKOMPASS) (2025-07 – Present)

Commercial Analytics, Scan Data & Demand Visibility

• Developed a Power BI dashboard tracking commercial performance across 800+ POS, enabling visibility of sales, share, growth, SKU, regional, and category performance.
• Designed a POS-level inventory recommendation tool in collaboration for the CPFR area, supporting stock allocation analysis, replenishment visibility, and out-of-stock risk reduction.
• Managed and analyzed scan data to identify sales behavior, demand trends, unusual variations, and opportunities for commercial decision-making.
• Automated reporting processes that previously required up to 2 weeks of manual work, reducing reporting time by approximately 80% and improving information availability for commercial teams.
• Analyzed sales performance across 30+ SKUs and 4 categories, supporting assortment decisions, point-of-sale execution, and market trend analysis.
• Delivered data-driven insights for Territory Executives, supporting improved assortment decisions and in-store execution strategies across regions.
• Built a geospatial heat map covering 800+ POS across Guatemala, enabling identification of high-consumption zones and supporting coverage and expansion analysis.
• Consolidated data from 3 different sources into a unified model, streamlining analysis and improving reporting accuracy and decision-making efficiency.

Procurement Intern at Holcim Guatemala (2024-07 – 2025-07)

Supplier Analytics, Negotiation Support & Database Management

• Managed and structured a database of 250+ suppliers, improving visibility and supporting sourcing and negotiation decisions.
• Analyzed 500+ supplier offers, contributing to cost-benefit evaluations, negotiation support, and data-driven supplier selection.
• Reduced supplier onboarding time by 20% through process improvements in documentation, compliance, and data validation.
• Identified and categorized 15+ key suppliers, strengthening negotiation capacity and supplier strategy.
• Supported onboarding of 40+ new suppliers, enhancing vendor diversification and operational efficiency.

Intern Control at APEX / Grupo Mariposa (2024-02 – 2024-05)

Commercial KPI Reporting & Data Validation

• Supported the maintenance and validation of dashboards tracking 13+ commercial KPIs across multiple brands.
• Analyzed and validated 5,000+ transactions, improving data accuracy, reporting reliability, and business visibility.
• Identified 3+ operational inefficiencies and data inconsistencies, helping reduce reporting delays and improve decision-making.
• Applied query-based logic to review datasets, detect inconsistencies, and support data quality improvements.

Bachelor's Degree in Business Administration (Digital Transformation Specialization) – Universidad del Valle de Guatemala (2018 – 2025)

High School in Bilingual Secretary – Instituto Guatemalteco Americano IGA (2015 – 2017)