Edurne Carrillo Carbajal

Commercial and category professional with 5 years of experience across marketing, commercial strategy, and category management, bringing a strong end-to-end understanding of the retail business. Proven ability to connect brand strategy with commercial execution, leveraging data to drive category performance and business results. Experienced in portfolio planning, pricing, and in-store execution, with a hands-on approach and strong analytical mindset to translate strategy into actionable initiatives.

Associate Category Manager – Walmart - MATTEL SA de CV

(2025-10)

• Category Strategy & Performance: Partner with Walmart to drive category decisions, optimizing assortment and commercial initiatives to improve overall performance.
• Retail Execution & In-Store Impact: Ensure effective in-store execution, identifying opportunities to improve visibility, conversion, and overall shopper experience.
• Business Performance Monitoring: Track category performance across sales, pricing, and inventory dynamics, identifying risks and opportunities to improve results.
• Cross-functional Coordination: Work closely with Sales, Marketing, and Supply teams to ensure alignment between strategy and execution.

Sr. Market Strategy & Execution Associate - MATTEL SA de CV

(2024-07 - 2025-10)

• Commercial Strategy & Execution: Translated brand and commercial strategies into customer-facing plans, aligning portfolio and initiatives to key retail moments.
• Promotional Strategy & Optimization: Developed scenarios to evaluate pricing, discounts, and promotional mechanics, identifying opportunities to optimize ROI and support revenue growth.
• Portfolio Performance Management: Monitored portfolio performance across customers, identifying opportunities to improve results and support commercial decisions.
• Product Launch & Commercial Planning: Supported launches and commercial initiatives, aligning portfolio decisions with demand and financial targets.

Asst. Brand Manager - MATTEL SA de CV

(2022-12 - 2024-07)

• Portfolio Planning: Supported seasonal portfolio planning, defining product mix, volumes, and pricing to align with brand and business objectives.
• Performance Tracking: Monitored brand performance across sales, pricing, and customer dynamics, identifying deviations and supporting actions to improve results.
• Commercial Follow-up: Tracked pricing and promotional activities across customers, evaluating their impact on sales and overall performance.
• Business Coordination: Worked with cross-functional teams to ensure alignment between brand initiatives and commercial execution.

Marketing Intern Hot Wheels Brand - MATTEL SA de CV

(2021-09 - 2022-12)

• Market & Portfolio Analysis: Supported performance tracking and competitive analysis to identify opportunities across product lines.
• Business Performance Analysis: Tracked brand performance across sales and revenue, identifying deviations and supporting actions to improve results.

Business Leadership Diploma - Genera - Business Leadership Program (2019 - 2021)

Bachelor's Degree - Business Management and Administration - University Anáhuac Norte México