Ileann Villarreal

Data-oriented Marketer with experience built in British American Tobacco LANCAR. Pursuing a global career with special interest in implementing data-driven strategies to optimize marketing performance across diverse markets and cultures. Committed to drive innovation and making a meaningful impact in the dynamic intersection of business and technology.

Digital Sales Content Executive, BAT Mexico – Apr 2024 - Present

• Currently working on launching a digital sales add-on to our current loyalty platform.
• Conducted market research and analyzed customer insights to identify digital sales opportunities and optimize content strategies.

• In charge of Central America with nationwide scope in the seven countries of the cluster.
• Analyzed pricing, margin mix, stocks, and volume drivers, with both in-market sales (NON DSS) and direct sales (DSS) markets to generate an accurate forecast plan.
• Collaborated with various departments such as Trade, Brands, Activation, and Supply to guarantee new product launches, migrations, and brand code updates.
• Exceeds expectations performance review.

• Monitored competitor activities and market dynamics to adjust cycle plans accordingly and maintain competitiveness in the market.
• Collaborated with sales, marketing, and supply chain teams to ensure effective execution of cycle plans and timely product availability.
• Exceeds expectations performance review.

• National scope with focus on traditional channel in Mexico.
• Implemented incentive schemes to drive brand awareness and visibility.
• Conducted post-promotional evaluations to assess the impact of promotional activities and identify areas for improvement.
• Executed promotional plans with a cycle grid following the business objectives.
• Managed budget, maximizing impact through efficient allocation of resources.

Bachelor in International Business

Instituto Tecnológico y de Estudios Superiores de Monterrey (ITESM)

• Specialization in Marketing Strategies.
• Graduated with honors.