Profile: Dennise Gaona, Go to Market and Shopper Sparkling Director, Mexico Business Unit, The Coca-Cola Co.

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Profile: Dennise Gaona, Go to Market and Shopper Sparkling Director, Mexico Business Unit, The Coca-Cola Co.

By Erika Flynn - 05/01/2019

Location: Mexico City

Experience in market: 17-plus years

My job: “To decode brand strategies into commercial and trade marketing integral solutions across channels to develop a proper shopper journey and ensure wins at the point-of-sale.”

The path to purchase: “We have an online and offline path that allows us to provide shoppers what they want, while creating a strategy driven by our mission. It all starts in the pre-purchase, creating awareness for our target. During the purchase we ensure the proper shopper journey in each channel, offering the shopper different product choices. At the end, we close the circle by developing experiences for our consumers. One of the biggest opportunities is connecting shoppers and consumers through technology. We need to link the online and in-store experiences, always considering the consumer at the center and during the path to purchase. It’s important to consider the consumer/shopper as one.”

Shopper behavior: “The typical shopper – for one of our main channels – is often females who are more likely to have large households. Shopper omnichannel behavior and habits have been evolving through four main macro forces: technology, individuality, wellbeing and instant gratification.”

Internal technologies: “Artificial intelligence and data analytics, which provide a deeper consumer/shopper understanding.”

External technologies: “Technology continues to evolve at a rapid pace, allowing shoppers to connect with brands, products and other people at any time, on any device, anywhere.”

Collaboration: “We have developed a collaboration process with our key customers in Mexico to maximize top initiatives at the point-of-sale. It’s important to mention that customers are requesting integral solutions that enable category growth not only on the transactional side, but also enabling innovative experiences like digital platforms that allow us to connect and increase shopper traffic to the stores. An example of this is our #BeSanta campaign that was developed and executed with one of our largest customers. The Integral Communication Plan included 17,900 activated stores, an exclusive can edition and customer collaboration through their own digital campaign.”

Keeps you up at night: “In a dynamic market environment, I always think of how to reinvent and offer an integrated consumer-centric shopper journey.”

E-commerce: “It’s still in an early stage in Mexico, due to the low level of banking among the population. However, the most advanced sectors are the food and retail aggregators. In the near future, we expect that our sector will reach the financial digital solutions that Brazil has.”