Summary
Overview
Work History
Education
Skills
Work Availability
Languages
Timeline
Tools And Platforms
Personal Information
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MICHELLE OCHOA

MICHELLE OCHOA

Global Brand & Portfolio Strategist | FMCG
Munchen

Summary

Strategic marketing executive with over 20 years of experience leading iconic brands and regional portfolios across Latin America and Europe in global FMCG companies such as MARS, WRIGLEY, COCA-COLA, and KRAFT. Proven expertise in brand equity building, product innovation, P&L ownership, and consumer-centric growth strategies. Strong leadership of cross-functional teams and go-to-market execution, delivering double-digit profitability improvements, market expansion, and organizational engagement. Currently based in Munich and open to English or Spanish-speaking roles in dynamic, fast-paced environments.

Overview

17
17
years of professional experience
3
3
Languages

Work History

Gum Portfolio Manager

Mars Wrigley Germany
München
05.2021 - 05.2023
  • Led recruitment strategy through portfolio innovation and consumer insights.
  • Developed mitigation plan to replace obsolete gum formats in the German portfolio.
  • Relaunched Extra, Germany's #1 gum brand: +8% NSV and +11% profit.
  • Local lead for global DS2 innovation pilot with dm.
  • Activated insights from Human Intelligence to reengage lapsed users.

Head of Regional Portfolio

Mars Wrigley CCA
Panama
06.2017 - 03.2020
  • Regional Marketing Lead for Central America & Caribbean.
  • Managed $260M P&L across 30+ markets; $10M marketing budget; 5 direct reports.
  • Achieved #1 regional position in chocolate and pet care; +5pp profitability.
  • Raised team engagement to 83% and restructured marketing organization.
  • Delivered a 2-year profitable growth plan and optimized media model.

Regional Marketing Director

Mars Wrigley CSAC
Panama
07.2015 - 06.2017
  • Reported to VP/GM; member of Global Brand Board for Skittles LATAM.
  • Managed $120M P&L and 6 direct reports; led +28% profit turnaround.
  • Achieved +4.1% YoY growth in gum and candy through innovation and segmentation.
  • Relaunched Wrigley's in Brazil; doubled employee engagement to 85%.

Senior Regional Marketing Manager

Mars Wrigley CSAC
Panama
01.2011 - 06.2015
  • Led LATAM gum portfolio strategy and Orbit relaunch.
  • Rolled out innovations in Brazil, Colombia, and key regional markets.
  • Managed 2 direct and 2 dotted-line reports.

Senior Franchise Leadership Manager

Coca-Cola
Mexico City
08.2006 - 03.2011
  • Progressed from Marketing Executive Manager to Senior Franchise Leadership Manager at Coca-Cola México.
  • Led Business Plan negotiation and execution for the Sparkling Soft Drinks portfolio with iconic brands as Coca-Cola, Fanta, Sprite and Heritage Brands
  • Media budget and business plan implementation with multiple bottles
  • Executed launch of Coca-Cola Zero in 6 bottlers.
  • Executed major promotional activations such as Christmas campaigns, World Cup promotions, and music festival partnerships.

Education

Bachelor's Degree - Marketing, International Business

ITESM-CEM
México City
01.1994 - 1998.01

Postgraduate Diploma - Digital Marketing

Digital Marketing Institute
Online
2020

Mars U Training - Transformation, Change Management, Mars Marketing Foundations

Mars University
Panamá - München
01.2017 - 2020.01

Skills

Portfolio Management

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Work Availability

monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Languages

Spanish
Bilingual or Proficient (C2)
English
Bilingual or Proficient (C2)
German
Intermediate (B1)

Timeline

Gum Portfolio Manager

Mars Wrigley Germany
05.2021 - 05.2023

Head of Regional Portfolio

Mars Wrigley CCA
06.2017 - 03.2020

Mars U Training - Transformation, Change Management, Mars Marketing Foundations

Mars University
01.2017 - 2020.01

Regional Marketing Director

Mars Wrigley CSAC
07.2015 - 06.2017

Senior Regional Marketing Manager

Mars Wrigley CSAC
01.2011 - 06.2015

Senior Franchise Leadership Manager

Coca-Cola
08.2006 - 03.2011

Bachelor's Degree - Marketing, International Business

ITESM-CEM
01.1994 - 1998.01

Postgraduate Diploma - Digital Marketing

Digital Marketing Institute

Tools And Platforms

  • MS Excel
  • PowerPoint
  • Outlook
  • Nielsen
  • Kantar
  • Google Analytics

Personal Information

Nationality: Mexican

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MICHELLE OCHOAGlobal Brand & Portfolio Strategist | FMCG