Pronaca — running digital and CRM for Ecuador's largest food company.
Ten years, twenty-two consumer brands, a 30-person team, and a mandate that ran from brand equity measurement to machine learning to launching an Ecuadorian product into U.S. retail.
Digital lived as a set of disconnected campaigns per brand and per business unit. Investment was rising, attribution was thin, and the consumer database was an asset nobody was compounding.
Centralize digital strategy and CRM as one corporate function: shared measurement, analytics-driven investment allocation across brands, lifecycle programs on top of the consumer base, and a predictive layer to turn data into commercial decisions.
digital investment, at sustained performance
retention & satisfaction via CRM
consumer records in the CRM base
total reach from a 7-mailing program
Brand equity, tracked
Annual equity study across six categories — poultry, pork, cold cuts, preserves, dog and cat food — on the Salient / Meaningful / Different framework, run with Kantar on 400 CAWI interviews nationwide. The portfolio I managed held roughly 48% brand power in pork and 40% in poultry.
Sponsorship, measured
A national cooking-show sponsorship evaluated properly rather than assumed: 57% of the audience had watched the program, 74% recalled a sponsor, and the sponsorship scored 68–82% top-two-box across seven statements.
Machine learning in production
A logistic regression plus decision-tree model built to predict consumer churn — 7.24% on the analyzed base, with weighted drivers led by age. The principle I held the team to: predicting is not enough; it has to become a business decision.
Crisis, handled
When a regulatory product-safety story hit a preserves brand, we measured the damage instead of guessing: 8 in 10 consumers had heard the news, but only 12% stopped buying and 60% would keep purchasing — which set the rebuild plan.
From Ecuadorian commodity to a U.S. shelf brand.
Natural Heaven is a U.S. brand of hearts-of-palm pasta and rice, grown and produced in Ecuador. I defined the brand — positioning, identity and narrative — built the portfolio-update plan with INAEXPO to connect the consumer brand to Ecuador's export capacity, wrote the U.S. marketing plan, and established the brand's online marketplace presence. It is now sold through its own site, national U.S. retail and television retail, with press coverage in Forbes and USA Today.
The export side of the story: INAEXPO holds roughly 43% of the world's cultivated hearts-of-palm market and ships to 27 countries. One in three hearts of palm consumed worldwide is Ecuadorian.
