Veronica Smith

[email protected]
+34.644.867.642

Over 20 accomplished years of digital transformation, sales growth & marketing management experience. Proven ability
to set ambitious goals and devise innovative, data-driven strategies for achieving them. Deep understanding of
business-to-customer (B2C), business-to-business (B2B), and business-to-government (B2G) marketing. Record of
providing effective consulting on e-commerce and digital transformation for a variety of industries and corporations.
Adept at project, product, team, and time management as well as cross-department collaboration and communication.
Complete English and Spanish fluency.

I've learned from each project, industry and environment to create synergies between different areas, understand their
needs and transform the potential of the company beyond the obvious options. I led projects for large companies in
Latin America, USA and Europe such as: BankBoston Brazil, HP (global), Banco Hipotecario, Corpbanca (Chile), Siemens
(USA, Mexico, Germany), Telefónica, Ferrero, Unilever, SKF, Johnson & Johnson (LATAM), Procter & Gamble, Renault
(Mexico and Argentina).

Work Experience

Nina Felicidad S.R.L. March 2016 - February 2024

Founder / CEO

My strategic approach combined with my passion for health led me to create a disruptive company in the mass
consumption food industry in Argentina, specializing in the development and production of gluten-free, dairy-free and
sugar-free products of international quality under the innovative Clean Label standards. The company grew
exponentially, tripling its turnover in the first two years and then x5 and x10. In record time (within six months of its
creation), the company achieved a prominent position on the shelves of Walmart, Carrefour, Jumbo and thousands of
other stores across the country. Awarded in the top three of the world’s best cookie packaging by The Dieline, the most
prestigious packaging design website. At Nina I developed all the processes from strategy, funding, administration,
marketing strategy and positioning, product and packaging, production and quality certification.

Rivera Buenos Aires March 2014 - January 2024

Founder and Managing Partner

Consulting firm helping companies in value creation through strategic planning, organizational design, operational
improvement or product development using data-driven insights to anticipate existing client needs to drive loyalty, and
predictive analytics to identify opportunities to recruit, proactively delivering personalized experiences in both cases.
Stablish and monitor KPIs to measure the effectiveness of the campaigns, track progress over time to adapt experiences
accordingly. Conduct in-depth analysis of feedback from regions, market trends, and competitor activities to identify
opportunities for differentiation and improvement. Developing software, campaign management and all activities
related to launching and managing a brand in the digital world. We have been working in the past year developing
tools for direct clientes and fellow marketing agencies. Some of the brands we have been working for are SKF, Unilever,
Telecom, Sadia, Banco Hipotecario, LoJack, Universal Grain Argentina, Faraday, RAVENNA and more.

Internet URL February 2011 - February 2014

Operations Manager

Responsible for establishing the company's internal processes, ensuring standards in project management,
documentation, quality and costing. Led the creative team on client pitches. Worked with: HP Worldwide, Activision,
Marlboro, Playboy. Responsible for the strategy and coordination of the development, launch and global roll-out of HP
on Facebook, as well as digital experiences at all events where the brand was present, such as Wimbledon, Sundance
and Cannes. I was constantly working with the client's sales and marketing teams to understand their needs and meet
them by implementing the marketing strategy, sometimes nationally, sometimes regionally and sometimes globally.
That's how we managed to reach one million fans on FB usa in just one month and were finalists at Cannes with our own
campaign to raise awareness of child labour.
Conrad Caine Media Applications GmbH (now POSSIBLE WPP) August 2010 - January 2011
Project Manager - Munich, Germany

Responsible for managing several digital projects for Siemens in Europe and the United States. Coordinated with the
team based in Brazil and Argentina. Maintained documentation, reports and client contacts to ensure quality and cost
standards for each project. Skills and Responsibilities: Liaise with C-suite executives to coordinate the creation, build,
production and continuous improvement of digital marketing products to meet their needs.Manage and scope projects
across functions, drive project success metrics and timelines, identify and proactively manage risks, issues,
dependencies, forecast resource requirements and prioritization. Both detail and 'big picture' awareness. Experience of
working with data teams (engineers, analysts, reporters, data scientists, etc). Excellent presentation skills with a high
level of comfort with both large and small audiences. REF: COO

Webar Interactive March 2008 - January 2010

Country Manager Spain

I represented the agency in the process of opening the Spanish branch. I carried out market research and analysis in
order to adjust the company's strategic position. I was responsible for implementing an effective brand strategy and
ensuring consistency. Established professional relationships with potential partners and clients. I made the first
commercial contacts, presented the company and pitched projects, which led to the first contracts with Carrefour and
Mondelez as clients.

Movilogic Inc. December 1999 - February 2008

Operations Manager

I was involved in the creation of the company from day one: defining the product portfolio and target market, recruiting
staff, managing the execution of projects, establishing workflows and procedures, accompanying the capitalisation
process of USD 1.2 million with Wenceslao Casares as investor and opening the Mexico office. We have led the mobile
application industry, developing new technologies and transforming businesses and industries such as mobile banking,
mass market salesforce, supply chain, pharmaceuticals, agriculture, medical bioengineering or satellite navigation. The
region's first secure and fully functional mobile banking application with a PDA device, launched in Dec '99 with
BankBoston Brazil, won the "Science and Technology Master Award 2000", a national quality award in Brazil. With
clients such as Ferrero (whose sales force still uses the mobile application we developed), Coca Cola, Bayer, Abbot
Laboratories, Johnson & Johnson (in 7 countries), Janssen Cilag, Renault. We successfully launched the first satellite
navigation system in Latin America for Renault cars with a handheld device, first in Argentina with a limited edition CLIO
GPS and then in Mexico, for which we won the Developers Excellence Award Palm 2002 and the Sadosky Award for
Argentine Intelligence, awarded by the Chamber of Software and Computer Services in 2005.

Zona Financiera Inc. October 1998 - November 1999

Business Development

I carried out research on the services and products offered by local banks and insurance companies to provide
information to the platform created by the company (a "one stop shopping"). I worked together with the Country
Manager generating meetings that led to the first commercial alliances and generating presence in the press. As a
reference, I was hired and worked directly with founder Greg Keough who later became CEO MasterCard & Telefonica
JV Global Mobile Payments.

Academic background

Argentine School of NLP & Coaching March 2009 to December 2009

Training as a Coach, in Ontological Transformational Coaching

University of Buenos Aires March 2007 to December 2007

Postgraduate courses of the Master's Degree in Cognitive Psychology

Universidad del Salvador March 1999 to December 2002

Undergraduate Degree, Bachelor of Business Administration