Nicolle Anckermann
Guatemala,Guatemala
Summary
Consumer and market research professional turning data into business direction across LATAM, Central America, and the Caribbean within the FMCG/CPG industry. Expert in translating quantitative and qualitative insights into actions that shape brand strategy, innovation, and commercial decisions. Trusted partner to cross-functional and regional teams. Open to LATAM, and global remote opportunities.
Overview
9
9
years of professional experience
Work History
Shopper insights senior specialist LATAM
Pepsico
Guatemala, Guatemala
05.2022 - 12.2024
- Identified COVID-driven shifts in shopper behavior, enabling brands to adapt in-store execution and shopper marketing strategies to changing purchase dynamics.
- Led a regional retail foresight analysis across LATAM to predict how shopper behavior will evolve, guiding marketing strategy, and broader commercial decision-making.
- Generated shopper insights across LATAM by deeply analyzing how consumers navigate decisions in real retail environments.
- Led a qualitative, shopper-centric research program focused on the in-store shopper journey, placing the shopper at the center of insight generation.
- Led mixed-method research to uncover motivations, barriers, and triggers along the path to purchase.
- Collaborated with marketing, sales, and trade to translate behavioral insights into practical in-store strategies.
- Integrated panel, retail, and survey data to ground recommendations in evidence, not assumptions.
Consumer insight specialist CARICAM
Pepsico
Guatemala, Guatemala
08.2018 - 05.2022
- Delivered consumer insights across CAC markets by deeply understanding needs, attitudes, and consumption behavior, informing brand, innovation, and marketing priorities.
- Led a consumer insights analysis during COVID that uncovered key behavioral shifts, enabling Quaker to achieve and maintain a historic +9 pp penetration growth across Central America and Puerto Rico.
- Led a multi-country consumer insights analysis on Quaker’s mental and physical availability, providing the strategic foundation for annual brand planning across Central America, and the Caribbean.
- Led and delivered multi-market analyses for global and local brands, including Tortrix, Lay’s, Doritos, Quaker, and Ruffles, across Central America and the Caribbean.
- Designed and led quantitative and qualitative research to uncover not just what consumers do, but why they do it, strengthening strategic decision-making.
- Acted as a strategic partner to regional and local teams, translating research findings into clear, actionable business recommendations.
- Identified COVID-driven shifts in consumer behavior, enabling brands to adapt marketing strategies, and remain relevant during a period of rapid change.
- Managed external research agencies with a strong focus on methodological rigor, insight quality, and business relevance.
Client Service Account Executive
Kantar
Guatemala, Guatemala
04.2017 - 08.2018
- Transformed consumer panel data into meaningful market narratives, helping FMCG clients understand not only what was happening, but also why.
- Analyzed brand and category performance to identify behavioral patterns and untapped growth opportunities.
- Developed insight-driven stories and recommendations tailored to the client's business challenges.
- Collaborated across internal teams to ensure analytical rigor, clarity, and consistent insight delivery.
Junior market research analyst
IDEALSA
Guatemala, Guatemala
10.2015 - 04.2017
- Supported market research initiatives across Guatemala and Central America, gaining hands-on exposure to multi-country consumer insights projects.
- Analyzed consumer and market data to uncover trends, patterns, and business-relevant insights.
- Contributed to insight-driven reports and presentations, used by marketing and commercial teams, to inform decision-making.
- Coordinated with internal stakeholders and external agencies to ensure accurate, timely, and high-quality research execution.
Education
Bachelor’s Degree in Marketing - Marketing
Universidad Rafael Landívar
Guatemala10-2015
Skills
Market Research & Consumer Insights
Quantitative & Qualitative Research
Consumer & Shopper Analysis
Data Analysis & Insight Generation
Client & Stakeholder Management
FMCG / LATAM Markets
- Analytical Thinking
- Clear Communication
- Attention to Detail
- Problem Solving
- Time Management
- Adaptability in Multicultural Environments
Languages
Spanish
Native
Native
English
Proficient (C2)
C2
Timeline
Shopper insights senior specialist LATAM
Pepsico
05.2022 - 12.2024
Consumer insight specialist CARICAM
Pepsico
08.2018 - 05.2022
Client Service Account Executive
Kantar
04.2017 - 08.2018
Junior market research analyst
IDEALSA
10.2015 - 04.2017
Bachelor’s Degree in Marketing - Marketing
Universidad Rafael Landívar