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Programme

Latin America 2017 programme
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Programme committee

Committee Chair

Jorge Fonseca

Jorge Fonseca

Commercial Capabilities Sr Manager, The Coca-Cola Company, USA

Jorge Fonseca is responsible for ensuring commercial execution and refrigeration equipment strategies at Latin Center Business Unit (LCBU) for The Coca-Cola Co., which includes the markets of Central America, Colombia, Ecuador, Venezuela and Caribbean (excluding Puerto Rico and Cuba). He has more than 12 years in the fast moving consumer goods industry, and started his career at Coca-Cola FEMSA and later SCA Consumer in Mexico & Central America. At The Coca-Cola Company he has held various business functions such as Market Execution Manager for Costa Rica, Senior Channel Manager for traditional on-premise and Senior Commercial Execution Manager, having had in these last two roles responsibilities over the whole LCBU business unit. He graduated in Industrial Engineering at the University of Costa Rica and achieved an MBA with emphasis in Finance, and a Masters in Business Administration with emphasis in Marketing.

Committee Member

Adriana Rocha

Adriana Rocha

CEO, eCGlobal Solutions, Brazil

With over 17 years of experience in marketing, technology and market research, Adriana is co-founder of eCGlobal Solutions, a leading provider of online panels, market research services and social media solutions in the Latin American region.
Before founding eCGlobal, Adriana was EVP for eCMetrics, one of the first interactive marketing research agencies in Latin America, and Director Latin America for GMI (Global Market Insite), where she developed strategic accounts with top 25 MR Companies such as Ibope, GFK, TNS, Research International, amongst others.
Adriana has an MBA in Marketing and a BS in Computer Science from Federal University of Bahia, Brazil.

Committee Member

Edwin Taborda

Edwin Taborda

Shopper Insights Senior Regional Manager, Mondelēz Latin America, Colombia

Formerly part of the global and regional insights teams at Procter and Gamble International in different categories and geographies. He was born in Medellin, Colombia and has a degree on International business from EAFIT University, Colombia and additionally has carried out studies on Psychology with Yale University, and a series of studies on Shopper Psychology, Semiotics, Advanced statistics and Shopper Marketing. Edwin loves to learn languages, travel and is becoming a master coach at The International School of Coaching (TISOC).

Committee Member

Heriberto López Romo

Heriberto López Romo

General Director & Founder, El Instituto de Investigaciones Sociales, Mexico

Heriberto’s training combines humanism and knowledge of the social sciences with the logic of statistics. He studied Communication at the Universidad Iberoamericana, Mexico City Campus, and has a Master’s degree in Measurement and Statistics at the University of Syracuse, New York. In his career, he has been Director of research agencies, business consultancies and international organisations, college professor and an author of books and articles about research, media, social marketing, advertising, social methods-techniques and demographics.

Committee Member

Laura Pellerano Berga

Laura Pellerano Berga

Director, Strategy & Programming Analysis, HBO Latin America, USA

Laura Berga is the Director of Strategy and Programming Analysis at HBO Latin America, a leader in its region for Pay TV entertainment. During a career spanning over fifteen years, Laura has fine-tuned her talents in meeting the strategic consumer and business-to-business research needs of diverse companies.
In her current role at HBO, Laura oversees a team of analysts that provides the company with audience measurement reports and intelligence, designs and implements surveys using their proprietary web panel. She also works with their internal research team to strategise and execute ad hoc qualitative and quantitative studies to examine specific areas of interest for the individual channels within the group, as well as relevant topics for the cable industry in Latin America.
Laura holds a Bachelor of Science degree in Advertising and Graphic Design and a Masters of Business Administration with a specialisation in marketing and finance from the University of Miami.

Committee Member

Luis Noriega

Luis Noriega

Managing Director - LATAM Norte, Netquest, Spain

Luis Noriega has lead Netquest Mexico since 2010, the first Latin American subsidiary of the Netquest Group, and one of the pioneers in online fieldwork in the region. Throughout his career, he has held leadership roles across various industries such as banking, consulting and corporate services. Luis has an MBA from IESE Business School, and holds an industrial engineering degree from the Universidad Iberoamericana.