WE ARE A CONSULTING FIRM SPECIALIZED IN SHOPPER MARKETING, CATEGORY MANAGEMENT, SHOPPER CHANNEL INSIGHTS, ROUTE TO MARKET, ROUTE TO PURCHASE, ROUTE TO LOYALTY.
SHOPPER & CATEGORY MANAGEMENT
More than 200 Projects in Latin America
Experience over more than 40 countries
Experience over 4 Continents
Telecom World Leaders
FMCG World Leaders
Retail Leaders in South America
Health Industry Leaders
Retail World Leaders
OUR OFFICES
TRF Ciudad de Mexico
TRF Perú
TRF Chile
Partner Guatemala
Partner Costa Rica
Partner Ecuador
Partner Bolivia
partner Brasil
Partner Uruguay
Partner Argentina
Partner Colombia
Partner España
Partner Portugal
OUR TEAM
Jean Marc Ziegler
Partner & Sales VP
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Jean-Marc Ziegler began his marketing career with Kellogg´s Chile and moved to Belgium as Marketing Manager.
Later, he joined to GlobalPraxis Consulting group, world leaders of Route-to-Marketing, working in more than 10 countries in Europe, South America and Africa, for FMCG and telecom industry leaders.
By the year 2003 he founded SCG, which evolved into The Retail Factory working with FMCG, retail, services and telecom leaders, expanding the business in South America.
Jean-Marc Ziegler is recognized as one of the most outstanding experts in Shopper Marketing in Latin America, participating in a multitude of conferences and writing several articles on the subject. He also works as a marketing professor at the Adolfo Ibañez University in Santiago de Chile.
Jean-Marc Ziegler is a Business Engineer and he has an MBA of Consumer Behavior in Louvain Business School in Belgium.
Antonio Castro
Partner & Sales VP
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Antonio Castro has over 20 years of experience in senior management throughout South America. He has held key positions in companies such as Coca-Cola, Cadbury, Kraft and Scotiabank. He began his career with the Coca-Cola Company in Peru and was later promoted to South American-level positions. He worked at Cadbury and later at Kraft as a Commercial Director responsible for Peru and Bolivia. In 2010 he joined The Retail Factory as a partner where he founded the Peruvian office and developed relationships and projects with FMCG, retail services and telecom leaders.
Antonio Castro has worked as a Marketing Professor at UPC University and Centrum de Peru University and has been interviewed several times as an expert on consumer and shopper marketing subjects.
Cristobal Ceballos
Partner & Operations VP
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Cristobal is an expert in Shopper Marketing and Occasion based Shopper Management methodologies.
With 11 years of experience as commercial management consultant, he has developed projects and consultancies in Chile, Argentina, Ecuador, Peru, Paraguay, Colombia and Mexico.
He is a former consultant of AC Nielsen in Chile and a project developer in several positions within TRF. He is also an International Speaker and Professor on Shopper Management issues in Latin America.
He graduated as a Commercial Engineer from Universidad Gabriela Mistral, with an MBA from Adolfo Ibáñez University in Chile, and studied Strategic Marketing at the New York University.
Valeria Di Cicco
Partner Mexico
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Valeria has more than 20 years of experience in Shopper, Retail and Consumer research.
She has worked for global and local accounts in consumer, technology, service and pharmaceutical sectors in Argentina, Panama and Mexico. She has held positions as Business Development Director, Client Service Director and Shopper Understanding Director.
She has a degree in Social Communication from the University of Buenos Aires, Argentina and a Master’s degree in Political Science from the University of General San Martín, Argentina.
Marinela Beke
Partner Perú
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Marinela has more than 20 years of experience in different markets from the point of view of consumers and shoppers, providing strategic analysis to the different client companies. She has been Business Director and Client Director at Ipsos. She has a wide multicultural spectrum, having worked in several Latin American countries and in different industries, from mass consumption to services and retail.
Marinela is a sociologist from Universidad Católica of Uruguay, with an MBA from ESADE/Universidad del Pacífico. She is also a LEGO Serious Play certified facilitator and has an extensive training and experience in agile methodologies application.
She is a professor at CENTRUM Graduate Business School of Consumer Behaviour and Business Strategy.
Juan Ignacio Binda
Partner Chile
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Juan Ignacio has 15 years of experience in national and international companies in different Latin American countries.
He is a multidisciplinary professional, passionate about Shopper Marketing and Consultative Sales, with a focus on long-term customer loyalty. He has great ability to plan, manage and lead work teams.
María José Lechuga
Partner Iberia
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María José has almost 20 years of experience in Shopper & Retail Marketing, both with leader manufacturers such as Diageo and also with different consulting firms, always working with different client profiles and sectors (L’Oréal, Coca-Cola, Desigual, Samsung, Sanofi, Carrefour…)
She began her market research career at IRI, working with a 360º vision of Retail on all POS tactics until she led the Shopper area.
The 2016 she joined Ipsos as Shopper & Retail Manager for Spain, being a reference in the Shopper field for Ipsos Group and participating at International Forums and Conventions, as well as in various talks and conferences in Spain.
She recently joined TRF as an Associated Partner of Iberia with the aim of introducing the company’s knowledge and practices in Spain and Portugal.
She has a degree in Economics and Business Studies from the University of Murcia and is a devoted Shopper researcher. Besides, she holds an MBA from the Instituto de Empresa.
María José has a blog “The Shopper Factory” where she writes about the shopper and new trends and purchase scenarios, as well as collaborating with specialized press and different Universities and Business Schools.
Andrés Reynolds
Director Shopper Competence South Latam
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Andrés Reynolds is an experienced Project Manager who has developed more than 30 projects in Peru, Colombia, Mexico, Argentina and Chile. He specializes in: Negotiations, Project Planning, Innovation Management, Strategic Planning and Entrepreneurship.
He has the Industrial Engineer degree from the Universidad de Santiago, an MBA from the Universidad Adolfo Ibañez and a Digital Marketing diploma from the Universidad de Chile.
He has a wide experience in senior positions in other retail companies like Deputy Comercial Manger in Juguetes Festival Kayser S.A., Customer Development Manager at Blue Company /Cual Auto and Sales Manager in Binaria.
Pablo Milich
DIrector Shopper Competence Argentina
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Pablo has over 25 years of experience in Marketing Research: Innovation, Positioning, Price, Media, Consumer and Shopper, Online and Offline.
His experience in developing global, regional and local accounts has put him in key positions such as Country Manager, Account Director, Quantitative Director and Research Director at Best Practices School.
He has worked and led projects in countries such as Argentina, Brazil, Chile, Colombia, Bolivia, Ecuador, Mexico, Peru, Venezuela, Costa Rica, Dominican Republic and Uruguay.
He has an Administration degree from the Universidad de Buenos Aires, Argentina.
His operational base is currently in Buenos Aires, Argentina
Sylvia Schuler
Director Shopper Competence South Latam
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Sylvia is an expert in Consumer, Shopper and Trade Marketing and Route to market. She has more than 20 years of experience in FMCG companies in Colombia and Latin America. She has worked in marketing management positions such as Marketing Director Latam for Lactalis Group, Marketing Manager Latin America at Kimberly Clark Corporation, Project and Go to Market Director at Alpina Colombia and Category Manager at TeamFoods Colombia. She has a degree of Organizational Social Communication, from Pontificia Universidad Javeriana in Bogota, Colombia, and has a Postgraduate degree in Strategic Marketing from the Colegio de Estudios Superiores de Administración – CESA, Bogota Colombia. Her operational base is in Santiago, Chile.