FMCG · E-Commerce LATAM
Mondelez — Case Study
Festival tickets with every gum pack — and Mondelez's debut on Mercado Libre.
E-Commerce Specialist · 2021 — 2023 · Bogotá
+133%
E-com Revenue Share
14
Retailers
$10M+
Portfolio Managed
Challenge
Grow revenue across e-retailers like Rappi and exito.com while opening new marketplace channels such as Mercado Libre — enhancing the digital shopping experience with video, extra imagery and recipes, and making everyday FMCG brands (Oreo, Trident and more) feel culturally relevant to Gen Z.
Approach
- 01Built a WhatsApp chatbot for 'tenderos' / B2B clients to streamline orders and support.
- 02Designed the Trident × Estéreo Picnic ticket-with-purchase mechanic on Rappi.
- 03Launched the Mondelez portfolio on Mercado Libre with a disruptive Halloween campaign.
- 04Rolled out Oreo limited editions with Batman and Transformers — pop-culture drops that lifted basket size and Gen Z relevance across e-retailers.
- 05Enriched product pages with video, additional imagery and recipes across 14 retailers.
Outcome
Scaled e-commerce revenue share 3% → 7% (+133%) in 18 months across the Oreo, Trident, Halls and Club Social portfolio.
Tools
Rappi AdsMercado Libre AdsExcelPowerPoint