Challenge

How might we transform layers of complex, region-specific data into a usable, scalable tool for planning promotions, without relying on heavy tech infrastructure?

Approach

I led the project from discovery to delivery, working closely with the internal strategy team to identify their key bottlenecks. Although the original ask was for a training program, I uncovered a more strategic opportunity: a reusable, logic-driven tool that could be updated and shared internally. Due to internal bureaucracy, building a digital platform was not viable in the short term. I designed and prototyped an interactive Excel-based tool that worked like a product — dynamic, intuitive, and scalable.

Outcome

The Promo Toolkit became a widely adopted asset across multiple countries in LatAm. It improved knowledge transfer, reduced operational complexity, and accelerated decision-making. The tool was later extended into multiple versions and became a foundation for the upcoming digital platform.

Process Highlights

User research & reframing

Early conversations revealed that recurring training would fall short. I proposed a self-serve tool accessible by bottler managers across countries, reducing dependency on emails and long reports.

Several screenshots of all of the documents containing decentralized knowledge

Logic flows on how the different sources work with eachother into different insights and indicators

Designing logic & structure

I mapped inputs, rules and outputs manually, structuring a system with dropdown variables, conditional logic, and natural language results. The tool could generate actionable insights across seven key categories (e.g. best promo month, shopper insights, material recommendations).

Different styles cascading from the brand base