Ms. Balmaseda has over 15 years of experience in project management and market research with multinational companies and management consulting firms.

Prior to imiPro®, Claudia was with Zyman Group as an Insights Manager for Mexico and Latin America market, where she led mostly B2C strategic research projects for fortune 1000 companies of beverage, food, airline, and lubricant businesses, which main objectives varied from enhancing value proposition, brand repositioning, and new product launch.

Previously, Claudia worked as a Competitive Intelligence Manager at The Coca-Cola Company Mexico, managing investigating, analyzing and interpreting competition’s business strategies.  Claudia started as a Pre-search & Trends Manager, in charge of designing and high level research related to all new initiatives for all TCCEC brands before launch. Among Claudia’s accomplishments were the successful national introduction of Coca-Cola light (in substitution of diet Coke) with record sales ever and consumer alienation numbers within objectives; establishment of the discipline of Copy Testing in Mexico to build benchmarks and optimize budget; design and implement of Promotions Evaluation for promotion effectiveness, that allowed redemption measurement.

Claudia was a Department Manager with Procter & Gamble Mexico.  She managed P&G’s Globalization Process, designing and coordinating strategic research for Latin America for the company’s leading category, detergent. This was done directly from Mexico, and resulted in budget optimization for the company.

Claudia holds a Bachelor Degree in Business Administration from Instituto Tecnologico y de Estudios Superiores de Monterrey, and she graduated with honors.