Patricia Daimiel takes over as General Manager of Nielsen Iberia
- She held the position of Director-General for Innovation until now
- He will lead the company's new phase, which, in addition to data and trends, will also focus on technology
Lisbon, June 6th, 2019 - Patricia Daimiel is Nielsen's new General Manager for Spain and Portugal. With almost two decades in the company, she has held the position of General Manager of the Innovation area since early 2018. Patricia will lead this new phase of the company, which, in addition to data and trends, will also focus on technology and solutions to meet the challenges of the FMCG market, in an era when it is no longer just about being big and powerful, but also about being fast and agile.
Patricia Daimiel, who has a degree in Business Sciences and in Market Research and Techniques from the Universidad Autónoma de Madrid (UAM), began her career at Nielsen in 2001, with a special focus on the Innovation area and a commitment to the Women in Nielsen and PRIDE movements, with the aim of promoting equality for women and the LGTBI+ community.
This appointment also coincides with the recent simplification of Nielsen's structure, which is now segmented into two business units established to speed up processes and improve service delivery. These two segments, Nielsen Global Media and Nielsen Global Connect, group together audience and consumption solutions, respectively.
The main objective of the new head of the Iberian market will be to position Nielsen at the center of the technological changes we are seeing in various markets. Nielsen, with its solutions based on Artificial Intelligence (AI), Machine Learning (ML) and Big Data, will be the one to accompany the industry and distribution in this technological era in which the need arises to know, analyze, and especially anticipate the purchasing behavior of each consumer, their moments of consumption and their concerns, and how best to surprise them.
According to the new General Manager of Nielsen Spain and Portugal, Patricia Daimiel, "the opportunities for growth lie in understanding the personal circumstances of each consumer. That's why it's important to focus on data quality, analysis capacity and offering the best technological solutions so that each business has all the information and makes decisions in real time throughout the value chain, from logistics to the act of purchase, including prices, promotions, etc."