Patricia Daimiel is the new general manager of Nielsen for Spain and Portugal.
With nearly two decades at the company, she held the position of general manager of the Innovation area since the beginning of 2018. She will lead this new phase of the company, which, in addition to data and trends, will also focus on technology and solutions to address the challenges of the fast-moving consumer goods market.
Patricia Daimiel, who holds degrees in Business Sciences and in Market Research and Techniques from the Autonomous University of Madrid (UAM), began her career at Nielsen in 2001, focusing particularly on innovation and committed to the Women in Nielsen and PRIDE movements, with the goal of promoting equality for women and the LGBTI+ community.
This appointment also coincides with the recent simplification of Nielsen's structure, which is now segmented into two business units established to accelerate processes and improve service delivery. These two segments, Nielsen Global Media and Nielsen Global Connect, group audience and consumer solutions, respectively.
The main objective of the new head of the Iberian market will be to position Nielsen at the heart of the technological changes taking place in various markets. According to the new general manager of Nielsen Spain and Portugal, “ the opportunities for growth lie in understanding the personal circumstances of each consumer. For this reason, it is important to invest in data quality, analytical capacity, and offering the best technological solutions so that each business has all the information and makes real-time decisions throughout the value chain, from logistics to the act of purchase, including pricing, promotions, etc.”
