Open to opportunities

Clàudia Fornos Cot

@cludiafornoscot

Sales Development Manager at Affinity Petcare, shaping Spain Grocery strategy and automating category analytics to cut analysis time by 70%.

Spain

Message

What I'm looking for

I’m looking for remote or hybrid work, with occasional travel.

At Affinity Petcare, I design the end-to-end commercial strategy for Affinity Spain Grocery, translating market analysis and opportunities into executable plans across innovation, route-to-market and portfolio optimisation.

I transformed category analytics by creating automated Excel dashboards for a portfolio of more than 150 SKUs. The dashboards cut analysis time by 70%, automated 90% of the update process and made five times more data available to teams through self-service access.

At Borges Branded Foods, I co-led the Salesforce CRM rollout for the field team, digitalising point-of-sale data collection. In its first year, the change reduced collection time by more than 50%, improved accuracy to above 90% and tripled data coverage.

Across my roles, I’ve worked on portfolio and pricing strategy, account-level commercial plans and category management. I’ve also presented annual business plans to General Management and co-managed a €2M marketing budget.

Experience

Work history, roles, and key accomplishments

Current

Sales Development Manager

Current

Affinity Petcare

Jan 2026 - Present (9 months)

Designing end-to-end commercial strategy for Affinity Spain Grocery, working cross-functionally with Marketing, Sales, Finance and Leadership. Turning market analysis and opportunity identification into executable plans to grow the business.

Go To Market Strategy Portfolio Optimization Route To Market Commercial Strategy Cross Functional Collaboration

Senior Category Manager – Iberia

Affinity Petcare

May 2024 - Jan 2026 (1 year 8 months)

Optimised category analytics processes by building Excel dashboards and tools for high-value reporting, bringing analytical rigour to commercial strategy construction. Collaborated cross-functionally with the Management Committee, Marketing and Sales.

Category Analytics Excel Reporting Cross Functional Collaboration Commercial Strategy

Senior Customer Marketeer – Iberia & Portugal

Affinity Petcare

Apr 2023 - May 2024 (1 year 1 month)

Adapted category commercial strategy to each account, building win-win scenarios between brand and retailer. Managed the Portuguese market end-to-end, including portfolio and pricing strategy design, and used sell-out analysis for strategic decision-making.

Category Management Pricing Strategy Portfolio Management Sell out Analysis Nielsen Account Management

Category Manager

Borges Branded Foods

Jun 2022 - Apr 2023 (10 months)

Managed 3 of 4 categories end-to-end, including portfolio strategy, pricing, communication and campaigns. Prepared and presented the annual Business Plan to General Management and co-managed the €2M Marketing budget.

Category Management Portfolio Strategy Pricing Marketing Budget Management Business Planning Cross functional Leadership

Trade Marketing Specialist

Borges Branded Foods

Feb 2021 - Jun 2022 (1 year 4 months)

Co-led the Salesforce CRM implementation from scratch, digitalising point-of-sale data collection. Managed in-store strategy and supported KAMs in designing account-level commercial activations.

Salesforce Trade Marketing POS Data Account Management Digitalisation

Trade & Marketing Assistant

Borges Branded Foods

Oct 2019 - Feb 2021 (1 year 4 months)

Provided cross-functional support to Trade Marketing and Category areas, including analysis, reporting and execution of commercial actions. Managed Amazon and Privalia accounts directly.

Trade Marketing Category Analysis Reporting Account Management Amazon Privalia