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Who we are

We are a team of professionals, passionate about what we do and passionate about people. We come to companies to break inertia, to break paradigms and make things happen. We build businesses based on their deepest strengths and real differentiators, by working together witheach client.

Bettina Pessolani

CEO

SEE CV

Germán García

Partner

SEE CV

Andrea Buzó

Project and operations manager

SEE CV

Luciana Moreno

Research & BI leader

SEE CV

Luciana Moreno

Research & BI leader

More than 25 years of experience in Market & Consumer Research

POSTGRADUATE DEGREE

Master in Social Research Methodology Universidad de Bologna /Universidad Tres de Febrero – 2004/2005

UNDERGRADUATE DEGREE

Bachelor of Sociology

Universidad del Salvador
Buenos Aires- Argentina

PROFESSIONAL CAREER

Director of custom projects and proprietary models in Southern Cone countries with application of quantitative and qualitative methodologies.

  • Management of Local and Regional Accounts for projects of US$1.5MM.

  • Responsible for the Internship Program.

  • Top-Rated Employee (Performance Program Review).

In recent years, she has served as Research Leader at Crafting Business & Brands, responsible for the design, direction, coordination and analysis of the consultancy's research projects with the aim of providing relevant information for decision making, the understanding of the clients/users of each brand and their relationship with the products and services they offer.

CERRAR

Andrea Buzó

Project and operations manager

More than 10 years of experience in the mass consumption market of Paraguay.

UNDERGRADUATE DEGREE

Business Administration degree with honors - Universidad Católica de la Asunción

PROFESSIONAL CAREER

More than 10 years of experience in the Paraguayan mass consumption market, in multinational organizations.

10 years of corporate career at Unilever Paraguay, in different positions, some of the most notable:
• Marketing manager of leading brands in the market such as Dove, Sedal, Rexona, Clear, TRESemmé, AdeS, among others. • Research Manager leading market research projects.
• Sales specialist, development of commercial strategies focused on trade-marketing and costumer marketing.

In recent years, she has served as Project & Operations Manager for Crafting Business & Brands, leading projects that involve diagnosis, strategic planning and creation of short, medium and long-term plans for companies in the mass consumption, real estate & retail sectors.

CERRAR

Germán García

Partner

More than 20 years of experience in the mass consumption market of Paraguay, Argentina and Uruguay.

POSTGRADUATE DEGREE

Senior Management Program IAE Business School
Pilar, Argentina 2008

UNDERGRADUATE DEGREE

Graduated from the Public Accounting program at the Faculty of Economic and Social Sciences of the National University of Mar del Plata

PROFESIONAL CAREER

More than 20 years of experience in the mass consumption and retail markets of Paraguay, Argentina and Uruguay in international organizations, both in local and regional businesses, managing multicultural teams and virtual environments.

He has had leading roles with managerial and directive positions in Paraguay and Argentina, both in mass consumption companies (Unilever Arg. Y Py) and Retail (Box Mayorista).
14 years of corporate career at Unilever Latin America, in different positions, some of the most notable:

  • CFO of Unilever Paraguay's operation, a company with a turnover of USD 150 Mio.

  • Finance Manager of 5 food factories of Unilever Argentina located: 3 in Pilar (Bs As), 1 in La Rioja and 1 in Mendoza, responsible for stock control, fixed assets, cost closure, cost planning and support for investment decision-making. in the factories to the Supply Chain team.

  • Finance Manager of the Food Division for the Foodservice Cono Sur market (Argentina + Paraguay + Uruguay and Chile)

    In recent years, he has served as an expert Partner in the financial area at Crafting Business & Brands, leading external Board of Directors and financial advisory projects for companies in the textile, technological retail, real estate and mass consumption sectors. In addition, he held CFO and CEO roles. General at PRV LTD Group

CERRAR

Bettina Pessolani

CEO

More than 20 years of national and international experience in management and company transformation positions.

MASTER’S DEGREE

Executive MBA
IAE Business School
Buenos Aires, Argentina 2013-2014

UNDERGRADUATE DEGREE

Lic. Marketing
Top Graduate Class of 2001 – Universidad Católica Ntra Sra. de la Asunción

TEACHING

Mentoring Council Member Global MBA Univ. Americana

Professor of Master's subjects – GMBA Univ. Americana

Full Professor of Undergraduate Courses (MKT)
UCA, 2003 to 2004

PROFESIONAL CAREER

More than 20 years of experience leading mass consumption, selective consumption, gastronomy, retail and real estate companies in different markets in Paraguay, Argentina and Uruguay. Throughout her career she has served as a member of Boards of Directors, General Management, Commercial Management & Marketing, Media and Market Research.

  • 11 years of multinational career at Unilever Cono Sur. Former member of the Board of Unilever Paraguay in her role as Marketing Director (2007-2012)
  • Founder of CRAFTING BUSINESS & BRANDS in 2012, consulting firm specialized in research, innovation, business development and strategic planning, with more than 250 projects executed throughout her career, in different areas: Mass and Selective Consumption, Retail, B2B, Industries and Real Estate Sector.
  • Responsible for the development and business evolution and innovation process of Amandau S.A., in the role of Executive Director.
  • Current member of Boards of Directors in several local companies as an external Director. Vistage Paraguay Member.
  • Extensive expertise in forming high-performance management teams, developing innovation strategies, business and planning for local and regional markets, and business transformation and evolution processes.
CERRAR

Bettina Pessolani

CEO

SEE CV

Bettina Pessolani

CEO

More than 20 years of national and international experience in management and company transformation positions.

MASTER’S DEGREE

Executive MBA
IAE Business School
Buenos Aires, Argentina 2013-2014

UNDERGRADUATE DEGREE

Lic. Marketing
Top Graduate Class of 2001 – Universidad Católica Ntra Sra. de la Asunción

TEACHING

Mentoring Council Member Global MBA Univ. Americana

Professor of Master's subjects – GMBA Univ. Americana

Full Professor of Undergraduate Courses (MKT)
UCA, 2003 to 2004

PROFESIONAL CAREER

More than 20 years of experience leading mass consumption, selective consumption, gastronomy, retail and real estate companies in different markets in Paraguay, Argentina and Uruguay. Throughout her career she has served as a member of Boards of Directors, General Management, Commercial Management & Marketing, Media and Market Research.

  • 11 years of multinational career at Unilever Cono Sur. Former member of the Board of Unilever Paraguay in her role as Marketing Director (2007-2012)
  • Founder of CRAFTING BUSINESS & BRANDS in 2012, consulting firm specialized in research, innovation, business development and strategic planning, with more than 250 projects executed throughout her career, in different areas: Mass and Selective Consumption, Retail, B2B, Industries and Real Estate Sector.
  • Responsible for the development and business evolution and innovation process of Amandau S.A., in the role of Executive Director.
  • Current member of Boards of Directors in several local companies as an external Director. Vistage Paraguay Member.
  • Extensive expertise in forming high-performance management teams, developing innovation strategies, business and planning for local and regional markets, and business transformation and evolution processes.
CERRAR

Germán García

Partner Financiero

SEE CV

Germán García

Partner

More than 20 years of experience in the mass consumption market of Paraguay, Argentina and Uruguay.

POSTGRADUATE DEGREE

Senior Management Program IAE Business School
Pilar, Argentina 2008

UNDERGRADUATE DEGREE

Graduated from the Public Accounting program at the Faculty of Economic and Social Sciences of the National University of Mar del Plata

PROFESIONAL CAREER

More than 20 years of experience in the mass consumption and retail markets of Paraguay, Argentina and Uruguay in international organizations, both in local and regional businesses, managing multicultural teams and virtual environments.

He has had leading roles with managerial and directive positions in Paraguay and Argentina, both in mass consumption companies (Unilever Arg. Y Py) and Retail (Box Mayorista).
14 years of corporate career at Unilever Latin America, in different positions, some of the most notable:

  • CFO of Unilever Paraguay's operation, a company with a turnover of USD 150 Mio.

  • Finance Manager of 5 food factories of Unilever Argentina located: 3 in Pilar (Bs As), 1 in La Rioja and 1 in Mendoza, responsible for stock control, fixed assets, cost closure, cost planning and support for investment decision-making. in the factories to the Supply Chain team.

  • Finance Manager of the Food Division for the Foodservice Cono Sur market (Argentina + Paraguay + Uruguay and Chile)

    In recent years, he has served as an expert Partner in the financial area at Crafting Business & Brands, leading external Board of Directors and financial advisory projects for companies in the textile, technological retail, real estate and mass consumption sectors. In addition, he held CFO and CEO roles. General at PRV LTD Group

CERRAR

Andrea Buzó

Project and operations manager

SEE CV

Andrea Buzó

Project and operations manager

More than 10 years of experience in the mass consumption market of Paraguay.

UNDERGRADUATE DEGREE

Business Administration degree with honors - Universidad Católica de la Asunción

PROFESSIONAL CAREER

More than 10 years of experience in the Paraguayan mass consumption market, in multinational organizations.

10 years of corporate career at Unilever Paraguay, in different positions, some of the most notable:
• Marketing manager of leading brands in the market such as Dove, Sedal, Rexona, Clear, TRESemmé, AdeS, among others. • Research Manager leading market research projects.
• Sales specialist, development of commercial strategies focused on trade-marketing and costumer marketing.

In recent years, she has served as Project & Operations Manager for Crafting Business & Brands, leading projects that involve diagnosis, strategic planning and creation of short, medium and long-term plans for companies in the mass consumption, real estate & retail sectors.

CERRAR

Luciana Moreno

Especialista en Research y BI

SEE CV

Luciana Moreno

Research & BI leader

More than 25 years of experience in Market & Consumer Research

POSTGRADUATE DEGREE

Master in Social Research Methodology Universidad de Bologna /Universidad Tres de Febrero – 2004/2005

UNDERGRADUATE DEGREE

Bachelor of Sociology

Universidad del Salvador
Buenos Aires- Argentina

PROFESSIONAL CAREER

Director of custom projects and proprietary models in Southern Cone countries with application of quantitative and qualitative methodologies.

  • Management of Local and Regional Accounts for projects of US$1.5MM.

  • Responsible for the Internship Program.

  • Top-Rated Employee (Performance Program Review).

In recent years, she has served as Research Leader at Crafting Business & Brands, responsible for the design, direction, coordination and analysis of the consultancy's research projects with the aim of providing relevant information for decision making, the understanding of the clients/users of each brand and their relationship with the products and services they offer.

CERRAR

Laura Olmedo

Responsible of Administration and HR

Analia Galeano

Senior Project Leader

Ingrid Rehnfeldt

Project Assistant

"The word Crafting encompasses everything we know how to do and believe in: creating, building and strengthening the unique identity of each company we work with".

BETTINA PESSOLANI- CEO of Crafting Business & Brands

We are a business consultancy passionate about what we do and passionate about people.

For 12 years we have been working in the local and regional market. Booking for the root of each company, what makes it unique and we enhance it to its maximum expression, pursuing the achievement of business results.