Meet Italia Morales, Trade Marketing, Philadelphia

Thursday, August 7, 2025

Explain your role at MDLZ.

Basically, it's about understanding market dynamics and consumer perception by channel, to participate in strategic trade marketing decisions for the Cheese, groceries & PBs categories. I also play a key role in ensuring that customer plans are developed and executed, supporting the application of these strategies and tactics for growth, while keeping in mind the financial drivers that allow for profitable growth for Mondelēz.

How long have you been working in Trade Marketing, and what attracted you to this field?

I have been in the trade marketing team for 4 and a half years, and what mainly attracted me was the opportunity to learn about the behavior of sales channels and a bit about all the categories, as well as being closer to customers.

What makes your role exciting?

The dynamic nature of the cheese category market, which means that every week you encounter new challenges and opportunities to leverage a brand as powerful as Philadelphia.

What's your favorite snack?

Any snack made with Philadelphia, of course!

What have been some projects that helped you grow in your role and career?

The development and execution of exclusive platforms for Mondelēz's most important client, such as Mini Paleta Payaso and Oreo 6c $10.

What makes you stay at MDLZ? How would you describe the culture at MDLZ?

The opportunities for growth, the atmosphere and camaraderie within Trade Marketing, as well as the culture of flexibility that allows me to have a good work-life balance.

What types of market research and analysis do you use to make decisions in Trade Marketing?

Market behavior by geographic area, seasonality, and sales channel, as well as financial evaluations of communication and pricing activities at the point of sale.

What was your first role at MDLZ?

Warehousing & Logistics Supervisor, en 2017.

What did you learn from that experience?

The other part of the process to get our products to customers, which is super relevant because if it is not executed correctly, it would not be possible to realize the plans and strategies that have been developed for each category.

What advice would you give to a young person who is considering a career in Trade Marketing and wants to start early?

Give yourself the opportunity to experience it, as it is definitely a very enriching experience that allows you to learn a little about everything, develops your creative side, and makes you develop an incredible bond with Mondelēz brands!