Experience

Táctico Group S.A.S.

• Colombia
• Advertising Services
• 1 - 100 Employee

• Commercial Consultant

  • Jun 2020 - Present

  • Establish an accelerated work plan with the Tactico management team to search among the current main clients and potential clients for new sources of billing to recover at least 50% of the impact of the pandemic on billing.• Establish a culture of strategic planning, goal-based work to achieve sustained and planned growth.• Develop a robust commercial strategy that allows a differentiated service to Tactico Group customers, considering the identification of opportunities and customer needs, ideation, and creation of purposeful and innovative catalogs, and the creation of the required commercial team.



AB InBev

• Belgium
• Manufacturing
• 700 & Above Employee

• Director Of Innovation

  • Jan 2019 - Oct 2019

  Responsible for Innovation Strategy and Pipeline development for Beer, Beyond Beer and Non–Alcoholic categories in Middle Americas Zone: Mexico, Central America, Caribbean, Colombia, Perú and Ecuador, while assuring on time and full delivery of all innovations in the zone.Key Successes:• Created innovation strategy for main brands in the region to capitalize market opportunities consistenly.• Developed Malt Center of Excellence to foster non-alcoholic malt development within the zone. • Launched in the region new flavored line extensions of core brands to expand category (Honduras, Ecuador, Colombia) increasing beer pentetration among women and delivering incremental volume.• Expanded category to low income consumer through new affordable packs within region.Core Skills and Capabilities Strengthened:Innovation Process Development, Strategic Influence, Leadership, Revenue & Profit Growth, Resource Maximization, Consumer-Centricity.

• Consumer Experiences & Sponsorships Director

  • May 2018 - Dec 2018

  Responsibilities:• Responsible of all sponsorships (mainly sports and music) in Copec Region (Colombia, Perú and Ecuador). • Responsible from the design to execution of all owned events used as experiential marketing platform: Corona Sunsets, Bud Warehouse, Stella Artois Le Village, Oktoberfest (Club Colombia, Cusqueña & Club Premium), Barras (Aguila, Cristal & Pilsener), Plan U Poker.Key Successes:• Implemented a new negotiation model with sponsored soccer teams in the region and FCF (Colombian Soccer Federation).• Upgraded Oktoberfest experiences with new digital technologies (Cashless and VR activation).• Executed Bud Warehouse Regional Experience with more than 10.000 assistants in Bogotá, Lima and Quito.Core Skills and Capabilities Strengthened:Marketing Analytics, Strategic Influence, Consumer-Centricity, Negotiation, Business Process Improvement.

• Senior Innovation Manager

  • Jan 2017 - Apr 2018

  Responsibilities: • Responsible of the project management of innovations in the region.Key Successes:• Successfully launched new visual brand identity for Poker with a fast track implementation (5 months) minimizing wastes on packaging material.• Launched new 269ml can for Club Colombia family to fulfill the brand price strategy. • Successfully launched a new 300ml SKU for Guaraná in Perú to cover the price point to enter the CSD category. After launch this new SKU exceeded budget in +70pp. • Leave the position with 13 business cases approved and + 20 projects on track.Core Skills and Capabilities Strengthened:Project management, Marketing Analytics, Strategic Influence, New Brand Launch, Resilience.



SABMiller

• Food & Beverages
• 700 & Above Employee

• Social Command Center Director

  • Feb 2015 - Jan 2017

  Responsibilities:• Create an organization focused in social listening to develop learnings and insights to optimize our brands performance in digital channels and to improve proactive engagement with consumers.• Responsible for social listening for 34 commercial and 6 corporate brands in LATAM.• Full agency service to 4 brands in digital channels in Honduras: Barena, Port Royal, MGD and Miller Lite, including digital strategy, content creation, community management, media planning and buying.Key Successes:• Fast track implementation on SCC (3 months): accomplishing promised budget, timing and reporting framework.• Actively participated on 3 digital crisis and 6 digital potential crisis acting side by side with our clients. Created a protocol for digital crisis.• High level usage on SCC deliverables: 70% tactical reports and 30% of strategic recommendations while offering a high quality service: 84% client satisfaction.• Created relevant digital content by off shore team.Core Skills and Capabilities Strengthened: Digital Marketing, Organizational Launch, Capability Building, Change Management, Resource Maximization, global influence, Leadership.

• NAB Marketing Director

  • Feb 2012 - Feb 2015

  Responsibilities:• Full Strategic and Marketing Leadership for all NABs SABMiller Ecuador.• Responsible for the most competitive segment +12,5 MHL with a budget of USD 5M.• Brands: Pony Malta and Agua ManantialKey Successes:• Results (F13 –F15): Volume +17% CAGR, ND +25 pp. Rejection rate -12pp• Pony Malta was leader brand in SOM in single serve SKUs (+2pp vs CC).• Turned around water business, turning back a decreasing trend to double digit volume growth: 13% CAGR during last 2 years.• Led Sugar and artificial sweeteners project and participated on Regional NAB Portfolio ProjectCore Skills and Capabilities Strengthened:Brand Strategy, Strategic Influence, Brand Building, Strategic Alliances, Revenue & Profit Growth, Leadership, Performance Optimization.

• Insights & Market Intelligence Director

  • Sep 2010 - Feb 2012

  Responsibilities:• Responsible for leading the business planning process assuring long term brands sustainability & clear brand contribution, market research, commercial information and clients master data.• Recommend strategies addressing the identified opportunities from the continuous analysis of industry, business, consumer trends and brands.Key Success:• Gave relevance to NABs business on strategy as a long term initiative to increase revenue.Core Skills and Capabilities Strengthened:Portfolio Strategy, Consumer Insights, Strategic Influence, New Brand Launch, Performance Maximization, Team Building.



Empresas Polar

• Venezuela
• Food and Beverage Services
• 700 & Above Employee

• Light Beer Segment Manager

  • Jun 2010 - Sep 2010

  Responsibilities:• To manage leadership on largest and competitive segment in Venezuelan beer market. Key Successes:• Developed business and marketing plan for the top light beer brand in market.• Worked on previous brand strategy for correct association with the right segment of the market.• Adjusted positioning of brand to be more efficient in the association with target consumers.

• Market Intelligence Manager

  • May 2008 - Jun 2010

  Responsibilities:• Responsible for leading the business planning process for beer, wine and derivatives categories.• Recommend strategies addressing the identified opportunities from the continuous analysis of industry, business, consumer trends and brands Key Successes:• Implemented consumer segment strategy based on consumption occasions and functional and emotional necessities, improving performance of different brands in the Venezuelan market (McKinsey).• Generated guide for design of marketing strategies based on market funnels by identifying key levers in each stage, including a system of indicators of key measures for each corresponding stage.• Managed all beer studies such as advertising, brand preference, brand image, and market share.• Implemented reporting system to follow the Kip’s and most relevant information for the business.

• Brand Manager

  • Nov 2006 - May 2008

  Responsibilities:• Responsible for the management of brand portfolio in the most competitive market for Cervecería Polar: 50% SOM, highest PCC (120 lts), sales + 2.5 MMHL/year. Key Successes:• Designed strategy improving advertisement execution in the market • Leveraged on opportunities to boost competitive position of brands. • Improved connection between local consumers, product strategies, and packaging.• During management tenure, market share grew by 4%. Preference of brand grew 3%.• Recommended, designed, and launched regional brand to meet emotional and functional consumer needs with relative differences with the rest of Venezuela• Developed first regional advertising for Polar Ice brand surpassing the norm of visibility and market association (IPSOS) by 20%. The campaign was based on a deep understanding of life styles and attitudes of “Zulianos”.• Developed a sampling plan for Polar Light brand in highly competitive areas with low market share duplicating sales within five months.

• Market Research Coordinator

  • Oct 2005 - Nov 2006

  •Managed all marketing studies, qualitative as well as quantitative, related to beers tending to all stages from creation to presentation of results.•Administered budgets of management for marketing studies.

• Market Research Analyst

  • Nov 2004 - Oct 2005

  •Designed, controlled, and followed up marketing studies of market positioning. Recommended improvements.