Experience

Mind-hack.co

• Colombia
• Business Consulting and Services
• 1 - 100 Employee

• Mind-Hack Principal LATAM

  • Oct 2022 - Present

  Brazil MindHack is a human powered corporate innovation consultancy that was born in Colombia but is currently present in all Latin America - and this is just the beginning ⚡



Lemonade Experience

• Consumer Services

• Lemonade Founder

  • Nov 2020 - Present

  Lemonade is an experience to strengthen your selfconfidence in relationships through a mix of #DesignThinking, #Neuropsychology and #Mindfulness. Our purpose is to improve your love relationships through leveraging your self-awareness, self-esteem and communication skills. Most importantly, it's for men and women. Feelings don't see gender, right?!



The Coca-Cola Company

• United States
• Food and Beverage Services
• 700 & Above Employee

• Sr. Manager Value to Market - Digital Channels LATAM (STA @ Coca-Cola)

  • Oct 2021 - Jun 2022

  Rio de Janeiro, Brazil



ThePowerMBA

• Technology, Information and Internet
• 1 - 100 Employee

• Strategy & International Growth

  • Mar 2020 - Nov 2020

  Madri, Comunidade de Madrid, Espanha ThePowerMBA is a disruptive and practical online business program - 15 min daily video micro-learnings with top founders, executives, and business experts.



Byld | Corporate Venture Builder

• Head of Marketing & Business Design

  • Oct 2017 - Mar 2020

  Madrid e Região, Espanha Byld is a corporate venture builder. We co-found new ventures with corporations sharing risks and rewards from day one. In our 5 year long journey, we identified the opportunity of corporate venture building. A win-win model where we combine our startup agility and culture, with the reach and resources from big corporations, to create new startups where both co-invest, becoming partners. Role: As the CEO's "right hand woman", I'm involved in the entire strategy of the business and… Show more Byld is a corporate venture builder. We co-found new ventures with corporations sharing risks and rewards from day one. In our 5 year long journey, we identified the opportunity of corporate venture building. A win-win model where we combine our startup agility and culture, with the reach and resources from big corporations, to create new startups where both co-invest, becoming partners. Role: As the CEO's "right hand woman", I'm involved in the entire strategy of the business and its operations, with stronger focus on marketing, methodology, business design and, last but not least, talent & culture (the real heart of every business). Clients conquered in our first year: Carrefour, Coca-Cola, Porsche, Ferrovial, Cemex Ventures, Vodafone (and counting). - Co-led a team of over 10 people while developing more than 8 startups with Carrefour, Coca-Cola and other partners using Byld methodology - Handcrafted Byld's methodology based on Design Thinking, Lean Startup and Agile, tackling real insights through MVPs and prototypes - Led Byld spin-off from Sonar Ventures positioning it as the 1st corporate venture builder in Spain - Led Byld’s original launching event from planning to implementation with more than 30 corporations, 150 participants, handmade artists and dynamic interactions with the audience - Led and participated in many ideation sessions using techniques such as Brainwriting, Focus Groups, Concept Sprints among others - Content development such as cases and strategic topics related to Byld business model and ecosystem - Collaborated in the design and implementation of team routines such as performance reviews and team happiness tracking level ("Happy Meter" = 4.8 out of 5 is our average at Byld) Show less



Sonar Ventures

• Spain
• Technology, Information and Internet
• 1 - 100 Employee

• Head of Marketing

  • May 2017 - Sep 2017

  Madrid e Região, Espanha Sonar Ventures is a startup studio, a company that creates companies. We create new products and services, and build teams to scale them as independent companies. We focus on just a few projects at a time, developing businesses that will improve people’s lives. SV usually founds new companies by partnering with entrepreneurs whose missions we believe in and those that fit with our partners long-shot strategies. In such cases we become hands-on partners with a company, adapting the… Show more Sonar Ventures is a startup studio, a company that creates companies. We create new products and services, and build teams to scale them as independent companies. We focus on just a few projects at a time, developing businesses that will improve people’s lives. SV usually founds new companies by partnering with entrepreneurs whose missions we believe in and those that fit with our partners long-shot strategies. In such cases we become hands-on partners with a company, adapting the product, the team, and the operations. Show less

• Coca-Cola Jr. Brand Manager

  • Aug 2014 - Dec 2015

  Rio de Janeiro e Região, Brasil Role: Build long-term strategy and lead marketing campaigns and innovation projects for Coca-Cola™ - Designed Moms new strategy seizing an opportunity through occasion's consumption expansion considering new family values and behavior (Moms are the main decision-makers for CC purchase consumption) - Led the launch of a Coca-Cola premium glass package using Design Thinking in record time of 1 year (average: 2-3 yrs) - Collaborated in e-commerce platform creation using Lean… Show more Role: Build long-term strategy and lead marketing campaigns and innovation projects for Coca-Cola™ - Designed Moms new strategy seizing an opportunity through occasion's consumption expansion considering new family values and behavior (Moms are the main decision-makers for CC purchase consumption) - Led the launch of a Coca-Cola premium glass package using Design Thinking in record time of 1 year (average: 2-3 yrs) - Collaborated in e-commerce platform creation using Lean Startup methodology - Led the marketing plan for Coca-Cola Life launch in Brazil (2016 main innovation) - Led a US$ 20M marketing campaign targeted to Moms in 2015 with the highest mix of contact points and providing a better target balance between high and middle class - As marketing lead, participated in the affordability platform repositioning bringing a segmentation approach to adapt marketing strategy and thrive in Brazil’s macroeconomic scenario

• Shopper Marketing Specialist for FIFA World Cup 2014 & Minimarkets

  • Oct 2012 - Jul 2014

  Rio de Janeiro e Região, Brasil Role: Co-lead FIFA World Cup 2014 platform strategy for all channels in Brazil territory. Manage more than 30 projects and campaigns since their planning until market implementation and performance tracking - Built 2 transformational tools, leveraging area knowledge and capability (POS Activation Strategy and 360° Tracking from the investment in POS activation mix to market implementation) - Managed 4 analysts while promoting their development. Together we implemented more than… Show more Role: Co-lead FIFA World Cup 2014 platform strategy for all channels in Brazil territory. Manage more than 30 projects and campaigns since their planning until market implementation and performance tracking - Built 2 transformational tools, leveraging area knowledge and capability (POS Activation Strategy and 360° Tracking from the investment in POS activation mix to market implementation) - Managed 4 analysts while promoting their development. Together we implemented more than 30 projects and campaigns for FIFA World Cup platform (Budget: R$ 40M, which is 5x higher vs. FWC 2010 and 2x the present value) - Co-led the development of a new strategy for Mini-markets and Traditional channels considering new buying and shopper behavior - Designed a new segmentation and communication strategy for affordability platform in Brazil, targeting Middle and Low classes (Mid/Low class = more then 50% of Brazil's volume)

• Trainee Talent Program

  • Mar 2010 - Sep 2012

  Brasil Led strategic projects in 4 areas for 2 years, building an holistic and critical view of the business: - Operations (Market Development): Led a trade program implementation with Bottler's commercial team, in order to surpass 50% of volume share in Minimarkets (Results: region presented the biggest growth in that year: +7.3pp) - Shopper Marketing: Led the strategic thinking to capture an emerging channel opportunity, promoting a long term vision while leveraging short term benefits… Show more Led strategic projects in 4 areas for 2 years, building an holistic and critical view of the business: - Operations (Market Development): Led a trade program implementation with Bottler's commercial team, in order to surpass 50% of volume share in Minimarkets (Results: region presented the biggest growth in that year: +7.3pp) - Shopper Marketing: Led the strategic thinking to capture an emerging channel opportunity, promoting a long term vision while leveraging short term benefits brought by FWC 2014 and FCC 2013 - Innovation: Worked in 2 different launch projects for new beverages categories (enhanced water and coconut water), developing commercial and branding strategy. Beyond this, led a third project with focus in foster innovation culture named "Manifesto" - Finance: Developed financial analysis for new projects evaluation and investments viability

• Marketing Intern - Coca-Cola Brand

  • Jul 2008 - Dec 2009

  Rio de Janeiro e Região, Brasil As Coca-Cola marketing intern I was responsible for: - Brand's monthly performance analysis providing an holistic view of market dynamics and brand strategic KPIs in comparison to its own targets and also in comparison to its competitors in the beverage category and in the run for consumer connection / brand love. This analysis was key for brand's strategic review, influencing the adjustments and review of brand's business plan - Coordination of Xmas 2009 marketing campaign and… Show more As Coca-Cola marketing intern I was responsible for: - Brand's monthly performance analysis providing an holistic view of market dynamics and brand strategic KPIs in comparison to its own targets and also in comparison to its competitors in the beverage category and in the run for consumer connection / brand love. This analysis was key for brand's strategic review, influencing the adjustments and review of brand's business plan - Coordination of Xmas 2009 marketing campaign and its implementation in the Brazilian complex market. And support to all other marketing campaigns of the brand (Teens, Moms, Summer and etc.) Show less



Empresa Jr. ESPM - Consultoria em Marketing

• Brazil
• Advertising Services
• 1 - 100 Employee

• Consultant

  • Aug 2006 - Dec 2007

  Brasil As a consultant, I participated in the development of 3 projects: - Development of a business plan and viability analysis of a health clinic that an entrepreneur wanted to open in Brazil - Design, coordination and implementation of a 3-day event related to marketing strategy when it comes services and sports management - Development of a strategic plan for an advertising agency in Rio de Janeiro, Brazil