Experience

Why Not

• Colombia
• Food and Beverage Services
• 1 - 100 Employee

• Chief Commercial Officer

  • Jul 2022 - Present

  - Responsible for developing and implementing the company's commercial strategy, ensuring the opening of new business opportunities and market penetration in the food service, exports, and Amazon. - Managing the sales team to achieve set objectives for sell-in, sell-out, and profitability - Designing and effectively implementing trade marketing activities to ensure portfolio rotation and brand positioning in modern retail and e-commerce channels. - Ensuring proper management of the company budget. Achievements: - Achieved an 87% growth in sales in Colombia from 2021 to 2022. - Led the Amazon project, involving portfolio development, cost simulation, and logistics for its live launch in October 2023. - Facilitated new business openings by creating new product presentations for Pricesmart and the - food service channel.. - Creating and leading execution of the e-commerce and Rappi strategies. Show less



Alpina

• Colombia
• Food and Beverage Manufacturing
• 700 & Above Employee

• Trade Marketing Manager

  • Feb 2022 - Jul 2022

  - Developed the trade marketing strategy for the modern, traditional, and regional channels, focusing on four variables: visibility, training, shopper marketing, and in-store experience.- Met the company's KPIs and helped the brands gain more market share. - Designed and led the launch and long-term growth strategy for new categories and product innovations.- Monitored investments and budget execution to ensure ROI compliance.Achievements:- Implemented the regional trade strategy in Colombia's four major cities, supporting brand coding (Oats, Bon Yurt, Yogo Yogo), resulting in a 21% increase in sales.- Increased the numerical distribution of the Bon Yurt brand (+8 pts.) from March to May in the TAT channel through coding strategies for the entire portfolio at point of sale.- Developed "Mundo Bon Yurt" and "Mundo Finesse" in the modern, regional, and traditional channels, achieving sales impacts between 6% and 13% in the implemented points of sale. Show less

• Category Management Manager

  • Feb 2021 - Jan 2022

  - Led assortment, visibility and shopper experience strategies across all channels to drive growth in the dairy beverage category.- Collaborated with the marketing department to develop strategies for new launches and innovations.- Partnered with retailers to drive category and brand growth in alignment with market trends, resulting in increased profitability and the right product portfolio.- Analyzed insights using tools such as Nielsen, Kantar, Dunnhumby, and market studies to make informed decisions.Achievements:- Led the development of the dairy beverage category at Éxito, Jumbo, and Carulla chains, achieving 5% category sales growth and 8% growth for Alpina products.- Developed shopper experiences at Éxito Wow stores within the dairy category, resulting in sales increases ranging from 7% to 15%.- Executed the creation of bundled offers and commercial strategies for the modern retail channel, leading to a 4% increase in major promotions. Show less



Grupo Éxito

• Colombia
• Retail
• 700 & Above Employee

• Category Manager

  • Aug 2018 - Jan 2021

  - Defined category strategies based on shopper insights to ensure product profitability.- Planned commercial strategies to achieve KPIs such as average ticket, frequency, penetration, and product innovations, contributing to channel sales growth and supplier partnerships.- Designed the category journey at PDV to enhance shopper experience, education, and loyalty.Achievements:- Led collaborative efforts with Alpina, Bimbo, and Alimentos Cárnicos for category enhancement.- Developed new product ideas and supplier relationships to strengthen the healthy living category at Éxito, which led to a 35% increase in sales and established the category as a key component.- Implemented visibility experiences in Éxito Wow stores for dairy and bakery categories, resulting in growth of 18% and 26%, respectively.- Developed the frozen food category's marketing plan, integrating visibility, pricing, and product upgrades, resulting in a 3% increase in penetration. Show less

• Product Management Private Label

  • Nov 2016 - Aug 2018

  - Define the strategy for the development and launch of products under the exito retail stores for brands such as Taeq, Frescampo, Porchi, and Exito.- Supervised the marketing strategies and sampling budget for the Exito's private label.- Develop exclusive own-brand products with a focus on volume and profitability for the company's low- price strategy.Achievements:- Developed more than 100 products for the Taeq brand, achieving a 15% growth in sales.-Devised the company's "low prices" pricing strategy, which helped increase the market share by 12% in food categories.- With the Porchi brand, I created the company's own brand for the delicatessens category, increasing the shelf share from 8% to 13%. Show less

• Inventory Analyst

  • Oct 2013 - Nov 2016

  - Administrar el inventario de las actividades comerciales de la compañía a nivel nacional y regional.- Planificar el presupuesto de compra mensual con el objetivo de garantizar la ejecución de las actividades comerciales.- Realizar la compra y seguimiento del plan de activación comercial del Grupo Éxito a nivel nacional y regional con un presupuesto aproximado de $30,000 millones mensuales.Logros:- Logré mejorar la disponibilidad de productos y visibilidad de exhibiciones para el inicio de los eventos comerciales, pasando de un 85% a un 96%. - Optimice los días de inventario garantizando la disponibilidad de la mercancía en los puntos de venta y el indicador de agotados por debajo de la meta establecida del 3.5%. Show less