Experience

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  Hernando Ardany Serrano Corredor SAS (Familiar Company)

  • Strategy Manager – Strategic Consulting

    • Sep 2024 - Present

    Drove the transformation of a family business through a financial and operational analysis that redefined investment priorities and maximized profitability.
    Developed KPIs and monthly dashboards that provided comprehensive visibility of operations, enabling data-driven decision-making.
    Identified an underperforming machinery mix and proposed its replacement, projecting a 15% increase in net income and a +2.3 point improvement in EBITDA.
    Designed a follow-up plan that prioritized investment and maintenance, ensuring resource alignment with the business strategy.

• 

  Rotam Design & Solutions SAS

  • Marketing Project Manager – Strategic Consulting

    • Nov 2024 - Jun 2025

    Led a strategic consulting project, conducting a comprehensive business assessment, uncovering key insights, and designing growth-focused plans.
    Directed benchmark analyses, mystery shopper studies, and internal audits to identify opportunities in the value proposition and customer experience.
    Developed recommendations for brand redesign, expansion of service touchpoints, and operational improvements.
    Managed the implementation of the plan, achieving 100% on-time delivery through rigorous tracking processes.
    Restructured client-agency communication flows with regular routines and meeting minutes, significantly enhancing strategic alignment.

• 

  Autos Sura

  • Colombia
  • Medical Practices
  • 1 - 100 Employee

  • Brand Manager

    • Aug 2023 - Sep 2024

    Led comprehensive strategies for the brands Herbalife, Relax, and Inbiotec, aligning business objectives with consumer-focused creative solutions.
    Designed and executed multichannel campaigns (digital, BTL, and point of sale) tailored to each brand’s strategic goals.
    Implemented a prioritization and tracking system that reduced internal rework by 35%, improving coordination within the creative team.
    Optimized workflows to handle parallel projects, achieving a 30% increase in delivery efficiency across multiple active accounts.
    Monitored digital performance indicators, making timely adjustments to ensure measurable impact and results.

• 

  Mondelez Colombia SAS

  • Assignment: Marketing Trainee (Gums & Candies)

    • Jun 2020 - Dec 2020

    Contributed to the design and execution of plans to accelerate portfolio turnover and launch new initiatives, aligning business objectives with consumer needs.
    Activated brands at the point of sale through strategies that drove rotation, strengthened brand presence, and maximized sell-out.
    Participated in the development and presentation of projects for new product launches and contract manufacturing in key retail spaces.
    Managed tracking and control of the budget allocated to advertising and activations, ensuring efficiency and alignment with business priorities.
    Created sell-out dashboards and coordinated TV and radio campaigns, generating insights that guided tactical decisions in the post-COVID context.

    Achievements:
    Implemented a Bubbaloo co-packing initiative for Halloween, refreshing the portfolio by 10% and enhancing seasonal relevance.
    Executed a digital campaign for Trident, Halls, and Bubbaloo that increased product turnover by 15%, contributing to commercial targets.

  • Trade Marketing Analyst – Modern Trade

    • May 2019 - Feb 2023

    Collaborated with category teams to define the optimal product portfolio and activities, driving sales growth.
    Supported the development and tracking of commercial plans with clients, ensuring proper execution of campaigns and promotions.
    Leveraged insights from previous campaigns to optimize new activations and maximize results.

    Achievements:
    Implemented an in-store visibility strategy that increased product turnover by 3% for the client.
    Designed and executed a multi-brand plan that boosted sell-out by 5%.

  • Sales Analyst Colombia & Ecuador

    • May 2019 - Feb 2022

    Led initiatives to drive commercial execution, strengthen in-store presence, and align the team with the company’s strategic objectives.
    Developed and executed commercial agreements, ensuring their implementation aligned with the business growth agenda.
    Deployed displays and fixtures at points of sale, optimizing the consumer experience and enhancing brand visibility.
    Planned and coordinated strategic forums and leadership activities for the commercial team, fostering alignment with business priorities.
    Consolidated and communicated sales results, providing key inputs for management decision-making.

    Achievements:
    Automated commercial agreements, reducing preparation time by 50%.
    Created product toolkits that enabled more effective sales by equipping the team with critical information.
    Designed and rolled out materials in over 2,000 points of sale, ensuring successful product launches in Colombia and Ecuador.