Experience

D1 S.A.S

• Colombia
• Retail
• 700 & Above Employee

• Category Manager / Business Development manager - Home & Personal care

  • May 2022 - Present

  Lead the Home and Personal Care business unit (Top 1 Unit Business in D1) by designing and implementing strategies and action plans aligned with the Business objectives. I lead the portfolio development roadmap for the business unit by proposing medium and long-term products based on market and consumer needs/trends. I establish a 360-product strategy (quality, packaging, price, profitability) from definition to execution; ensuring profitability according to the business and supply, supported by a multidisciplinary team. I lead the business/ brand and product development of the business unit by defining, auditing, and execution in the market, as well as promoting communication/Sell Out plans for the products. I lead the negotiation plan in terms of achieving and sustaining suppliers according to strategic vision and business purpose (contract manufacturers and/or commercial brands) at the national and international level assuring the best offer and value to build company growth. • Double digit growth in the Home and Personal Care business unit compared to the previous year. • I maintained the double-digit margin of the business unit while meeting the company's objectives, even in the face of challenging market and macroeconomic conditions. • Consolidation of D1 as the retail channel leader in the Home and Personal Care business unit. • Continuation of the strategic development of market-leading brands: "Brilla King" - "Bona Ropa" - "Natural Feeling" - "Little Angels". Show less



PopSockets

• United States
• Manufacturing
• 100 - 200 Employee

• Marketing and Commercialization Director – LATAM

  • Sep 2020 - Apr 2022

  Led Marketing strategy for LATAM region by launching the brand focusing the efforts in Colombia, Mexico and Brazil and in secondary phase Ecuador and others countries by supporting local distributors. Developed the Marketing region expansion in order to build the brand and support the growth expectations including Product strategy, promotions, commercial calendar brand strategy and trade marketing. Led Digital marketing strategy among the region as the main vehicle and pillar to build growth by using the most effective vehicles in a creative and innovative way (Paid media, Organic media, social media, Influencers, E-comm, CRM) to generate demand towards online site and offline site. Drove PR efforts and marketing Budget Management. • Sales growth over 60% during first year launch. • Developed Social Media strategy with positive results such as growing community with over 60K followers during the first year with engagement rate over 4% first year of operations. • I developed influencer marketing strategy with over 100 influencers by developing product engagement among them and reaching high engagement and view rate social media content • I Consolidated social media as the main media demand generation e commerce traffic vehicle • I Led new sales commercialization channels Show less



Samsung Electronics

• South Korea
• Computers and Electronics Manufacturing
• 700 & Above Employee

• Marketing Head – Mobile, Tablets and Wearable

  • Aug 2019 - Aug 2020

  Led the Mobile, Tablet and wearable Marketing strategy assuring the synergy among product, price, promotion, place and communication vision; to reach the business objectives and Company goals; according to the market opportunities and consumer needs.Led the channel marketing strategy, supporting partners with integral channel marketing strategy driving towards shopper experience, promotion and communication to support sell out, preference and differentiation.Led the definition and follow up Marketing Budget for the business unit assuring efficiency and aligned towards Business ROI estimated.• I Led High segment mobile devices by driving marketing strategy focus on GenZ aligned towards Digital media, influencers marketing and LIVE content. Positive results in terms of Awareness and Preference. YOU TUBE Prize with special action making the first technology product launched on LIVE content.• I Built differentiated Product activation and experience for Premium product launch to build attraction and awareness through all channels (Carriers and Retail) connected with launch promotions.• I developed Integrated marketing strategy (Brand and Channel) to build consistency taking into consideration target audience (Shopper Vs Consumer). As well media and communication message.• I developed Product Promotions and commercial calendar aligned with the Business vision to support sell out (Black Days / Brand Days / Anniversary) Show less

• Marketing & Communications Senior Manager – Mobile

  • Sep 2017 - Sep 2019

  I led the structure, design, execution and monitoring the marketing communications to the Mobile Business (Mobile, tablets, earables and wearables). Identifying consumer and market opportunities to build the brand at local level, increase market share and support sales and business objectives.• Lead flagship product launch during 2017 Second half, consolidating Samsung as leader Brand within the mobile category (35% M/S).• Lead most important product launch during 2018, considering as global best practice in PR actions – Reaching a campaign ROI of USD $ 1M.• Overachieved Product and Brand activation for 2017 product launch direct contacts 130% and 110% in sales. Show less

• Marketing & Communications manager – Digital Appliances

  • Jan 2015 - Aug 2017

  Responsible of structuring, design, execute and monitoring the marketing communications to the Digital Appliances Business (Refrigerators, Washing Machines, Microwaves and Air Conditioners). Identifying consumer and market opportunities to Brand building, increase market share and support sales and business objectives.• Leaded the planning and execution of the marketing communications strategy for the Refrigerators category consolidating leadership No. 1 position in the Premium segment (47%).• Leaded the planning and execution of the marketing communications strategy for the washing machine category consolidating leadership No. 1 position in the Premium segment (47%).• Leaded the marketing communication strategy in the Premium segment – Black Edition – increasing Brand preference up to 75% in refrigerators and 78% in washing machines. Reached TOM to 109% Vs. Direct competitor. PR ROI up to USD $800K during launch event. Show less



Unilever

• United Kingdom
• Manufacturing
• 700 & Above Employee

• Regional Senior Brand Manager Ice Cream – Magnum & Cornetto brands

  • Jul 2012 - Jul 2014

  Led the brand strategic plan for Magnum and Cornetto Brands – ice Cream Category for Andean region (Ecuador- Venezuela) by driving the short- term and medium-term strategies in order to generate profitable growth by delivering exceptional brand experiences, building brands and category growth. Leaded the Innovation projects in the cluster since its definition until its launch in the market by leading multidisciplinary team (supply, finance, R&D, Legal and Nutrition). • 2013 Magnum innovation plan generated a brand growth of 47% in value and 32% in volume vs. last year, outstanding result – 50% over accomplished volume sales target. • Its Communication plan also had outstanding results with a 170K EU ROI from its brand experience and PR activities; with the digital campaign over accomplished on 113% new fans added, 197% visits to our facebook app. • Masterbrand fan Page was considered on the top 3 global fan pages with the higher engagement level with over 200K fans, generating 10K fans per week during the year • Magnum campaign in 2014 with – Magnum Pleasure Store- drove a differentiated experience generating outstanding results such a 134% Vs sales target, a 157% PR ROI from target, more than 30K new fans during two months. • Effie Award in 2014 from the brand Experience “Magnum Pleasure Store” in Ecuador Show less



GrandBay Papeles Nacionales S.A.

• Manufacturing
• 200 - 300 Employee

• Brand executive – Tissue Business unit

  • Jan 2011 - Jun 2012

  Supported Bath Tissue Marketing strategy execution aligned with the strategic vision and business objectives defined by top management. • Supported Brand migration process to be aligned with the regional Brand vision, by fulfilling local consumer needs and analysing local market opportunities. Supported implementation in all channels and marketing communication plan. • Lead Economic Brand renewal from market evaluation, product and value proposition renewal, product development until product and marketing plan launch. Overachieved results with a 15% market share taken from leader Brand Show less



Hunter Douglas, Inc.

• United States
• Manufacturing
• 700 & Above Employee

• Marketing Executive – Window Fashions

  • Jul 2010 - Dec 2010

  Supported Marketing Management to develop B2B Marketing Strategies. Leaded Incentive programs for authorized distributors, sales team, digital strategy, and new products campaigns. Leaded the economic brand in order to develop new sales channels and generate branding strategies to generate awareness and equity. Supported Marketing Management to develop B2B Marketing Strategies. Leaded Incentive programs for authorized distributors, sales team, digital strategy, and new products campaigns. Leaded the economic brand in order to develop new sales channels and generate branding strategies to generate awareness and equity.