Experience

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  Brandsight

  • Ciudad autonoma Buenos Aires, Argentina

  • Brand Strategy Director

    • Aug 2022 - Present
    • Ciudad autonoma Buenos Aires, Argentina

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  Interbrand

  • Greater Buenos Aires, Argentina

  • Brand Strategy Consultant

    • Jun 2017 - Aug 2022
    • Greater Buenos Aires, Argentina

    Responsible for the development of Branding projects for companies from different industries (financial services, energy, consumption, pharmaceutical, etc). Clients: Banco Bci (Chile), Aerolineas Argentinas, Grupo Perez Companc (Argentina)Strategic brand development. Help clients manage brand assets in line with their business strategy. Train internal teams in the implementation of the brand strategy.Brand positioning; brand architecture; Nomenclature System; Naming.Design of interactive dynamics through workshops (face-to-face and virtual) for the strategic development of the brand.

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  Marqas Inc

  • Bogotá, Colombia

  • Brand Strategy Consultant

    • Oct 2011 - Aug 2016
    • Bogotá, Colombia

    Responsible for the overall direction, coordination, implementation and execution of brand strategies. I was involved in 20 branding projects for medium and large companies in different countries around Latin America. Clients:Financial: Grupo Sura, Grupo Ficohsa, CIFIN, Seguros EquidadFood: Team Foods, AntillanaHealth and Beauty: FarinterServices: Enlace Operativo, EficaciaAgricultural Ingenio ManuelitaReal Estate: AmariloOil: ACPResponsibilities:Managed multicultural and multidisciplinary teams of 5 to 10 members.Worked closely with clients to provide continuous input and feedback, conducted interviews with internal and external stakeholders and performed oral presentations to top management directives.Identified business opportunities through trend analysis and competitors' behavior.Identified companies' strengths and weaknesses by analyzing their current business strategy, brand perceptions and communication practices.Developed clear, distinctive and sustainable positioning statements that best conveyed the essence of the brand.Defined coherent and compelling brand architecture strategies that enabled companies to clarify the different hierarchies of brands within corporate portfolios while contributing to the overall business strategy.Designed unique and distinctive nomenclature systems that maximized and clarified the value and offering of brands.Recommended the creation of relevant and memorable names that best conveyed the brand's promise and were legally protected in all relevant markets.Responsible for driving local and regional rebranding strategies and implementing new visual identity systems.

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  EP1W

  • Amsterdam, The Netherlands

  • Regional Sales & Marketing Director

    • Apr 2011 - Sep 2011
    • Amsterdam, The Netherlands

    Responsible for the development of editorial content for a digital platform specializing in the oil and gas sector.Responsibilities:Market Analysis: identify and assess the most relevant issues concerning the E&P of the oil and gas sector in Southamerica.Commercial sales: attract potential advertisers to ensure the profitability of the website.

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  QCPTV

  • Cairo, Egipto

  • Project Director

    • Sep 2008 - Dec 2010
    • Cairo, Egipto

    Responsible for creating, managing and monitoring the production of editorial and audiovisual content designed to promote investment opportunities and boost tourism in Egypt.Production of an in-depth country report distributed in The Economist (2009).Production of a 30 minute program broadcast on British Airways flights (2010), which was also used as the country's official tourism campaign. Responsibilities:Defined the editorial outline and the targeted audience for each publication/short film to be conveyed in an appropriate and timely manner.Facilitated smooth operation in the stage of pre-production through location managing, scouting and permitting process.Conducted meetings and interviews with the most representative political and corporate figures of Egypt to be portrayed within our multimedia content.Negotiated advertising contracts above €20.000 with public and private entities to secure the funding of multimedia projects.Provided leadership and training to newly hired team members.

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  AFA Press

  • Panamá | Sudan | Malta | Yemen | Bahrain | Kyrgystan | Mongolia | Zambia

  • Project Director

    • Apr 2006 - Sep 2008
    • Panamá | Sudan | Malta | Yemen | Bahrain | Kyrgystan | Mongolia | Zambia

    Responsible for the production of socio-economic reports on emerging countries distributed in renowned publications such as The International Herald Tribune, The Independent, The Daily Telegraph, USA Today and US News & World Report.Responsibilities:Established on-site business units in 8 countries: managed teams of 3 members working on-location for periods of up to six months. Held accountable for my colleague’s overall performance and training. Implemented the project strategy set by the Head Office: define the editorial outline once all interviews have been concluded and made sure sales targets were achieved.Conducted local research on current issues and topics relevant to the country project, including socio-economic and political developments.Built up contact lists and profiling the key companies in each country.Prepared and conducted interviews with top ranking business and political officials.Negotiated and closed communication/advertising campaigns with government agencies and private companies generating yearly €500,000 worth of ad sales and sponsorship deals.