International marketing executive with more than eight years of experience in multinational companies in Latin America. The scope of my expertise includes the development and execution of marketing strategies that engage customers, increase brand awareness, support business goals and grow market share. My capabilities include: Drive innovation and change, Communicate effectively, Build diverse talent, Foster Teamwork, Develop winning strategies, Creative problem-solver
International Franchise for Guatemala, Honduras, El Salvador and Nicaragua, with 119 restaurants in the region.
Developed a regional marketing plan for assigned markets that generated 7% sales increase
vs previous year.
Led regional marketing team who were responsible for executing local marketing initiatives,
and increased brand awareness and recognition.
Designed a sales recovery plan for a country in the region achieving positive results in
of execution.
Created a pricing strategy for the countries assigned assuring the correct value ladders across
all the portfolio.
. Designed, presented and executed strategic marketing plan which resulted in +6 pts market share and the Walmart captaincy in Honduras and Costa Rica
. Improved service level for a client in the region by designing a strategic portfolio and creating an investment plan which generated a 3% sales increase.
. Analyzed Caribbean portfolio and developed a solution to standardized the performance among the region and provide significant financial results for strategic brands.
Managed a product packaging renovation; without affecting the sales price; which helped reduce product returns by 80% and boosted sales by 57%.
Planned and implemented a consumer promotion, which significantly improved brand positioning and generated a sharp increase in sales of 10%.
Launched a new food category and trained 100 sales representatives which allowed the company to expand its offering and to improve its presence in supermarkets and wholesalers.
. Created and implemented a pharmacy marketing plan, which increased brand loyalty and
reduced prescription change by 5%.
. Structured a sales plan for prescribed and OTC brands in specific months to improve product rotation within the distributors and increase brand presence at the point of sales.
. Developed an advertising procedure which ensured that 100% of advertising pieces had their respective approvals and compliance, internal and externally.
Entity that promotes international tourism, foreign investment and non-traditional exports for Colombia
. Organized and conducted two seminars with top executives to promote Colombia as a
destination for foreign investment, which resulted in negotiations for opening a hotel chain.
. Planned and executed a tourism marketing plan which increased by 12% the number of tour
operators that include Colombia as a destination.
. Trained more than 900 travel industry workers in the proper use of the Colombia is Passion
campaign in order to sell Colombia as a world class destination in the Mexican market.
. Analyzed data and recommended improvement actions for the chamber of commerce in Manizales which increase user satisfaction and perception.
. Designed the research material that served as support in the decision making of senior management to determine the feasibility of opening a new business in Manizales
International marketing executive with more than eight years of experience in multinational companies in Latin America. The scope of my expertise includes the development and execution of marketing strategies that engage customers, increase brand awareness, support business goals and grow market share. My capabilities include: Drive innovation and change, Communicate effectively, Build diverse talent, Foster Teamwork, Develop winning strategies, Creative problem-solver
International Franchise for Guatemala, Honduras, El Salvador and Nicaragua, with 119 restaurants in the region.
Developed a regional marketing plan for assigned markets that generated 7% sales increase
vs previous year.
Led regional marketing team who were responsible for executing local marketing initiatives,
and increased brand awareness and recognition.
Designed a sales recovery plan for a country in the region achieving positive results in
of execution.
Created a pricing strategy for the countries assigned assuring the correct value ladders across
all the portfolio.
. Designed, presented and executed strategic marketing plan which resulted in +6 pts market share and the Walmart captaincy in Honduras and Costa Rica
. Improved service level for a client in the region by designing a strategic portfolio and creating an investment plan which generated a 3% sales increase.
. Analyzed Caribbean portfolio and developed a solution to standardized the performance among the region and provide significant financial results for strategic brands.
Managed a product packaging renovation; without affecting the sales price; which helped reduce product returns by 80% and boosted sales by 57%.
Planned and implemented a consumer promotion, which significantly improved brand positioning and generated a sharp increase in sales of 10%.
Launched a new food category and trained 100 sales representatives which allowed the company to expand its offering and to improve its presence in supermarkets and wholesalers.
. Created and implemented a pharmacy marketing plan, which increased brand loyalty and
reduced prescription change by 5%.
. Structured a sales plan for prescribed and OTC brands in specific months to improve product rotation within the distributors and increase brand presence at the point of sales.
. Developed an advertising procedure which ensured that 100% of advertising pieces had their respective approvals and compliance, internal and externally.
Entity that promotes international tourism, foreign investment and non-traditional exports for Colombia
. Organized and conducted two seminars with top executives to promote Colombia as a
destination for foreign investment, which resulted in negotiations for opening a hotel chain.
. Planned and executed a tourism marketing plan which increased by 12% the number of tour
operators that include Colombia as a destination.
. Trained more than 900 travel industry workers in the proper use of the Colombia is Passion
campaign in order to sell Colombia as a world class destination in the Mexican market.
. Analyzed data and recommended improvement actions for the chamber of commerce in Manizales which increase user satisfaction and perception.
. Designed the research material that served as support in the decision making of senior management to determine the feasibility of opening a new business in Manizales