Colombia
Bilingual (C1) Industrial Designer and Marketing Management Specialist with experience in developing marketing strategies, Category Management, and Trade Marketing across the retail, services, and compensation funds sectors. Specialized in transforming customer insights into high-impact tactics that accelerate category growth and maximize profitability. My approach combines an analytical perspective for developing Go-to-Market (GTM) plans with flawless execution at the point of sale, ensuring that the brand promise translates into tangible business results. I have proven experience leading brand activations and BTL campaigns designed to enhance visibility and drive sell-out, achieving strong alignment between commercial objectives and the final consumer experience. I am proficient in data analysis and visualization tools, including Excel, Power BI, Office 365, and Qualtrics.
Design and recommend brand activation and product display plans for clients in the hospitality and FMCG sectors, aimed at increasing in-store traffic and boosting sell-out performance. Analyze commercial performance using advanced KPIs (Sell-out, ROT, Promo Uplift) and market intelligence tools (NielsenIQ, IRI) to diagnose growth opportunities and propose prioritized action plans by store or cluster. Act as a strategic liaison between clients, distributors, and retailers to ensure alignment of promotional calendars and execution compliance, guaranteeing that visibility tactics and POS materials deliver a positive return on investment (ROI). Achievements: Increased sell-out by 22% through promotion optimization, improved secondary displays, and execution adjustments at the point of sale. Boosted average transaction value by 15% during the execution of Trade Marketing strategies in peak seasons and key commercial dates throughout 2025. Improved promotional ROI by 15%, reducing inefficient investment by 10% through retailer segmentation, mechanic optimization, and promotional calendar adjustments.
Responsibilities: Led the Voice of the Customer (VoC) active listening ecosystem across omnichannel environments, transforming data into strategic insights to guide brand positioning and the design of differentiated value propositions. Monitored and correlated customer experience KPIs (NPS, CSAT, CES) with business performance indicators to identify consumption patterns, optimize the Customer Journey, and maximize customer retention. Coordinated cross-functional teams to redesign processes based on market feedback, ensuring that every physical and digital touchpoint reinforces the brand promise and customer loyalty. Achievements: Increased overall customer satisfaction by 30% at Comfenalco Antioquia (2022) by implementing personalization tactics based on user profile analysis and service usage behavior. Led continuous improvement initiatives that reduced recurring complaints by 10%, directly strengthening brand health and reducing the risk of churn among critical customers.
Design and manage the comprehensive regional Trade Marketing strategy, ensuring brand positioning and consistency across all touchpoints, strengthening institutional presence in Antioquia. Develop loyalty and strategic relationship programs aimed at affiliated companies, implementing value-driven plans that enhance corporate client retention and engagement with the compensation fund’s services. Execute brand activations and BTL campaigns focused on promoting the service portfolio, transforming the fund’s benefits into tangible experiences for members and increasing institutional top-of-mind awareness. Coordinate the planning and logistics of corporate, regional, and large-scale events, ensuring flawless execution to achieve commercial objectives and maximize impact on the target audience. Manage the rollout of advertising strategies across owned and external media, optimizing brand exposure and ensuring communication consistency across all physical assets to maximize the reach of the service portfolio. Achievements: Achieved a sustained 25% increase in brand visibility at regional events, driving sales of Comfenalco Antioquia’s services. Reduced event operational costs by 15% through supplier and resource optimization. Executed on-site loyalty strategies impacting more than 80,000 attendees at large-scale events, successfully positioning Comfenalco Antioquia’s services throughout 2021.
Develop and implement positioning strategies for Surtimax Partners, contributing to increased brand awareness and customer loyalty. Plan and execute visual merchandising strategies at points of sale, optimizing product displays (especially Ekono and Surtimax private labels across all categories – cross-category), customer flow, and the overall shopping experience. Work closely with national marketing and sales teams to align creative concepts with business objectives and promotional targets. Design, support, and execute loyalty strategies for Surtimax Partners to drive sales growth of the commercial catalog, with a specific focus on Ekono and Surtimax private labels across all categories. Achievements: Increased the share of loyal customers by 25% through effective positioning strategies for Surtimax Partners. Achieved a 20% increase in sales per point of sale by implementing visual merchandising actions that enhanced product visibility and turnover. Reduced advertising production costs by 15% through material standardization and negotiation with strategic suppliers.