Bogota, D.C., Capital District, Colombia
Master in Business Administration (MBA). Bilingual. 15+ years experience in marketing and communications in FMCG, Beauty and Pharmaceutical. Result-oriented, creative, organized, resourceful, participative and proactive. Ability to transmit knowledge. Capacity to lead multidisciplinary teams and make quality and on-time decisions.
In charge of leading the team responsible for the sell-in, sell-through and sell-out of all the company's brands (+25), as well as the relationship with clients and manufacturers, guaranteeing the sales budget and A&P. Achievements: * I launched the first Gucci TV campaign in Latin America within the framework of Mother's Day in 2023, accompanied by a great display at the points of sales, achieving +209% sell-out and +218% sell-in USD vs LY.
Plan and execute the short, medium and long-term marketing strategy for the Premium and Economic tissue categories, and Baby Diapers in Colombia, assisting the subsidiaries of the Grand Bay group as regional brand manager. Responsible for understanding the categories based on market information, mass communication plan and management of agencies and local allies, effective management of the advertising budget, launch of new products, and development of action plans together with the channels to guarantee the sell-out at points of sale. Achievements: *I launched the new image of Sanitisu Professional, supporting the regional brand alignment strategy, and the post-pandemic reactivation of the line (+25% monthly average volume sales). *I extended the Social Responsibility Strategy of the premium category with the launch of another Special Edition, reaching +5% average monthly volume sales. Based on the results in Colombia, the strategy was adopted in other subsidiaries of the group in Latin America. *I launched a new line during the pandemic, generating 4% incremental sales and achieving the brand's entry to the TaT channel. *I launched the presence of Sanitisu Professional on Facebook and LinkedIn, as well as the CRM, getting the sales team to manage leads through the tool with a conversion to qualified opportunities of more than 70% in less than 1 year.
Responsibilities: *Plan and execute the marketing plan established for the category in Colombia, Ecuador, Chile and Perú. *Assist the Category Manager in the management of brands, results analysis, and monitoring of activities, in order to meet the objectives of the category. Achievements: *I led the POS and Comms plan of Ferrero Rocher, Noggy and Raffaello during the highest selling season of the year with a +$1MLL USD budget, achieving +19% sell-in vs LY at a regional level, and matching sell-out vs LY in Colombia, in a category with declining market trend. *I participated in Ferrero Rocher's re-introduction in Chile, coordinating the different stakeholders, guaranteeing the fulfillment of goals in full, accomplishing 22% SOM Value in less than 12 months.
Assist shoppers in finding the products they are looking for, and advise them according to specific needs. Process card and cash payments, maintain the store neat, answer queries from customers while meeting individual and team KPIs such as Sales Target, Conversion Rate, and Units Per Transaction.