Cali, Valle del Cauca, Colombia
Business Administrator, Bilingual, with a Master's Degree in Marketing and Commercial Management and more than 10 years of experience in commercial management, key account development, brand management and international expansion. Expert in the design of B2B/B2C sales strategies, negotiation, analysis and international market expansion, multichannel portfolio management and brand positioning in mass consumption, automotive and industrial sectors, handling corporate clients in the United States and Latin America. Results-oriented, with a focus on profitability, loyalty, commercial innovation, sustainable growth and leadership of high-performance teams. Knowledge in: Nielsen, Power BI, Digital Marketing, Data Analytics, Presentation and Communication, Insights Generation, Paid ads
Execute the commercial strategy for the United States and Latin American markets, leading the development, negotiation and loyalty of key accounts in the exhibition, auditorium and contract furniture segments. Manage the complete B2B sales cycle, from prospecting to closing, ensuring profitability, margin compliance and customer satisfaction. Implement commercial expansion plans in international markets. Analyze the behavior of the market and the competition to design penetration, pricing and positioning strategies, strengthening relationships with distributors, integrators and large corporations. Monitor the pipeline of opportunities, prepare sales forecasts, and apply CRM tools and data analytics for strategic decision-making. • I increased international contract furniture sales by more than 12% during the first year, consolidating the brand’s presence in LATAM through negotiations with leading dealers and long-term contracts. • I developed strategic accounts, unlocking sales in key countries such as Ecuador through customer loyalty and commercial retention strategies. • I strengthened key client loyalty, increasing repeat purchases and average customer value through post-sales programs and specialized technical support.
Lead the regional commercial and marketing strategy for multiple brands and product lines, ensuring the fulfillment of growth, participation and profitability objectives in the markets of the Andean Region and the Caribbean. Plan and implement integrated positioning campaigns, trade marketing and B2B/B2C activations, aligned with sales and margin goals. Manage budgets and coordinate creative, media, and digital agencies to maximize brand visibility and ad spend efficiency. Analyze indicators of commercial performance, consumer behavior and competition to identify opportunities for expansion and optimization of the portfolio. • Increased regional sales by 10% in 2022, repositioning Mac Batteries as a leading brand in the segment and significantly raising its Top of Mind in Colombia. • I consolidated the brand's presence in six countries, designing commercial strategies adapted to each market that strengthened regional penetration and profitability. • Implemented digital self-management tools, such as the battery search engine by plate and a ChatBot for the sales force, improving commercial efficiency and the experience of the end customer. • Optimized the profitability of the portfolio, through product mix analysis and pricing strategies that increased margins without affecting competitiveness.
Manage key accounts of multinational FMCG clients, strategically advising on the interpretation of market data and the definition of commercial plans to maximize participation, profitability and efficiency in the different distribution channels. Develop value propositions based on analysis of market information, consumer behavior and category performance, integrating insights into product, price and trade marketing strategies. Lead consultative selling of Nielsen solutions, identifying opportunities for growth and optimization of the client portfolio. • Increased market share by 3 points for a leading confectionery brand by designing targeted distribution strategies and promotions at strategic outlets. • Converted sporadic clients into permanent accounts, generating a sustained increase in sales of consulting services and strengthening long-term business relationships. • I developed customized brand and category performance analyses, which allowed clients such as Colgate Palmolive, Colombina and Bimbo to optimize their commercial mix and improve their profitability. • Drove the sale of additional Nielsen solutions, achieving growth targets in revenue per client and consolidating my portfolio as one of the most profitable in the Andean cluster.
Design and execute marketing and positioning strategies for the Halls, Trident and Chiclets brands. Define the digital and communication strategy, ensuring coherence between brand actions, content and activation channels. Manage the marketing budget, optimizing resources and ensuring the return on investment (ROI) in each campaign. Coordinate the development and implementation of the Sparkies marketing plan, supervising promotions, launches and BTL activities in the different sales channels. Collaborate with sales, innovation and trade marketing areas to align commercial strategies and maximize the effectiveness of brand initiatives. • Drove the share growth of the Halls and Trident brands through digital campaigns and integrated promotions that strengthened the connection with young consumers. • Implemented innovative digital strategies, including interactive content and collaborations with influencers, increasing engagement by more than 30%. • Optimized the budget management of the marketing area, achieving greater efficiency in the use of resources and guaranteeing the fulfillment of communication and positioning objectives. • I strengthened the synergy between marketing and sales, contributing to the success of launches and the alignment of the commercial plan with the strategic priorities of the business.