Bogotá D.C. Metropolitan Area
Digital and transformation strategist with over 15 years of experience leading marketing, data, eCommerce, and innovation in Latin America. I've worked with global brands, multicultural teams, and real business challenges. A father of two, Peruvian living in Bogotá, a gamer at heart, and convinced that AI doesn't replace people: it redefines leaders. I build teams, strategies, and futures where business, technology, and humanity truly connect. #eCommerce #Digital #DigitalMarketing #DigitalChannels #Performance #Transactional #Communications #DigitalStrategy #Strategy #IA
Part of the Executive Committee who established the first Latin American Cluster in L’Oréal. Working with 4 divisions and 11 countries to deploy Digital Marketing and eCommerce initiatives. Leading a 45-person team located in Colombia, Perú and Panamá. Main achievements: - Built the Digital foundation for the Cluster, organizing teams in tribes to work in a collaborative way among divisions and Corporate. - Launched Whatsapp Conversational Commerce channel to be deployed in our markets and across LATAM - Grew Digital Media Mix above 70% increasing reach and 1st Party Data Usage - Grew eCommerce Revenue by 50% from 2022 to 2023 focusing on main players and scaling up strategies - Launched the new Advocacy Management Way of Working Playbook and led the One-Agency Pitch for all markets. - Launched the first ever Consumer Playbook for the Cluster Markets. - Led the Organization’s Digital Upskilling Plan with multiple events and a Silicon Valley Immersion Week for the Executive Committee.
Member of the Executive Committee as Digital Leader for the Peruvian Operation. In charge of Digital Marketing and eCommerce development for all 11 Brands for the Peruvian market, leading a multidisciplinary team of 17 people. Main achievements: - Developed a full assessment on the organization to redefine the Digital Strategy and Structure based on OKRs methodology involving all stakeholders (Executive Committee, Digital Team and HRBPs). - Grew eCommerce Revenue by +100% with an eJBP rollout. - Launched Meta Collaborative Ads with the most players than any other country among the LATAM Zone (over 7). - Led digital transformation and foot print (Digital Media, Social Media, Webs, CRM, eCommerce and Services) for all Divisions. - Built plan and strategy for online sales events for own and indirect channels (eRetailer.com). - Developed and launched the Direct-to-Consumer online channel (eBeauty | Beautify). - Led Digital Upskilling Learning Plan for the whole company along with the HR Team.
Online Business Head leading a team of Digital Marketing, Commercial and SCM professionals (7 people). Main achievements: - Launched A+ content syndication with main retailers (Falabella, Ripley, Oechsle among others) with Flixmedia - Launched ChannelAdvisor (now Rithum) click-to-buy integration with all players in Peruvian Market - Launched Employee Sales eCommerce Channel to pilot what would become Samsung’s D2C
Encargado del Performance de canales de adquisición de tráfico para los sitios de eCommerce de Cencosud. Desarrollo, ejecución y seguimiento de campañas de email marketing y pauta multiformato en Medios Digitales.Desarrollo de campañas disruptivas de Marketing Digital con enfoque omnicanal. A cargo de las mejoras de Usabilidad y Experiencia de Usuario en los sitios de eCommerce de Cencosud. Desarrollo y despliegue de nueva tienda Non-Food de Wong (http://tienda.wong.com.pe). A cargo de un equipo multidisciplinario.