Bogotá, Capital District, Colombia
Business Administrator with a specialization in Marketing, with over 14 years of experience in commercial management, trade marketing, and category management for Retail, Traditional, Hard Discount, and e-commerce channels. Extensive experience in directing and leading large commercial teams, goal-oriented, and focused on talent development through trust. Strong competencies in inspiring and being part of teamwork, with a passion for interpersonal relationships, sound judgment, and prioritization under pressure. Exceptional negotiation skills and a clear focus on achieving objectives and receiving national and international recognition efficiently. Highly adaptable, innovative, and skilled at navigating diverse contexts.
Responsible for selling, executing in-store strategies, and marketing all brands regionally, managing the second-largest regional management role in the country and being the second woman globally to assume a commercial leadership position. Leading a team of 80+ people regionally. Key Achievements: • Achieved the highest regional market share, gaining 1 percentage point in Nielsen, reaching 95%. • Positioned the management nationally as the top performer in volume, expanding coverage to 33% and promoting the Corona Reusable brand. • Reached historic numeric distribution growth in the region, increasing by +1.8%. • Attained record-breaking SKU numbers per Point of Contact (POC) across 13,500 stores in the region. • Revitalized competitive zones (Volume +23%, Premium Mix +2PP, Marketplace Service Growth +300% vs. 2021). • Led and inspired multidisciplinary teams with a 100% engagement score in surveys. • Achieved historic malt coverage growth of +8.1% vs. LY. • Reached double-digit growth for premium brands (Corona, Stella, Budweiser) for 2024.
Managed negotiations and partnerships with external suppliers and new market categories, ensuring key SKUs for sub-channels. Focused on monetizing digital advertising and services on the BEES platform. Key Achievements: • Negotiated and onboarded 5 new partners, increasing client billing by 47%. • Surpassed the budget by 147% through additional services sold to multinationals (e.g., Digital Ads). • Digitized over 200,000 neighborhood stores nationwide through the BEES app. • Created and launched the Joint Business Plan program for digital partners, later recognized as a global best practice.
Responsible for developing and innovating new non-alcoholic beverage products. Negotiated, developed, and executed merchandising and licensing products across e-commerce and modern channels. Key Achievements: • Achieved 230% growth YoY. • Received Top 2 Global Award for Best Merchandising & Licensing Operations. • Onboarded 15 new clients, increasing portfolio and sales across e-commerce and retail. • Improved market share by 30 points compared to competitors. • Launched 3 new products under key brands (Pony Malta and Malta Leona), driving category volume.
Managed product development and supplier relationships for D1 stores across liquid, powdered, and alcoholic beverage categories. • Achieved over 100 cost reductions to enhance profitability. • Developed and launched over 50 products and 8 new brands. • Established an Alcoholic Beverage Import Department, increasing product margins.
Designed and executed marketing strategies to achieve sales goals and enhance distribution network performance. Led the Michelin Colombia 2014 convention with 300+ attendees. • Designed a new CRM and sales incentive program, boosting sales by 120%.
Asistente marketing intelligence practicante