Francisco Santos

I am a marketing professional with over 20 years of experience leading and developing innovative marketing, advertising, and sales programs at renowned companies such as Tigo, Licorera, Molinos Modernos, and CSD Municipal. I have managed commercial strategies across multiple countries and led multidisciplinary teams, significantly increasing sales and consumer loyalty. Currently, I serve as the Regional Advertising Manager at Millicom, where I have unified the administrative and commercial strategy, increasing sales by 25% year over year. Additionally, I have led negotiations with regional clients, generating new business opportunities. My career includes the implementation of digital strategies, brand rebranding, and the creation of loyalty programs that have driven sales growth. I have managed A&P and P&L budgets, ensuring efficient administration and positive results. I am a results-oriented leader with proven skills in negotiation, strategic planning, and team management. My focus on innovation and continuous improvement has consistently allowed me to exceed commercial objectives and strengthen brand presence in the market.