Ana María Castillo Rodríguez Email and Phone Number

I lead the digital transformation strategy in 13 countries in the region, focusing my efforts on attracting and expanding our key customer base through consultative selling of end-to-end transformation solutions including analytics, artificial intelligence, automation, process optimization and technology (B2B) with a major emphasis on two sectors: Travel & Hospitality and Logistics and transportation.My primary role is to deeply understand the client's requirements (farming and haunting), strategic goals, existing challenges, and business needs, and from that, design customized solutions, leveraging and accelerating their digital transformation evolution and customer experience, working in synergy with the global Business Development, Innovation, Analytics, and Operations.

-Lead the digital transformation 360 data implementations across Latin America managing to lead the implementation of one source of the truth (only one data source) for 6 countries and across all the wholesale business in Latin America partnering with BI, Customer Service, and Sales Operations team to ensure the process.-Lead and change digital stakeholders' mindsets in terms of digital implementations and digital marketing in order to implement best digital practices to increase revenue and improve end-to-end processes, implementing one data quality process for 6 countries in Latin America to ensure data accuracy merging Sellout, Sellin, Marketing Share in one regional Power BI visualization.-Constant learning and sharing of methodologies and best practices to better position our brand in multi-brand environments where we need to gain visibility and market share.

-Advising segments on strategic choices for new digital capabilities, recommending programs forimplementation, and managing teams for transformation, implementing a new lead generation and contact center custom development process increasing sales team effectiveness by 30%.-Led teams to transform the business with new technology capabilities such as process automation, digital marketing, and enhancing customer experience, implementing a complete digital transformation curriculum for more than 700 employees to increase digital strategy engagement.-Responsible for integration and transformation of CRM/distribution/lead generation/ and commercial process) covering all elements of the IT/OT strategy within high-value integration projects across operations and aligning against the parent companies' priorities ensuring that the transformation must be fully managed from inception to close with no interruption to operational SLAs and KPIs, operational activities, or business deliveries.-Built the digital transformation and digital sales team from scratch managing to hire a team of 9 people.

-Head of digital transformation ensuring that new technologies, internal processes, and features had been implemented to succeed in industry competitiveness and to ensure an omnichannel strategy, increasing competitiveness by 35% thanks to the Amazon Web Services Cloud implementation and Winning a Colombian prize thanks to the Digital Transformation process implemented.-Product owner and Manager of new digital developments on the roadmap, leading designers, developers, and stakeholders to align priorities and increase CX. Able to Implement agile methodologies in a Start-up increasing the time response by 40% and leading the new CRM (Salesforce and Marketing cloud implementation ) generating synergies between Sales and Marketing teams.-Implemented new Digital Marketing processes: Automation through Marketing Cloud (Automation Studio), Social, Mobile, and Ads studio and launched the new Elysian Energy website optimizing UX by 50%.-Planned, strategize and execute all digital marketing campaigns including SEO, EDM, social media, and advertising increasing potentially the awareness traffic from 360 to 8.000 users per month and digital channel sales share to 30%.-Built the digital transformation team from scratch managing to hire a team of more than 8 people with a quota of Colombian resources of 27% and decreasing channel costs by AUD1.500 per month.

-Analyze customers’ on-site behavior and give digital strategic solutions to identify areas of opportunity, quantify the impact, and make recommendations for future site enhancements delivering from a functional and technical perspective a new booking flow proposal using agile methodologies and merging with cross-functional teams.-Product owner grooming and maintaining backlog with prioritized user stories launching a new public website for more than 4 countries.-Develop insights on relevant web purchase behavior, customer onsite search behavior, customer segments, customer journey, and purchasing trigger points.-Applied service design and design thinking methodologies with the purpose of having the best booking flow in Colombia, benchmarking more than 10 airlines across the world.

-Generated strategies for boosting customer migration in sales operations and sales in traditional channels (call centers & shopping centers) to self-management channels, migrating more than 600k clients to digital transactions and about 50k call center transactions to "Mi Movistar".-Product Owner leading and promoting the development of new digital products and services, interacting with technological, commercial, marketing, and customer service areas, exceeding expectations by reaching over 750k users in the Mi Movistar App and managing the integration of Movistar ecom into Mi Movistar app.-Managed more than 6 contracts for international stakeholder negotiations allocating more than 200k euros in e-service channels.

- Develop internal strategies focused on the digital culture of the company.-Promotion and understanding of new digital trends and new applications towards internal clients.- Perform the monthly measurement of organizational climate and management of indicators.