Defined and managed the marketing and communications strategy for Café de Colombia integrating consumer insights across national and international markets, driving brand visibility and engagement.o Redesigned brand architecture to enhance market recognition and awareness.o Streamlined management of the brand’s image, identity and messaging at global trade shows, enhancing consistency across Asia, Australia, and the United States.o Spearheaded the restructuring of Cafe de… Show more Defined and managed the marketing and communications strategy for Café de Colombia integrating consumer insights across national and international markets, driving brand visibility and engagement.o Redesigned brand architecture to enhance market recognition and awareness.o Streamlined management of the brand’s image, identity and messaging at global trade shows, enhancing consistency across Asia, Australia, and the United States.o Spearheaded the restructuring of Cafe de Colombia digital ecosystem, optimizing marketing investments and elevating brand consistency across all channels.o Analyzed existing contractual agreements and led negotiations that resulted in an US$1M optimization on investments, directly improving budget allocation efficiency. Show less

Organice and executed a comprehensive marketing strategy to enhance brand equity and recognition for Grupo Aval and the corporate “go to market” brands based on data-driven insights.o Implemented a comprehensive brand framework that established Bancos Aval's visual identity, enhancing market presence and increasing customer recognition by 9 points in Top of Mind awareness (RAC Dec. 2014).o Defined a comprehensive positioning statement for Grupo Aval, establishing brand purpose and… Show more Organice and executed a comprehensive marketing strategy to enhance brand equity and recognition for Grupo Aval and the corporate “go to market” brands based on data-driven insights.o Implemented a comprehensive brand framework that established Bancos Aval's visual identity, enhancing market presence and increasing customer recognition by 9 points in Top of Mind awareness (RAC Dec. 2014).o Defined a comprehensive positioning statement for Grupo Aval, establishing brand purpose and differentiation that guided an integrated communication strategy across institutional and digital campaigns.o Developed and enforced comprehensive communication guidelines for corporate go-to-market brands, enhancing consistency across channels that increased Bancos Aval brand intention, preference, and recommendation by 6 points (RAC Dec. 2014).o Negotiated a comprehensive corporate initiative aligning advertising, media, digital, and public relations agencies for go-to-market brands while managing an $11M marketing budget with 8% savings on annual production costs.o Structured and executed targeted public relations strategies that achieved an average national impact valued at $450K, enhancing brand visibility across key media channels and driving audience engagement.o Guided and launch corporate product campaigns and alliances, increasing 12% in credit and card applications.o Launched memorable advertising initiatives that resulted in winning two significant awards; including P&M Magazine’s 2014 Best Campaign honor and the Silver award in the Promotions category at the Effies. Show less

Planned and implement institutional, segment, product and channel ad-campaigns for Banco de Bogota to increase brand notoriety, preference and commercial KPIs. o Managed cross-functional collaboration with internal clients, external agencies and suppliers to execute advertising initiatives that improved overall brand perception.o Collaborated closely with creative teams resulting in innovative concepts adopted into ad campaigns generating measurable impact to drive brand growth and… Show more Planned and implement institutional, segment, product and channel ad-campaigns for Banco de Bogota to increase brand notoriety, preference and commercial KPIs. o Managed cross-functional collaboration with internal clients, external agencies and suppliers to execute advertising initiatives that improved overall brand perception.o Collaborated closely with creative teams resulting in innovative concepts adopted into ad campaigns generating measurable impact to drive brand growth and differentiation.o Organice and led the implementation, display and use of the brand in advertising, physical, and electronic channels of Banco de Bogotá. o Control and optimize the institutional, segment and product advertising budget USD $5M. o Conducted post-campaign analysis to measure effectiveness, extract key information and optimize future planning. Show less

Promoted a strategic brand experience initiative for Banco de Bogota with an average of 60 monthly activities, including events and sponsorships aimed at maximizing customer engagement with diverse demographic groups.

Directed high-impact corporate communications and public relations campaigns that engaged target audiences for industry leaders like Davivienda, Seguros Bolivar and Continental Airlines, achieving a measurable increase in positive media coverage.