Led and executed vapor category Marketing strategy in Colombia outperforming competition and becoming the best alternative for consumers in the potentially reduce risk category.- Vuse brand building in Colombia becoming the #1 brand In the market with high awareness levels within nicotine category- Consolidated Vuse in Colombia growing 265% vs 2021 through a solid strategy focused on digital, consumer experience and footprint expansion and becoming the most distributed brand with over 100k consumers. - Led brand expansion increasing +250% Vuse footprint from a multi-channel perspective in digital platforms, key accounts, and traditional outlets.- Led brand expression and execution for each channel according to its purpose driving education and consumption. - Maintained a highly dynamic brand launching more than 10 limited edition SKUs and managing the right portfolio mix.- Led Vype’s migration to Vuse in a highly competitive market and growing 527% in 2021 vs 2020 through a vibrating and dynamic brand.- Led multifunctional teams guaranteeing excellence in execution, product availability and a solid P&L while continuously interacting with the area office in Mexico and providing brand consistency.

Drive portfolio strategy and consolidation setting the strategic path for the future through differentiation and winning offers in the Caribbean markets.- Matterhorn shadowing Kent in Jamaica from mid-July gaining in modernity, appealing and differentiation attributes with a 75% acceptation rate achieving a 110% Drop Size and 70% repurchase rate.- Dunhill upgrade to Brand Code aligning to global standards in Trinidad and Tobago, Guyana and Surinam through pack upgrade in Core plus launching of the first double capsule in last both markets. - Mt. Dor shadowing Rothmans of London in Trinidad & Tobago achieving volume maintenance from May gaining on Modernity, internationality and value for money brand attributes- Execution of 360° campaign activation for all Matterhorn in Jamaica, Dunhill in Guyana and Surinam and Mt. Dor in Trinidad and Tobago- Four consumer researches conducted in 2 markets validating portfolio strategy - Direct team management and people development in an environment of bold thinking and innovation

One-year international assignment in BAT headquarters as part of the global team for Rothmans and Lucky Strike.Provided a global and holistic understanding of both brands to Marketing Management team in order to build the global strategy.Engaged with key markets (such as Russia, Nigeria or Ukraine) to support Rothmans and Lucky Strike’s 2019 strategy implementation.Lead Rothmans Nano’s packaging development for Eastern Europe according to the new brand’s architecture and regional regulations.Lead main insights of Rothmans Capsule structure to prepare a strategy for Menthol Ban in Europe. Supported Colombia on Lucky Strike’s brand code update and implementation.

Strategy construction and implementation for BWAP segment in Colombia including value generation within price laddering.- Mustang, Belmont, Pall Mall and Premier migration to Rothmans with over 95% retention rate in the new brand resulting in the largest brand in Colombia with a 31% market share. - Business case with 1.4Mn GBP NPV and a payback period of 3.3 years.- Responsible for £2.2Mn budget for the overall project.- Development and implementation of media plan within a complex regulatory environment.- Rothmans Blue 14s’ launch plan designed as a safety net for Mustang down-traders and an option to L&M consumers resulting in a +6% market share in one year.

- GDBs Plan (Global Drive Brands; Lucky Strike, Kent & Pall Mall) achieved in a 101%. - Designed and executed activities in Barranquilla, Cali and Bogotá, attaining 17.9M of cigarettes achieving the year objective. - Increased Barranquilla’s market share by 5.3+% over-achieving the target by 160%. - Captured 1.2p.p of the market share with Pall Mall celeste in Cali through a competitive strategy after fly migration to the current brand. - Retention of 80% of Pall Mall Krystal Blast consumers in the coast after Fly migration to this brand.

- Commercial development of a strategic alliance between Juan Valdez Café and Baileys capitalizing important consumption occasions achieving 400% above its forecast. - Defined KPIs for major distributors, partners and stakeholders for Diageo, Colombia - Designed commercial strategy for Colombia based on the strategic pillars of the company. - Route to market performance analysis to identify the optimal Rate Of Sale (ROS) - Sell-in, sell-out performance analysis to define risks and opportunities.

- Strategic and financial involvement in budget and execution of A&P investment, identified risks and opportunities (worth £24 million).- Strategic development in multifunctional teams for innovation projects such as “Nuvo” which duplicated sales forecast in the first year and “El Don” test participation which was aimed to compete against local spirits. - Built strong partnership with marketing to achieve portfolio performance and profitability meeting AOP. - Led a cultural change in the organization around the evaluation of commercial investment (A&P and Rappel) with the M&E (Measure and Evaluate) process achieving: · Wiser approach on A&P and Rappel investments achieving 80% of investment correctly evaluated. · Friendly M&E tool developed for sales and marketing to be able to identify the ROI of commercial investment. · Support on the A&P expending activities from a strategic point of view.

- Led the LAC Economic profit analysis of Alcoholic Beverages industry in Colombia. - Planned and controlled the distribution costs and overheads to achieve an efficient P&L. - Right allocation of distribution cost by brand allowing the correct understanding of profitability by brand.

- Business initiatives decisions support: innovation, promotions, portfolio optimization, pricing and investments. - Key player in the strategic plan for Gamesa launch in Colombia guaranteeing profitability for the long term. - Lead for the strategic planning department transformation process. Looked after efficiencies for the area maximizing quality, time and strategic input.