• Establish an accelerated work plan with the Tactico management team to search among the current main clients and potential clients for new sources of billing to recover at least 50% of the impact of the pandemic on billing.• Establish a culture of strategic planning, goal-based work to achieve sustained and planned growth.• Develop a robust commercial strategy that allows a differentiated service to Tactico Group customers, considering the identification of opportunities and customer… Show more • Establish an accelerated work plan with the Tactico management team to search among the current main clients and potential clients for new sources of billing to recover at least 50% of the impact of the pandemic on billing.• Establish a culture of strategic planning, goal-based work to achieve sustained and planned growth.• Develop a robust commercial strategy that allows a differentiated service to Tactico Group customers, considering the identification of opportunities and customer needs, ideation, and creation of purposeful and innovative catalogs, and the creation of the required commercial team. Show less

Responsible for Innovation Strategy and Pipeline development for Beer, Beyond Beer and Non–Alcoholic categories in Middle Americas Zone: Mexico, Central America, Caribbean, Colombia, Perú and Ecuador, while assuring on time and full delivery of all innovations in the zone.Key Successes:• Created innovation strategy for main brands in the region to capitalize market opportunities consistenly.• Developed Malt Center of Excellence to foster non-alcoholic malt development within the… Show more Responsible for Innovation Strategy and Pipeline development for Beer, Beyond Beer and Non–Alcoholic categories in Middle Americas Zone: Mexico, Central America, Caribbean, Colombia, Perú and Ecuador, while assuring on time and full delivery of all innovations in the zone.Key Successes:• Created innovation strategy for main brands in the region to capitalize market opportunities consistenly.• Developed Malt Center of Excellence to foster non-alcoholic malt development within the zone. • Launched in the region new flavored line extensions of core brands to expand category (Honduras, Ecuador, Colombia) increasing beer pentetration among women and delivering incremental volume.• Expanded category to low income consumer through new affordable packs within region. Show less

Responsibilities:• Responsible of all sponsorships (mainly sports and music) in Copec Region (Colombia, Perú and Ecuador). • Responsible from the design to execution of all owned events used as experiential marketing platform: Corona Sunsets, Bud Warehouse, Stella Artois Le Village, Oktoberfest (Club Colombia, Cusqueña & Club Premium), Barras (Aguila, Cristal & Pilsener), Plan U Poker.Key Successes:• Implemented a new negotiation model with sponsored soccer teams in the… Show more Responsibilities:• Responsible of all sponsorships (mainly sports and music) in Copec Region (Colombia, Perú and Ecuador). • Responsible from the design to execution of all owned events used as experiential marketing platform: Corona Sunsets, Bud Warehouse, Stella Artois Le Village, Oktoberfest (Club Colombia, Cusqueña & Club Premium), Barras (Aguila, Cristal & Pilsener), Plan U Poker.Key Successes:• Implemented a new negotiation model with sponsored soccer teams in the region and FCF (Colombian Soccer Federation).• Upgraded Oktoberfest experiences with new digital technologies (Cashless and VR activation).• Executed Bud Warehouse Regional Experience with more than 10.000 assistants in Bogotá, Lima and Quito. Show less

Responsibilities: • Responsible of the project management of innovations in the region.Key Successes:• Successfully launched new visual brand identity for Poker with a fast track implementation (5 months) minimizing wastes on packaging material.• Launched new 269ml can for Club Colombia family to fulfill the brand price strategy. • Successfully launched a new 300ml SKU for Guaraná in Perú to cover the price point to enter the CSD category. After launch this new SKU exceeded… Show more Responsibilities: • Responsible of the project management of innovations in the region.Key Successes:• Successfully launched new visual brand identity for Poker with a fast track implementation (5 months) minimizing wastes on packaging material.• Launched new 269ml can for Club Colombia family to fulfill the brand price strategy. • Successfully launched a new 300ml SKU for Guaraná in Perú to cover the price point to enter the CSD category. After launch this new SKU exceeded budget in +70pp. • Leave the position with 13 business cases approved and + 20 projects on track. Show less

Responsibilities:• Create an organization focused in social listening to develop learnings and insights to optimize our brands performance in digital channels and to improve proactive engagement with consumers.• Responsible for social listening for 34 commercial and 6 corporate brands in LATAM.• Full agency service to 4 brands in digital channels in Honduras: Barena, Port Royal, MGD and Miller Lite, including digital strategy, content creation, community management, media planning… Show more Responsibilities:• Create an organization focused in social listening to develop learnings and insights to optimize our brands performance in digital channels and to improve proactive engagement with consumers.• Responsible for social listening for 34 commercial and 6 corporate brands in LATAM.• Full agency service to 4 brands in digital channels in Honduras: Barena, Port Royal, MGD and Miller Lite, including digital strategy, content creation, community management, media planning and buying.Key Successes:• Fast track implementation on SCC (3 months): accomplishing promised budget, timing and reporting framework.• Actively participated on 3 digital crisis and 6 digital potential crisis acting side by side with our clients. Created a protocol for digital crisis.• High level usage on SCC deliverables: 70% tactical reports and 30% of strategic recommendations while offering a high quality service: 84% client satisfaction.• Created relevant digital content by off shore team. Show less

Responsibilities:• Full Strategic and Marketing Leadership for all NABs SABMiller Ecuador.• Responsible for the most competitive segment +12,5 MHL with a budget of USD 5M.• Brands: Pony Malta and Agua ManantialKey Successes:• Results (F13 –F15): Volume +17% CAGR, ND +25 pp. Rejection rate -12pp• Pony Malta was leader brand in SOM in single serve SKUs (+2pp vs CC).• Turned around water business, turning back a decreasing trend to double digit volume growth: 13% CAGR… Show more Responsibilities:• Full Strategic and Marketing Leadership for all NABs SABMiller Ecuador.• Responsible for the most competitive segment +12,5 MHL with a budget of USD 5M.• Brands: Pony Malta and Agua ManantialKey Successes:• Results (F13 –F15): Volume +17% CAGR, ND +25 pp. Rejection rate -12pp• Pony Malta was leader brand in SOM in single serve SKUs (+2pp vs CC).• Turned around water business, turning back a decreasing trend to double digit volume growth: 13% CAGR during last 2 years.• Led Sugar and artificial sweeteners project and participated on Regional NAB Portfolio Project Show less

Responsibilities:• Responsible for leading the business planning process assuring long term brands sustainability & clear brand contribution, market research, commercial information and clients master data.• Recommend strategies addressing the identified opportunities from the continuous analysis of industry, business, consumer trends and brands.Key Success:• Gave relevance to NABs business on strategy as a long term initiative to increase revenue.• Optimized the Club… Show more Responsibilities:• Responsible for leading the business planning process assuring long term brands sustainability & clear brand contribution, market research, commercial information and clients master data.• Recommend strategies addressing the identified opportunities from the continuous analysis of industry, business, consumer trends and brands.Key Success:• Gave relevance to NABs business on strategy as a long term initiative to increase revenue.• Optimized the Club Premium brand strategy based on a solid consumers’ understanding. After implementing this new strategy, the brand grew more than 5p.p. vs expected. Show less

Responsibilities:• To manage leadership on largest and competitive segment in Venezuelan beer market. Key Successes:• Developed business and marketing plan for the top light beer brand in market.• Worked on previous brand strategy for correct association with the right segment of the market.• Adjusted positioning of brand to be more efficient in the association with target consumers.

Responsibilities:• Responsible for leading the business planning process for beer, wine and derivatives categories.• Recommend strategies addressing the identified opportunities from the continuous analysis of industry, business, consumer trends and brands Key Successes:• Implemented consumer segment strategy based on consumption occasions and functional and emotional necessities, improving performance of different brands in the Venezuelan market (McKinsey).• Generated guide… Show more Responsibilities:• Responsible for leading the business planning process for beer, wine and derivatives categories.• Recommend strategies addressing the identified opportunities from the continuous analysis of industry, business, consumer trends and brands Key Successes:• Implemented consumer segment strategy based on consumption occasions and functional and emotional necessities, improving performance of different brands in the Venezuelan market (McKinsey).• Generated guide for design of marketing strategies based on market funnels by identifying key levers in each stage, including a system of indicators of key measures for each corresponding stage.• Managed all beer studies such as advertising, brand preference, brand image, and market share.• Implemented reporting system to follow the Kip’s and most relevant information for the business. Show less

Responsibilities:• Responsible for the management of brand portfolio in the most competitive market for Cervecería Polar: 50% SOM, highest PCC (120 lts), sales + 2.5 MMHL/year. Key Successes:• Designed strategy improving advertisement execution in the market • Leveraged on opportunities to boost competitive position of brands. • Improved connection between local consumers, product strategies, and packaging.• During management tenure, market share grew by 4%.… Show more Responsibilities:• Responsible for the management of brand portfolio in the most competitive market for Cervecería Polar: 50% SOM, highest PCC (120 lts), sales + 2.5 MMHL/year. Key Successes:• Designed strategy improving advertisement execution in the market • Leveraged on opportunities to boost competitive position of brands. • Improved connection between local consumers, product strategies, and packaging.• During management tenure, market share grew by 4%. Preference of brand grew 3%.• Recommended, designed, and launched regional brand to meet emotional and functional consumer needs with relative differences with the rest of Venezuela• Developed first regional advertising for Polar Ice brand surpassing the norm of visibility and market association (IPSOS) by 20%. The campaign was based on a deep understanding of life styles and attitudes of “Zulianos”.• Developed a sampling plan for Polar Light brand in highly competitive areas with low market share duplicating sales within five months. Show less

•Managed all marketing studies, qualitative as well as quantitative, related to beers tending to all stages from creation to presentation of results.•Administered budgets of management for marketing studies.

•Designed, controlled, and followed up marketing studies of market positioning. Recommended improvements.