Enhance customer centricity across Brisa Group business units (Brisa Autoestradas, Via Verde, Controlauto and Colibri). Co-lead strategic initiatives, such as the brand strategy revision project and the design crisis communication management plan for Via Verde price adjustments and service modifications.Key outcomes:- Differentiated Brand Identities: Achieved successful differentiation of brand identities and architectures for 4 key brands through a thorough brand strategy overhaul, focusing on consumer alignment, audience definition, and brand positioning.- Voice of Customer Program: Launched a real-time feedback program for 4 main brands across 8 touchpoints, gathering over 50,000 monthly client responses, enabling rapid problem-solving and strategic improvements in customer experience.- Brand Health Tracking: Initiated a brand health research initiative covering 4 main brands and over 20 competitors, providing quarterly insights into brand performance across various metrics, leading to optimized brand strategies.- Communication and Crisis Management: Executed a comprehensive communication and crisis management strategy during the roll-out of Via Verde's pricing and service adjustments, ensuring transparency, stakeholder engagement, and brand reputation maintenance, with minimal customer churn.

Lead the development and execution of Via Verde’s Loyalty Program, enhancing communication and customer engagement while navigating the complexities of GDPR compliance.Key outcomes:- Loyalty Program Development: Founded the loyalty program, rapidly growing to 900,000 members, ensuring database compliance, and creating a direct digital marketing platform.- Leadership of Multi-functional Team: Led an 8-person team across various domains, fostering collaboration and effectively coordinating with internal departments like IT and Legal to enhance project outcomes.- Marketing Communications: Developed and executed marketing plans that consistently added over 12,000 members monthly, influencing member behavior and engagement.- Content Strategy: Boosted brand interaction and connection through new content and communication strategies, achieving 7 million website views and 3 million email opens per year.- Strategic Partnerships: Forged and managed strategic partnerships with 10 key retail and 200+ experience partners, significantly increasing the loyalty program's value and member satisfaction.

Develop and manage marketing strategies that support Brisa Group business units (Brisa Autoestradas, Via Verde and Controlauto), leveraging market analysis and strategic insight to drive growth and service innovation.Key outcomes:- Client Segmentation: Executed Brisa Autoestradas and Via Verde's first in-depth client segmentation, creating a basis for precise marketing strategies and boosting customer engagement.- Content Marketing Strategy: Created and executed a content marketing strategy that raised brand awareness and educated customers on the benefits of Brisa Autoestradas, enhancing customer engagement.- Service Roadmap Leadership: Directed the strategic planning and evaluation of Via Verde's new service offerings, setting a clear direction for future developments. Advocated for Via Verde's expansion into urban mobility solutions, leading to Via Verde Estacionar's success, which now boasts over 300,000 active users, demonstrating exceptional strategic insight and market expansion.

Support Brisa Group business units (Brisa Autoestradas, Via Verde and Controauto) planning and competitive tendering’ processes with accurate demand forecasts, and analysing behaviours and trends to predict key external variables impacting the business.Key outcomes:- Strategic Vision Redefinition: Played a key role in reshaping Brisa's strategic vision towards a customer-centric model, emphasizing innovative mobility and accessibility solutions, which facilitated new business models and drove company growth and innovation.- Probabilistic Risk Analysis Integration: Improved strategic planning and budgeting decisions by incorporating probabilistic risk analysis with Monte Carlo simulations into demand projections, enabling more precise and confident decision-making.

Study, plan and implement transport and traffic solutions aimed at improving accessibility, mobility, and safety, contributing to the municipality's strategic goals in infrastructure development and transport.