Isabel Parra (She/Her) Email & Phone Number

Amsterdam, Nh, Nl

Rotterdam, South Holland, Netherlands

Rotterdam, South Holland, Netherlands

Barcelona, Catalonia, Spain

Glocal

Rotterdam And The Hague

Barcelona, Catalonia, Spain

As a tool of governance, city brands have the power to influence and bind different cultures and identities. How can the Barcelona brand be transformed into a social connector to develop a cohesive metropolitan society?

Rotterdam, South Holland, Netherlands

Research project: How to co-create city brands that create communities.

Barcelona Area, Spain

How can the city define the strategical plan for 2030 within a complex reality of super-diversity, fast-changing technologies and climate change?We defined the Urban Lab methodology that enabled sensors to promote dialogue between citizens, academia, entrepreneurs, media, and local government throughout the metropolitan area.

Barcelona Area, Spain

Led the design and execution of the consultancy project `Digital Nomads in Barcelona.´Related to the future of work and how the metropolitan area can better adapt to fulfil the needs of remote workers and digital nomads.

Colombia

In this role, I co-built the biggest loyalty card scheme company in Colombia and created the consumer experience (CX) and brand areas. We built and directed Puntos Colombia with agile methodologies. My team defined and designed the Value proposition, the consumer's journey, the brand strategy, and the omnichannel experience. With my leadership, the company and the brand were launched in all channels and to all Colombians. My proudest contributions are:1. The selection and development of all persons in marketing, UX & CX -user and consumer experience-communications, and PR. 2. Identifying consumer's insights, needs and frictions to define the value proposition, the consumer journeys and the overall experience. 3. Creating an Agile-culture that transformed peoples' way-of-doing by challenging beliefs and shifting the ways of communicating, executing and assessing.4. The development of the market place, the gamification and the loyalty strategy. 5. Defining the processes and connections between areas with not only the other Directors but with the whole team.

Colombia, Dominican Republic, Ecuador And Peru

Led the strategic growth of TORK, the leading global brand in workplace hygiene for Colombia, Ecuador and Peru. I was in charge of leading the team and managing the budget to guarantee all actions delivered on the customer experience, strengthen the brand perception and build loyalty. Increasing awareness, engagement, conversion and market share where my success measures.I started the Consumer Insights training for the company and created its sustainability strategy leading to a social program that increases the income of Colombia's informal recyclers by 53% monthly. My proudest achievement was improving the labour standards and public perception of informal recyclers while advocating for waste management.

Colombia, Dominican Republic, Ecuador

We transformed the value proposition of the business, redefined the brand and developed the digital platforms.

Colombia, Peru, Venezuela

Pantene, Duracell, Oral-B, Head&Shoulders, Gillette, Ariel, and Dreft, are some of the brands for which I led dozens of product launches, innovation projects and brand building strategies. Consumers' conversion-rate, market penetration, market share, loyalty, trial points, awareness, and engagement measured my work's success. One of my track record launches was for Downy Deluxe. We doubled both trial and awareness objectives by creating alliances with local designers, fashion influencers, and specialised media. My proudest achievement was receiving the Best Trainer award for LATAM in 2011, which recognised my contribution to people's development and life balance.My most disruptive contribution was to develop the first two Digital-Brand operations roles in Colombia and Peru.

Colombia, Peru, Venezuela

Colombia, Ecuador

Colombia, Ecuador

Master Of Arts - Ma, Global Markets - Local Creativities | Joint Master Degree

Erasmus School of History, Culture and Communication

Master Of Arts - Ma, Global Markets - Local Creativities | Joint Master Degree

School of Social & Political Science

Master Of Arts - Ma, Global Markets - Local Creativities | Joint Master Degree

School of Economics

Scrum Master

Applied Neuromarketing

Design Thinking Course

Innovation Mentor

Innovation Skills Building Program

Experiential Marketing

Marketing/Marketing Management, General

Bachelor Of Science - Bs, International Business

Activities and Societies: English & Portuguese