Lawyer• Marketing Manager • LATAM • Growth Manager • Strategic Marketing Director • Business Development• Bilingual professional in Spanish and English, with over 15 years of experience leading marketing, communications, and sales strategies in the Financial Services and Consulting industries, focusing on B2B and B2C.• Strong track record in designing and implementing innovative strategies that drive brand recognition and generate measurable results. Skilled in creating and optimizing both digital and traditional marketing strategies, aligning product development with global policies and market needs.• Specialist in planning and executing campaigns, events, and communication programs that meet business objectives. Extensive knowledge in data analysis, strategy adjustment, KPI alignment, and financial management of P&L. Experience in data measurement and managing strategic alliances in LATAM.• Exceptional hands-on leadership skills in building and developing high-performance teams, negotiation, and fostering interpersonal relationships. Highly adaptable to dynamic environments, with creative thinking, idea generation, and a customer-centric mindset. Innovative and results oriented.AREAS OF EXPERTISE Strategic Leadership Change Management Marketing Strategies KPIs Management Transformation Projects Digital Media Strategy Market Analysis (Nielsen | Kantar) Product Development Campaign Planning Financial KPIs (P&L) Marketing | Data Analytics Customer Lifecycle (LTV | CLV)
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PartnerXtrategia GroupBogotá, Bogota, Co -
Consulting Senior PartnerStrategiq Nov 2023 - PresentBogotá, Distrito Capital, Colombia• Implemented branding and communication strategies that increased brand recognition and enhanced social media engagement, boosting the positioning of six law firms.• Led brand activations at high-impact events, improving consumer engagement and achieving a strong ROI from experiential campaigns.• Designed and executed business development strategies, advising companies on the creation of new services and optimizing commercial management to increase growth opportunities in emerging markets.• Trained and developed marketing and sales teams, focusing on soft skills and customer-centricity, which improved operational efficiency and strengthened client relationships.• Coordinated and oversaw high-level event management and directories, integrating digital and traditional communications to ensure brand visibility in key markets. -
Business Development, Marketing And Communications DirectorBaker Mckenzie Colombia Jun 2016 - Jun 2023Colombia• Defined and implemented business skills development programs for attorneys, associates, and staff, enhancing their ability to generate business and strengthen relationships with key clients.• Organized and optimized the Business Development and Marketing department, aligning local policies with global strategies, and restructured the team to improve performance and cohesion.• Led the implementation and optimization of social media and commercial events, increasing brand recognition and creating high value for the firm’s business relationships across multiple legal areas.• Increased the firm’s revenue by 17.3% in 2018, 10.8% in 2020, and 8.2% in 2022, managing a sales budget of USD 24 million by implementing effective commercial strategies and tracking KPIs.• Significantly boosted the firm’s top-of-mind awareness and share of voice over the past seven years through strategic positioning and communication campaigns for attorneys, enhancing market visibility and reputation.• Implemented a bonus scheme linked to commercial performance, driving team efficiency up by 15% and contributing to the firm’s sustainable growth. -
Marketing ManagerMetlife Jul 2014 - Oct 2015Bogotá D.C., Colombia• Established the Marketing department from scratch, defining the structure, processes, and policies, reporting directly to the President and VP of Strategy, leading a team of 4 with a budget of $1.4 billion COP.• Launched the company’s first innovation campaign, achieving a 20% increase in employee participation in strategic initiatives and improving collaboration within cross-functional teams.• Led the organization of the sales advisor’s convention at Disney, Orlando, with 80 attendees from Colombia and 5 from Brazil, resulting in a 15% sales increase post-event.• Developed and executed strategic brand positioning projects, increasing MetLife’s recognition by 25% in the Colombian market through effective communication campaigns and market analysis.• Supported market research and product strategy development, contributing to the creation of the General Insurance Company, expanding the product portfolio and diversifying the company’s revenue streams.• Supervised the implementation of internal and external communication policies, improving the consistency of corporate messaging and aligning marketing actions with the company’s strategic objectives. -
Product And Strategic Marketing ManagerMetlife Jun 2007 - Jun 2014Bogotá• Led new product design projects, including securing approval for Unemployment Insurance from the Financial Superintendency, expanding the product portfolio and meeting regulatory requirements.• Implemented the “Harvard Model” methodology across all distribution channels, identifying opportunities and needs, resulting in a 22% sales growth in the first year.• Reported to the President and participated in the executive committee, providing strategic and commercial insights that helped align department goals with corporate objectives and improved decision-making.• Coordinated strategic planning and product development, ensuring business plans were effectively executed and supporting continuous improvement in the company’s product and service offerings.• Restructured the product area and team, aligning the commercial and strategic vision of the company’s products and plans, and improving the efficiency of the team of 3 under my leadership.• Developed and supervised business plans for each area, ensuring effective execution of strategic planning, resulting in an 18% overall company performance increase.
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Bancassurance Deputy ManagerHsbc Mar 2002 - Jun 2007Bogota, ColombiaRole: Responsible for the area, product definition strategy, distribution channels, growth in sales and adequate attention of customers, insurers and intermediaries. Report to the vice president of Personal Banking. Achievements:1. Sales growth by 30% from year to year during the five years.2. Implementation of insurance telephone sales to the bank's customer base, making it the best channel for sales of this type of product.3. Recognition of the results of the Bancaseguros area, by the HSBC (new owner of the bank), in a time of low results for the bank. -
Director ComercialAce Group Feb 2001 - Feb 2002Bogotá, Distrito Capital, ColombiaCargo con funciones comerciales, desarrollo de estrategias de venta y cumplimiento de metas.
Juana Gonzalez-Iregui Education Details
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Derecho -
Banking, Corporate, Finance, And Securities Law -
Aden International Businees SchoolMarketing Y Ventas
Frequently Asked Questions about Juana Gonzalez-Iregui
What company does Juana Gonzalez-Iregui work for?
Juana Gonzalez-Iregui works for Xtrategia Group
What is Juana Gonzalez-Iregui's role at the current company?
Juana Gonzalez-Iregui's current role is Partner.
What schools did Juana Gonzalez-Iregui attend?
Juana Gonzalez-Iregui attended Universidad De La Sabana, London School Of Economics And Political Science, Aden International Businees School.
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Juana Gonzalez Iregui
United States
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