As the Marketing & Growth Manager at UBITS, I spearhead our communication strategy with the unique challenge of balancing creativity with cost-efficiency. Reporting directly to the CEO, I play a pivotal role in driving the company’s growth and market presence.Strategic Communication Leadership: I craft and execute a robust communication strategy that elevates UBITS as the leading provider of HR solutions in the B2B space. My focus is on identifying and segmenting key audiences, ensuring our messaging resonates and attracts new clients.Dynamic Team Leadership: I lead and inspire a high-performing marketing team of 10 professionals across LATAM. By fostering a culture of innovation and collaboration, I ensure the team consistently meets and exceeds our ambitious goals.Growth & Client Acquisition: Partnering closely with the Growth Manager, I drive lead generation and support sales in acquiring high-value clients. My efforts are geared towards optimizing marketing processes, enhancing ROI, and improving conversion rates.Brand Development & Market Differentiation: I develop and implement branding strategies that strengthen UBITS' market position and distinguish our brand in a competitive landscape. Consistency across all communication channels is key to our success.Data-Driven Performance Optimization: Leveraging analytics, I continuously refine our marketing strategies for better results. I regularly brief the CEO, SLT, and Board on campaign performance, providing actionable insights that drive our strategic decisions.Cross-Functional Collaboration: I work in close synergy with Product, Sales, and Customer Success teams to align marketing initiatives with our broader business objectives, ensuring a cohesive approach to market growth and client satisfaction.

• Experienced marketing leader with proven success in managing teams, developing strategies, and driving customer engagement.• Enhanced E-mail Marketing and Marketing Automation strategies, increasing platform usability numbers.• Worked closely with Customer Success team and allies to design and manage new customer activation campaigns.• Co-created and maintained marketing engagement strategy, collaborating with cross-functional teams for data-driven results and key metric management.• Worked closely with marketing team to design overall marketing and brand strategies.• Collaborated with customer success, operations, technology, and product teams to ensure activation/engagement products that meet the needs of users and clients.• Constantly improved through A/B Testing campaigns.Metrics to impact: Net Dollar Retention (Renewals and expansions), Active Study Rate (user retention on the platform), Login (First access activation).

Metrics to impact: Activation and retention of users on the platform to generate expansions and renewals in the accounts.• Work with product to define communication needs for new products or features and develop campaigns in own and paid channels.• Implement the Voice of Student process to understand clients and students, their needs, and how to engage them.• Automate and optimize digital campaigns to achieve better results and impact on activation and retention metrics.• Create communication journeys related to the customer and student life cycle.• Develop analytical bases to understand each marketing effort and continuously improve.• Create a renewal plan with the client, including in-person relationship events.• Ensure the product meets the needs of clients and students by participating in operations committees.• Work with UX Design Manager to optimize student's journey within the platform.• Lead Product Adoption and Continuous Learning team in user activation and retention strategies, including gamification.• Collaborate with TECH squads to integrate our platform and product to achieve marketing automation goals.

• Successfully developed and implemented a Digital Marketing strategy across 7 countries, resulting in a significant increase in customer engagement with over 70,000 students.•Led successful campaigns for product launches and student engagement, resulting in a more relational approach to marketing with students from various companies.•Utilized consumer journey insights to optimize communication strategies and achieve greater relevance in our marketing messaging.•Improved multiple KPIs by promoting better utilization of licenses, increased course completions, and higher rates of student referrals.•Data-driven and highly analytical, proactively reviewed UX of our product and worked closely with relevant teams to identify and implement improvements.

Since 2022 my journey began to be a teacher and to be able to impact future generations of leaders from my experience. That is why I currently work as a professor at my Alma Mater, the Universidad de los Andes. • Professor of Organizational Behavior • Complementary Professor of Organizations with Jaime Ruiz • Complementary Professor of Strategy for a Glocal Context (MBA Online) with Veneta Andonova • Trainee Professor of Marketing Fundamentals

We have the firm purpose of transforming the lives of Latin American´s Farmers through the re-use of waste, we will be able to reduce its environmental impact, returning carbon to the earth. Terra Preta is in the certification process to sell high quality carbon credits that contribute to Net Zero strategies of European and American companies.

• I am co-founder of Juan Becerra Belts, a 100% Colombian brand that was born more than 5 years ago. • I am currently responsible for the design and execution of the brand's marketing strategy. • I lead the implementation of new sales channels (e-commerce, social Commerce, Market place) and digital communication platforms). • Responsible for the production and development of new products that help position our brand in other categories.

• Manage marketing for Flora Growth's cannabis-based food and sexual wellness segment (Mambe & Always Virgin) • Design and implement brand positioning strategies to drive growth • Prepare new business proposals to drive sales and revenue • Ensure marketing strategies are viable, profitable, and impactful • Identify target audiences for products, brands, and campaigns • Research market trends and perform price analysis to inform strategy • Contribute to planning, execution, and monitoring of the Marketing budget• Successfully designed and presented the marketing plan for the first CBD drink of the prestigious Tonino Lamborghini brand, to be manufactured by Flora Growth. • Received approval for the marketing plan, showcasing strong presentation and communication skills.

• Leadership role overseeing a team of 10 direct reports and managing a sales force of 30 people.Designed successful positioning strategies for mature cheese and dessert categories (Alpinette and Arequipe).• Developed a profitability and growth plan for my portfolio resulting in an 18% increase in EBITDA, a 23% growth in the mature cheese business, and a 4.3% growth in Alpinette.• Spearheaded the innovation pipeline, launching Canasta cheese through retail and achieving success.• Executed the #LaMezclaPerfecta campaign for Alpinette and achieved an incremental 23% in tons.• Led a multi-transversal team that included Trade, Commercial, and Operations teams.• Invited to join the Primary Committee of the Vice President of Marketing.

• Successfully managed and executed the rebranding of Alpina in 2021 for commercial routes, packaging, and media.• Led the coordination of the communication plan with the creative agency, producer, and media agency for the launch campaign of the new brand across ATL, BTL, and digital channels.Coordinated the execution plan of the new brand campaign in the street, ensuring inventory, discounts, and output of communication material were optimized to avoid returns and increase brand awareness.• Presented and supported the change of brand with the Board of Directors.• Successfully managed the positioning strategy of the Alpina brand, maintaining its leadership in the Food Top of Heart.• Prepared, verified, and executed communication plans according to the strategies of the sustainability and commercial areas.• Executed Alpina's Sustainability campaign, ensuring communication of the company's sustainability commitments.

• Ensure alignment among different departments for executing communication plans for expanding company brands.• Monitor and implement current trends.• Conduct benchmarking of defined brands, including communication information and KdC.• Participate in strategic forums to ensure brand plans align with previous conversations.

• Conducted market research to identify target audience and analyzed competitors to develop effective marketing strategies.• Developed and implemented social media strategies to increase engagement, followers, and brand awareness.• Coordinated the production of TV commercials, print ads, and other promotional materials for the brand.• Managed relationships with advertising agencies, media outlets, and external vendors.• Planned and executed promotional events and sponsorships to raise brand visibility and enhance brand image.• Monitored and analyzed brand performance using tools such as Google Analytics, social media analytics, and surveys.• Collaborated with cross-functional teams such as creative, digital, and PR to ensure cohesive and consistent brand messaging across all channels.• Maintained brand guidelines and ensured compliance across all marketing materials and initiatives.

• Collaborated with the marketing team to develop and implement new marketing initiatives, including social media campaigns and email marketing.• Assisted in the planning and execution of various events, including logistical coordination, vendor management, and event activation.• Conducted market research and competitor analysis to provide insights on industry trends and consumer behavior.• Assisted in the production of marketing materials such as flyers, brochures, and digital content.• Maintained and updated customer databases and provided customer service support as needed.• Conducted post-event analysis to evaluate the success of marketing initiatives and identify areas for improvement.• Participated in team meetings and contributed to the development of new marketing strategies and tactics.