- Understand audience, context and competitive strengths to lead, build and shape marketing and product strategy. - Drove insights and strategy for younger audience groups, tailoring value props and product development.- Developed 0-1 products to test and validate hypotheses across FB app, ranging across complex social marketplace dynamics to overcome cold-start challenges and kickstart adoption/engagement flywheels. - Led challenging GTMs through multiple stages of the product lifecycle, tailoring strategy to our audience and delivering on our VPs. - Managed products across multiple pillars, identifying synergies, connecting dots and leveraging/enabling cross-functional collaboration.

Developed and drove GTM for Uber's in-product growth engine. Partnered with PM and PM leadership to build roadmap and strategy for Uber's Rider Growth Product team. Led experimentation globally to help shape in-product messaging and recommendations. Playbooked guidelines and criteria to provide a consistent experience globally balancing growth and user experience.

◾Led lifecycle engagement strategy for US and Canada.◾Led and built the first Rider Newsletter and the Newsletter Strategy. 100K stat sig. incremental trips (Aug - Oct ‘17). Over 1M positive additional reach from social hashtags (Apr - Jun ‘18) #riderrecap #ridereport.◾Collaborated on marketing strategies for products such as Scheduled Rides (10% increase from campaigns) and Tipping (high channel content engagement).◾CRM content lead. Reduced last minute projects and increased resource allocation efficiency (7 day improvement).

◾Launched Uber across colombian cities, setting the first and most important ridesharing business in the country. My team contributed to the generation of over 80K jobs. ◾Structured Colombia’s CRM process now implemented nationwide. Reduced wait times, increased speed for reporting, comms and campaign visibility to reduce spam.◾Central and South America (CASA) CRM and Product lead, scaled growth, engagement and CRM initiatives for the region.◾Local Product Lead, supporting over 8 campaign launches for CASA in collaboration with Product teams. Increased 1st Trip conversion 1.5% and 4.4% lift in GB. Pushed Bogotá’s POOL Option, 4.5% lift vs control. Improved rider experience at Brazil Olympic games (Pickup zone push notification). ◾Designed and implemented over 15 Driver and Rider campaigns to boost conversion, SH, TPR, win-back (including cash launch) (H2 – 2016). Worked with advertising agencies, managed campaign budgets, planning and creative execution.◾Led marketing city level strategies for Cali. 11X growth since July 2015 to Jan 2017.◾Developed and managed ‘Uber Ambassador’ program, +30 students supporting growth and local events.

◾Run, Prevent, Inspire. Responsible for the design and implementation of the organization’s (NFP) marketing strategy, with immediate goals to raise over funding for cancer awareness and research support.https://www.outruncancer.com/meet-team/

◾Online strategy leader for Australia and New Zealand (Online Integration Summit - Hamburg, Germany, May 2014).◾Developed and implemented marketing comms. strategies and loyalty program for tesa’s brand and the 3 core business units. 20% sales lift with participants.

◾Management Committee and the Strategic Planning team member reporting to the CEO. ◾Managed sales team for international markets (7 direct reports).◾Led BD in LATAM and US along with the unit’s overall marketing strategy (+250% sales increase). ◾Led market research, planning and execution of first franchise business in California, USA, under the brand name Harza Tapes.

◾First work experience in one of Colombia’s top 50 best companies. Participated in one of the company’s major capital projects (+ US 40M project).