EAFIT University is one of the top business universities in Colombia. I was invited to participate as a mentor in their Impact Entrepreneurship program, On.Going, discussing Marketing and Public Relations.

The Tec de Monterrey is one of the best business universities in Mexico and Latin America. I was invited to participate as a mentor in their innovation, marketing and entrepreneurship program.

Marketing and Communications Campaign Advisor for regional and local initiatives. Supporting the strategic planning and creative processes of the agency and its affiliated brands.

Marketing Communication Redefinition: Transformation of the communication model for the Pulzo brand and the development of its new sub-brands, creative platforms, and public relations strategy.Social and Purposeful Marketing: Co-leading joint purpose communication projects with allies in education, entrepreneurship, sustainability, and future related topics through campaigns with government entities, universities, NGOs, and entities focused on digital development of stakeholder groups.Executive Group Member: Crafting growth strategies for the business in collaboration with organizational leaders, with the vision of positioning Pulzo as the most visited and reputable digital platform in the country.Co-creation with Agencies: Responsible for building robust creative strategies with advertisers through their agencies, innovating and developing high-performance formats, and fostering strong and enduring business partnerships and alliances.

E-Commerce & Growth Strategy: Achieved a notable 5-percentage-point rise in self-managed GMV (Gross Merchandise Value) within the e-commerce domain and successfully raised user retention from 12% to an impressive 25%, also achieved the best Customer Acquisition Cost (CAC) of USD $11.Integrated Marketing Strategy: Design the marketing strategy focused on growth and awareness in Colombia and the region, this included increasing spontaneous brand recognition by 3 percentage points in major cities among microbusinesses and key opinion leaders.Purpose Marketing: Redesign the brand purpose and the company's brand book, in order to build trust, loyalty and drive brand recognition.PR Content Strategy: Media launch of the B2B marketplace, this endeavor delivered a noteworthy PR ROI surpassing USD $60,000. Also, established strategic collaborations with prominent organizations such as ANDI & CCB.

Digital Innovation: Design and implementation of the live commerce strategy, overseeing over 135 executions in 2022, yielding an impressive 1.5 million views and effectively managing a new approach of influencer campaigns, achieving a reach of 20 million with the talent team during the mobile campaign, with a superior engagement rate increasing from 2% to 6%.360° Media Execution: Maximize efficiency across ATL, BTL, PR, and digital execution channels, achieving a 50% increase in company visibility through optimized Out-of-Home (OOH) negotiations.CRM leadership: Achieved an impressive 153% growth within the Samsung Members community, along with a 105% surge in active members. Simultaneously, I orchestrated a 2X sales expansion through CRM strategies during flagship product launches.Brand Experience Creator: Create the "Flip & Fold Music Fest," creating a new signature event, achieving a 2X growth in pre-sales for the flexible mobile category and 3% boost in category awareness.PR Content Strategy: Oversaw the generation of 800 monthly clippings and successfully established a 3.0 PR strategy across digital media and social networking sites (SNS). Additionally, achieved over 1 million visits to the newsroom and an exceptional ROI surpassing USD $500,000. This strategy's excellence was acknowledged as a Best Practice for the LATAM region.

PR - Global Best Performance: the public relations strategy (media & KOL) achieved more than 15,000 annual clippings that featured the company prominently within the country and a remarkable 120% expansion in generating high-value content. These efforts were recognized with the Global Best Performance Award, owing to my adept management and execution of the newsroom for Colombia.Critical thinking: Central to this public relations strategy was the comprehensive communication of our full spectrum of products, services, and reputational vigilance. This entailed translating strategic work plans across all divisions, meticulously aligned with our commercial strategy and go-to-market tactics.Comms business oriented: The PR effort was consistently aimed at maximizing sell-out performance. I worked within a spokesperson preparation framework, ensuring our representatives were well-equipped to communicate our messaging effectively. Moreover, I employed a meticulous results monitoring system, underpinned by well-defined key performance indicators, to gauge and optimize outcomes.

Integrated Marketing: Design and execution of the marketing communication strategy, I initiated a strategic partnership with Ipsos Napoleon Franco and the market research agency BrandStrat to evaluate brand positioning and assess the reputation both regionally and nationally. Simultaneously, I conceptualized and implemented the "Puertas Abiertas" strategy for the company. This initiative involved leading familiarization trips, facilitating one-on-one engagements, and deploying strategies to foster close connections with both regional and national media outlets.Operational efficiency: Communication and marketing strategy with the primary aim of enhancing operational efficiency on a national scale to effectively meet business objectives. This strategy was successfully executed in the years 2015, 2016, and 2017, resulting in streamlined operations across various regions of the country and mitigating potential operational losses.

Responsible for orchestrating brand projects, public relations, events, and below-the-line (BTL) initiatives. Designed a strategic framework for operations in Colombia, reshaping the engagement with key stakeholders in governmental and industry entities. This business engagement matrix led to prominent representation within the ANDI (National Business Association of Colombia). Furthermore, in the years 2013, 2014, and 2015, I spearheaded a public-private partnership development project for the implementation of social programs. This initiative involved integrating social research, media, and private enterprises. The project, directly reporting to the presidency, culminated in the publication of the book "Social Transformation of Colombia: Public-Private Partnerships."

Account Executive for Coca-Cola and Philip Morris International in Ecuador and Colombia, responsible for designing and managing marketing strategies with a focus on owned, ATL, BTL, and PR activities. Played a pivotal role in developing the traditional channel, which was a key growth area for these organizations.

I was responsible for the successful development of strategies for launching ATL and BTL campaigns for various brands: Sedal (Sedal Urban Salon, Sedal Co - Creations), Playtex 360° of maximum protection (Dale la vuelta tu vida con Alejandra Azcárate), Dove Soap (El reto de los siete días), Dove Hair (Ponte en manos de los expertos), Banana Boat (Maximum protection for maximum fun), Clear (90 minutes with Cristiano Ronaldo), Clear TAT (La tienda ganadora), Lux (La Chantillologia), Nokia (Nokia Ambassadors), Schick (Libera Tu piel), Social Foundation (Centennial Celebration, nationwide event), Schering Plough (Mexsana Pies), Bon Bril (Brilla y gana Bon Bril esta navidad), Meals de Colombia (Plan Super Socios), Coca-Cola (125 years) I also served as an account executive for Nokia, Pepsi (Gatorade), Unilever (Clear, Sedal, Puro), Eveready (Schick, Playtex, Energizer, Banana Boat), Clorox (Ropa Color and Bon Bril), and Schering Plough (Mexsana Pies).

My responsibilities encompassed marketing strategy development, event management, product sales control at point of sale (PDV), and within the traditional sales channel. I was in charge of the nationwide promotion "Mas de los que te imaginas" for Terpel, leading its implementation and execution. My role involved managing accounts such as Meals de Colombia, Almacenes Éxito, Terpel, Sofasa Renault Logan, Grupo Cárnico, Spring, and Motorola.