Lorena Concha Email & Phone Number

Santiago, CL

Santiago Metropolitan Region, Chile

Consejera (Directora). Miembro comité comercial y marketing

Chile

• Reporting directly to the CEO and responsible for the strategy and P&L of the financial business.In charge of marketing and sales, operations, call center, risk and collection, with 3 direct reporting professional.
• Increase P&L from loss to represent more than 15% of the holding´s EBT
• ,More than 40% of increase of loans portfolio yearly, and reduces risk and the cost structure.
• Named as #1 in quality service according to Chilean Consumers National Service.
• Creation of Fashion´s Park Insurance Broker in March 2020, which she leads as manager and legal representative.

• Reporting directly to the holding´s CEO, in charge of strategic brand management, communication plans for both, apparel and financial businesses, in-store visual merchandising, and e-commerce store, as sales and.
• Redirects the communication strategy in terms of content, look and feel, media mix, in-store visual merchandising and introduces digital marketing campaigns. Those changes leaded an increase of 8% on SSS (same store.
• Improves profitability of e-commerce channel, changing the platform to a more flexible and lower cost one, which also allowed to improve the implementation speed of promotions and product launches, achieving total.

Commercial advisory to company CEO.

• In charge of business partners network, product and customer portfolios for the Credit Card Business Unit.Increased profitability of existing customer portfolio, already approved by risk management area, using.
• Business partners network expansion, recruiting 3 new big chains in 3 new categories: Salcobrand (pharmacy chain), Gasco (utility) and Unimarc (supermarket chain).
• Decreased customer attrition rate.
• Increased share of La Polar credit card usage over other payment methods in own stores, through a higher average ticket-size and the number of products bought.
• Increased in cash advances loans, through new customers, lower risk, higher purchase frequency from loyal customers, and a new sales channel (Chilexpress Courier)

• Responsible for increasing customer loyalty, reducing the churn rate and supporting to products area in generating and improving value propositions. In charge of market research, data analytics and direct marketing.
• Implements NPS indicator for the company. Results of NPS were subsequently indexed to executive team´s compensation structure.
• Decreases on customers churn rate, by eliminating certain types of acquisition promotions, based on data analytics, and implements new retention strategies for high-value customers.

Responsible for increasing profitability of holding’s customer portfolio, through data science and statistical models, direct marketing campaigns and loyalty programs creation. 7 professional direct reports and external agencies.Main achievement: Creation of 3 emblematic loyalty programs: Ripley Lan Pass and Ripley Points (both reward programs) and Ripley.

Responsible for sales in SMB segment as well as for the development of customized solutions in partnership with third parties in the software, other non-competitive hardware and service implementation businesses.

Responsible for executing the new customer relationship strategy, through a direct contact with the final costumer, without damaging the business partners.Achievement: Compaq Chile won in year 2000, the award for Best Compaq´s Contact Center in Latin America 1999-2000.

• Responsible for implementing B2B and B2C direct marketing campaigns, as well as developing the direct sales channel (Telesales) for both B2B and B2C segments, as part of a new relationship customer strategy.During.
• In 1995, receives General Manager Award, for implementing the direct sales channel in less than 6 months
• For 4 consecutive years, receives HPC award, for sales goals achievement.
• In 1997, was recognized as one of the four Chilean " Young Talents ".

Responsible for the credit card, debit card and ATM businesses.Achievement: Develops, negotiates and implements a strategic alliance with Esso Chile, for a co-branding program. Creates a loyalty program, based on gasoline purchases with the cobranded credit card, and enlarging coverage of the ATM network, placing an ATM in every ESSO service station.

Responsible for managing the field sales force´s team, along the country. More than 50 people in charge, nationwide.Achievement: increase the new customer acquisition for the personal banking business, exceeding the annual goal.

Responsible for the personal banking product portfolio

Mba, Marketing And Strategy

Ba, Business

Digital Marketing : Disruptive Strategy Progamme

Programa Empresas Familiares

Programa Gobierno Corporativo