- Designed, structured, and implemented strategies, products, services, channels, andcustomer journeys for financial sector companies.- Specialized in Digital Credit, SEDPES, Payment Networks, Remittances, and Low ValueNetworks.- Developed strategic platform strategies for emotional brands and created customerexperiences on mobile transactional platforms and technology solutions.- Regular speaker at Colombia Fintech and the Chambers of Commerce in Cali andBogotá.

Digital Wallet Business Model in Colombia • Directed the design and implementation of an innovative digital wallet business model in Colombia, leading diverse teams across local and global operations. • Established and nurtured strategic relationships with governmental and corporate stakeholders, ensuring regulatory compliance and fostering collaboration. • Negotiated and formalized agreements with key local vendors to build the foundation for a robust digital wallet payment ecosystem. • Cultivated and expanded regional commercial partnerships to support B2B solutions, remittances, mass payment dispersals, and government subsidy programs.Banco Santander Colombia: Mass Digital Products Strategy • Designed and launched the first mass deposit product in Colombia through digital channels, setting a new benchmark in retail digital banking. • Championed product adoption and performance optimization, driving significant growth and reinforcing the bank’s leadership in digital innovation.

- Managed the Collection, Cash Management, and eProsegur areas, focusing on non-traditional products and services.- Key achievements:1. Awarded Top Talent Colombia Manager Global Mentoring Program.2. Designed and implemented a digital transformation tool for banking clients,significantly reducing processing times by 70% through intelligent capture andmachine learning.3. Developed prediction and AI strategies for banking clients, optimizing qualityindicators and service perception.4. Implemented the Cash Management line.

Conducted workshops on building emotional engagement and branded experiencesfor master’s students from UCL in collaboration with Universidad Externado deColombia.

Oversaw the design and implementation of product, service, and channel lifecycleswithin a multi-segment strategy.- Focused on technology innovation projects, customer experience processoptimization, and alternative sales channel creation.- Key achievements:1. Redesigned the online Payroll Loan service, increasing disbursements from $2,000million to $170,000 million between June 2014 and March 2015.2. Designed a credit product with fiduciary security, achieving disbursements of $5,669million as of March 2015.3. Implemented an alternative sales channel, contributing an additional 30% to thePayroll Loaning sales budget, totaling $340,000 million.