Experienced in the Colombian brewing market, I have significantly contributed to the success of challenger beer brands, Andina Dorada and Andina Light, alongside notable non-alcoholic brands like Natumalta.As Brand Manager in Central Cervecera de Colombia, I was responsible for the brand's strategic planning, from marketing strategy, communication campaigns, trade marketing strategy and verticalization up to the point of sale, that would create strong brand engagement with the customers, ensuring optimum return on investment.Key achievements:- Initiated a transformative revitalization of Andina Dorada and Andina Light, conducting a comprehensive brand diagnosis that evolved the brands' visual identity, packaging, and positioning.This effort achieved an 88% acceptance rate among consumers, which translated into a 20.8% increase in sales and a 20.6% growth in the customer base after the relaunch.- Delivered historic improvements across brand health metrics, with unprecedented success in awareness, consideration, trial, and preference.The relaunch campaign significantly boosted positive brand sentiment while reducing negative perception by 90% and increasing social media community growth by 183%.- Pioneered the vertical integration of our media communication strategy to the point of sale, aligning trade marketing and sales teams under a unified approach.This alignment resulted in a 21% increase in channel presence for Andina Dorada and a 15.6% rise for Andina Light.- Partnered with one of Colombia's largest soccer teams to serve as the main brand sponsor, implementing high-impact engagement initiatives with fans that resulted in a 20% increase in regional sales.

Led a high-impact branding initiative with a budget exceeding COP 15 billion.This included developing a comprehensive marketing plan, trade marketing strategy, route-to-market and go-to-market strategies, and consumer experiences.Key achievements:- My leadership resulted in an impressive 81% growth in market share, surpassing sales targets by 144%.- Achieved significant improvements in brand health metrics, raising first preference from 0.3% to 2.3%.Key indicators demonstrated progress, with top-of-mind awareness (TOM) increasing from 3.6% to 6.2%, consideration metrics rising from 2% to 4%, and a dramatic reduction in the "No Consideration" metric from 38% to 0.7%, marking a decrease of approximately 98%.- Displayed strategic planning and execution capabilities by steering critical projects to meet brand objectives.This encompassed launching a new communication campaign backed by a robust 360° media plan, executing a successful promotional campaign with an exceptional 92% redemption rate, and implementing a Customer Winning Plan across Colombia.These initiatives led to a 90% increase in brand repurchase rates and remarkable regional growth, including a 260% increase in Atlántico and 112% in Antioquia.

Implemented strategic planning, marketing communications and sales strategies positioning Bvlgari and Aqua Di Parma among top five revenue generating brands within company, improving P&L from -1.2% to 16.5%.

Collaborated with marketing and shopper team on NatuMalta's strategic product launch within soft drinks market.Key achievements:- Earned a 3% market share in a sector monopolized for over 60 years in its first year of launch.- Purchase and presence of the product in 45% of the points of sale in the soft drink market.

As an account manager at Latir, I was responsible for leading and building the relationship with 18 startups selected for the TV show "Shark Tank Colombia" S1; working directly with the Colombian Shark Ricardo Leyva.I also identified new business opportunities by conducting market research and initiating branding, communication and sales campaigns.