As the Strategy & Commercial Director at LaClinika, I was responsible for developing and implementing brand positioning strategies, communication plans, and commercial initiatives for various clients.Key Achievements:- Led the brand & communication strategy for all Big Bet campaigns of ésika, including the launch of Red Power perfume, ésika Pro, Colorfix, Christmas, and Product Superiority. Colorfix campaign resulted in an Effie Award.- Created a dynamic, comprehensive campaign measurement dashboard for ésika, correlating over 30 variables and 210 audiovisual pieces, which increased purchase intent in each campaign and added significant value to Belcorp's Insights team.- Directed the strategic brand development for Studioa, a leading branding company and partner of LaClinika, in projects for Alicorp, the Amazonas region, and Fortuna Silver Mines (Canada).- Developed the Commercial Plan, securing accounts with Miniso, Tottus (Falabella) and Unifé, and led the strategic management of proposals and subsequent campaigns.

At Paraíso, I led the Business Intelligence team and oversaw the company's commercial strategy, managing diverse sales channels, including relationships with retail chains, traditional channels, and our own stores.Key Achievements:- Achieved an 11% sales growth in 2020 despite pandemic-related closures and a remarkable 95% YTD growth in 2021.- Increased market share to historic levels, reaching 67% of the total mattress market, compared to 54% in 2020 and 51% in 2019, while maintaining profitability.- Directed the creation of channel-specific promotions, resulting in a 93% increase in generated orders in the traditional channel.- Implemented a sophisticated pricing model for modern channels and own stores, incorporating over 10 variables to predict future competitor prices.- Led the development and launch of new products, with two launches ranking among the top 10 bestsellers and a 21% sales increase in the High Value line segment.- Played a pivotal role in launching the new e-commerce platform, driving an 8x increase in sales compared to 2019 and earning recognition from VTEX for the best transactional website in the category.- Established and managed a commercial policy model for pricing and promotions across all channels.- Oversaw the implementation of Salesforce Service and Marketing Cloud for marketing and customer service teams.- Successfully negotiated and managed client relationships for product exportation, achieving over $2MM in sales in 2021.- Helped opening a new flagship store in Jockey Plaza.- Helped execute always-on digital campaigns, boosting market share to 61% compared to the previous year’s average of 54%.- Introduced real-time price monitoring of over 10 competitor websites, ensuring competitive pricing for our customers.- Expanded into the country’s leading marketplaces, enhancing our e-commerce footprint.

As Partner and Director of Strategy, Commercial, and Client Management at Independencia, I was responsible for negotiating contracts, developing commercial strategies, and managing client relationships. Reported directly to the CEO. Key Achievements:- Headed the negotiation of annual contracts and renewals with clients, ensuring strong and lasting partnerships.- Developed and executed the company's Commercial Plan, leading to the acquisition of 22 new clients, including Altomayo, Entel, Plaza Norte, Mall del Sur, Clear Channel, Triathlon Sport, THN, La Ibérica, Inversiones La Cruz, Scotiabank, Kia, Tecsup, among others.- Led customer service management, brand strategy, integrated communication strategy, and the evaluation and management of digital assets for clients such as Triathlon Sports, Unifé, THN, Andina (Danlac and Selva), Kia, Eternit, La Ibérica, Scotiabank, Entel, and Confiteca (Peru, Colombia, and Ecuador).- Directed brand & communication strategies alongside the CEO of the agency that won Effie Awards for marketing effectiveness for Eternit, Tecsup, and Danlac in 2019 and Entel in 2020, helping position Independencia as the 3rd most effective independent agency in Latin America.

As Partner and Director of Business & Strategy at Pragma, I was responsible for service management and comprehensive brand strategy, as well as executing the commercial plan to secure new clients and increase revenue.Key Achievements:- Led service management and comprehensive brand strategy for major clients, including Telefónica, Fundación Telefónica, Primax, Centenario, Medifarma, and Pedregal.- Developed and executed the Commercial Plan, successfully securing 3 new clients: Pedregal, Medifarma, and Fundación Telefónica, resulting in a 31% revenue increase.-Directed brand and communications strategies that helped position Pragma as the most awarded Peruvian independent agency in 2016, with accolades from prestigious festivals such as El Sol, Ojo de Iberoamérica, Effie, Laus, and LAD Awards.

Branding and Planning module

As the Head of Planning at Pragma and Studioa, I guided the strategic service offerings for both Pragma agency and Studioa brand consultancy, an associate of Interbrand.Key Achievements:- Guided the offering of strategic services for Pragma agency and Studioa brand consultancy, enhancing their market positioning.- Led campaign strategies that won Effie Awards for major clients such as Telefónica, Mali, and Grupo Palmas.- Helped establish digital capabilities that generated new revenue streams with clients including New Balance, Telefónica, and Pedregal.- Created and executed the Commercial Plan, securing more than 15 new clients, including La Positiva Seguros, Maestro Home Center, Yanacocha Newmont, Pedregal, New Balance, Lotto, Marathon, P&D Andina, Medifarma, Hudbay Minerals, and the United Nations, among others.

Marketing Communications Group Pragma (Full Service Agency)Studioa, a partner of Interbrand (Branding Consultancy)Positivo (BTL Agency)LaClinika (Design Lab)

Marketing Communications module

Accounts managed: Telefónica, Tekno, BBVA, Primax, among others.