EXPERIENCE & KEY RESULTS
VMLY&R - Young & Rubicam
VP Business Development & Client Engagement
06/2022 - Present
I oversee Colombia’s business unit with a revenue of $5.5 million USD and a team of 25 account professionals servicing brands and companies including Movistar Telefónica, Amazon Prime Video, Bavaria - ABInBev, Suzuki, Citroën, Bridgestone, Alquería, and Harinera Del Valle.
FY22 business growth of +13% in revenue and +83% in operating margin.
Negotiated scope increases for 2023 resulting in a +12% revenue growth with top clients.
Increased +5 points the Client Service satisfaction with a rating of 8.8 in 2023, placing the agency in the top 25% of WPP Global companies.
Addi - Fintech Startup
Marketing Manager
02/2022 – 05/2022
Responsible for leading B2C and B2B marketing initiatives focused on positioning the BNPL ‘Buy Now, Pay Later’ product, impacting the revenue growth and customer base acquisition to 1 million users and 2,000 merchant partners in Colombia and Brazil.
Achieved a historic sales record generating $2M USD in Gross Merchandise Volume (GMV) through the #SayYes campaign for Tax-Free Day 2022, exceeding the sales target by 2.5x times.
Bavaria - AB InBev
Communications Strategy Manager
07/2020 – 01/2022
I led the digital content team for AB InBev's global corporate brand building the team and increasing brand engagement by 220% between 2020 and 2022.
Led the business intelligence and marketing data insights teams for the company in Panama, Peru, Ecuador, Bolivia, Paraguay, and Chile, from our in-house agency DraftLine Middle Americas in Bogotá.
Developed the DTC (Direct-to-Consumer) growth marketing model for e-commerce campaigns of the TaDá owned delivery service in the region, conducting +100 AB Testing experiments with significant ROAS increase in digital sales.
Bavaria - AB InBev
Brand Strategy Lead
04/2019 – 06/2020
Digital content strategist and brand planner for Corona beer in Colombia, Peru, and Ecuador, achieving a +21% increase in e-commerce sales for the brand through the awarded ‘Corona Line-Hack’ Campaign.
Led Bavaria's corporate digital communication strategy that enabled Bavaria to rise in +2 places in MERCO corporate reputation ranking and win a Gold Effie award with the ‘Menores sin Cerveza’ platform.
Developed the launch positioning for the Zalva water brand, achieving a donation of $1M USD at its launch and exceeding the initial target by 1.5 times.
Bavaria - AB InBev
Digital Product Owner
09/2017 – 03/2019
I led the digital transformation project “Workplace by Facebook” for the Middle Americas Zone Presidency and defined the global expansion strategy.
Impacted a +8pts increase in the annual Engagement Survey for the newly created COPEC zone that unified three countries: Colombia, Perú and Ecuador.
Project awarded as AB InBev’s Global Best Practice 2018 and replicated to the zones of Middle Americas, Africa, Europe, and North America.
Sancho BBDO
Creative Lead
01/2016 – 08/2017
Advertising creative for ATL and Digital campaigns for Postobón brands including Bretaña, Cristal, Agua del Nacimiento, as well as Tecnoquímicas brands including Winny, Bonfiest, Altex, VitaC, and Sal de Frutas.
StartBull (Start-up company)
Co-founder & Head of Product
05/2011 – 12/2015
Co-founder of StartBull.com, a financial startup focused on educating individuals about the capital market and stock investment.
Conceptualized and developed the digital product from scratch to acquire 200,000 active users in LatAm and raise over 500K in capital.
Company sold to BBVA Chile in 2015.