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Work Background
LinndaCofounder
Jun. 2022Bogotá, Distrito Capital, ColombiaWe are helping companies to focus their thinking and procesess around product development while we make it easier to learn how to make decision making procesess to be customer-centric with digital and technological enablements.
d-UnaAdvisor - Growth
Jun. 2021 - Jun. 2022
Aprende InstituteVP Student Services
Jun. 2021 - May. 2022We are creating value for students to improve their lifecycle journeys, making them successful in their student journey and also seeking to making them successful in their transformation from student to entrepreneur and/or professional in their dream jobs.
RappiProduct Lead
Mar. 2020 - Jun. 2021GlobalThe purpose is to build capabilities for the partners to be educated on how to invest in digital media to grow their business, with proper visibility on results. Maximizing revenue for Rappi within the restaurants vertical and optimizing the value of the money the partners are going to invest in the products developed. RappiAds project's vision intends to build a platform where all types of partners can access to tools and training on how to use digital products in the easiest way possible. Also for them to get the most value out of their investments.
RappiDirector de Growth
Jul. 2016 - Mar. 2020LATAMTo invent, design and support User perspective team from marketing and Mar-Tech, performace acquisition and CRM tactics in order to build the best service possible towards the user. I'm in charge of creating achievable KPI's in order to develop CLTV. I'm and active advisor for Retention team so they can guarantee the best relationship posible with our user on all geographies I'm constantly developing tools to achieve the exponential growth within Rappi by optimizing Marketing investment, and also constantly analizing channels with the best CAC and which generate the best Cohorts for Rappi's future. Managed to build the team and process that made possible for Rappi to be the World's 14th Top iOS free app of 2019.
Almacenes De Prati S.A.Gerente CRM
Sep. 2014 - Jul. 2016GuayaquilTo maximize client relation profitability by evaluating its relation lifecycle evolution with the organization. Also, by building a team responsible of seeing through the completion of the task by maintaining several KPI’s in most of the Customer Touch points (Omni channel Strategy) and optimizing acquisition and retention costs. On the other hand, to define and maintain a Customer BI system which deploys information to all members of the commercial team and reinforce customer-centric decisions.
Cencosud Colombia S.A.Gerente CRM - Fidelidad
Jan. 2013 - Aug. 2014BogotaTo create Cencosud’s first implementation of their regional loyalty program “Puntos Cencosud”. After Cencosud acquired Carrefour Colombia, it was also our responsibility to liquidate the former loyalty program and retain the most of our clients and affiliate them to “Puntos Cencosud”. To create, maintain and manage KPI’s and optimize customer acquisition and retention for Jumbo (Quality & Service Super), Metro (Quality & Price Super) and Easy (Home Depot Store).
Cencosud Colombia S.A.Líder de Inteligencia de Negocio (CRM)
Nov. 2011 - Jan. 2013ColombiaTo manage the creation of the data warehouse where all Customer BI will be fed from. To create and implement all strategies which objective were to increase customer spend through frequency and Average spend per purchase.
CarrefourLíder Nacional CRM
Nov. 2011 - Jan. 2013ColombiaTo manage the creation of the data warehouse where all Customer BI will be fed from. To create and implement all strategies which objective were to increase customer spend through frequency and Average spend per purchase.
OMD LatinAmericaRegional Analyst
Apr. 2010 - Sep. 2011To coordinate all data necessary of all OMD’s in the LATAM region that control budget spending from Johnson & Johnson’s, and deliver quantitative and qualitative reports on how it is developing and how it is behaving compared to all competitors in each LATAM country.
To create ad campaign performance analysis and assist on bringing insights on how to optimize all budget spend for J&J in the region.
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