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Work Background
LUUKMarketing Director
Sep. 2021 - Nov. 2022Encargado de desarrollar y ejecutar estrategias de Marketing basadas en datos e insights poderosos de consumidor para generar demanda y la construcción de una marca potente que revolucione el comercio electrónico en la región.
BD InversionesReal Estate Investor | Rental Property Management
Jan. 2020El SalvadorManaging 12 Short Term Rentals and 15 Long Term Rentals, focusing on maximizing profitability through a 90%+ occupancy rate for STRs and 85% tenant retention for LTRs. I specialize in identifying lucrative investment opportunities and managing properties to ensure high tenant satisfaction and optimized asset performance. This makes me an ideal partner for investors seeking to enhance their real estate portfolios.
Productos Alimenticios DIANARegional Portfolio Manager
Jan. 2020 - Sep. 2021San Salvador, El SalvadorResponsible for maximizing revenue across all sales channels and consumption moments.
- Develop Pricing Strategies.
- Conduct competitive analysis and identifying white spaces.
- Design optimized portfolios based on client and consumer needs.
- Eliminate non-added value products from the portfolio.
- Develop promotional plans.
Productos Alimenticios DIANASenior Regional Brand Manager
May. 2018 - Jan. 2020El SalvadorResponsible for the analysis and administration of the Snacks portfolio (7 brands and 75 SKUs).
- Achieve branding Goals: Brand Awareness, create emotional connections and achieve buyer’s preference.
- Brand and portfolio management: Pricing strategies, POS visibility, sales channels and value-added promotions that boost portfolio growth (Share: USD and volume).
- Design and execute marketing and communications strategies (ATL, BTL and Digital: Facebook, Instagram, YouTube, Twitter and Google Ads) for the fulfillment of regional sales goals. - Responsible for the social media KPIs (Engagement rate, reach, positioning and action)
- Improve profits by leading several initiatives (packaging, formulation, among others) in order to have higher margin products.
- Lead multidisciplinary teams for the launch of new products based on market trends and consumer needs. (Market Analysis, Business Goals and Strategy, Value Proposition, Product Formulation, Packaging, Pricing, Graphic Line, Communication campaigns ATL/BTL).
- Administration of the marketing budget to guarantee the fulfillment of goals and objectives of the company.
- Negotiate and maintain a good relationship with suppliers: media, creative and digital agencies.
Productos Alimenticios DIANAJunior Regional Brand Manager
May. 2016 - Apr. 2018El SalvadorResponsible for the analysis and administration of the Indulgent and Healthy portfolio (14 brands and 69 SKUs).
- Achieve branding Goals: Brand Awareness, create emotional connections and achieve buyer’s preference.
- Brand and portfolio management: Pricing strategies, POS visibility, sales channels and value-added promotions that boost portfolio growth (Share: USD and volume).
- Design and execute marketing and communications strategies (ATL, BTL and Digital: Facebook, Instagram, YouTube, Twitter and Google Ads) for the fulfillment of regional sales goals. - Responsible for the social media KPIs (Engagement rate, reach, positioning and action)
- Improve profits by leading several initiatives (packaging, formulation, among others) in order to have higher margin products.
- Lead multidisciplinary teams for the launch of new products based on market trends and consumer needs. (Market Analysis, Business Goals and Strategy, Value Proposition, Product Formulation, Packaging, Pricing, Graphic Line, Communication campaigns ATL/BTL).
- Administration of the marketing budget to guarantee the fulfillment of goals and objectives of the company.
- Negotiate and maintain a good relationship with suppliers: media, creative and digital agencies.
Productos Alimenticios DIANAFinancial Analyst
May. 2014 - May. 2016El SalvadorResponsible for providing, analyzing and controlling the financial information to create proposals that generate value to the company.
- Administration of the Sales and Marketing budgets at Regional level.
- Create and administrate the distribution budget at the Regional level.
- Consolidate and analyze the Profit and Losses Statement.
- Create financial models to value investment projects.
- Portfolio profitability analysis.
- Analyze the profitability of supply chain.
- Manage the transfer price strategy.
- Deliver monthly reports for the Board of Directors.
TODOFÄCILCEO and Owner
Mar. 2012 - Apr. 2014El SalvadorBusiness venture specialized in the integrated distribution of Top Ups by electronic means through multiple devices (Mobile, POS and Vending Machines).
- Distribute Top Ups of the main telephone companies in El Salvador (Claro, Tigo, Movistar and Digicel) within 100 Retailers and Convenience Stores in the Metropolitan Area of San Salvador.
- Launch of the first Vending Machines that sold Top Ups in El Salvador.
- Design and manage the modern trade distribution system. (Drug Stores and Convenience Stores) of the SUBES electronic card.
- Design and implement the commercial and marketing strategy.
- Sales Force Managemente (Design sales force strategy and structure, recruitment and selection, training programs, compensation model, supervising and motivating the sales force sales and evaluation of the sales people).
SKYGO de El SalvadorConsultant
Jan. 2012 - Mar. 2012El SalvadorPerform a Market Study of the Motorcycle Credit Sales industry in El Salvador in order to implement an in-house financing strategy in Skygo El Salvador.
- Evaluate the Financial Situation of the Company.
- Determine the amount of initial capital to implement the in-house financing Strategy. - Commercial Strategy (Determine Fee, Interest Rates and Monthly Payments for the Motorcycle Portfolio).
- Design the Credit Policies (Required Documents, Credit Rating, non-performing loans and loan-loss coverage, etc.).
- Design the Collection Process.
- Recruit and Select the Credit Sales Department.
Banco AgricolaCredit Analyst
Nov. 2010 - Jan. 2011El SalvadorStudy of the consumer loan portfolio that determined improvement opportunities in the credit policies to increase profits, reduce non-performing loans and loan-loss coverage.
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