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Work Background
DISAN LATAMGerente Unidad de Negocios Nutrición Animal
Oct. 2023 - Jan. 2025Medellín, Antioquia, Colombia
Wise Advice Consulting & MentoringManager
Nov. 2018 - Oct. 2023Bogotá D.C. Area, ColombiaConsulting and Mentoring for B2B companies and its teams in Corporate, Marketing and Sales Strategy, its execution, follow up and the development of the capabilities for its implementation.
CEVA SALUD ANIMALPoultry Business Unit Manager Colombia / Ecuador
May. 2018 - Nov. 2018Bogotá D.C., ColombiaResponsible for the poultry business unit team in Colombia, a team of professionals in the veterinary technical areas, vaccination services, marketing and sales; and the direct management of the distributor serving the Ecuadorian market (Dimune). Achievements: The year 2018 was a very exceptional year for CEVA and with a strong impact on its business and the motivation of its team. To support this process and to lead the team in difficult moments was the biggest challenge. Also I implemented territory management methodologies with the sales team, introduction of the use of a database and visualization software for the management of technical data from customers, integration of the vaccination services team with sales strategy of each territory and began structuring the marketing area and the construction of the first marketing plan.
BrenntagRegional Feed Manager / Colombian Food Specialties Manager
Oct. 2016 - Apr. 2018MedellínResponsible for the creation of the strategy for the development of the nascent Feed Business Unit, new to the company in this region, its implementation in different countries (Mexico, Central America and the Caribbean, Colombia and Ecuador), management of suppliers, development of products and tools for sale and coordination with commercial areas and managers of each of the countries. I developed the sales strategy and new product development in the aquaculture market for Ecuador, Nicaragua and Honduras.
I also led the Food Specialties Business Unit in Colombia, in sales, marketing, and laboratory of applications. Achievements: I developed "Brenntag" brand strategy in the area of aquaculture and integrated the unit with the regions of Latin America South and EMEA, for the creation of a global strategy.
I collaborated with the construction of the strategy of "Food" business unit for the region and led the sales team in Colombia, raising the level of commitment, motivation and work of its members, since the hiring of my counterpart was in process.
PREMEX S.A.Marketing Manager
Mar. 2016 - Sep. 2016MedellínResponsible for the implementation of the decisions taken during the strategic planning exercise in all areas of the Corporation, hiring and structuring the marketing team, creation of the marketing strategies for each line called " Marketing Platforms", launch of the new image and vision of the Corporation in different countries.
Achievements: I participated in the creation and consolidation of the marketing team, projects undertaken in each of the 2020 planning strategies, created and developed the communication strategy through social networks, created and developed the "Key Account Managment" program and the training of the sales force.
PremexStrategic Planning Codirector
Apr. 2015 - Feb. 2016Medellín, ColombiaIn conjunction with the Chief Financial Officer of the Corporation and an external consultant, we developed over 10 months, the preparation, development and implementation of the strategic planning exercise with a view to defining the position and goals for the period 2015 - 2020.
Achievements: Development of a communication and commitment strategy around the importance of the planning process that would take place to get involved all employees in its construction, I led the successful three-day strategic planning session with about 30 trustees of the Corporation, participated in the definition of the new organizational structure of the Corporation and I was part of the leadership team of the initiative "One Premex".
PremexGeneral Manager Nutreo (Human Nutrition Business Unit)
May. 2014 - Feb. 2016Rionegro, ColombiaResponsible for the management of the company with direct report to the presidency and board of directors of the corporation, management of the commercial areas, logistics, purchasing, production, quality assurance, etc.
Achievements: Growth of sales and commercial and financial results of the company, implementation of SAP, implementation of the control system of inventories through bar code and radiofrequency, creation of the NUTREO Foundation, development of collaboration strategies and sale to governments and NGO's
PremexCommercial Manager Nutreo (Human Nutrition Business Unit)
Feb. 2012 - Apr. 2014Rionegro, ColombiaResponsible for the commercial direction of the sales and R&D teams and the coordination of other corporate areas. Responsible for the design and execution of the commercial strategy and the international expansion.
PremexMarketing Director
Jun. 2010 - Feb. 2012Medellín, ColombiaResponsible for the creation and organization of the marketing area to support the six business units of the corporation in the four countries in which the corporation is present and in the ten countries in which it serves the market through distributors. Structuring the area and its work team, creation and development of the marketing plans of the different products, creation and development of the branding plan.
Achievements: To make the corporation and the managers of the business units aware of the importance of a long-term strategy, created from marketing plans based on the four-column methodology. Development of a campaign to implement the corporate philosophy both internally and externally. Implementation of the market segmentation project, training in the "Key Account Manager" methodology and implementation of a CRM system in the different business units.
Cooperative of Production and Work VENCEDORProduction Manager
Jun. 2009 - Feb. 2010Bogotá, ColombiaResponsible for the management of resources in the area of the chicken meat primary production process, including the different operations necessary for this, from the breeders operation to the broiler growing, feed manufacturing and purchases of national and international raw materials. Planning of the production and product availability according to marketing requirements.
Achievements: During my management the incubation of the fertile eggs was switched from a third party to a leased incubator in which the operation began with complete autonomy. Likewise, it went from buying commercial feed to produce about 60% in a plant rented and operated 100% by the cooperative in Soledad, Atlántico.
Eli Lilly and CompanySenior Territory Manager Central America and the Caribbean
Oct. 2005 - Jun. 2009San Jose, Costa RicaResponsible for sales to direct customers and management of distributors from the 10 countries on my responsibility (Guatemala, Honduras, El Salvador, Nicaragua, Costa Rica, Panama, Jamaica, Trinidad, Barbados and Puerto Rico), responsible for the portfolio, planning of long-term inventories, execution of marketing campaigns, implementation of the "Account Leadership" program, specialized technical support, implementation of communication strategies (marketing messages, trainings, presentations at national conferences, etc).
Achievements: During this time, sales went from 1 to more than 3 million dollars a year and the two largest clients in the region were conquered, reaching a share of over 35% in the region, the distribution network was consolidated and we managed to define negotiations with the distributors according to the company's policies; I was leader in the region (Central America, Andean region and southern cone) in the implementation of the "Account Leadership" program and in the development and implementation of the "Health Tracking System" - HTS program. I did several sales trainings to clients in other countries as a support to other Territory Managers and I was a speaker in several national congresses of different countries in my territory.
Eli Lilly and CompanyProduct Manager - Poultry Business Unit for Central America, the Caribbean and the Andean Region
Jan. 2004 - Sep. 2005Bogotá, ColombiaResponsible for the creation of marketing plans based on global marketing plans, communication strategies for all poultry products, product mix, evaluation and monitoring of sales prices, support to the sales department.
Achievements: Launching the second phase of the marketing plan of Pulmotil AC, creation of the communication campaign, preparation of the training program for the sales force, recognition at the Latin American level for the creation of an interactive program based on the mental process of purchase of customers and existing technical and sales tools, sales monitoring by customer and country and the implementation of the campaign by the sales force, creation of National Seminars focused on respiratory diseases for the area and in Colombia.
Creation and implementation of the marketing plan for the three most important products of the company and launch of the "Intestinal Integrity" campaign for the region (Central America, Caribbean and Andean region), elaboration of the communication strategy both in specialized media and directly to customers through the implementation by salesforce, relationship with the media agency, development and design of the program "Health Tracking System" – HTS.
Eli Lilly and CompanyColombia Sales Representative Downtown, Valley and Coast regions
Jan. 2002 - Dec. 2003Bogotá, ColombiaResponsible for sales, portfolio and sales forecast of the Central, Valle del Cauca and Costa areas.
Management, training and support to distributors and its salesforce.
Achievements: 50% growth in sales through distribution in the Valley, 35% growth in sales to feedmills in downtown area.
Intervet Colombia LtdaTechnical Assistant
Oct. 2000 - Dec. 2001Bogotá D.C. Area, ColombiaResponsible for technical support throughout the country of livestock products, deep knowledge of them, technical training to representatives and distributors, presentations to customers and technical assistance.
Achievements: Preparation of technical training talks for all livestock products (approximately 25), training to the sales force and distributors.
AGRIBRANDS PURINA COLOMBIA S.A.Territory Manager
Jul. 1997 - Aug. 2000ColombiaResponsible for sales to direct customers and through distributors of all lines of feed, technical support, training to distributors in technical, financial and business management areas.
Achievements: 50% growth in sales in the southwest area of Antioquia, administration and accounting organization of the Titiribí distributor, procurement and support at the start and development of the distributor of La Pintada, Dabeiba, Frontino, Santa Bárbara and others. Growth of 25% in sales in the Tolima area.
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