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Work Background
FirstsourceVice President of Trust & Safety Wellness
Jul. 2024 - Mar. 2025- Own vision & strategy of the wellness offering, FirstCare, a Wellness & Resilience platform designed to provide a holistic journey to T&S employees. Designing from scratch wellness offering, considering in-person, remote, and crowdsourced scenarios.
- Design of revamped external narrative for the genAI and Trust & Safety verticals, partnering with the organization leadership and business development teams to consolidate their vision and learnings and better communicate the business story, its value proposition, and differentiation.
Custodio StudioFounder & Lead Consultant
Apr. 2024Reivindicating the power of branding one brand at a time.
I champion the transformative power of brands to build businesses, ignite engagement and accelerate growth.
TeleperformanceGlobal Director Wellbeing, People & Experience
Nov. 2023 - Mar. 2024- Led Global Wellness Team; Over 50 wellness specialists across 8 locations
- Leveraged strategic planning tools to create proper quarterly plans including global and site-based goals, which drove ownership & accountability - Revamped strategy & communication frameworks; enabling more team collaboration, global synergies, and long-term planning
- Simplified reporting practices; minimizing duplicates and enabling simple automation
- Increased team satisfaction & ownership of their practice
TeleperformanceGlobal Social Media and Customer Experience Director
Feb. 2022 - Nov. 2023- Led the design and re-launch of the Social Media CX product across the Teleperformance portfolio, which enabled the improvement of existing Social Media operations and created a new client acquisition funnel.
- Designed, executed, and launched a revamped content strategy for the positioning of the Social Media CX product, including a deep-dive product deck, trends and insights report, SoMe playbook, and SoMe training courses, like how to leverage SoMe for personal branding.
- Intervened in active Social Media CX operations to provide advisory and mentoring to the operation practitioners and ensure the right development of skills, completion of goals, and upgrade of practice.
Polymath VenturesMarketing Director
Feb. 2021 - Feb. 2022Bogota,D.C., Capital District, Colombia- Leading Polymath Ventures positioning in Latin America among multiple stakeholders; entrepreneurial community, government, media outlets, and business leaders.
- Leading Polymath+ Business Development efforts to unlock co-building partnerships with top corporations in Latin America.
- Building the company´s employment brand to support talent acquisition efforts. - Leading in-house engine to provide marketing services to the portfolio ventures: Aflore, AutoLab, Elenas, Vincu, Nido, Ropstar, Arana & Taximo.
Cámara de Comercio de BogotáMentor - Aceleradora MujeresTech
Jun. 2020 - Aug. 2020Bogotá, Distrito Capital, Colombia
Polymath VenturesVP of Marketing
Jul. 2019 - Feb. 2021Bogotá D.C., Colombia- Led the branding revamp of Polymath Ventures, impacting Website traffic through organic search and digital channels, and gaining over 5,000 new followers for the LinkedIn page in 2020.
- Designed and led the content strategy; including management of digital channels, content generation, and lead generation for corporate partnerships division. - Led Marketing In-House engine to provide marketing services to the portfolio ventures: AutoLab, Aflore, Vincu, Elenas, Nido & Taximo. Ex: Nido brand revamp.
- Led the launch of Polymath+, the partnerships division with corporations, and the business development efforts achieving 60 pitches and 6 contracts.
UberAssociate Business Development
May. 2017 - Mar. 2019Bogotá D.C., Colombia- Plan, design and execute business development strategy across the region. - Project management of over 15 strategies that involves cross-functional efforts and leadership involvement. - Strong skills managing external stakeholders, including vendors and business partners. - Experience managing complex negotiations with C-Level executives. - Leader of Women of Uber ERG Group for ACAC in 2019 (Andean, Cenam, Caribbean).
TwitterEvents and Campaigns Manager Spanish Speaking Latin America
Nov. 2014 - Apr. 2017Bogotá, Colombia- Production of creative and innovative experiential moments and campaigns to bring the power of the brand to life. - Designed, produced and executed over 40 events in main markets of Spanish Speaking Latin America. - Supported the negotiation of over 10MM USD deals for the region, representing a 200% YoY growth. - 193% growth in our marketing database through these executions.
- Bronze Effie Award for 2015 regional marketing campaign. - “Super Woman at Twitter” ERG Lead.
Sony Pictures EntertainmentAd Sales Marketing Coordinator
Nov. 2013 - Nov. 2014Bogotá- Coordinated and executed the marketing plan of our portfolio for Andean markets. - Created and executed business marketing campaigns and experiences to add value to sales process. - Conceptualized and produced over 20 experiences for C-Suite leaders and buyers to launch new Tv Shows in the region. - Designed and executed the most engaging participation of the brand during the advertising congress; contributing to the brand awareness and generation of sales leads. - Developed corporate image and strategic messaging of the portfolio.
MultiparqueBrand Manager
Aug. 2013 - Oct. 2013- Temporary sales leader for the organization, proving guidelines to improve the current business model. - Developed the pricing plan for the park, generating cost-efficiency and improving the revenue margins for the company. - Developed the first competition to report to perform operational, financial and promotional adjustments to the overall strategy. - Kicked off the client service program. - Developed the commercial framework for the offering of corporate and social events in the venue.
TIGO ColombiaBrand & Communications Analyst
Jul. 2011 - Aug. 2013- Led the planning and execution of campaigns from the client side, having in mind the needs and pain points of our internal stakeholders. - Main POC for the agencies coordination; including briefing, budget control and operation. - Led the production of 5 commercial fairs (Feria Tigo - La W) impacting over 50K person. - Led high impact events such as; Feria de Flores in Medellin, Festival Vallenato in Valledupar and Carnaval de Barranquilla. - Led the corporate social responsibility program; Recicla tu celular and Contigo por un futuro mejor. - Grand Effie for the 2013 prepaid campaign.
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