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Work Background
Claro ColombiaHead of Experimentation and Profiling
Mar. 2024Bogotá, Distrito Capital, ColombiaIn this role, I led advanced analytics and personalized marketing initiatives through controlled experimentation. I designed and executed A/B tests to evaluate the impact of commercial strategies, optimizing campaign effectiveness and maximizing Customer Lifetime Value (CLTV). My focus was on gaining deeper insights into customer behavior, affinity, and needs through data analysis and the use of predictive models.
Claro ColombiaHead of Business Intelligence
Mar. 2018 - Feb. 2024Barranquilla, Atlántico, ColombiaI focused on designing and developing customer segmentation and profiling strategies, leveraging data analytics to enhance personalization in marketing campaigns. I implemented affinity and consumption behavior models, which enabled more effective multichannel campaigns, higher-quality lead generation, and increased customer retention. I also promoted a data-driven culture within the commercial team.
Claro ColombiaRegional Head of Market Analysis, Caribbean Coast
Feb. 2011 - Feb. 2018Barranquilla, Atlantico, ColombiaI led market analysis and customer segmentation for the Caribbean Coast region. I monitored sales indicators, customer behavior, and product performance. I developed databases for commercial campaigns, competitor analysis, and market research studies that supported strategic decision-making at the regional level.
Claro ColombiaPre-Sales Support Engineer VAS
Jun. 2007 - Jan. 2011Bogotá, Distrito Capital, ColombiaI provided specialized technical support in the pre-sales process for value-added solutions such as Mobile Office, Mobile Internet, and Vertical Applications (automation, telemetry, vehicle tracking, among others). Additionally, I was responsible for managing the corporate BlackBerry platform, device certification, and supporting the commercial launch of new services.
Claro ColombiaData Warehouse Engineer
Oct. 2002 - Jun. 2007Bogotá, Distrito Capital, ColombiaI automated extraction, transformation, and loading (ETL) processes within the company’s data warehouse. I developed solutions for generating executive reports and responded to strategic information requests from various departments. I proposed continuous improvements to ensure the timely and accurate delivery of information, strengthening data-driven decision-making across the organization.
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