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Work Background
AB InBevDigital Sales Director Middle Americas
Jan. 2025MexicoDIRECTOR OF DIGITAL SALES MIDDLE AMERICAS
- Find scalable tech solutions to improve Abinbev’s experience, both client and final customer through the implementation of customer centric solutions, digital transformation, efficient distribution and innovative digital products.
- Set the end-to-end vision for digitalizing and monetizing the industry for Middle America (MAZ).
- Lead planning and execution of a product roadmap for the Zone (MAZ).
- Manage tradeoffs between short-term wins and long-term strategic bet.
- Drive end-to-end product development from ideation to launch and, improve the experience.
- Reduce technical debt, by automating processes.
AB InBevGrowth & Marketing Director for Direct to Consumer & Rewards
Jan. 2023Colombia - Omnichannel transformation, by executing a comprehensive omnichannel strategy (Online & Retail) delivered unified and personalized customer experiences across all touchpoint, resulting in a 67% growth in Net Revenue.
- Led the strategic management and optimization of the company’s digital commerce platform and brand portfolio, driving traffic, conversion rates, and average order value in 20% through the implementation of combos, product presentation and search functionality based on consumer data.
- Developed and executed impactful multi-channel marketing strategies with a focus on email marketing, digital & traditional, achieving a significant increase in market share by 10% points, propelling Tada to the position of the 2nd largest beverage app in the country with 35% market share in the Colombian market in a 2 year time frame.
- Optimized digital merchandising and product management, through the collaboration of Abinbev’s beer portfolio to execute data-driven price, promotions, basic SKUs maximizing revenue, 59% increase in new consumers, and a 68% boost in order volume vs LY.
- Enhanced Customer Loyalty Through Strategic CRM, creating cohorts based on passion points, and occasions to drive customer acquisition, retention, and engagement. Designed and deployed personalized customer journey maps, utilizing data to trigger tailored communications and offers. - Delivered Personalized Customer Experience: Implemented advanced personalization strategies.
- Drove Data-Driven Decision Making: through data analytics and KPI monitoring, identifying trends, and creating strategic decisions. - Managed Financial Performance: Develop and manage the budget for the Digital Commerce and Customer Engagement, ensuring efficient resource allocation, resulting in EBITDA+ within the 2nd trimester and lowest acquisition cost in the zone. (MAZ)
AB InBevDirector of Digital Growth
Aug. 2022
Anheuser-Busch InBevHead of Digital Growth
May. 2021 - Aug. 2022In charge of foreseeing the customer acquisition pipeline and digital performance in order to ensure growth. Responsible for retention and lifetime value of customers.
● Responsible for monitoring and achievement of digital excellence KPIs for 20 brands and 3 digital platforms (Direct to consumer, Loyalty and B2B Supply chain)
● Opportunity & demand identification with a 360 view of the customer in order to deliver the right message and drive impact.
● Activation of data tools & tech in order to drive growth.
● Identify new growth channels that impact ROI.
● Creating a growth mindset in order to develop traditional & digital customer
experiences.
GreensillCustomer Experience Manager
Dec. 2020 - May. 2021Bogota,D.C., Capital District, Colombia● Responsible for leading the customer experience of Greensill, transitioning the business to online as a self-service financial platform that could be implemented in 110 countries.
● Validated business case of onboarding 100k suppliers from a manual process to digital, reducing time and drop-offs (1-hour 20 min to 30 mins) meeting with anti–money laundering.
● 1.5B USD SoftBank Group, investment targeting IPO readiness to scale and expand the product globally with little time to market.
BODYTECH COLOMBIAChief Digital Officer (CDO)
Jul. 2019 - Dec. 2020● Responsible for leading change to create new digital revenue streams, taking the company towards the reinvention of the business model, and building new digital products such as app, web and streaming channels.
● Launch of digital products in 4 days, allowing the company to generate cash through the pandemic. Over 1.500 users in the first two weeks of soft launch.
● Defined and executed product roadmap for gym affiliates and trainers (Android, iOS), digital training APP under holistic approach (nutrition, training, medical). Managed to increase organically active users from 17.000 – 80.000 in a five-month period.
Youse SegurosChief Product Officer
Mar. 2019 - Jun. 2019● Managed the innovation portfolio of the company; I oversaw the products from conceptualization to launch, lifecycle and performance based on KPIs and ROI.
● Coached a team of Product Owners and Designers to maintain product consistency and value delivery with great user experience of a portfolio of over 5 digital insurance products.
Youse SegurosProduct Owner
Sep. 2017 - Mar. 2019● Developed the digital underwriting process of the product without sacrificing user experience, taking into consideration fraud prevention and compliance requirements through the connection of different APIs such as official registry and Google Maps.
● Optimized insurance delivery under a new digital approach, reducing the subscription time from 10 days to 20 minutes.
● Collaboration with marketing, IT, and finance on product development to deliver value, usability, and feasibility of product features.
Universidad del RosarioFreelance Consultant
Sep. 2016 - Dec. 2016Consultant for the Entrepreneurship Center and other programs of acceleration such as Mentes Valientes
Ideas de InversionProject Manager
Jan. 2016 - Dec. 2016● Defined the strategy and roadmap for product development and go-to-market strategies that resulted in 20 Points of Sales regionally in the first nine months of operations. ● Developed B2B partnership with an insurance multinational, allowing them to deliver digitally pre-paid insurance to the bottom of the pyramid.
Penza Perception LabInnovation Consultant and Business Development LATAM
Oct. 2014 - Sep. 2017Bogotá & Israel● Successfully implemented a roadmap for innovative products and services of over 30 companies and government, turning a concept into an executable project. ● Knowledge transformation of trends, facts, and structured research analysis for successful business development and strategy creation.
Punto EnlaceCO-CEO
Nov. 2012 - Sep. 2013Colombia● Defined the strategy and roadmap for product development and go-to-market strategies that resulted in 20 Points of Sales regionally in the first nine months of operations. ● Developed B2B partnership with an insurance multinational, allowing them to deliver digitally pre-paid insurance to the bottom of the pyramid.
Hult International Business SchoolCorporate Relations Assistant
Mar. 2012 - Aug. 2012San Francisco Bay AreaTop ranked international school with campuses in Boston, San Francisco, Shanghai, Dubai and London. Corporate Relations Assistant • Improved brand awareness of the School, within the Bay Area Companies, startups & non-profit organizations through academic, networking activities and events. (i.e: Bank of America, Wells Fargo, Wikipedia, IBM)
• Developed communication strategies and channels for a wide multicultural audience
• Identified trends and opportunities to develop new strategies in communication and branding
Caterpillar Inc.Marketing Internships
Jan. 2006 - Apr. 2006Venezuela• Supervised and maintained customer database in order to forecast sales and identify market opportunities
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