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Work Background
TROOP COHead of Growth & Co-founder
Feb. 2022Bogotá, Capital District, ColombiaTROOP seeks to make real estate investing simple and accessible in LATAM through a fractional ownership model in rental properties. • Lead the Growth team from the ideation to execution of commercial and marketing data-driven strategies, reaching 26% CMGR in transactions.
• Execute online experiments, prioritizing initiatives that contribute to the acquisition of new users (CMGR 20%), accelerate activation, and increase retention (32% of our total transactions come from existing users), achieving CAC optimization of 54% in just 6 months.
DynataBusiness Development Manager
Nov. 2019 - Feb. 2022Madrid Area, Spain• Southern Europe & LATAM Commercial Team
• Develop sales strategy and tactics for prospective, former, or identified set of customers where billing potential is unrealized
• Develop, expand and leverage the client relationships with focus on developing unrealized revenue through closing sales, effective up-selling and managing client expectations
• Facilitate bid process by qualifying RFP’s, writing proposals, and developing effective pricing for clients
• Plan and track sales activities using the Company’s CRM tool. Establish quarterly and annual goals for assigned territory. Provide annual, quarterly and weekly forecasts for territory
• Support the Client Services Department during the delivery phase to ensure client expectations are met
IE School of Human Sciences and Technology (HST)The Integration Challenge
Apr. 2019 - Jul. 2019Madrid Area, Spain• Client: Telefonica
• Worked along with Telefonica on a research project to identify opportunities in the B2B Pay TV market in Latin America
• Qualitative & quantitative research conducted to obtain insights and further recommendations to answer the research & business objectives
• Grade Obtained: Honors
IE School of Human Sciences and Technology (HST)Nielsen Research Challenge
Jan. 2019 - Apr. 2019Madrid Area, Spain• Client: Kraft-Heinz • Worked along with Nielsen on a research project on how to drive ketchup household penetration and boost sales in Spain
• Qualitative & quantitative research conducted to obtain insights and further recommendations to answer the research & business objectives
• Grade Obtained: Honors
Philip Morris InternationalAssistant Brand Manager Colombia & Venezuela
Jul. 2017 - Jan. 2018Bogotá, Bogotá D.C. Department, Colombia• Marketing | Premium and Mid Brands for Colombia & Venezuela
• Involved in the development of the strategies and marketing plans for the assigned Brand Portfolio in order to support sales volume and market share objectives
• Team work with the brand manager in planning, developing and implementing the annual marketing plans, brand strategy and budget
• Plan the process of new and existing brands activities and lead their development and implementation, working closely with support areas, agencies and third parties
• Track the execution of strategies implementation by field forces in achieving volume targets and conveying messages to retailers and to consumers
• Evaluate and analyze brand performance (sales volume, market, consumer and competitor) and develop different nationwide and regional strategies in order to guarantee the brand targets
• Follow legislative issues and ensure that all marketing activities are in line with local regulations
Philip Morris InternationalTrade Development & Implementation Executive
Apr. 2016 - Jul. 2017Bogotá, Bogotá D.C. Department, Colombia• Trade Marketing | Colombia
• Implement the visibility platform for all sales channels according to global guidelines to increase category awareness and follow up the nationwide implementation
• Analyze trade channels and identify needs to coordinate the development of effective communication strategies for different channels through tools such as applications, communication material, online contents, events, etc.
• Support in the creation and execution strategy of mid and long-term portfolio/sales initiatives by the construction of commercial windows aligned to the brands needs and sales capabilities nationwide
• Design and construct commercial trainings for both internal and external sales representatives to guarantee a smooth execution and a correct understanding of the brands strategies and trade engagement programs
• Follow up the allocation and usage of resources of both commercial windows and tactical initiatives in order to optimize ROI
Philip Morris InternationalTerritory Executive
Apr. 2015 - Apr. 2016Bogotá• Sales | Region 1 (Bogotá & Cundinamarca)
• Serve key POS in a core area of Bogotá, Colombia and take advantage of the customer relationships and knowledge on them in order to maximize loyalty with the company and brands
• Increase the PMI brand's Share of Market by ensuring product volume and availability
• Manage large data sets to comprehend the territory dynamics (including POS segmentation, consumer consumption habits, distribution flows, purchasing triggers, etc.) by working together with the distribution supervisors to improve the business performance
• Lead the growth opportunities for the brands in terms of availability, visibility, prices, portfolio management, distribution; in order to guarantee brand presence in the POS
• Ensure an efficient use of the trade programs designed for the different channels to maximize Share of Market
• Instruct the business partners with product knowledge, tobacco category management and profitability as well as tobacco regulations in order to provide accurate information to consumers
Philip Morris InternationalCommercial Intelligence Trainee
Jul. 2014 - Apr. 2015Bogotá• Sales | Bogotá & Cundinamarca
• Work along with regional manager and sales team to follow up their implementation of Marketing and Trade Marketing strategies in 22.000 clients in Bogotá and Cundinamarca
• Manage large sales data sets to create follow-up dashboards to optimize the commercial tools execution of 180 sales representatives
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