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Work Background
Pluxee ColombiaCUSTOMER AND CONSUMER DIGITAL ASSETS OWNER
Mar. 2024 - Apr. 2025BogotáLed the digital ecosystem (web, app, e-commerce) for 750K+ users, 10K+ corporate clients, and 60K+ merchants, raising app rating from 1.8 to 4.7 through UX optimization, engagement strategies, and product evolution. Developed the strategic roadmap and optimized journeys using data analytics (A/B testing, UX research), achieving: +18% app adoption
-20% customer service calls (via education and self-service)
+46% e-commerce sales growth (integrated branding + performance campaigns) Ensured brand consistency across all digital assets and led the omnichannel conceptualization and implementation of campaigns. Developed commercial and educational tools for clients and consumers. Implemented the virtual card in the app as part of the development team. Established data-driven governance (Google Analytics, CDPs) with KPIs and optimization protocols. Led global teams (IT, Marketing, CX, Data Science) to implement scalable solutions aligned with business objectives.
Pluxee ColombiaNew Products & Services Manager
Nov. 2022 - Mar. 2024BogotáDesigned and implemented omnichannel strategies for new products (Pluxee Terceros), generating 40 leads/month in XL companies (avg. ticket: €128M) and training 60K+ beneficiaries. Doubled the client base, increasing sales from €1.9M to €3.4M with educational and loyalty campaigns (100% retention, NPS +95). Reduced conversion cycle from 6 to 4 months through data-driven incentives and boosted digital adoption (92% of beneficiaries on app, +42% growth). Led the evolution of the Pluxee Terceros web and app platforms, integrating AI-driven journeys (social media, CRM, analytics). As Product Owner, developed a PSE payment platform and digital calculator, reducing payment times (-52%) and accounting processes (-22%). Directed brand assets and was part of the team responsible for the Sodexo → Pluxee brand transition in Colombia, ensuring 100% alignment with global timelines and brand standards.
TWSTOHEAD OF MARKETING INNOVATION
Jul. 2016 - Oct. 2022Bogotá, Distrito Capital, ColombiaCo-founded and led commercial strategies (OGSM) for startups and SMEs, applying Growth Marketing, TDI, and BMI, developing digital/physical products recognized by the Bogotá Chamber of Commerce as an outstanding startup. As Scrum Master/Product Owner, led the creation of omnichannel products (digital/physical) and managed brands from scratch, optimizing end-to-end processes. Drove growth through market insights:
+15% sales in premium travel services (2017-2018)
+30% growth in healthy foods (2020-2021), achieving brand leadership
StrazaInnovation Manager
Jun. 2015 - May. 2016BogotáDesigned and implemented the innovation process for a team of 40+ professionals, managing portfolios of luxury, spirits, and FMCG brands. Applied Design Thinking in retail strategies and brand-driven innovation in shopper marketing. Led a market expansion study to Mexico, achieving +12% sales (Q3 2015–Q2 2016).
StrazaHead of Design
Mar. 2006 - Jul. 2015BogotáLed brand strategy and design for luxury, spirits, and FMCG portfolios, managing teams of 25+ professionals. Implemented Balanced Scorecard for strategic alignment and Customer Journey Mapping, reducing rework by 75% and increasing project effectiveness by 28%.
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