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Work Background
Universidad Pontificia BolivarianaVisibility Director
Jun. 2024Colombia
CLUB UNION DE MEDELLINBoard of Directors Member
Apr. 2023Medellín, Antioquia, Colombia
Universidad Pontificia BolivarianaVisibility Process Leader
Mar. 2022 - Jun. 2024Medellín, Antioquia, ColombiaTo lead the transformation process from a functional organization to a process management system looking for a new model of visibility for our organization, improving the communication with our stakeholders, leading the marketing to reach our goals, and work with Academic Visibility to get the best positions in international rankings.
Universidad Pontificia BolivarianaMarketing Director
Mar. 2021 - Jun. 2024Medellín, Antioquia, ColombiaRevitalized Brand Identity: Spearheaded the "UPB, Sin Límites" campaign, marking the first major reevaluation of the university's brand since 1936. Transitioned the brand's communication from a traditional outlook to one that resonates with contemporary youth. This strategic rebranding launched on November 25, 2021, has significantly enhanced the university's public awareness, achieving a 6% increase in spontaneous brand recall. Notably, UPB stands as the sole institution among its peers to register growth in public awareness over the past six months, concurrently expanding its market share.
Innovative Admission Campaigns: Engineered the university's admission campaign, achieving the lowest conversion cost per student in the institution's history, coupled with one of the highest engagement levels in recent years. This initiative underscored our commitment to transmitting the "Sin Límites" vision, emphasizing our unique value propositions while maintaining cost-effective conversion rates. Achieved this by strategically leveraging the budget, maintaining nominal investment levels in brand marketing akin to those in 2019, thus optimizing budget utilization without compromising on outreach and impact.
ADN ConscientePrincipal Cofounder
Jan. 2020 - Dec. 2021Medellín, Antioquia, Colombia
Fundación Advanced LeadershipOrange Economy Leader - Gobierno Nacional de Colombia
Sep. 2019 - Mar. 2021Medellín, Antioquia, ColombiaAs Orange Economy Leader I was trained to be a positive influence and teach all the benefits of a creative economy for the country's development through educational activities and digital communication actions.
Universidad Pontificia BolivarianaVicepresident advisor
Mar. 2018 - Mar. 2021MedellínMost relevant activities and results: - We worked on a new multicampus visibility process aligned to our Institutional Development Plan. This process will help us to reach our reputational and marketing objectives, and giving to our brand a new point of view. - We helped and worked with our CO-Level in new Organizational Regulations and Corporate Governance policies. This one was approved by our Board of Directors in February 2019. - With our Innovation Direction, we worked on Digital Transformation Project, pushing our organization to a new level. Actually, I'm still participating on the Innovation Committee as a guest. - Looking for a new way to reach our personas, our team led the process to build a new business model, strengthen our digital ecosystem and digital environment. Other work subjects: Corporate Relations - Data strategy and business intelligence - New business - Segmentation - User Experience - Brand Management -- Coordinate and articulate the work of different units in favor of the fulfillment of objectives, projects, and programs in an effective manner, ensuring sustainability and compliance with institutional guidelines. Coordinate projects of the Institutional Development Plan assigned to the President and the Vicepresident, as well as, accompany and evaluate those developed by the different units of the University, to fulfill the established goals. Follow up on the development of the strategical processes of the President and the Vicepresident Office, of quality improvement and institutional self-evaluation, as well as, the different projects in charge.
Olinsa sasPresident’s Private secretary
Mar. 2017 - Mar. 2018MedellínCoordinate the quality processes, under the standards established by Chiquita, for product export (production of packaging, port inspections, product claims, and rejections, etc.) Coordinate internal audit processes, asset control, insurance, and technological articulation. Coordination of farm development projects, from land acquisition to final product exportation for CampoSol in Colombia. $3 million dollars project.
FENARESBoard of Directors Member
Nov. 2016 - Sep. 2017MedellínCo-Founder member FENARES
Nodo Eje Cafetero President
Co-autor ”Estatutos Generales de FENARES”
Universidad Pontificia BolivarianaAdministrative Coordinator UPB 80th Anniversary Event
Jun. 2016 - Dec. 2016Medellín, Antioquia Department, ColombiaAd-honorem internship
Universidad Pontificia BolivarianaGeneral Board of Directors Member
Mar. 2016 - Jan. 2018Medellín
Universidad Pontificia BolivarianaCreative Director
Jan. 2014 - Apr. 2014Medellín, Antioquia, ColombiaCreative Direction of Project TRAIN - Making City presented at WUF 7 (professional service delivery) Establish the guidelines and concepts for the realization of the graphic and multimedia pieces of the project Coordinate the integrated design team Assess the relevance and adequacy of resources and products designed for the proper transfer of value to the target audience Adequate communicative tone and guarantee the proper learning process for children under 10 years of age on city and local geography issues
Grupo Historia de AmorMarketing Coordinator and Digital Strategy Leader
Jun. 2013 - Dec. 2016La Estrella, AntioquiaGraphic designer and collection printmaker.
Webmaster and e-store leader
David MontoyaExecutive Creative Director
Sep. 2009 - Mar. 2017MedellínStrategic and corporation branding consultant for companies like Omicron (DK), Skipper (IND), and Hyosung (KR) leading branding actions on events and other activities. http://www.davidmontoyab.com
IEEE UPB Student BranchCreative Director
Jun. 2008 - Jan. 2014Medellín
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