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Movistar Arena ColombiaHead of Marketing and Communications
Jun. 2025
Grupo FalabellaCommunications Manager - IKEA Colombia
May. 2024 - Jun. 2025Bogotá D.C., ColombiaResponsibilities: 1. Design and implement the comprehensive communications strategy for the opening of new shops in Colombia, ensuring consistency in internal and external messages and aligning them with the administrative office. 2. Lead the communications and public affairs strategy, managing the relationship with key stakeholders and media to strengthen the reputation and visibility of the brand. 3. Develop and execute crisis prevention and management strategies, including the construction of a crisis manual and the implementation of response protocols across all internal and external channels. 4. Design and coordinate strategic corporate events, enhancing brand positioning and strengthening its connection with all stakeholders. Achievements: 1. I exceeded the brand's outreach goals, increasing its audience by 115% through external positioning strategies. 2. Implemented 1 relationship agenda with key actors and entities for the brand, allowing us to establish valuable alliances in the opening process. 3. I increased the return on investment by more than COP 2'000,000 million, with the opening of the shop in Medellín. 4. I strengthened brand loyalty among employees through more than 8 spaces that fostered values and recognition in each of the shops and warehouses.
Grupo FalabellaCommunication Manager falabella.com Colombia
Dec. 2022 - Apr. 2024Bogotá, Distrito Capital, ColombiaResponsibilities: 1. Lead the 360° communication strategy for the positioning and entry of the brand in the Colombian market, aligning internal and external messages with the global vision. 2. Develop and implement the sustainability strategy in Colombia, ensuring its integration with regional initiatives and its impact on corporate reputation. 3. Design and execute the relationship strategy with key stakeholders, strengthening strategic alliances and the brand's presence in high-impact spaces. 4. Anticipate and manage reputational risks, implementing crisis management protocols through internal and external channels to protect the corporate image. Achievements: 1. I increased the brand's community on digital channels such as LinkedIn by around 20% since its launch in the country, developing a strategic publishing agenda. 2. Landed and implemented the local sustainability agenda for the brand, achieving great successes such as sponsoring the first Colombian women to a mathematical olympiad in Slovenia. 3. Developed and implemented a brand positioning and education strategy for the brand for its main target audiences, becoming a reference in several areas of conversation, in less than 1 year. 4. Increased the positioning of the brand's main spokespersons, strengthening their presence in strategic spaces, which resulted in the achievement of recognitions and awards granted for their visibility.
FalabellaCommunication Manager falabella.com Colombia
Dec. 2022 - Apr. 2024Bogotá, Distrito Capital, ColombiaResponsibilities: 1. Lead the 360° communication strategy for the positioning and entry of the brand in the Colombian market, aligning internal and external messages with the global vision. 2. Develop and implement the sustainability strategy in Colombia, ensuring its integration with regional initiatives and its impact on corporate reputation. 3. Design and execute the relationship strategy with key stakeholders, strengthening strategic alliances and the brand's presence in high-impact spaces. 4. Anticipate and manage reputational risks, implementing crisis management protocols through internal and external channels to protect the corporate image. Achievements: 1. I increased the brand's community on digital channels such as LinkedIn by around 20% since its launch in the country, developing a strategic publishing agenda. 2. Landed and implemented the local sustainability agenda for the brand, achieving great successes such as sponsoring the first Colombian women to a mathematical olympiad in Slovenia. 3. Developed and implemented a brand positioning and education strategy for the brand for its main target audiences, becoming a reference in several areas of conversation, in less than 1 year. 4. Increased the positioning of the brand's main spokespersons, strengthening their presence in strategic spaces, which resulted in the achievement of recognitions and awards granted for their visibility.
BursonAccount Supervisor - Account Manager
Dec. 2019 - Dec. 2022Bogotá D.C., ColombiaResponsibilities: 1. Design and implement comprehensive communication strategies for leading brands such as Mercado Libre, Intel, Siigo, and Grupo Sura, among others, aligning corporate objectives with effective messaging for internal and external audiences of interest. 2. Optimise and restructure teams within the agency to strengthen client management, improve operational efficiency, and ensure the achievement of objectives. 3. Lead the public affairs and crisis management agenda, ensuring strategic positioning and timely response to key junctures. 4. Develop and drive communication strategies that maximize the impact of launches, corporate announcements, events, and strategic alliances, strengthening the reputation and visibility of brands. Achievements: 1. Led teams of more than 10 people in the areas of technology and corporate and public affairs, resulting in improved customer service in these areas. 2. Expanded communications reach by 50%, managing multiple brands and adapting strategies to effectively impact their various audiences of interest. 3. Led a regional team of 12 people, directing the communications strategy to more than 5 countries in addition to Colombia.
Dattis ComunicacionesCorporate Communications Analyst
Aug. 2018 - Aug. 2019Bogotá D.C., ColombiaResponsibilities: 1. Design and implement 360° communication strategies for clients such as Mastercard, WeWork, EY, and Fundación Santa Fe, among others, aligning their positioning with corporate and business objectives. 2. Coordinate and lead spokesperson training, preparing key spokespersons to convey key messages with clarity and confidence in different scenarios. 3. Develop and structure crisis management manuals, anticipating strategic scenarios and defining action protocols to protect the reputation of each brand. 4. Strengthen relationships with key stakeholders, designing experiences and events that consolidate the positioning of brands in their strategic sectors. Achievements: 1. I led the external communications strategy and accompanied the opening of 5 WeWork buildings nationwide. 2. Increased by more than 20% the appearance and engagement of the brands with the main media and relevant stakeholders. 3. Planned and implemented several brand events and launches with a 360 strategy containing all their channels (digital and traditional). 4. Designed and implemented the internal communications strategy in a part-time in-house role at Mastercard.
Lloreda Camacho & Co.Communications Analyst
Jan. 2017 - Jan. 2018Bogotá D.C., ColombiaResponsibilities: 1. Execute internal communication initiatives in collaboration with Human Resources, aligning key messages to strengthen organizational culture. 2. Enhance the external marketing and communication strategy, ensuring visibility and strategic positioning of partners in their industry. 3. Plan and coordinate spokespersons' participation in events and conferences, optimizing their presence and relevance in key spaces. 4. Monitor and analyze industry trends and conversations, identifying opportunities for brand engagement and positioning on different fronts. Achievements: 1. Successfully developed more than 10 event agendas and attendance conventions for local and international key spokespersons. 2. Increased internal and external communication actions through developing a positioning and visibility strategy, not only for key spokespersons but also for outstanding collaborators of the company. 3. I increased and strengthened internal communication channels between the company's leaders and collaborators. 4. Strengthened the brand's relationship with the main media outlets relevant to the company.
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