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FCB NewlinkVice President Operations Strategy, Creativity & Digital
Jan. 2025 - Aug. 2025Mexico City, MexicoI Spearheaded organizational transformation devising strategies to enhance the planning quality, foster creative ideas, and automate digital assets production. Resulted in improvements in efficiency, profitability, and client perception. Key Clients: Little Cesar’s, Kellanova, Church & Dwight. Team of 70 people
AB InBevMarketing Director Chile
Jan. 2022 - Jan. 2025Santiago Metropolitan Region, ChileI focused on competitive disruption. By develop data-driven growth strategies, including portfolio assortment, product innovation & comms initiatives to secure market share, brand power index & EBITDA. Team of 22 people
AB InBevConnections Media & draftLine Director BUAndina (Chile,PY,Bolivia)
Jul. 2020 - Jan. 2022Santiago Metropolitan, ChileCo-created a new department to accelerate digital culture, evolve traditional communication, enhance brand engagement and performance. Led the implementation of new workflows and measurement indicators to drive continuous improvement and adapt to digital trends. Scope: Colombia, Peru, Ecuador, Chile, Paraguay, Bolivia. I also created partnerships with Meta and Google to stay ahead of trends and established a comprehensive ROI model to strengthen our brands' presence in the market. Scope: Colombia, Peru & Ecuador
Anheuser-Busch InBevdraftline & connections director BUAndina (Chile,PY,Bolivia)
Jul. 2020 - Jan. 2022Santiago Metropolitan, ChileCo-created a new department to accelerate digital culture, evolve traditional communication, enhance brand engagement and performance. Led the implementation of new workflows and measurement indicators to drive continuous improvement and adapt to digital trends. Scope: Colombia, Peru, Ecuador, Chile, Paraguay, Bolivia. I also created partnerships with Meta and Google to stay ahead of trends and established a comprehensive ROI model to strengthen our brands' presence in the market. Scope: Colombia, Peru & Ecuador
Anheuser-Busch InBevHead of Studio Draftline MAZ
Oct. 2019 - Jul. 2020Colombia
AB InBevConnections Media and draftLine Director COPEC ( Colombia,Peru,Ecuador)
Mar. 2015 - Jun. 2020ColombiaLead Connections Media Strategies, vendors negotiations and digital transformation for Beer Bavaria and NAB's to amplify brand message and meet business challenges.
Anheuser-Busch InBevConnections Media Manager Colombia / COPEC
Mar. 2015 - Dec. 2019ColombiaLead Media and Digital touch-points orchestration for Beer Bavaria and NAB's to amplify brand message and meet business challenges.
WPPStrategic and Client Service Directo
Jul. 2013 - Mar. 2015ColombiaLead the strategic think tank group within the organization to deliver integrated Planning communication solutions for our clients. Promote and develop trusting relationships with the client advisor at the highest level. Trying to broaden and deepen relationships across the client organization. Define and disseminate our offer regarding customer needs, identify best practices and deploy Analytics and Insight relevant tools and systems through the media team and on behalf of clients. Anticipate customer needs business and proactively develop strategies along with other power specialist to ensure responses to briefs are fully integrated across paid, owned and earned channels, and to improve close consultation and partnership preferred status. Define and manage customer training programs. Supervise planner department delivery to ensure the profitability of the clients.
WPPMEC Strategy Director
Jul. 2013 - Mar. 2015Colombia
WPPWPP Group Director
Apr. 2012 - Jul. 2013BogotáOrchestrate a 20 people multi-disciplinary team of strategy, creativity, media, and brand activation, to develop the strategy and new campaign of Colombia Country Brand. We launched the Brand in the iconic Times Square NY, through and integrated camping using: paid media, interactive billboard, real time brand activation, digital platforms and PR. Results: Achieved USD$69MM in Free Press Gain more than 10.000 new twitter followers, from 35 different counties. #TheAnswerisCOlombia was Trend Topic for one day in USA. Improved 5 position in Latam Country Brand Index Raking
WPPJWT Senior Account Director
Feb. 2009 - Mar. 2012Bogotá ColombiaEnrich with my own experience as a client the planning process to meet client´s needs and goals within the organization ensuring high quality creative product and developing successful sales campaigns.
Clients: Nestlé, Claro Communications, Kraft, J&J, Juan Valdez Coffee, Teletón. Results: Cannes Lions Awards: 2011 Bronze - Direct Category - Campaign TELMEX “High Speeds”
2011 Silver - Radio Category - Campaign TELETON “Disability Awareness” Proven an outstanding business understanding and team management skills; the organization select me as the team leader of the first WPP cross agencies unit in Colombia.
UnileverSr. Andean Brand Manager
Jan. 2007 - Jan. 2008Bogotá, ColombiaI Led the re-launch of Dove Hair across 4 countries with comprehensive commercial and communication strategies, complemented by an aggressive on-trade execution to secure volume share and boost brand power. Results: Reduce 50% inventory in 4 countries Improve SOM 1pp Venezuela and Colombia
Secure P&L metrics.
CartierSr. Brand Manager Luxury Brands
Jan. 2004 - Dec. 2007Bogotá ColombiaI strengthen the commercial relationships with international suppliers to create consumer programs, recognized as best practices in LATAM. Brands: Cartier, Jesus del Pozo, BogartG. Outstanding Delices de Cartier perfume launch. Results: Awarded as Latam Best Practice Achieved + 112% volume sales gain USD 75M in Free Press.
L'OréalSr. Brand Manager Maybelline NY
Jan. 2001 - Dec. 2004Bogotá ColombiaI coordinated the merger between Maybelline NY and Colorama Brazil, leading the first joint product launch recognized by the region as LATAM’s Best Practice boosted SOM. High effective of Colorama Nail Polish launch, through internal rewards sales program and down the trade strategies. Results: Awarded as Latam Best Practice Deliver only in two months 75% product codification
Improve Maybelline´s internal revenue going from 20% to 35% of the total sales of Personal Care Division.
BayerCommunication Coordinator
Jan. 1999 - Jan. 2001
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