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Work Background
BelcorpPlanning and Merchandising Manager Caribbean
Jun. 2023 - Jun. 2025PanamáLead teams that design and manage commercial strategies for Dominican Republic and Puerto Rico, as well as regional leadership for CyZone brand, ensuring achievement of sales and profitability goals through collaboration with other involved teams; managing a direct team of 11 people and reporting to Planning and Merchandising Director for North South America and Caribbean Cluster • Achieved 12% growth in sales and profitability 2024 versus 2023, delivering the highest goal overachievement in the corporation for the year
• Reached 20% growth for Lbel brand in the Dominican market, rolling 12 month period to June 2025
• Designed and executed the most successful campaign in company history with Black Friday CyZone 2023, achieving 25% growth versus the same period on 2022 corporate wide
• Delivered highest corporate growth for Esika brand 2024 versus 2023 in sales and average ticket
• Executed Esika brand relaunch in Puerto Rico, achieving 15% increase in country's average ticket for first half of 2025
• Led the launch of sales model in the United States market, improving profitability by 8% compared to the previous model while maintaining sales levels
BelcorpPlanning and Merchandising Manager Chile
Dec. 2020 - Jun. 2023PanamáLead teams that propose and manage commercial strategies for Chile, as well as regional leadership for CyZone brand, ensuring achievement of sales and profitability goals through collaboration with other involved teams; managing a direct team of 7 people and reporting to Planning and Merchandising Director for South Andean Cluster • Achieved 20% sales growth in 2021 vs 2020, ranking as the best performing country in the corporation
• Increased market share by 10 points in third quarter 2021, achieving full-year growth and reversing previous years' declining trend
• Exceeded sales objectives for 70% of product launches in 2021 and 2022
• Improved stock-out indicator, reducing lost sales due to unmet demand by 50% in 2022 vs previous years
• Achieved 1.3-point increase vs 2020 in Brand Power indicator (Kantar) for LBEL brand
BelcorpPlanning and Merchandising Multibrand Senior Analyst Colombia
Feb. 2017 - Dec. 2020PanamáHolistic vision of commercial proposition for 3 brands to ensure flawless execution with related cross-functional teams • Sustained average ticket growth of +5%
• Launch and implementation of digital tools including consultant app, digital catalog, and e-commerce for end customers
• Best corporate performance in 2019 for Colombia
• Launch and implementation of Tableau as data visualization tool for commercial planning vice presidency
BelcorpChannel Strategy Analyst
Feb. 2015 - Jan. 2017BogotáDevelopment of initiatives to ensure direct sales channel growth through the business partner program, utilizing quantitative analysis to propose changes and improvements to make it attractive, effective, and profitable for the company and all stakeholders involved. Analysis and design of sales contests based on market analysis and company needs to ensure KPI achievement. Generation of periodic results reports, weekly for commercial committee, and quarterly for corporate visits.
Coca-Cola FEMSARegional Business Intelligence Specialist
Jul. 2013 - Jan. 2015BogotáComprehensive business analysis from marketing and commercial perspectives for the four operations of the South America Division – Argentina, Brazil, Colombia, and Venezuela. KPI monitoring through Commercial Benchmark development, which also enabled comparison of operational results and best practices. Support for demand planning processes, Revenue Growth Management, and information management both at Division and operational levels through data processing and consolidation, and process and indicator tracking. Support for Spaipa bottler integration into FEMSA Brazil operation through commercial results analysis, as well as portfolio distribution and pricing analysis in regions and channels of the acquired territory. Market share trend analysis and competitor behavior through Nielsen data. The project enabled identification of opportunities regarding portfolio optimization, launches, and price capture relative to previous management execution.
3MExports Analyst
Jun. 2010 - Jul. 2013BogotáControl and manage 3M Colombia sales to regional subsidiaries, coordinating international production and physical distribution functions, as well as all key processes involved including product development and design, finance, and materials sourcing. Execute projects aimed at process improvement by understanding perspectives of both direct customers and end users, forming required work teams to carry out each project. This requires periodic meetings with customers for both general process control and individual project monitoring, demanding assertive and responsive communication skills in both Spanish and English. Participation in the company's integrated management system as ISO Leader, involved in defining and executing continuous improvement actions through review of management indicators formulated from internal efficiency and customer service perspectives.
Belcorp
Panamá
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