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Work Background
DisblancoSales & Marketing Manager
Jul. 2021 - Oct. 2023Cali, Valle del Cauca, ColombiaDesign and implementation of commercial and marketing strategies that consolidated the leadership of the liquor portfolio in the Valle del Cauca market. Report to the Board of Directors of Disblanco and the ILV. • Consolidation of the leadership of the brand Aguardiente Blanco del Valle, achieving sales volume growth of 85% in 2021 and 5.6% in 2022, equivalent to 10.1 million units (USD $60 million) • Positioning in the Valle del Cauca department of the Aguardiente Blanco del Valle brand as the first choice for the consumer, complying with the budgetary execution of market strategies. • Successful implementation of commercial and trade marketing plans, through a date-based strategy differentiated by brand and channel. • Development of the potential of the sales team with mentoring, training and field support programmes. (120 people)
DisblancoSales Manager
Feb. 2020 - Jul. 2021Cali, Valle del Cauca, ColombiaLeader of the Valle del Cauca sales team, responsible for defining and executing sales strategies of the entire portfolio. • Construction of commercial strategies for each zone and channel that allowed to regain the leadership of the portfolio of the Industria de Licores del Valle in the department of the Valle del Cauca. Channel: wholesale, modern, traditional and horeca. Report to the Board of Directors of Disblanco and the ILV • Recovery of the leadership in sell in and sell out of the brand Aguardiente Blanco del Valle during the pandemic, implementing a shock plan that allowed a growth of 1.5% in sales volume from 2019 to 2020. • Total redesign of the TAT channel, based on the internal census of stores in the department, managing to optimize routes that allowed a growth in the number of 98% (Nielsen) and 180% in sales of 2020 compared to 2019.
Fraser y compañia Financial And Administrative Director
Feb. 2019 - Feb. 2020Bogotá, Capital District, ColombiaStrategic direction of the operation in Colombia, leading the financial, accounting, human talent and international trade process. • Consolidation of operations at the national level, enabling management to focus on growth and search for new business opportunities. • Formalization of the financial and operational reporting process, improving decision-making in the board of directors. • Implementing efficient and cost-effective foreign exchange coverage ($300 million annual savings in Forwards)
Castellum Global AdvisorsCommercial Business Consultant
May. 2017 - Feb. 2019Bogotá D.C. Area, ColombiaProject evaluation and strategic business growth plans for companies in the manufacturing, education, leisure, and sports industries. Lasalle College International: Structuring Business Case for the opening of its headquarters in Panama. • Feasibility Analysis, Business Plan structuring and Investment Banking Process for the acquisition of a Cannabis dispensary in Colorado USA. • Structuring of Business Plan and Financial Projection Model for Diego Torres Soccer Agency.
Vlans SASSales and Operations Manager
Feb. 2016 - Jun. 2018Bogotá, Capital District, ColombiaResponsible for Business Development. Management and administration of physical infrastructure providers (facilities management) for companies, horizontal properties, and end users. Project: Development of digital platform. Clients: Diageo, McCann Colombia, Harold Zea Publicidad, Universidad América. Clients: Diageo, McCann Colombia, Harold Zea Publicidad, Universidad América.
BASFSales Manager Crop Protection
Aug. 2014 - Jul. 2015Bogotá ColombiaLeader of the technical sales team of BASF's main business in South America for Colombia. Consolidation of the commercial team structure and the national network of distributors. Sales planning, execution and control, budget management, identification of market needs, implementation of commercial strategies, customer acquisition and maintenance. Preparation and analysis of management reports, development of market segments, management of the commercial and marketing plan. • Strengthening of the structure of the commercial team and the national network of distributors, achieving the implementation of the strategy of specialization by crop in compliance with coverage targets. • 5% growth in volume, during the decline of industry in 2014.
BASFCountry Manager
Mar. 2012 - Aug. 2014CaracasCountry manager and Venezuela representative in the steering committee of the business center north, in charge of closing the operation in Venezuela. Plan the company's product promotion strategy in the country, study local policies, review logistics to increase the company's profitability. Manage all commercial operations, as well as the company's projects and resources. • Successful implementation of the risk mitigation plan, meeting the target of staff reduction and plant closure in Venezuela
BASFSales Coordinator Automotive Refinish Coatings
Nov. 2007 - Mar. 2012BogotaCommercial leader of the leading premium refinish coating brand in Colombia, reaching sales of 3.6 million euros, average growth of 8% and becoming pioneers in the introduction of water-based coatings to the domestic market.
BASFRegional Controller
Nov. 2005 - Nov. 2007Bogotá, Capital District, ColombiaConstruction of standardized information and reporting systems, business simulators, pricing and evaluation of special projects, for the industry and plastics division for Colombia, Ecuador and Venezuela.
Vertex ResourcesBusiness Consultant
Jan. 2003 - Nov. 2005Bogotá, Capital District, ColombiaSenior consultant specialized in the valuation of companies of different sizes and economic sectors.
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