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Work Background
Manitowoc Crane GroupMarketing Manager - Latin America Region
Jun. 2024 - Jul. 2025Chile, SantiagoDefinition and execution of positioning strategies for mobile and tower crane brands in the corresponding countries in Latin America. This includes conducting market research to enable appropriate customer segmentation and define the appropriate communications, promotion, and advertising. Finally, commercial management is conducted to strengthen customer relationships and optimize the company's results.
Independent professionalDigital Marketing Consulting
Sep. 2023Santiago, ChileConsulting for small businesses on the planning and execution of digital strategies to increase their online presence, with the goal of attracting new customers, improving their business results and brand awareness. The stages considered are: a) Analysis and Diagnosis; b) Definition of the digital strategy; SEO, SEM, and social media; c) Monitoring and analysis of results.
Toyota Chile S.A.Head of Marketing
Dec. 2019 - May. 2023Chile, Santiago-Definition of monthly and annual objectives upholding corporate business plans. -Definition of Marketing plan their respective monthly & annual budget for each one of their trademarks: Toyota, Lexus (luxury), Kinto (movility app) y Gazoo Racing (motor sport). -Collaborative work with the Planning & Product Departments to manage the Marketing strategies oriented to the advertising of new vehicles and their launch. -Management of campaigns and marketing outreach oriented to enhance sales and trademark prestige. -Definition and control of KPI related to the measurement of progress of the planned assignments. -Coordinated work with agencies: creative, digital, media & PR for the Monthly Marketing Plan design.
Air Products Indura ChileMarketing Manager Chile
Aug. 2016 - Nov. 2019Chile, Santiago- Coordination and support in the development of a corporate business plan for each of the eight gas-related markets: Aquaculture, Wine, Metalworking, Industrial Processes, etc. - Development of a marketing plan that supports the strategies defined in the business plan for each market, including market intelligence, digital marketing, communications, relationship management, and PR. - Development of strategies by sales channel, in addition to the creation of new channels: telesales and e-commerce. - Ensure the proper implementation of the marketing plan in close coordination with creative, digital, and PR agencies. Development of POS activations to boost brand image and increase sales margins. Coordination in the development of POP material and layout standardization. - Market intelligence: Market analysis and customer satisfaction measurement. - Margin optimization through pricing for clients with and without contracts. In addition to the development of campaigns that drive cross-selling for physical stores and digital channels. -Responsible for defining and executing the company's CSR plan. -Responsible for properly managing the annual budget defined for the area. -Transferring best practices to other Latin American countries.
Scania ChileHead of Strategic Marketing
Mar. 2013 - Jul. 2016Chile, Santiago-Direction and organization of methodologies for upraising and analysis of market information, such as: trending, growth, competence and participation market projects. -Implementation of the client segmentation process at a corporate level. Organization and tracking control for potentially chargeable services additional to the tangible products offered by Scania and according to customers appreciation. -Identification of customers who are not achieving the estimated profitability, alongside the commercial areas the implementation of individual action plans for major customers, and massive ones for small customers. Implementation and management of CRM, as a supporting tool for the sales force.
Banco Estado de ChileTransport Segment Lead
Mar. 2010 - Mar. 2013Chile, Santiago• Comprehensive management of campaigns for microenterprise clients (taxis, school transportation, tourism, and freight), enhancing the entire product lifecycle.
• Development of new products and services to meet the needs of current and potential clients, in coordination with stakeholders.
• Support for the sales force through effective campaign rollout and an attractive incentive program.
• Ongoing market research to gain a deep understanding of the competition, ensure proper client segmentation, and define improvements in the value proposition to increase customer loyalty and achieve sales targets.
• Cross-functional collaboration with different areas of the bank to ensure the successful development and execution of various initiatives and campaigns.
• Public relations and alliance management with strategic stakeholders, including ministries, associations, and unions.
Preuniversitario CpechBranch manager
Jan. 2005 - Feb. 2010Chile, Santiago-Lead responsible for the operational functioning of the branch. -HR and financial management for the appropriate use of designated budgets and the meeting of the objectives for the diverse areas involved, in particular commercial ones, developing constant market research, thus generating activities for the most suitable positioning of the trademark and leadership in sales force. -Selection of qualified teachers and ensure the achievement of the programs to meet their respective academic objectives. -Responsible for the implementation of the corporate plan and carry out all aspects of integrated marketing communication through traditional media channels and interactive marketing.
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