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Digital Marketing & Ecommerce Leader Latinamerica
PhilipsDigital Marketing & Ecommerce Leader Latinamerica
Aug. 2021PanamaIn my capacity as the DMEC Leader for Latin America, I am entrusted with spearheading the Digital Ecosystem, which includes overseeing marketing strategy, eCommerce, and marketplace expansion within the Latin American region. My role requires me to lead One Latam cross-functional team operating in five different countries, all united by a common goal: delivering outstanding customer experiences, premium products, and a steadfast commitment to operational excellence. Strategic Responsibilities: • Localization of the global Digital Ecosystem strategy to align seamlessly with the cultural and environmental nuances of Latin America, ensuring a frictionless go-to-market process. • Development and implementation of an optimal organizational structure within the Digital domain, with a strategic focus on maximizing resources, knowledge, assets, and personalized development plans for our valued team members. • Cultivation of a corporate culture rooted in "Consumer Obsession," underpinning our strategic approach with a relentless drive for results. This is fortified by stringent KPI monitoring and oversight across a diverse array of channels, including four Philips Stores, over 36 official marketplace outlets (e.g., Amazon, MercadoLibre, Magazine Luiza), and four key licensees. • A dedicated effort to unlock untapped potential and enhance efficiency within our digital marketing campaigns. This collaborative endeavor involves working closely with our in-house Digital Activation Agency and local agency partners.
Sr. Manager DTC Digital Revenue LATAM (Ecommerce & Marketplaces)
Under ArmourSr. Manager DTC Digital Revenue LATAM (Ecommerce & Marketplaces)
Jul. 2019 - Mar. 2021PanamáAs Head of DTC Digital Revenue (eCommerce and Marketplaces) for Latin America, I drive omnichannel strategy and operations for 360 online channels, focusing on traffic, conversion, and revenue targets. Key Achievements: • Established and mentored a skilled team of marketing, content, and operations professionals. • Collaborated with regional counterparts to boost sales by 19% in 2019 and over 150% in 2020 through targeted marketing content and product narratives. • Enhanced efficiency by over 30% and customer service by 35% by implementing machine learning and AI tools, resulting in a 27% increase in retention and loyalty rates. • Successfully coordinated six cyber events, meeting 100% of predefined benchmarks. • Exceeded sales targets by 35% in the first year while launching and optimizing Mercado Libre's official store in Mexico and Colombia. • Implemented the official store in Rappi Chile to booster our omnichannel strategy. • Introduced a new operational efficiency strategy, resulting in a 15% increase in contribution margin. • Developed a 5YP Omnichannel strategy for full implementation in 2021. • Supported the migration and launch of the new UA.com Brazil platform, optimizing the project timeline by 30%.
Under ArmourCRM Manager LATAM
Aug. 2018 - Jun. 2019PanamáAs the overseer of CRM and relationship marketing strategy across Latin America, my responsibilities encompassed the comprehensive management of these crucial facets. My role centered on designing, developing, and executing omnichannel campaigns meticulously crafted to elevate customer engagement to new heights. Key Achievements: • Enhanced loyalty and retention revenue significantly, increasing it from 19% to 25%. • Implemented an email marketing strategy that led to a remarkable 60% revenue increase. • Utilized tech tools to create customer segments aligned with buyer personas, optimizing our marketing efforts.
Director Strategic Marketing
5Senti2 S.ADirector Strategic Marketing
Jun. 2014 - Jul. 2018PanamaI have been instrumental in spearheading the development of innovative models and strategic marketing plans for digital transformation services, catering to both national and multinational corporations. Key Achievements: • Successfully led the inception of over 14 consultancies within a three-year timeframe, offering a comprehensive suite of digital transformation services that resulted in acquiring $1 million in new business. • Orchestrated a significant operational enhancement initiative, which involved standardizing and optimizing our proposal and campaign design, development, and execution processes. This overhaul significantly expedited project timelines, realizing a remarkable 40% reduction in time. • Implemented a strategic overhaul of our marketing processes, incorporating key business management indicators. This strategic pivot resulted in impressive savings of over 25%, reinforcing our cost-efficiency efforts.
Marketing and CRM Manager
Supermercados XtraMarketing and CRM Manager
Jun. 2012 - May. 2014PanamaI directed the marketing and CRM functions for Panama's third-largest supermarket company, boasting annual sales exceeding $400 million. My role encompassed the design and execution of comprehensive marketing plans and budgets. I undertook a transformative restructuring of marketing processes, refining individual roles, and introducing innovative methodologies, ultimately achieving the successful implementation of our digital strategy. Key Achievements: • Pioneered the creation and execution of the Full Xtra Loyalty Program, delivering an impressive loyalty rate, accounting for over 70% of sales in its inaugural year. • Effectively harnessed the Loyalty Program to boost the Average Order Value (AOV) by a significant 10% during the program's first year of operation. • Innovatively conceptualized and executed "zero internal cost" promotions, resulting in substantial savings exceeding $10 million. • Established, nurtured, and led one of the highest-performing Marketing teams within the organization.
Director Customer Relationship Management
Wunderman PanamaDirector Customer Relationship Management
Sep. 2011 - Jun. 2012PanamaPlanned, designed, implemented, and managed Grupo Rey's Punto de Oro Project (largest loyalty program in Panama) from concept to completion, upgrading program 13 years following launch.
Others Jobs
OthersOthers Jobs
Apr. 2004 - Sep. 2010ColombiaSelected Additional Experience - National Sales & Marketing Manager, UFC United Financial Consultants, Colombia Designed, developed, and qualified marketing and sales plans, launching and positioning new products; increased sales by more than 30% in 2008 and 2009. - Click to Print and Relationship Marketing Manager, Cargraphics Services, Colombia Developed first Ecommerce B2B in Colombia for clients with print services needs. - Marketing Director/Financial Planner, Skandia Colombia S.A., Colombia Led expansion of Skandia in the coffee zone in Colombia, offering services from Manizales to the entire region.


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