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Work Background
Tiendas NetoDirectora de Marketing & eCommerce
May. 2023 - Jul. 2024Ciudad de México, México
e-Retail.latDirector and Consultant
Jul. 2022Mexico CityRetail is one of the main economic sectors of a country and is always in constant evolution and permanent innovation.
That is why e-Retail.lat was born, for the analysis, planning and execution of value strategies and performance of brands, proposing and implementing cutting-edge solutions for Supermarkets, Discount Stores, Convenience Stores, Home Improvement, Prices, Specialized Stores and Department Stores both in Mexico and in Central and South America.
Sodimac MéxicoCMO - Deputy Director of Customer Strategy and Marketing
Jul. 2017 - Jul. 2022Naucalpan, Estado de MéxicoDescripción
Responsibilities: Develop and execute the strategy and action plan for the introduction. Achievements: launch, positioning and maintenance of Sodimac in each of the Mexican market places. I achieved this through the opening of 10 stores, support for the implementation of e-commerce, 360° commercial campaigns, digital strategy and traditional media, the generation of leads and clients, the analysis, segmentation and communication of Big Data, and the CRM for construction specialists.
Sodimac PerúE-Commerce, App And Phone Sales Manager
Apr. 2013 - Jun. 2017Lima-PerúDescription
Responsibilities: Organize, develop and implement the Distance Sales area (B2C E-commerce, Telephone Sales and APP). Achievements: I started as a project from scratch and then I went to management, achieving the KPIS objective of the business and important participation in total sales. I implemented SEO and SEM campaigns and constantly reviewed the purchase funnel and the implementation of products with and without stock and their traceability
Universidad del PacíficoProfessor - Master's Degree in Marketing and Commercial Management - Retail Marketing Course
Sep. 2011 - May. 2017Lima, Perú
Sodimac PerúMarketing, Advertising, PR and CSR
Mar. 2006 - Mar. 2013Lima- PerúResponsibilities: Grow in TOM and brand positioning along with achieving the results of sales, transactions, public relations and activities towards the community. Achievements: Effie Awards: 2013 Hall of Fame: Achieved Best Modern Brand for continued success in marketing management for at least 3 consecutive years; In addition, I achieved, 2013- 1 Gold Effie in Corporate Image and 2 Silver Effie (commercial and promotions category) for the 2012 and Anniversary campaigns of Giants of Construction; 2012 – 1 Gold Effie Award in Retail Category and 1 Silver Effie in Corporate Image.
I increased the frequency of visits to stores through segmented and constant communication and with a relevant and focused commercial offer for the 2 customer segments
I worked on the implementation, launch and opening of 25 physical stores, including 3 at the same time
I have launched 360 branding campaigns: Marathon runner, Price Brigade, Human Chain, Transform your life, Construction Giants, branding campaigns that were trending topics
Sodimac PerúMarketing and Advertisement Deputy
Mar. 2004 - Mar. 2006Lima, PerúResponsibilities: Launch and build the Sodimac brand in Peru Achievements: I made Sodimac a leading brand in sales and Top of Mind; the isotype of the house was recognized by 95% of people in Peru;
I developed two loyalty programs: CES for construction specialists and Manitos a la Obra for children with both Sodimac targets in mind
Created and implemented 360 Branding and Performance Campaigns to achieve the sales plan
Ahold - Supermercados Santa IsabelMarketing and Advertising Head
Mar. 2000 - Feb. 2004Lima, PerúResponsibilities: Generate branding, positioning and bonding of the brand Achievements: Best Campaign Implementation Award from The Walt Disney World
Business Creativity Award for the Kitchen Club.
I opened 35 supermarkets in Peru
Ahold - Supermercados Santa IsabelHead of Promotions
Mar. 1996 - Jan. 2000Lima, Perú
Ahold - Supermercados Santa IsabelHead of Advertising
Mar. 1996 - Jan. 2000Lima, Perú
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