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Work Background
eyava.comChief Revenue Officer
Jan. 2022 - Jun. 2023Santa Cruz de la Sierra, Santa Cruz, Bolivia• Orchestrated strategic leadership initiatives to position a newly launched e-commerce brand effectively. • Executed comprehensive research encompassing both quantitative and qualitative studies. • Optimized digital and traditional marketing investments to ensure high impact and effectiveness.
Eyava.comChief Strategy Officer
Nov. 2021 - Dec. 2021Santa Cruz, BoliviaCreated this e-commerce platform to provide Bolivian families with a personalized purchase experience and a digital sales channel for our business partners.
Banco GanaderoChief Marketing Officer
Mar. 2005 - Sep. 2010• Chief executive responsible for marketing strategy development and implementation • Headed business pre-search, research and trends analysis in the search for key consumer insights • Managed weekly meetings with advertising, BTL, digital and public relations agencies • Responsible for image overhaul and brand repositioning adopting a differentiated regional segmentation strategy with “Solutions” campaign launch and TV media ownership of 2006 FIFA World Cup Germany; a case study for Excellence in Brand Management at Marketing Forum 2010; brand jumped to 4th place • Introduced high impact sequential tech initiatives: Data Warehousing, Business Intelligence, CRM, Sales Force, and Balanced Scorecard, achieving net income annual growth ranging from 20-50% • Asset growth: Developed “Got your back”, an SME´s loans package for office expansion, inventory or investment capital; combined launch with sales force restructuring and process reengineering; linked to our exclusive television sponsorship at 2010 FIFA World Cup South Africa • Liabilities: Conceived Savings Account “Pays Double Every Day!” campaign that attracted $50M in additional deposits paying only 0.50% annually, out of the box geniality for financial cost reduction increasing deposits • Created Visa “Women Only” credit card campaign, a Visa success case study. Benefits included: travel miles, express lane at airports, free extra suitcase, VIP Lounge access plus deep discounts at 100+ exclusive shops • Negotiated exclusive agreements with the 5 most important trade shows; brand surged in surveys • Launched Visa Aerosur, the best miles program catapulting the bank from last to first in credit card customers • Cross selling strategy to increase operations income: remittances from abroad including Money Gram; up volume in credit card commissions; lead money exchange market • Overall result: Took bank to double NIAT, each year from 2005 to 2010. ROE: 20%, 2nd best in banking system
Banco Bisa S.A.Chief Marketing Officer
Aug. 2001 - Feb. 2005• Chief executive responsible for marketing strategy development and implementation. • Headed business research, company and business group advertising and corporate communications • Conceived several new financial products: Bisa Home, Bisa Auto, Bisa Activa, Euro Bisa, Bisa Cash Management and Bisa VIP; launched bisa.com, e-bisa, Call Center, E-mobile and CRM innovations • The “Making your life simple” campaign, responding to consumer criticism of bank red tape, resulted in “Best “Customer Satisfaction”, “Best Bank to do Business” and “Strongest Bank Brand ” according to independent Latin Finance and Euromoney surveys.
Gamarra Marketing ConsultingCEO
Feb. 2000New York, United States• Spearheaded strategic planning and launched a diverse portfolio of products and services, including financial services, alcoholic/non-alcoholic beverages, automobile, food, a TV network, auto service & oil lubricants. • Attained market leadership for various brands; drove significant strategic turnarounds. • Clinched substantial market shares and led initiatives resulting in powerful organizational transformations.
The Coca-Cola CompanyWorldwide Olympic Manager
Aug. 1995 - Jan. 2000Olympic Worldwide Activation Manager, Marketing Division, Company Headquarters – Atlanta •Managed Sydney 2000 Olympic Games master plan, delivered to 200 countries. Budget: USD85 million. •Provided field support worldwide in Olympic activation; contact point with Olympic Committees. •Created/launched 1st Coca-Cola sport property intranet site. Project General Manager, Copa America; Andean Division – Latin America Group • Managed Copa America, the most important marketing asset after FIFA World Cup. Delivered 18% growth in 1997. Primary host country activation included: o Hospitality Program. Sites in 3 cities and 500 guests o Coca-Cola/Futbol consumer theme park; 100,000 visitors o Created 1st Coca-Cola/Football Cup; 800 schools o Press Photo Contest; non-paid daily brand coverage.
Sistemas Personales IBMPresident and CEO
Feb. 1987 - May. 1995• Authorized IBM dealer in Bolivia. Lead a team of 4 managers with a total of 40 employees. Won "Most Significant Order in Latin America" in 1988. Won Distinguished IBM Dealer 1988-92 and 1994.
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