Hazel Bottger

Director / CMO @Siglos de Sabor

SpainMarketing Director💸 Marketing💼 C-level ExecutiveProfessorCMO🧨 Consulting🧮 EducationEngagement Manager

Hazel Bottger is a seasoned marketing executive and the current Director/Chief Marketing Officer (CMO) at Siglos de Sabor, a startup food and beverage company. With a background in business and marketing, she has made a significant impact in challenging industries such as higher education, technology, retail and healthcare, by successfully leading the sales and marketing teams and designing various campaigns and strategic initiatives. Hazel's expertise lies in brand management, marketing strategy, and product development. Prior to joining Siglos de Sabor, she held leadership positions in several multinational companies where she honed her skills in strategic planning and business development. Hazel's innovative marketing strategies have contributed to significant growth and profitability. She is now committed to impulsing the company's vision forward, shaping and enhancing its brand image in the ever-competitive food industry.

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Work Background

Universidad San Ignacio de LoyolaCommercial Manager

Jul. 2021 - Jun. 2022Lima, Peru · On-siteUSIL has + 50 years providing quality education, from preschool to postgraduate and doctoral programs. Offices in Peru, United States and Paraguay; nearly 4,000 employees. Corporate responsibility. Commercial strategy definition, leadership, and management, to achieve positioning, income, margin, and revenue goals, to ensure long term sustainability in concordance with the strategic guidelines for the business units assigned: San Ignacio de Recalde School (SIR), Instituto de Emprendedores (IE). - Sales Goals: design and execution of the service, loyalty, recruitment, and retention strategies. o SIR: annual forecast +5% over pre-pandemic results in income, achieving 95% of the academic capacity for the 3 academic levels. o IE: 2021 – 2° semester achieved historic record in enrollments with a 15% growth vs the similar pre-pandemic campaign. - Portfolio Development: definition and design of new product/service categories o SIR: extracurricular workshop portfolio forecasting income 135% over 2019 historic results. o IE: continuous education portfolio redesign and B2B channel development forecasts an equivalent of 20% of the total income vs historic 5%.

SENATISenior Manager Corporate Marketing

Nov. 2015 - Jun. 2021Peru · On-siteLeading Institute for tech education, +60 years of successful history, +80 campus nationwide, 68 careers, student population of +100K, 430K in continuous education, +4,7K employees, CEO direct report. Responsible for the brand´s sustained value generation; 360° strategic marketing plan, commercial plans, market research, KPI´s fulfillment. - 25% accumulated growth, achieving +100K students by 2019. - +10% enrollment goals 2020 (pandemic). +57% in first admission calls 2021 over 2020. - Retention: -20% the desertion index by 2019. - Market share growth 17.4% to 18.4% (IPSOS, 2019). - Brand leadership consolidation: sustained TOM growth, applicants’ universe: 18% in 2016 to 40% in 2019 (+123%); intention rate from 12% in el 2016 to 29% in 2019 – Ipsos. Considered within the top 50 brands with major recognition in Peru. - Brand relaunch, repositioning strategy, renewed corporate identity. - Digital Marketing strategy design and execution, enabling to built and consolidate the largest vibrant community in social media; referral in higher education, aprox 1MM followers, peaks of engagement rate +3.4%, costs per leads (CPL) under US$0.30 in key campaigns. - Customer experience and contactability optimization: CRM strategies and MS Dynamics implementation, achieving a 70% conversion rate. New channel development: chatweb, whatsapp business, IA: chatbots. Ambassador Program. -PR: near to US$3 MM in FREE PRESS, + 1.3K appearances in high reach media. Acknowledgments: “The Best Institute to Study”, Ipsos survey. Recognized by Facebook for the digital marketing strategy management during pandemic in 2020. Finalist in “Women Marketeer Awards 2019”, Gold in WINA digital media category 2018, Ideas 2017 award in advertising creativity for Digital Media Senati IT School Campaign; FEPI award 2017 (Argentina) non-traditional media. Invited participant for collaborative missions in favor of educational excellence in technical education: USA, Set 2016; Canada Nov. 2017.

P-PERGeneral Account Director

Sep. 2013 - Mar. 2015Peru · On-siteComplete responsibility for the business´ P&L. Define the multiclient strategy and goals. Coordinate and optimize agency resources and efforts to create value for customers and the firm. - 20% increase in key account income. - Creation of the digital marketing area and product portfolio: + 40% of additional income.

Pacífico SegurosBrand and Communications Manager

Oct. 2011 - Jul. 2013LIma - Perú · On-sitePACIFICO EPS 2011 – 2013 Subsidiary of Pacifico Peruano Suiza with close to US$ 1,000MM in income, it is part of the main financial holding in Peru; "Grupo Credicorp". Pacifico EPS leads the EPS market (private health care provider), with a market share participation of 41%. Define the multibrand and multitarget strategy. Develop and manage the marketing, communication, and research plans, as well as the service standard for each subsidiary. Optimize the marketing budget. - 93% purchase intent vs. 37%; top of mind - top three; SANNA (Ipsos). - 87% purchase intent vs. 15%: awareness - rated 2; top of mind - top two; ALIADA (Ipsos). - 35% increase in the number of patient attentions, traffic generating campaigns for ER. - Branding strategy: 5 new brands created and successfully launched.

Motorola Mobile DevicesMarketing Manager Peru, Ecuador & Bolivia

Nov. 2008 - Dec. 2009Lima - Perú · On-siteMotorola is a global renowned telecommunications brand with more than 80 years of history; it is recognized as a leading technology and innovation provider. In 2008, reported net sales surpassed US $30.1 billions. As the head of marketing for the mobile devices operations in Peru, Ecuador and Bolivia, with report to the regional corporate offices, I had under my responsability de development and execution of the local marketing strategies, including trade marketing, public relations for the product portfolio in the countries assigned. - 40% increase in monthly sell out, campaign design and supervision for end-of-life devices. - 15% over target for smartphone and social media launch and sell in campaign. - ¨Preferred Partner", as voted by Movistar. Crisis Management - continued to maintain operations, good relations and service standards hence the company downsizing. - “Favorite Mobile Brand for Executives" (Lima Chamber of Commerce, 2009). - Budget optimization and fund recovery to maintain brand awareness level in the markets assigned.

RipleyMarketing Manager Retail Max - Ripley Group

Sep. 2005 - Nov. 2008Lima - Perú · On-siteRipley is a leader in the "financial retail business" with diverse formats of Departament Stores; annual sales US$ 1.4 B y 15,000 employees (2008), operating with +45 stores in Chile and Peru. Marketing Manager Retail Max Responsible for the development and execution of the marketing strategies for retail Max. Development of the strategy, corporate image and positioning of the brand. CRM strategies. Annual communication marketing campaign planning and execution. Budget planning and compliance. DUAL ROL: Corporate Marketing Services Deputy Manager 2007 - 2008 Responsible for the negotiation with advertising agencies and media for Ripley Group in Peru. Planning and execution of the sinergy and optimization project within de marketing areas of the diverse enterprises of Ripley Group in Peru (retail, real state). Responsible for brand segmentation and public relations. - US$ 40MM in incremental sales for 2006 - launch of Max retail and the exclusive brands for the format. - “Favorite Store", as voted by the target. Creation and execution of “Chica Max”; brand engagement campaign. - 25% savings in agency fees; leadership of the creative and media agency bids. - Quoted as a “close and collaborative company" by the press, achieving to reverse the image and build a perception of more openness of Ripley Group to the media, who had traditionally categorized the company as distant.

Eli LillyMarketing Associate Peruvian Affiliate

Jan. 2001 - Dec. 2004Lima - Perú · On-siteELI LILLY INTERAMÉRICA Inc. - Global leading pharmaceutical Marketing Associate Responsible for the execution of the regional marketing strategies for Peru, as well as the monitoring and continous improvement of the patient support/loyalty programmes. Product management in compliance with commercial, marketing and service goals. - 20% average increase in sales per year per line of business. Fulfillment with sales target and market shares. - 60% over target result in sell in launch campaign for Strattera (TDAH - neurocience line). - Regional recognition for the engagement program for physicians: “Expertos en Calidad Ósea”. - Increase from 2 to 8 months of patient compliance to treatment for the neurocience business; Loyalty and Patient Support Program.