Juan Becerra

General Manager @SLA Corp

General managerInfluencer Marketing ManagerMarketing Director💸 MarketingChanel ManagerEvent Producer👍 Sales & BizDev🏦 Finance🏐 SportsBrand Marketing ManagerCommunications Manager

Accomplished professional with over a decade of experience driving impactful marketing strategies for global brands to drive organisational success. Specialise in commercial strategy and business development with a fervent commitment to driving revenue growth through innovative solutions and exceptional customer service. Proven success in budgeting and financial management within retail and wholesale sectors of leading sportswear brands. Adept at enhancing team effectiveness and fostering a collaborative culture across large-scale workforces, resulting in improvements in sales efficiency and customer satisfaction. Expertise in market analysis, brand positioning, and campaign development, resulting in significant market expansion. Proven leadership in cross-functional teams, adept at forging strong industry partnerships and leveraging consumer insights to deliver compelling brand narratives. Recognised for strategic mindset and track record of launching innovative marketing initiatives that resonate with diverse audiences.

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Network Power<100 people

Roles

💸50%

Marketing

✔️50%

✨50%

Business Owner

Geos

🇮🇳50%

India

🇲🇽50%

Mexico

Work Background

SLA CorpGeneral Manager Colombia

May. 2022Bogotá- Led SLA Corp in Colombia, managing Nike, Converse, Sportline, and Kicks stores, achieving annual sales exceeding USD$100 million. - Crafted and executed comprehensive short, medium, and long-term strategies, leading to a remarkable 40% growth in annual sales over a span of two years. - Achieved 10% EBITDA in the first year and over 12% in the second year by enhancing team collaboration among 80 admins and 520 operational staff across 95 stores nationwide. - Managed and oversaw the overall business functions, including finance, HR, marketing, customer service, e-commerce, supply chain management, and sales.

Under ArmourSr. Manager Sales - Commercial Head of Colombia/Country Lead

Jan. 2020 - May. 2022Bogotá- Directed the Under Armour business in Colombia, overseeing profitability, commercial and brand strategy, product sales, and client and franchisee portfolio management. Successfully launched five UA Brand House stores with the franchisee and e-commerce platform, resulting in USD 5 million in sales during the inaugural year of operations - Co-led the subsidiary's expansion plan since its establishment in 2018, elevating the brand to rank second or third in sales among key clients in the sports retail industry nationwide. Achieved annual sales of USD 20 million within four years of operation - Demonstrated strong entrepreneurial acumen by orchestrating multifaceted operations profitably in the first year, leading to sustained growth and success.

Under ArmourMarketing Manager Colombia

May. 2018 - Jan. 2020Bogotá- Guided the brand activation plans with a strong focus on brand experience, media, and digital sales channels, significantly enhancing brand visibility nationwide. Achieved a sales increase of over 600% in the brand's first year of operation in the country - Reorganized and structured the marketing department, optimizing product strategy, pricing, segmentation, and branding. Resulted in double-digit market share growth within a year

adidasManager BU CTC adidas Originals, Action Sports & Core FTW

Jan. 2017 - Apr. 2018Bogotá- Implemented a new pricing strategy, product range, and margins, boosting pre-sales with retail and wholesale clients by 20%. This led to achieving net sales of US$60 million despite a 10% decline in local consumption due to macroeconomic challenges. - Successfully executed seasonal footwear product launch campaigns by collaborating with marketing and logistics teams, resulting in more than a 20% increase in sales within a single month

adidasBrand Communications Manager

Oct. 2015 - Jan. 2017Bogotá- Spearheaded a team of four and coordinated six interdisciplinary agencies to develop and implement a brand strategy, utilizing impactful mediums, digital platforms, and influencer and athlete-driven content generation. Surpassed NIKE in 2016 with a Net Promoter Score (NPS) exceeding 77 points, a 13-point advantage.

Energizer HoldingsBrand Manager Energizer

Mar. 2013 - Sep. 2015Bogotá- Headed brand strategy, guaranteeing profitability and enhancing both volume and value share by 5%. Implemented cost-effective marketing initiatives that resulted in a 10% increase in brand awareness.

Bavaria ColombiaBrand Coordinator Pony Malta

Oct. 2009 - Mar. 2013Bogotá- Directed consumer loyalty strategy and sales achievement through comprehensive 360 campaigns, integrating ATL and BTL channels for targeted consumer segments.

Parkdale Mills, Inc.Manager Trainee

Jun. 2006 - Sep. 2009Charlotte, Carolina del Norte, Estados Unidos + San Pedro Sula, Honduras• I developed key leadership and management skills while completing the manager training program at a leading cotton yarn production company. • I contributed to operational success at a prominent cotton yarn company during my training as a manager, gaining valuable experience in the textile production sector in Charlotte, North Carolina, and San Pedro Sula, Honduras.