Jul 2025 – Present · 10 mos

• Own P&L and growth strategy for Beauty Care LATAM, integrating marketing, ecommerce, and commercial execution into a unified GTM system across multiple markets
• Scaling ecommerce as a structural growth driver, increasing digital contribution to total revenue and improving channel profitability
• Deploying standardized operating frameworks across countries, balancing global consistency with local adaptation
• Building next generation of brand building capabilities to win disproportionally in an AI era.

Mar 2023 – Jul 2025 · 2 yrs 4 mos

• Owned business performance across 44 countries and 30 brands across LATAM, delivering sustained large doble digit growth through operating model redesign
• Re-architected regional marketing model (organization, partners, capabilities), unlocking efficiency gains and scalable execution across markets.
• Built cross-market execution engine for media, content, and campaigns, reducing fragmentation and improving ROI consistency.
• Aligned multi-country teams against unified growth priorities, improving speed and quality of decision making.

Aug 2019 – Mar 2023 · 3 yrs 7 mos

• Awarded membership in the global accelerated program, selected as one of 14 high-performing employees worldwide, designed to prepare the next generation of top management talent for leading organizational transformation.
• Recognized with the “Best Media Transformation Latin America” award for implementing groundbreaking strategies to create a competitive advantage for P&G brands.
• Transformed media strategy across Latin America, implementing consumer understanding, data driven and performance marketing approach that optimized our awareness and overall rating metrics that translated into sales growth.
• Designed and executed ecommerce strategies that resulted in significant sales growth and consumer engagement.
• Led cross-functional teams to uncover insights through advanced consumer research, guiding the development of innovative marketing solutions.

Jul 2017 – Aug 2019 · 2 yrs 1 mo

• Awarded the Global CEO Award (<1% of employees) for transforming the model to operate Supermarkets and the revenue results exceeding expectations.
• Owned end to end commercial performance for largest retail partner, managing a multi-channel ecosystem (offline + ecommerce).
• Led a multifunctional team of 13 people responsible for the commercial results of the #1 customer for P&G in Colombia as multi-format retailer including hypermarkets, supermarkets, discount stores, convenience stores, and e-commerce
• Managed strategic partnerships with Grupo Éxito, delivering consistent sales growth and exceeding performance targets.
• Developed customized algorithms to analyze and optimize sales and trade marketing strategies, driving better ROI for all interventions across portfolio, price/discounts, instore visibility, and inventory. that help us grow above category in all categories and channels within Grupo Éxito being a driver of category growth.
• Negotiated and secured high-impact promotions, ensuring alignment with brand priorities and retailer objectives.

Feb 2016 – Jun 2017 · 1 yr 4 mos

• Oversaw key account management for Cencosud, developing strategies to strengthen retailer relationships and enhance category performance.
• Implemented trade marketing programs that maximized product visibility and sales across key channels to compensate the discoutners impact torugh penetration and ticket increase, growing ahead category across brands.
• Consistently exceeded revenue targets through tailored promotional campaigns and strategic partnerships.

Oct 2013 – Feb 2016 · 2 yrs 4 mos

• Awarded with the Global CEO Award (<1% of employees) for the creation of a new strategy to develop category growth and pricing strategy then expanded to total Latin America and consecutive doble digits growth.
• Directed brand strategy and marketing execution for Gillette and Duracell in Colombia, driving category growth and consumer loyalty.
• Launched innovative campaigns that increased brand awareness and market share in competitive categories.
• Coordinated cross-functional teams to ensure seamless execution of product launches and marketing initiatives.

Jun 2012 – Oct 2013 · 1 yr 4 mos

• Led category management for Grupo Éxito, optimizing product assortment, pricing, and merchandising strategies.
• Collaborated with internal teams and retailers to implement category growth plans, achieving incremental sales growth.
• Utilized data analytics to identify consumer trends and improve decision-making processes.

Jan 2010 – Jun 2012 · 2 yrs 5 mos

• Managed relationships with distributors and wholesalers, expanding product reach and ensuring sales objectives were met.
• Delivered tailored trade marketing solutions to optimize channel performance and profitability.
• Strengthened distribution networks through strategic planning and effective collaboration.

Jun 2009 – Jan 2010 · 7 mos

• Oversaw sales and marketing efforts for the minimarkets and pharmacy channel, driving revenue growth and product penetration.
• Implemented promotional programs that enhanced product visibility and boosted sell-through rates.