As the DMEC Leader for Latin America, I'm in charge of leading the Digital Ecosystem, including marketing strategy, eCommerce and marketplaces growth and expansion in Latam, guiding five teams in 5 countries with the primary objective of serving the customers with the best experience, products, and the most efficient and passionate way of work. • Design and develop D2C strategy for Latam • Unlock the potential and optimize efficiencies in digital marketing campaigns through the Digital Activation In-house Agency • Bring the Philips Stores' performance to the next level in 5 countries with five outstanding teams • Implement exponential growth strategies for official stores in Marketplaces such as Amazon, Mercado Libre, Linio, Magazin Luisa, B2W, Liverpool, Falabella, among others • Define strategies to increase Digital skills in Personal Health Business Unit teammates. • Digital and D2C team restructuration, From three different teams to One Latam integrated team. • Success implementing an in-house digital agency in Mexico to serve all Latam countries.

As Head of DTC Digital Revenue (eCommerce and Marketplaces) for Latin America, I develop omnichannel strategy and oversee operations for 360 online channels, driving strategic plans to meet traffic, conversion, and revenue targets. Additionally, manage customer database and maintain website reporting and dashboards, tracking KPIs and customer behavior across LATAM sites to ensure all operational benchmarks are met. • Built and mentored a highly qualified team of marketing, content, and operations professionals. • Collaborate with regional teammates to develop relevant marketing content and product stories, growing sales by 19% in 2019 and 150%+ in 2020. • Streamlined operations, implementing machine learning and artificial intelligence tools to improve efficiency by 30%+ and customer service by 35%; increased retention and loyalty rate by 27%. • Coordinated more than six cyber events, achieving 100% of benchmarked targets. • Launch and unlock the potential of Mercado Libre's official store in Mexico and Colombia, overcoming the target sales by 35% in the first year. • Launch and implement the official store in Rappi, Chile, boosting the omnichannel strategy. • Led process improvements, introducing a new operational efficiency strategy that increased contribution margin by 15%. • Designed the 5YP Omnichannel strategy to be implemented in 2021 around the entire channels and business doors. • Support the migration and launch of the new UA.com Brazil platform, optimizing the project timeline by 30% with the partner in the country.

Managed entire CRM and relationship marketing strategy across Latin America, designing, developing, and executing omnichannel campaigns to improve customer engagement. • Boosted loyalty and retention revenue from 19% to 25%. • Unlocked customer data potential and led a new email marketing strategy that increased revenue by 60%. • Unlocked available tech tools to create customer segments according to the buyer persona.

Led the development of new models and marketing plans for digital transformation services for national and multinational companies. • Developed over 14 consultancies in three years, offering complete ecosystem and digital transformation services for $1m in new business. • Streamlined operations, standardizing and optimizing design, development, and execution of proposals and campaigns, reducing the time by 40%. • Optimized marketing process, implementing business management indicators that generated 25%+ savings.

Managed marketing and CRM for the third-largest supermarket company in Panama, with more than $400m in annual sales, designing and leading marketing plan and budget implementation. Restructured marketing processes, re-defining individual roles, and setting new methods. Successfully implemented digital strategy. • Created and implemented Full Xtra Loyalty Program, gaining a loyal percentage of sales of 70%+ in year one. • Increased 10% the AOV with the loyalty program in year one. • Developed the first "cero internal cost" promotions generating savings above $10m • Built, developed, and lead one of the highest-performance Marketing teams.

Planned, designed, implemented, and managed Grupo Rey's Punto de Oro Project (most extensive loyalty program in Panama) from concept to completion, upgrading program 13 years following launch.

Developed first Ecommerce B2B in Colombia for clients with print services needs.