Strategic development of Soluble Coffee segments through Central American market analysis. Planning, development and implementation of brand pillars in consumer’s path to purchase. Growth of soluble coffee platforms driven by a deep understanding of consumer insights in each market. Tailor-made strategies by country and retail environment.

Leader of Oral Care in Panama, in charge of developing the category in the different sales channels, generating a commercial strategy derived from insights based on market trends and growth opportunities per client. Responsible for Colgate brand communication in traditional and digital media. Differentiated and customized strategies for clients in dental creams, achieving a growth of 3.5 pp of SOM in 3 months and reaching a record of SOM 88.5 pp. Price strategy and portfolio in brushes delivering a 9.4 pp SOM growth in 4 months.

Analysis of market trends, structuring of the long-term brand strategy, development and execution of communication in traditional and digital media, development of massive promotion and tactics by sales channels. Management of sports sponsorships, development of proprietary events and brand experiences. Budget management. Restructuring of the packaging strategy and price of the brand, which in 6 months managed to migrate the volume to more profitable packaging and distributed the weight more equally among the entire portfolio. Exploited sports sponsorship during the National Team leveraged to the World Cup with a promotion with 96% redemption and 5 times more promotions making it the most successful promotion for the company to date. By means of adjustments in the distribution of the promotions, a national coverage of 500 points of sales was achieved together with the logistics department. Brand positioning change, connecting with consumers through main consumption opportunities and earning the 1.6 SOM brand in a period of 2 years, in a shrinking market. Standardization of brand experiences and sponsorships of the accompanying meals platform in order to make costs more efficient and triple annual contacts with consumers.

Analysis of market trends, structuring of the long-term brand strategy, development and execution of communication in traditional and digital media, development of massive promotion and tactics by sales channels. Management of sports sponsorships, development of proprietary events and brand experiences. Budget management. Restructuring of the packaging strategy and price of the brand, which in 6 months managed to migrate the volume to more profitable packaging and distributed the weight more equally among the entire portfolio. Exploited sports sponsorship during the National Team leveraged to the World Cup with a promotion with 96% redemption and 5 times more promotions making it the most successful promotion for the company to date. By means of adjustments in the distribution of the promotions, a national coverage of 500 points of sales was achieved together with the logistics department. Brand positioning change, connecting with consumers through main consumption opportunities and earning the 1.6 SOM brand in a period of 2 years, in a shrinking market. Standardization of brand experiences and sponsorships of the accompanying meals platform in order to make costs more efficient and triple annual contacts with consumers.

Analysis of market trends, structuring of the long-term brand strategy, development and execution of communication in traditional and digital media, development of massive promotion and tactics by sales channels. Management of sports sponsorships, development of proprietary events and brand experiences. Budget management. Restructuring of the packaging strategy and price of the brand, which in 6 months managed to migrate the volume to more profitable packaging and distributed the weight more equally among the entire portfolio. Exploited sports sponsorship during the National Team leveraged to the World Cup with a promotion with 96% redemption and 5 times more promotions making it the most successful promotion for the company to date. By means of adjustments in the distribution of the promotions, a national coverage of 500 points of sales was achieved together with the logistics department. Brand positioning change, connecting with consumers through main consumption opportunities and earning the 1.6 SOM brand in a period of 2 years, in a shrinking market. Standardization of brand experiences and sponsorships of the accompanying meals platform in order to make costs more efficient and triple annual contacts with consumers.

Development of advertising accounts using ATL and Online strategies; Implementation and monitoring of campaigns in the automotive, banking, diamonds and international duty-free segments.

Guarantee Prepaid activations through the creation, planning and execution of BTL actions in the different sales channels nationwide. Perform measurements, analysis and monitoring of each of the marketing actions to evaluate their ROI.