Responsible for defining and executing the integrated marketing strategy for a multi-business portfolio, focused on brand positioning, client base growth, product placement, and loyalty. Managed customer experience initiatives, demand generation, market analytics, and business development opportunities oriented toward sustainable growth and portfolio profitability. Achievements: Led the performance marketing strategy for the Non-Bank Financing portfolio, achieving outstanding results in acquisition and commercial efficiency, recognized with Effie Gold Colombia 2025 in the Performance Marketing category, after multiplying digital sales by 4.5x and reducing CPA by 38%. Led the use of advanced analytics and segmentation to identify behavioral and customer churn drivers, translating insights into strategic decisions that boosted acquisition and conversion, achieving a 20% increase in credit placement in 2025. Developed precision marketing capabilities leveraging a MarTech ecosystem, enabling communication personalization and workflow automation to improve acquisition effectiveness, increasing digital sales participation in non-bank financing (Brilla) from 1% to 18% (2020–2025). Working with the Customer Experience team, identified customer barriers and motivators through active listening sessions, generating insights that drove the development of new business lines (education and health credits), achieving over COP $5,000M in sales in the first three months. Reduced the churn rate in the Vehicular Natural Gas business from 10% to 6% through the design and implementation of retention strategies based on customer segmentation, targeted communication, and experience enhancement. Increased Brilla brand Top of Mind by 5 percentage points, positioning it as the national leader among franchises.

Responsible for defining and executing the integrated marketing strategy for regional real estate projects, focused on brand positioning, demand generation, customer experience, and commercial development. Managed market analytics, consumer research, and value proposition structuring to drive conversion and strategic business decisions. Achievements: Led, based on data analytics and market research, the identification of customer insights that drove the development of the company's first co-living project, reaching breakeven in 7 months and establishing a new product line. Boosted digital channel growth by structuring a comprehensive strategy based on digital ecosystem diversification, investment optimization, and audience segmentation, increasing sales by 60% and achieving a 13% share of total sales. Designed and implemented a demand generation strategy based on behavioral analytics and inbound marketing, supported by strategic alliances and value content, achieving sales of COP $5,000M during the first two months of execution. Created the cross-functional Customer Service area, incorporating the voice of the customer as a strategic input to improve the experience and strengthen conversion and satisfaction, increasing this indicator by 18%. Implemented the company's first formal branding strategy, achieving Top of Mind leadership and surpassing the nearest competitor by 13 percentage points.

Led the marketing and positioning strategy for business intelligence solutions in Colombia and Mexico, coordinating demand generation initiatives, business development, communications, and brand building. Achievements: Led the regional launch of the TSOL Business Intelligence Suite, consolidating the value proposition in Colombia and Mexico. Designed and implemented the strategic marketing plan, strengthening the company's recognition as a benchmark in analytics for consumer goods. Implemented an inbound marketing strategy, increasing digital reach by 25% and strengthening commercial lead generation. Generated strategic alliances with industry partners, strengthening the commercial network and brand recognition.

Responsible for the strategic management of the B2B solutions portfolio for consumer goods and industry in Latin America, leading value proposition definition, positioning strategies, and market development. Achievements: Achieved sales of COP $1,300M in the first year of penetrating a new solutions line through mass-market and market development strategies. Led the regional launch of Business Intelligence solutions, strengthening positioning as a strategic analytics partner. Designed and implemented a national B2B strategy impacting 100% of the target portfolio with key accounts: TQ, J&J, Unilever, Quala, Éxito, Olímpica. Achieved mass-market scale for the Shopper Behavior Suite product, reaching 20% portfolio growth.

Achievements: Designed the regional Insights Management model for retail and consumer goods in Latin America, making it a key input for innovation and new solutions. Implemented a structured Competitive Intelligence process, supporting pricing, cost structure, and value proposition decisions. Contributed to the development of two new product lines based on market analysis and opportunity identification.