I lead the Growth and Digital Marketing team (10 people), responsible for designing and implementing digital campaigns and projects for both national and international clients. I oversee the end-to-end execution of digital initiatives, ensuring alignment with business objectives and high-quality delivery. Implemented an AI search visibility strategy (AEO/GEO) that achieved 93% citation rate across major generative AI platforms (including ChatGPT and Google AI Overviews) for the business's core keywords, directly driving 4 conversions through this emerging channel in Q1 2026. Scaled lead generation via Google Ads by +28% YoY (Q1 2026 vs. Q1 2025) while simultaneously reducing CPC by 35%, through strategic paid media optimization that exceeded quarterly targets.

Led and strengthened the marketing team to drive profitable business growth in Colombia and international markets. Designed and implemented brand strategies based on industry analysis, competition, and market trends. Ensured TALSA’s brand positioning, optimizing demand generation and customer retention, with a strategic focus on portfolio optimization and commercial synergies within the Organización Alico. Managed a team of 10 people. Implemented an automation strategy and efficient B2B lead management through owned and earned media, like social media campaigns (Meta Ads), Google Ads (SEM), LinkedIn Ads, email marketing, and SEO optimization, achieving a 17% sales increase in 2022, 63% in 2023, and 47% in 2024. Redesigned the digital strategy, focusing on leads’ conversion optimization into effective customers. This allowed the digital channel to gain share over the company´s traditional sales channels, becoming a strategic pillar of growth and profitability, growing from 4.2% of total sales in 2022 to 9.2% in 2024. Increased BTL brand activations and trade show participation by 150%, significantly strengthening TALSA’s presence in the industry. In a major trade fair, we generated over $650K USD in sales within three days.

Designed and managed marketing and channel strategies to drive profitable growth for the three business units (Pharma, Dermocosmetics, and Textiles) through Drugstores, Medical Visits, e-commerce, and own stores. Ensured compliance with commercial goals, strengthened brand positioning, and established strategic partnerships with key clients to enhance visibility and profitability. Managed a team of 2 people. Designed and implemented a strategic Digital Marketing plan in collaboration with key clients, achieving a 21% sales increase in Colsubsidio, 24% in Pasteur, and 23% in Cafam. These strategies enhanced Solor’s visibility at the client’s digital assets and strengthened business relationships with strategic partners. Proposed and led the web shop migration to WordPress + WooCommerce, improving user experience and conversion rates. As a result, e-commerce sales grew by 60% in 2021.

Managed digital marketing projects and strategies focused on lead generation, brand visibility, and performance, ensuring compliance with KPIs and commercial objectives for my US based clients. Developed strategic relationships with key corporate clients to strengthen their loyalty and ensure the agency provided results through seamless plan execution. Led the implementation of Marketo-based automated lead generation for a top-tier client in Las Vegas, USA, achieving continuous improvement and efficiency in qualifying and capturing high-potential prospects. Co-led HubSpot-based automation campaigns, resulting in 50+ SQL, strengthening the agency’s commercial pipeline.

Designed and executed marketing strategies to strengthen Viajes Éxito’s market share, ensuring commercial KPIs across various channels: physical stores, call center and e-commerce. Forged high-impact partnerships with major tourism brands, including airlines and hotel chains. Managed cross-brand collaborations to enhance customer experience and increase market penetration. Managed a team of 13 direct and 35 indirect reports. Led negotiations to position Viajes Éxito platform as the official white label travel operator within Puntos Colombia’s loyalty program, securing exposure in a high-traffic transactional ecosystem. Implemented a new differentiated service in partnership with Seguros Éxito -SURA, integrating travel assistance solutions into the company’s ecosystem, creating strategic synergy between two key business units.

Ensured omnichannel presence of institutional business brands in LATAM (Kleenex, Scott, Wypall) through digital and B2B Marketing strategies, aligning multicultural teams across the region. Led the digital transformation of marketing strategies, integrating e-commerce, omnichannel distribution, and data-driven decision-making to optimize product visibility and sales performance. Worked closely with global teams sharing best practices. Managed 1 person. Led the digital and content marketing strategy for the commercial program that won the internal global award Kimberly-Clark Marketing Excellence Awards, implementing social media advertising, email marketing, and website optimization, as well as coordinating the production of advertising videos filmed at the Tocancipá’s plant. Contributed to +37% growth in new businesses for the WypAll brand, through strategic 360 marketing campaigns, reinforcing brand presence and competitiveness.

Developed and executed marketing plans for brands like Zenú, Ranchera, and Pietrán, coordinating ATL, BTL, digital strategies, Trade Marketing events and product launches. Responsible for conducting market research and analysis, sales and margin tracking, portfolio optimization and promotional design, leading external creative, market research and media agencies. Led the development and strategic launch of iconic products, including Zenú’s Hot Dog and German-style sausages, strengthening the brand’s position in the market. Executed BTL campaigns that drove sales growth of up to 31% during key events such as the Carnaval de Barranquilla and the Feria de las Flores.