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Marketing Manager

October 07, 2016

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-Marketing Plan Management

-Brand Management / Customer Behavior

-Product Launches

-Advertising / Networking

-Market Research

-Budget and Forecast Control


-Team Leadership


Marketing Consultant, Bogotá, Colombia / New York, USA 10/2014 – Present


Development of marketing plans designed to increase the number of companies that are trained by the chamber of commerce and that implement systematic innovation plans, in order to achieve competitiveness, sustainability and profitability.


Construct the cash flow and payments operations, resulting in an overall improvement of the financial performance indicators.

Direct and supervise all activities related to auctions post sales activities, including coordinating payments, shipments and certificates.

Retail intern, SOLOMON R. GUGGENHEIM MUSEUM, New York, USA 6-8/2014

Internationally modern and contemporary art museum, cultural center and educational institution.

Supported the e-commerce division strategically analyzing the overall cost, services and product mix. Defined a new shipping strategy, resulting in a 23% cost reduction.

Conducted market surveys to evaluate e-commerce customer satisfaction, to define the new internet sales platform.

Product Manager, GRUNENTHAL, Bogotá, Colombia 2/2014 –5/2014

Pharmaceutical company focused in the development of pain treatments, headquartered in Germany.

Introduced the OTC product line to the company product mix by developing marketing plans for each of the seven new brands. Defined prices, sales channels, promotions and communication strategies for each brand, through the development of customized internal and external marketing research activities, including, quantitative and qualitative studies.

Redesigned packaging and brand image according to market trends.

Implemented education plans to sales force for OTC product management.

Marketing Manager, CMPC - DRYPERS ANDINA S.A., Bogotá, Colombia 2006 – 2013

Leading Latin American company in the production of forest products, pulp, tissue and paper products.

Initiated and spearheaded the development and launching of new brands to the local market, implementing strategies and marketing plans, managing the entire product cycle from beginning to end.

Marketing Achievements:

oSuccessfully introduced of 2 core product lines to the local market gaining over 10% of market share in 4 years.

oSales over U$120M each year with consistent growth.

Defined, implemented and supervised communication strategies. Managed budgets, relationships and negotiations with contractors, mass and digital media.

Communications Achievements:

o47% of brand awareness in the core brand and 30% in the second one since introduction to the market (4 years).

Conducted Nielsen, Brand Dynamics and U&A marketing research studies to analyze market trends, business opportunities and costumers’ insights to set objectives, strategies, tactics and measures for each product line.

Worked closely with manufacturing team to coordinate and synchronize marketing and production efforts of over 30 products, by the definition of products features, construction and control of their forecasts and budgets.

Managed the consumer service center, decreasing the defective product replacement process from three weeks to one week.

Product Manager - Antacids - Andean Region, BAYER S.A., Bogotá - Colombia 2004

Global enterprise with core competencies in the fields of health care, agriculture and polymer materials.

Managed the antacid product line marketing strategy for the Andean Region (Colombia, Venezuela, Ecuador and Peru). Defined and executed budgets, new product launches, distribution, marketing and communication strategies.

Developed of new advertisement campaigns, oriented to maintain “Alka Seltzer” leadership in the region. Achievement:

o12% volume product growth in Colombia.

o200% sales growth budgeted amount in Venezuela.

o2% sales product growth in Ecuador.

Product Manager - Consumer Health Care, MERCK KGaA S. A., Bogotá - Colombia 2000 – 2003

Pharmaceutical and chemical company, based in Darmstadt, Germany

Directed the design and implementation of marketing initiatives for the OTC product line including: launching of new products, conducting marketing research activities and developing and executing marketing and communications plans. Contracted and supervised design and advertisement campaigns and point of sale activities.


oSuccessful “Cebión Light” launch in Colombia to prepare for worldwide expansion.

oSuccessful launching of “Cebión” (company s core brand) new flavors by passing competitor sales in 6 months.

oSales over 120% budget plan.

Product Manager, CARREFOUR – COLOMBIA, Bogotá - Colombia 1998 – 1999

Leading retailer in Europe and the second largest retailer in the world.

Strategic planning and leadership of the “home products” business.

Directed negotiations with over 60 local and international vendors, managing more than 1500 sku s.

Efficiently managed store layouts.


oSuccessful launch of the store in Colombia, Departmental sales and profit exceeding competitors sales and profits in the first 8 months of operation.

Product Manager, SODIMAC COLOMBIA – HOMECENTER, Bogotá - Colombia 1994 – 1996

Chilean retailer center for construction, hardware and home, present in South America.

Designed and implemented competitive strategies for the lines of kitchens, bathrooms, and home decor: product selection, negotiations with vendors, international fairs, definition of advertising campaigns, sales and promotions management in stores and mass media The store became leader of “do it yourself” retail market in Colombia.


Digital Marketing Specialization University of Illinois, USA I Ongoing

Masters in Marketing and Commercial Direction Business School MBA, Spain 1997

Masters in Museology University of Alcalá de Henares, Spain 2007

Bachelor in Business Administration Colegio Mayor de Nuestra Señora del Rosario, Colombia 1994


Spanish – Native

English – Fluent

Mandarin – Basic level

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