Sales Account Executive

MARIANA CÓRDOBA VALENCIA

Bogotá, Colombia

Mobile: +57-313-*******

Date of birth: May 29, 1981

*******.******@*****.*********:*******.******@*****.***

mailto:*******.******@*****.***

PROFESSIONAL PROFILE

Bilingual professional in Marketing and Communications, MBA with emphasis on Advertising and Institutional Communication. Experience of more than 15 years in multinational companies in marketing and digital areas. Extensive experience working in strategies to develop brands, campaign management, multi-channel platforms, sales improvement and commercial development.

Skills in project management and development, brand positioning and branding, management of 360 communication strategies including planning, budget management, monitoring and development of digital strategies.

Global and strategic thinking, analytical and creative, directing and developing high impact brand business. Leader for working with interdisciplinary teams, ability to adapt in multicultural environments, problem solving, creative, experience in ordering processes, achievement oriented, ease to adapt to changes and work under pressure; high sense of belonging, responsibility and commitment.

WORKING EXPERIENCE

-Food Delivery Brands, (Grupo Telepizza), Colombia

Sr. Marketing Manager, Master Franchisee Pizza Hut LAC (june 2019 – Oct 2020)

Regional alignment of Pizza Hut marketing strategies in Latin America and the Caribbean (+15 markets). Responsible for relations with the marketing areas of the different franchisees in the region. Advice on communication campaigns, activity calendars, trade marketing, pricing strategies, sales monitoring based on data, in order to achieve the objectives of each market.

Management of the brand platform (Brand guidelines) and product standards in the region. Development of routines and formats to track and measure KPIs that brought the alignment of the brand in all the region.

Planning and monitoring of specific actions to increase sales and transactions in the different channels.

oImplementation of the Curbside pickup model, sale increased 20% in Takeout channel.

oImplementation of the TicTuk online sales platform in markets that did not have a website in order (specifically in the Caribbean) that brought 12% additional sales.

oFollow-up and alignment in strategies with aggregators in the region to increase sales and improve performance in each market. 5% growth in the region

oAlignment of innovation platform across the region, follow-up on implementation and development of new products and regional campaigns. Pizza Hut triple mix: 12 countries participated, 12% sales in Pmix.

Development of the regional action plan during the C-19 to increase sales and cope with the different situations of the countries of the region, weekly webbinaries, menu rationalization and one to one communications with each market to face crisis.

Leverage business in different channels (delivery, digital and take out) to offset sales of other channels most affected by the change in consumption (Home Meal Replacement), obtaining a total business recovery of 15% and a growth in delivery between august – september.

-Alimentos al Consumidor – Grupo NUTRESA, Colombia

Marketing Director (january de 2018 – june 2019)

Redesign of the Leños & Carbon brand, restaurant chain with 30 points of sale nationwide with grill specialty. Development of the communications strategy, branding of the new image and strategic approach (logo change, brand manual, new menu, restaurant look, packaging, uniforms, digital channels).

Opening of 4 restaurants with the new image (3 in Cali and 1 in Medellin) which in the first month of opening exceeded the sales target between 15% and 20%.

Development, together with operations management, of the pricing strategy, product mix analysis, costs and product margins, managing to decrease (in the first month of implementation), the cost of the Brand from 43% to 39%.

Development and monitoring of plans to increase sales and transactions, actions in point of sale and development of digital channels (social networks and new website). Sales growth of 5% compared to the previous year.

-ENTERTAINMENT BUSINESS GROUP: ARMANDO RECORDS, Colombia

Marketing and Communications Director (Dec 2015 – Dec 2017)

(Entertainment, music and nightlife business, one of the biggest and most important entertainment groups of the country)

Responsible for creating the group’s marketing department, developing a clear brand identity, marketing plan and helping the company to be sustainable in time, as well as enabling growth towards expansion in square meters and sales, and discovery of new business areas.

Find and develop partnerships, generate new events and stages, and execute new ideas associated with entertainment, music and culture. Creation of new moments of consumption which generated 4% of growth month by month.

Cultivate and improve the relationships with sponsors in order to have more effective agreements and more efficient results in sales. Triple the number of sponsors vs. previous years.

●Created the digital communications plan (social media) which has yielded growth results.

oInstagram results: 5 times the number of fans in six months.

oFacebook results: Gained 10,000 followers and increased interactions by 35 percent.

●Developed the operation manuals (internal and external) to efficiently work with staff, suppliers, promoters and music bands.

●Encouraged organizational culture and motivation with operations staff.

●Built the personnel structure and functions of the comms department.

●Led the content creation process in the local scene (music, theater, cinema) through partnerships with Bogotá Theatre Festival, French Embassy, Deezer and local media partners.

-ADIDAS COLOMBIA (July 2012 – May 2015)

Brand Communications Manager (August 2014 – May 2015)

Communication and marketing plans coordination in all adidas categories (sports and fashion).

Alignment of department sub areas to achieve the development and execution of sales-oriented strategies, category growth and positioning based in KPI and performance measurements.

Agency relationship management (6 agencies) and ensuring alignment with all company areas like retail, sports marketing, sales and warehouse.

-Led the launching strategy of adidas football - Colombia s official jersey (February 2015), included tweets of the most important players on Colombia’s football team, the brand presented the new jersey. No bought media, only owned media.

●The jersey s sell through reached 75% in the fist month of campaign.

●It was the best seller nationwide for 4 consecutive weeks.

●Facebook results: 20,000 interactions in fan page doubling up the agreed targets.

●Twitter results: Participation rate was 400% higher the average, growth by more than 6,000 followers in one day.

●Instagram Results: interactions increase of 150% and more than 2,000 followers in one day.

-Coordination of the 360 adidas women campaign, “MiExcusa,” based in video content interactions made by consumers based on their exercise routines.

●The campaign collections or key outfits had a sell through of 72% and the women’s category grew by 5%.

●Instagram results: More than 8,000 interactions with women in the targeted group.

●Twitter results: Trending topic with #miexcusa during the 3 first days of launching campaign, more than 4,000 tweets with the campaign hashtag and more than 2,500 new followers.

●Facebook results: 30% increase in fans of Women fan page.

●Objective fulfillment superior to 200%

-Led one of the key pillar projects in the company, in which the main objective was to revitalize fashion category (adidas originals) nationwide.

With an interdisciplinary team (Trade marketing, sales, wholesalers, finance, logistics, product managers, regional team in Panamá and warehouse), we developed a strong strategy that included planning of tactical and promotional actions, logistics and product reinforcements, partnerships and sponsorships in massive events (music festivals) to overcome a differentiated communication plan for the fashion category.

The positive results of this plan were shown in triple the number of adidas Originals stores in one year and increased revenues of fashion category in 13%.

Collections like ZX Flux ran out of stock in only 15 days thanks to a perfect local campaign implementation in media and in store communication; and the SuperColor collection reached 90% of sell through in the same week of pre-sale as a result of an excellent digital strategy.

-At the end of 2014, adidas Colombia was chosen, for the first time, as advertiser of the year by P&M magazine (advertising and marketing specialized magazine).

Brand Senior Specialist Fashion Style & Women (July 2012 – August 2014)

Development of 360 communication campaigns, product launching and brand sales-driven strategies of fashion category and women sport performance category.

Agency relationship management (ATL, BTL, PR, media and digital). Planning and execution of brand activations, development of point of purchase activations and alignment of digital and PR plans.

Led brand activations in EstereoPicnic music festival 2013 and 2014.

Planned and executed, team working with digital area, the content plan and strategies to open Twitter and Instagram local account.

Develop and chosen, teamwork with PR area, the influencer or brand ambassadors’ structure. We developed creative strategies to reach consumers in a natural and organic way, generating brand engagement.

OTHER EXPERIENCES

-Geometry Global Jan 2012 – Jul 2012

Account Director

Accounts: Coca Cola (Local and regional), Mercedes-Benz.

-McCann Colombia Jul 2011 – Jan 2012

Senior Account Executive

Accounts: Nestlé, Televisa Editorial, LAN airlines.

-Ogilvy & Mather Jun 2010 –Jul 2011

Senior Account Executive

Accounts: British American Tobacco: Premium brands Kool, Lucky Strike.

-LOVE one stop shop Jun 2009 – Jun 2010

Project manager

Accounts: Sanford Brands regional and local.

-Treetop Rocket Apr 2007 – Dec 2007

Account executive

Accounts: Fundación Santa Fe Hospital, Nacional de Chocolates, Redd s beer, Pilsen beer.

-NISSAN COLOMBIA Jan 2006 – Apr 2007

Marketing and Events National Coordinator

-CASA EDITORIAL EL TIEMPO, Colombia Jan 2005 - Dec 2005

(Internship)

Marketing and events assistant

ACADEMIC STUDIES

MBA with Institutional Communication and Advertising emphasis March 2008 – May 2009

Palermo University, Argentina

Social Communications and Journalism July 2000 - November 2005

Sabana University, Bogotá

Marymount School 1986 - 2000

Pre school, elementary and high scool

LANGUAGES

Spanish native

English (90% written and spoken)

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