Forest

Our vision is a future of affordable mobility services which support the environment. A transformation is taking place across our cities and, with Forest, we can all start building a healthier & more sustainable future for our urban communities.

Co-Founder & Head of Marketing

Unilever

Unilever MBA Consulting Project: CRM Strategy 2020-2022 for UK's Ice Cream-Now BU (B2B Market: +50,000 clients)

Summer Strategy Consultant

Imperial College FMCG | Retail | Luxury Careers Club

Managing and communicating trends, insights and developments within the sector for the Business School and its students.
Responsible to design, communicate and execute Retail career events, workshops and different activities in order to generate a high level of industry awareness and networking for members and attendants.

Head of Retail

Maui and Sons

Maui and Sons Retail Group (Latam) is one of the largest companies in the apparel sport action industry. It has more than 100 flagship stores, 400 sales points across Chile and Peru, annual revenues of +USD$100MM and profits over USD20MM. Managing 12 exclusive apparel licenses, such as Maui and Sons, Volcom, Rip Curl, Rusty, Globe, Sun Bum, Dragon, Electric and Excel, among others.

• Created, implemented and measured Marketing & Trade Marketing strategies company-wide. Responsible for two countries, 400 sales points and 12 international apparel/footwear/accessories brands.
• Developed and executed large-scale marketing and business publicity annual plans including outdoor/digital/print advertising, ATL/BTL strategies and PR management, boosting brand adoption by over 20% and reaching an average TOM (top of mind) of 25%.
• Led team of eight to manage marketing budget of USD$3MM, develop marketing financial projections and ROI based advertising for company brands; conducted market research, competitive brand due diligence and initiated strategic partnership in the music and fashion industries increasing brands awareness to an average of 75% in our target market.
• Designed, produced, implemented and measured the results of more than 30 high-impact marketing campaigns and of more than 30 national and international sport-action events, from the idea’s conception to their execution.
• Empowered and consolidated digital marketing strategies, reaching a social media network of more than +1.5MM Chilean and Peruvian followers, having started with 150K in May 2013.
• Exceeded annual media exposure value goal by USD$500K and engaged third party Retail and FMCG firms for international marketing initiatives and sport events.
•	Oversee the international apparel buying process in term of marketing strategy and go-to-market opportunities of all the brands.

Marketing Director

•	Oversaw the annual marketing plans for Rip Curl Chile and Maui and Sons Chile and Peru
•	Led team of 5 to develop and execute marketing and communication plans with a budget of USD 1.5MM, defining budgets for advertising, promotion, public relations and managing product/brand messaging for 2 countries
•	Designed, implemented and measured the results of the successful re-launch advertising campaign of Maui and Sons brand in Peru, boosting brand awareness in our target market from 30% to 60%
•	Maintained the TOM (top of mind) of Maui and Sons brand, which represents 70% of the Company’s revenues, above 20% in Chile
•	Redesigned, managed and measured the results of the holding’s Ambassador Program, which sponsors more than 40 athletes and opinion leaders.
•	Achieved an average annual media exposure value over of USD$1.5MM

Senior Marketing Manager

•	Oversaw the annual marketing plans of Maui and Sons and Rip Curl in Chile.
•	Created and executed 12-month marketing plan; managed differential service positioning, branding, advertising and brand messaging for the apparel brands Maui and Sons and Rip Curl
•	Produced the first overseas marketing campaign of the Company and established the standards for in-house professional advertising productions
•	Led three full-time professionals and managed an annual budget of USD$ 1M
•	Managed and measured the results of the holding’s Ambassador Program, which sponsored 20 athletes
•	Achieved an average annual media exposure value of over USD$1MM.

Marketing Manager

Falabella Retail

Falabella is one of the largest retail companies in LATAM with a presence in 6 countries, annual revenues of more than USD 13 billion and profits of more than USD +1 billion.

•	Responsible for Gourmet, Luggage, and Curtains.
•	Boosted annual Gourmet sales from USD 8 million to USD 10 million in one year. 
•	Closed the largest deal in the history of the Gourmet Line, “The Corona Cooler” deal (revenues of USD 1.5 million)
•	Designed, managed and supervised the first Kitchen and Cooking Class program offered by a department store in Chile.
•	Achieved the biannual sales and profits goals for all lines under my management.

Product Manager

•	Responsible for Houseware, Mattresses, and Carpets.
•	Designed, managed and supervised annual/biannual, quarterly, monthly and weekly forecast plans.
•	Managed and supervised the supply chain for the commercial lines under my management.
•	Achieved biannual sales goals and maintained the distribution KPI in their normal ranges throughout the year.

Retail Planner

CCU is one of the biggest FMCG companies in the region with presence in 6 countries, annual revenues of USD 2.4 billion and profits of USD +180 million.

• Managed and supervised all market research, sales data and Nielsen platforms for the beer division (10 national and 5 international brands; including Heineken, Budweiser, Tecate and Paulaner)
• Maintained and improved the beer division’s market segmentation plan.
• Designed and implemented the first Beer workshop for the entire local sales force (in 5 cities for more than 300 people)

Sales Engineer

A self-driven and data-focused professional with solid experience in different industries across various aspects of Marketing (B2B and B2C), including Strategy, Growth, Branding, Advertising & PR, Digital, CRM, E-COM, Social Media, UX, UI, Market Research, Sales and Sustainability.  

Proven significant experience leading creative, multicultural and multifunctional teams.

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