Beelder

• Spearheaded the development of a full digital supply process for construction projects, connecting contractors with efficient resources suppliers.
• Implemented Beelder SAR technology to streamline communication and eliminate time-consuming paper processes.
• Achieved a significant reduction in project timelines and costs through the efficient use of digital resources.

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Founder & CEO

SAMA Group

• Oversaw investment decisions and provided mentoring to entrepreneurial projects for funding at SAMA Group.
• Implemented strategic initiatives to support members in achieving their business goals.
• Collaborated with team members to ensure successful execution of investment strategies.

Dymel

Non Executive Director

• Led the transformation of two companies, navigating through complexity and change management during the COVID19 pandemic.
• Developed a strategic growth agenda and implemented digitalization to improve operational excellence.
• Successfully achieved a profitable revenue growth, implemented a new ERP system, and improved talent capabilities.
• Migrated business model from a big complex company to a more simple and profitable business

Group CEO

Millicom (Tigo)

• Led digital marketing transformation in El Salvador & Honduras, establishing synergies to improve ROI for digital advertising campaigns.
• Established the first clustered team (Tigo + digital agency) to redefine digital conversion strategy and increase campaign effectiveness.
• Achieved 35% incremental activations with 20% less investment for digital channel conversion in the first 6 months.
• Increased digital A&P budget ROI, generating a 150% budget allocation increase.

Digital Marketing El Salvador & Honduras

• Led negotiations for local content rights for TV and mobile app, boosting TigoSports visibility.
• Managed cross-functional teams to create 55% of local grid content in record time.
• Achieved a 65% net promoted score and made TigoSports the 2nd most viewed cable channel in its first year.

Tigo Sports Director

• Led the migration of revenue source from traditional VAS to Digital services, resulting in over $12M in savings and claim reduction.
• Accountable for complete P&L of $60M, leading negotiations with third parties to increase margins by 5ppts.
• Awarded Millicom's most digitally advanced operation in 2015 for enabling digital lifestyle adoption and developing compelling digital strategies.

Digital & VAS Director

Entertainment Category Director

GreenHands

• Led the GreenHands team in promoting sustainable practices for environmental conservation.
• Developed awareness campaigns to encourage attitude changes towards environmental responsibility.
• Implemented initiatives to support real changes and sustainable products for a greener future.

Director fundador

McCormick

• Developed new brand values and pricing strategy, resulting in increased market share in all countries by 7 percentage points.
• Redesigned brand image and packaging, leading to incremental market share growth in the biggest category.
• Managed to increase margins by over 10 percentage points through reformulating iconic product formulation.

Marketing Director

Unilever

• Managed Customer Marketing function for 3 divisions at Unilever, overseeing brands P&L, sales forecasting, and market shares.
• Developed and executed Customer and Trade Category Plans, aligning business strategy for optimal results.
• Negotiated with customers, executed price strategies, and managed indirects to drive sales growth and market presence.

Customer Marketing Manager

• Coordinated project execution with project leaders, local teams, and global centers to develop solutions for business opportunities.
• Managed project business case development, budget responsibility, and tracking for over 10 projects across 9 geographies.
• Led a virtual team to support implementation start-up and capabilities deployment among local teams.

Win with Customers PMO

• Developed and implemented new key performance indicators for distributors in Central America to enhance sales efficiency.
• Led the restructuring of internal operational models to improve customer service levels and contributions.
• Coordinated projects to strengthen availability and visibility at the point of purchase, achieving double-digit growth in controlled distribution models.

Channel Development Manager

• Managed short term assignments in various functional areas at Unilever, including Customer Development, Brand Building, Human Resources, and Supply Chain.
• Implemented a new customer management tool in Customer Development, leading to improved distribution coverage and penetration.
• Developed visibility strategies for local jewel brands in El Salvador, resulting in a staged plan with clear timings, responsibilities, and budget requirements.

Management Trainee

• Led demand forecasting for Home Care category, analyzing market trends and driving adjustments to ensure on-time product availability.
• Coordinated with Supply Planning and manufacturing sites to maximize service level and control inventory cover days.
• Spearheaded Sales and Operations planning process for Board Meetings, ensuring cross-functional alignment and strategic decision-making.

Category HC Demand Planning CAM

361mobile

• Spearheaded efforts to promote barcode scanning technology for various applications such as boarding passes, concert ticketing, and mobile banking, leading to increased adoption rates in Central American companies.
• Established strategic partnerships with a London-based software factory to enhance technology development and drive company performance.

Founder

Business and Economics Graduate with a Digital Business Transformation master and a Business Law postgraduate. Ive had the privilege of working as intraprenuer in different industry sectors and business areas. From supply chain and customer business development, to business process digitalization, new revenue stream lines, construction, energy related services and others. Highly action and people oriented. I am passionate about challenges and changing the status quo for a bigger purpose.

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