Experienced marketing professional with a strong background in regional marketing strategies and campaign management. Proven track record of driving impactful marketing initiatives and enhancing brand presence. Recognized as a collaborative team player, prioritizing teamwork and achieving measurable results. Proficient in strategic planning, market analysis, and team leadership.
Overview
15
15
years of professional experience
5
5
years of post-secondary education
7
7
Certifications
3
3
Languages
Work History
Regional Marketing Manager
Duty Free Americas (DFA) / UETA LAT
08.2019 - 08.2024
Marketing Strategy Leadership: Directed marketing strategies for duty-free stores at airports and border locations across Latin America, overseeing operations for 28 stores in multiple countries.
Revenue Growth: Increased annual sales in the eyewear and watches category by 500%, boosting revenue from $10,000 to $60,000 through targeted strategies and negotiations with key brands.
Campaign Management: Designed and executed more than 3 monthly advertising campaigns, delivering engaging traveler experiences and meeting commercial objectives.
Customer Engagement: Developed creative activations and promotions that increased store foot traffic and enhanced traveler preference for the brand.
Collaborative Execution: Partnered with teams in liquor, eyewear, perfume, and chocolate categories to align campaigns with business goals.
Market Customization: Tailored marketing strategies to regional traveler needs, resulting in improved promotional effectiveness through personalized signage and offers.
Strategic Innovation: Contributed to developing an e-commerce platform and piloted CRM tools to optimize customer database management.
Operational Support: Designed menus and promotional initiatives for the company’s airport restaurants.
Key Achievement: Reduced printing, furniture, and promotional material expenses, improving efficiency while maintaining quality and meeting deadlines.
Regional Marketing Manager
Motta Internacional S.A.
07.2016 - 08.2019
Marketing Strategy Leadership: Developed marketing strategies for over 10 brands in both duty-free and local markets, with a focus on luxury brands such as Cartier, Montblanc, Tory Burch, Longchamp, and Tag Heuer, as well as fashion brands like Fossil and Arturo Calle.
Tailored Strategies: Created marketing plans aligned with each brand’s identity and target audience, enhancing market relevance for all 10 brands.
Brand Events: Organized at least 1 event per month, including product launches, store remodelings, and exclusive events, managing vendors, budgets, and VIP audiences, and executing 4 major events annually.
Strategic Partnerships: Negotiated exclusive promotions with banks, airlines, and other partners to drive store traffic, achieving at least a 100% ROI and the desired traffic in most cases.
Duty-Free Market Expertise: Boosted sales in liquor, perfume, and eyewear categories through monthly visual campaigns, promotions, and collaborations with internal teams.
Annual Marketing Planning: Designed and executed comprehensive yearly marketing plans that integrated traditional and digital media with in-store activations.
Budget and Team Management: Supervised a team of six, ensuring strategy execution within budget and time constraints.
Key Achievement: Created the ‘Bank Nights’ event, driving significant sales increases and fostering customer loyalty through exclusive experiences, meeting client acquisition targets for each event.
Regional Brand Manager
Motta Internacional S.A.
10.2013 - 07.2016
Managed luxury and fashion brands such as Montblanc, Guess, Adidas, Tommy Hilfiger, and Coach, optimizing inventory and commercial terms across the region.
Cost Optimization: Negotiated better pricing and terms with suppliers, enhancing margins and reducing operational costs annually.
Inventory Management: Supervised inventory across warehouses and points of sale, ensuring high-rotation products were readily available and minimizing inventory levels to the company’s target of 3 months.
Visual Merchandising: Collaborated with store teams to enhance product visibility, aligning displays with customer expectations and driving sales.
Brand Collaboration: Fostered strong relationships with brands to tailor their strategies to meet local market needs and preferences.
Key Achievement: Improved profitability and streamlined regional brand management by balancing international standards with local market demands, resulting in better cost efficiency and brand alignment.
Brand Manager – Panama
IMSA
06.2011 - 10.2013
Responsible for positioning luxury cosmetics and fragrance brands in Panama, managing more than five leading names, including Lancôme, Clarins, Ralph Lauren, and Giorgio Armani.
Commercial Relationships: Fostered and maintained strong relationships with key brands and clients, managing procurement and overseeing 4-6 major product launches annually.
Team Leadership: Supervised and trained a team of more than 15 beauty advisors, driving sales through targeted incentives and rewards programs.
Activations and Events: Coordinated monthly product activations and press events, enhancing brand visibility across 10+ stores and driving local market engagement.
Promotions: Developed and executed promotional campaigns for key dates, ensuring alignment between products and consumer expectations to boost sales.
Regional Project Manager
Nestlé Central America
01.2010 - 06.2011
Developed new food products and successfully managed over 12 projects simultaneously.
Cross-functional Project Management: Coordinated product development projects across sales, production, procurement, and manufacturing teams, involving over 25 people in each meeting.
Process Automation: Led the training and implementation of tools to automate processes, improving efficiency for more than 80 employees company-wide.
Product Development: Managed the entire product development lifecycle, from concept to final production, ensuring timely and high-quality delivery.
Education
Bachelor of Science - Industrial Engineering
Purdue University
West Lafayette, IN
08.2006 - 12.2009
Bachelor of Arts -
Florida State University
Panama & Tallahassee, FL
01.2005 - 07.2006
Skills
Marketing plan development
Strategic marketing campaigns
Client relationship management
Self motivation
Decision-making
Effective communication
Organizational skills
Attention to detail
Problem-solving aptitude
Creative thinking
Certification
Fundamentals of Digital Marketing, Google
Highlightedachievements
Increased sales through tailored marketing strategies.
Built strategic alliances with global brands.
Created campaigns that enhanced brand visibility and delivered positive commercial outcomes.
Software
Power BI
Ms Office
Trello
Monday
Mailchimp
Canva
Timeline
Regional Marketing Manager
Duty Free Americas (DFA) / UETA LAT
08.2019 - 08.2024
Regional Marketing Manager
Motta Internacional S.A.
07.2016 - 08.2019
Regional Brand Manager
Motta Internacional S.A.
10.2013 - 07.2016
Brand Manager – Panama
IMSA
06.2011 - 10.2013
Regional Project Manager
Nestlé Central America
01.2010 - 06.2011
Bachelor of Science - Industrial Engineering
Purdue University
08.2006 - 12.2009
Bachelor of Arts -
Florida State University
01.2005 - 07.2006
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