Developed e-commerce and c-commerce strategy for B2C in Colombia and Ecuador. Managed media strategy, content creation, CRM execution, and led teams/agencies for conversion-focused results.

Optimized campaign investment, achieving +16% lead conversion with −10% budget. Led CRM strategy, roadmap, and omnichannel automation using generative AI and analytics.

Oversaw CRM integration with ERP, e-commerce, CDP, analytics. Designed onboarding, loyalty, and win-back strategies, ensuring data governance and retail media model.

Led Salesforce Marketing Cloud implementation, defined roadmap, and managed customer-lifecycle automation. Prioritized backlog for Sales, Marketing, and Customer Service.

Optimized media investment, executed omnichannel campaigns, and exceeded national fair targets. Improved CRM performance and team leadership.

Directed e-commerce/c-commerce marketing, managed $1.8M budget, moved CRM channel from 6th to 2nd in direct-purchase attribution, led marketing for 6 months.