Director trade marketing

(Mexico – Argentina – Chile -Colombia) – Located in Panama – Panama
Head of the Strategic Account Marketing Department in LATAM, responsible of create, plan, execute, and lead the multi-channel integrated
marketing strategy, and local campaigns, from the planning to the execution, including partnership in CRM programs, Digital Marketing, and
Ecommerce, and Point of Sale, for the top Wholesale Strategic Accounts, for Under Armour Latin America.
• Growth Revenue +60MILL USD. Wholesale Strategic Accounts: Innovasport, Liverpool, Dportenis, Falabella, Ripley, Sportline, Dexter, Moov,
NetShoes.
• Track and managed 1.5MILL Marketing Budget (MWB), and 1MILL CAPEX Budget. With 5:1 achieved ROI vs LY
• Created and Develop the 1st Account Marketing Department within the Organization, including cross functional processes to operate insync
with Go-To Market processes, and channel needs.
• Implemented e-SIS’s and wholesale.com strategy, in the wholesale websites, in order to achieve 11MILL USD Revenue within wholesale
strategic accounts.
• Implementation of Performance Marketing in partnership with wholesale strategic accounts, achieved +12% Share of Market vs LY
• Digital Marketing Strategy, and PR strategy in social media, in order to win brand positioning. Becoming top #3 brand.
• Create and develop local Marketing Campaigns, with Global Brand team, Creative Regional Team, and Regional Brand Team, and
execute them, to achieve product exclusive call outs, and sales, positioning top #3 best sales products within the accounts.
• Falabella.com - fastest growest Channel in Region for Under Armour, achieving +35% Sell Out vs LY
• Coach and Lead a Team of 4 remotely (Mexico, Chile, Colombia, Argentina) securing their professional and personal growth
• Brand positioning #3, in share of voice, and revenue, in all Strategic Accounts around Latam.
• Develop communications for senior management first line, to maintain informed around, marketing updates, budget recaps, and brand
positioning
• In collaboration with key stakeholders, oversee the company’s regional external communications content, channels, cadence and
editorial calendar. Collaborate with Marketing team, to ensure transparency and alignment across all communications efforts.
• Create Sell In/Revenue incremental opportunities in partnership with Wholesale Business Unit of +12% VS target
• Activate CRM loyalty programs in partnership with main accounts, PR strategy through Influencers, Social Media activation, and digital
promotions.
• Work in partnership with Merchandising team, to identify proper product segmentation based on account strategy
• Work in collaboration with the Wholesale Team (Sales), in order to provide marketing service and investment, segmented based on
business priorities, and business goals.

(Mexico – Argentina – Chile -Colombia)- Located in Panama – Panama
Head of the Channel Marketing Department, leading the planning and executions of Brand Campaigns for Point of Sale with a seamless synergy
between Retail, Wholesale and the Ecommerce.
• DTC & Wholesale Channel Business in LATAM. Revenue +110MIL USD.
• 2.6MILL Marketing Budget, and 1MILL CAPEX Budget
• Created 1ST tool to track and segment wholesale doors across LATAM, in order to focus marketing investment, and achieve budget
efficiency. +500k USD budget re-allocation and activation efficiency.
• 1st Trial Account Marketing Approach with Innovasport – Mexico Biggest LATAM Account. 15 MILL USD Revenue. +2MILL USD add. Revenue
vs Projected. 1st Account exclusive Marketing Campaign developed for Innovasport exclusive, with a sell- out of 65% in 1 month. Exclusive
running product.
• Develop the 1st Channel Marketing – Omni Channel approach, and cross functional processes, to create synergy in the marketing
implementation between Wholesale and DTC Channel, including Commercial Moments.
• Create activations, and campaign guidelines in channel sync to cascade to the different markets/subsidiaries, having consistency across
region.
• Team Leader of 2 people, and 4 indirect reports (Mexico, Chile, Colombia, Argentina)
• Create In partnership with the Wholesale team, the Merchandising team, and Business Development team, the Channel Marketing Sevices
and Marketing Investment, based on the account segmentation (product, revenue, account type)

Territories Managed/executed: APAC: SEA - EMEA: Russia, Israel,
Middle East, Turkey - AFRICA: North Africa, South Africa, Marruecos, Romania, Serbia, Ukraine, Bulgaria, CAC: Panama, Colombia,
Guatemala, El Salvador, Costa Rica, Dominican Republic, Carribean)- Located in Panama - Panama
Responsible of develop the Marketing Strategy for the Retail and Wholesale Partners in the Emerging Markets, supporting the set-up build up, to
providing guidance for correct campaign execution, and brand launch in new markets.
• Business Operated through Distributors Business Model – Emerging Markets. Revenue: +400MILL USD – Biggest and growest region in Under
Armour
• Supported and executed Store Opening across Russia, Serbia, Romania. +30 Stores
• Work with agencies in the creative development process and execution of all advertising campaigns, including digital, OOH, mobile,
events and alternative media
• Brand Launch, brand events, retail activations, in more than 19 countries around the globe with consistency and +
• Responsible for calendar creations and follow ups, campaigns development, and implementation follow up, and all brand strategy and
communication to the different regions/partners, obtaining seamless execution.
• Implemented the marketing set-up in Russia , Belgrade, Romania. Responsible of establishing the Marketing team and the BTL and POS
agency to implement and executed accordingly the UA brand standard the Brand Launch in country.
• Russia, Belgrade, Romania Brand Launch, responsible for the Brand Events launch, store openings coordination, office set-up, marketing
team set-up.
• Created in partnership with Middle East BTL + POS Agency to localize 1st training local campaign in country, to support the growest
category in market, with a 70% sell out – 1month
• Supported the Marketing team Set-up and transition of APAC and EMEA regions
• Responsible of 2.8MILL USD Marketing Budget, securing 4:1 ROI, and aligned investment with brand, and commercial initiatives
• Adjust to Emerging Markets needs while following Global brand guidelines; Build EM toolboxes based on different markets portfolio; using
EM imagery and develop own imagery on top if needed according to global brand guidelines
• Tailor Training & Education toolboxes/manuals to EM needs and translate;
• Build Emerging Markets marketing strategies according to market needs following Global strategies;
• Align with local Sales, Merchandising and Distributors teams all marketing investment and strategies, in order to achieve business goals.
• Team leader of 2 people, and undirect supervision of Marketing Manager from Distributors operations

(Venezuela, Guatemala, El Salvador, Costa Rica, Ecuador, Bolivia, Paraguay,
Uruguay, Dominican Republic, Caribbean, and Panama) - Located in Panama - Panama
Head of the 1st Omni Channel Marketing department, responsible of the largest team in region, leading the planning, execution and follow up of
the Brand campaign In Stores in Wholesale, Retail Stores, including the coordination of Visual Merchandising, Product Training, In Store Development,
In Store Communication.
• Wholesale, DTC & Franchise Business. Distributors Business. Revenue +160 MILL USD
• Omni- channel Activation Budget (1.6 USDMILL.), achieving ROI ratio 5:1 across campaign implementations, and commercial initiatives.
• Implemented Product Training Strategy adequate to Distributors operating model and needs. +10 trainers across markets, and +400 Stores
Managers.
• Campaign Implementation, including consumer experience, achieving 80% sell out within month of execution.
• People Manager of 12 teammates. Including Retail & Franchise Marketing Team, responsible for + 47 Franchises Stores + 9 Own Retail
Stores in Panama, Optimal In- Store Executions that represent the Brand Message in all concepts Performance, Originals, Kids & FO Outlet
(Biggest LATAM Franchise Market)
• 1st Neighborhood Original Concept in Region Store Opening.
• Omni channel strategy, calendar creation, activations, and campaign communications distributed through the different markets/partners,
making sure on time – in full executions and follow up of campaign results.
• Closed relationship with the Retail and Wholesale Channels, to coordinate campaign implementations, and follow up of key brand
concepts in sell-in and sell – out follow ups to take in-time actions.
• Closed preparation and follow up within distributors marketing team, to ensure correct operations aligned with brand and business needs.
• Develop communications for senior management pertaining to marketing updates, budget recaps, and program evaluations
• Work in partnership with Wholesale team, to create proper service and investment segmentation based on Franchises, and Wholesale
partners business priorities
• Work in sync with Category to Consumer team, to make sure product segmentation is aligned based on stores segmentations (Franchises,
and Own Retail Stores), and Shop- in Shop/Retailers.

(Venezuela, Guatemala, El Salvador, Costa Rica, Ecuador, Bolivia, Paraguay, Uruguay, Dominican
Republic, Caribbean, and Panama) - Located in Panama – Panama
Head of the Trade Marketing department, responsible of the planning, coordination, and execution of the Brand campaign In Stores in Wholesale
Retailers, including distributors/3rd parties’ businesses, With the correct coordination of Visual Merchandising, Product Training, In Store Development,
In Store Communication.
• Wholesale Business. Distributor Model. Revenue 112MILL USD
• Responsible for managing the Wholesale Marketing Budget (1USDMILL.), achieving ROI ratio 5:1 across campaign implementations, and
commercial initiatives.
• Drive the Marketing Strategies and Guidelines for the Distributors, making sure OTIF implementation, aligned with Brand objectives
• Developed and elevate knowledge and understanding of Wholesale business, budget efficiency, and connection between departments
improving internal processes, to implement OTIF marketing campaign. for In Store COMM, Visual Merchandising, Product Training, and In
Store Development.
• Team Leader of 6 people

(Colombia, Panamá, Aruba, Venezuela, Costa Rica) - Located in Panama – Panama
Responsible of store opening/expansion. Leading the Sales Managers/ District Manager of markets, to ensure correct store operations aligned with
brand standards.
• Revenue: 20MILL USD
• Implemented, and supervised the LATAM process and policies for Store Operations, to achieve the objectives with an efficient operation in
each store. 1st adaptation localized and approved by HQ.
• Lead and supervise the operations of the stores are align through the Country Managers of 10 + Stores for Panama, Colombia Costa Rica.

(Panamá, EL Salvador, Colombia, Venezuela) - Located in Panama – Panama
Responsible of developing the Brand expansion Project for territories in Latam, leading Buying, Logistic, Store Development, and Store
Operations, in order to open the store in forecast OTIF.

Responsible of developing the Marketing Strategy, Visual Merchandising and Store Operations department within the territories of LATAM,
leading the coordination, and execution of the plans OTIF, aligned with the business, and brand objective