Karla Esquivel Vega, MBA

Experience

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  ESCO Costa Rica S.A. / Intaco Internacional

  Jul 1998 - Sept 2003

  Marketing and Customer Service Manager

  Main Tasks and Accomplishments: Call Center restructuring and CRM Implementation for Costa Rica, Panamá, Nicaragua and Puerto Rico (increasing telemarketing sales up to 50%) Develop Key Account action plan and loyalty program Launching new products and brands through events and customers training sessions Develop Marketing Plan and communication programs to recover lost customers and new markets Responsible of Expo-Construcción Fair and Especial Events for our Customers Organized Staff Parties and Especial Internal Activities Show less

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  CEMEX Costa Rica

  Sept 2003 - Aug 2007

  Relationship Marketing Coordinator / Back Office Supervisor

  Main Tasks: CRM Implementation (business intelligence database administration and segmentation)  Developed and managed communication channels and feedback mechanisms, including production of a quarterly internal company magazine “Nuestra Voz CEMEX” Worked with corporate communications team CEMEX WW, all aspects of communication issues, both internally and externally, to ensure consistency of messages (weekly skype meeting) Coordinated promotional activities, exhibitions, including planning stand layout and content Coordinate market research studies Accomplishments: Lead member of the Business Process Evolution to homologate back office service center processes (CRM implementation) among SOAM region: Colombia, Venezuela, Dominican Republic, Nicaragua, Puerto Rico, Panamá and Costa Rica, coordinated with Mexico Headquarter. Develop and lead the service center role model in Costa Rica for the SOAM region Lead Merge Process of SOAM Back office in Colombia Release the CEMEX EVOLUTION to generate awareness and shift to a culture of service (exported to other CEMEX Countries) Launched Sansón Products Line Show less

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  Laureate International Universities

  Sept 2007 - Feb 2013

  Marketing Manager Universidad Latina and Universidad Americana

  Main Tasks: Support and consolidate Central America Long Rage Plan and Business Plan for Ulatina and UAM University (statistical information and executive power point presentation) Design and coordinate market research studies and national statistics analysis, critical for new projects execution and competitors analysis. Administration and execution of the Annual Marketing Budget (+US$3.000.000) Define annual and monthly marketing campaigns using cross media mix (coordinated with the Advertising and Digital Agency) Organize internal events and fairs to generate sense of belonging among students and collaborators. Accomplishments: Successfully lead the merge process of Ulatina and UInteramericana into a unique and better brand enhancing the best attributes of each brand.  Succeed manage the complex communication plan for different audiences (merge process) Incorporate digital strategies exceeds +30% new students prospects numbers  Develop Internal communications strategies ensures key messages delivery with regular students and faculty (+60.000 students among the country) Show less

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  Maderas Kodiak

  Jan 2014 - Apr 2015

  Marketing Manager

  Main Tasks and Accomplishments Develop Marketing and strategic plan, customers’ campaigns, media mix, public relations plan and lobby with strategic stakeholders (sells wooden houses company) Structure Commercial Department, hired new sales staff, establish monthly sales prospecting and commissions plan, commercial policies, sales process Develop a training plan for engineers and architects Open House events attracted more than 150 possible clients per week as a result of media mix strategy and digital campaign  Sales promotions exceeds + $250.000 sales per month to individual clients (non-existent previously) Show less

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  P&F Costa Rica Flower Farms

  Jan 2016 - Jan 2017

  Commercial and Business Intelligence Manager

  Main Tasks:  Develop and execution of the Commercial and Marketing Plan Ensure Team Performance (14 people) Coordinate daily air exports with Farms and Logistics (+10.000 boxes) Present Daily, Weekly and Monthly sales reports and statistics analysis of each segments Participate in the 2017 planting plan and budget definition Establish the KPI´s reports and statistics analysis formats to the board Accomplishments: Exceeds monthly sales budget (+$280.000) (sales only to USA and Canada Customers) Recovery Wholesaler Segment from -40% decrease into -10% vs 2015 within 6 months  Development of a high performance team through training, motivation and team work (from 60% monthly fulfillment into 113% within 8 months) Lost customers recovery with service promises fulfilled and personal follow ups Show less

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  Laureate International Universities

  Feb 2017 - Apr 2018

  Business Development Manager

  Main Tasks: Innovation Management, design and launch new programs including profitability analysis  Develop Marketing and commercial strategy Operation Efficiency of the business unit (+2.500 students - 120 teachers) Online and blended modality development  Develop Tailor Made strategies between government – industry and University Accomplishments: +100% Total enrollment growth YoY  +-$1.3M annual income (+60% revenue) +15 Technical and Specialization programs developed +22% Free courses revenue growth (48 courses and 1.000 students, 2017) +200 groups management bimonthly (national coverage, +7 sites) Show less

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  BDT Business & Digital Transformation

  Jun 2018 - Feb 2020

  Business Development Manager

  - Innovation Management, design and launch offer including profitability analysis- Collaborate in Merge, Improve and Adquisition Process- Develop Marketing and commercial strategy - Develop Tailor Made strategies between government, industry and Universities- Define sites and operation model

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  Blue Valley School

  Oct 2019 - Jul 2023

  Marketing and Communication Manager Costa Rica and Panamá

  -Creating and implementing plans to increase market share-Overseeing market data analysis and evaluation-Collaborating with cross-functional teams to produce effective promotional materials and digital content-Coordinating with and managing advertising and digital agency-Creating marketing presentations for stakeholders-Developing internal bulletin for the community-Creating and implementing PR strategies

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  ULACIT

  Jul 2023 - Oct 2023

  Director of International Recruitment

  • Developing Recruitment Strategies: Designing and implementing comprehensive recruitment strategies to attract a diverse pool of international students to the university.• Building Partnerships: Establishing and maintaining relationships with international schools, agencies, organizations, and government bodies to enhance recruitment efforts.• Managing Outreach: Overseeing recruitment events, fairs, webinars, and presentations globally to promote the university's programs and opportunities.• Admissions Coordination: Collaborating with the admissions office to ensure a smooth transition for admitted international students from application to enrollment.• Counseling and Advising: Offering guidance to prospective students and their families regarding admission requirements, application procedures, academic programs, and campus life.• Marketing and Branding: Collaborating with the marketing team to create effective promotional materials, campaigns, and digital content tailored for international audiences.• Data Analysis: Collecting, analyzing, and interpreting recruitment data to make informed decisions and adjust strategies for continuous improvement.• Budget Management: Developing and managing budgets for recruitment initiatives, including travel, marketing, and outreach expenses.• Performance Evaluation: Measuring and evaluating the effectiveness of recruitment strategies, making data-driven adjustments for better outcomes. Show less

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  Centro Educativo Bilingüe Sonny

  Nov 2023 - now

  General Manager

  -Develop and execute the institutional educational vision, ensuring business sustainability and the implementation of new business opportunities.-Implement efficient school and administrative management systems.-Spearhead the development of the academic, financial, human resources, and operational digital transformation model.-Lead strategic human resources management and professional development programs.-Manage planned student population growth, focusing on infrastructure and capacity.-Ensure streamlined internal communication with students, parents, and the community.-Oversee compliance with safeguarding regulations, safety measures, and protocols to maintain a secure environment for the student population.-Guarantee adherence to local and national educational regulations. Show less