Betti Diaz Leon

Experience

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  Universidad de Los Andes

  Jul 2014 - Dec 2014

  UX/UI Designer

  · Worked on the Portal Viaje carpooling platform to improve the commuting experience for students at the university.· Conducted UX research to identify pain points and developed UI solutions that improved user engagement and convenience.· Collaborated with students and faculty to design a user-friendly interface for the carpooling platform, which was launched successfully and later included in the Apple App Store.

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  Katharsis - Innovación

  Jan 2015 - Mar 2017

  Strategic Designer

  · Led innovation processes for clients such as Abbott and Bogotá’s Chamber of Commerce, focusing on creative problem-solving and strategy development.· Facilitated ideation workshops and design thinking sessions to generate high-impact business ideas and solutions.· Developed communication strategies and concepts for innovation projects, ensuring alignment with client goals and market needs.· Supported the planning and execution of workshops that promoted a user-centered design approach to business challenges. Show less

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  Insights by Kantar

  Jul 2017 - Mar 2019

  Qualitative Account Executive

  · Led consumer-centric qualitative research projects for clients across industries (pharma, FMCG, tech, banking), providing insights that guided product development and marketing strategies.· Designed and facilitated innovative research methodologies (focus groups, IDIs, ethnographies, creative workshops), producing insights that informed marketing campaigns and business strategies.· Successfully launched the ‘Consumer Day’ initiative, which became a core offering in Kantar’s portfolio and was recognized as a best practice globally.· Collaborated with marketing teams to ensure that qualitative insights were integrated into strategic planning and led to measurable outcomes. Show less

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  Cámara De Comercio De Valledupar

  Apr 2019 - Jul 2019

  Research & Innovation Consultant

  · Facilitated creativity and innovation workshops for local SMEs and startups, helping them develop human-centered strategic skills.· Supported the restructuring of the Innovation Department, introducing new methodologies to drive more effective business practices.· Coached entrepreneurs on design thinking and innovation strategies, providing hands-on guidance for business development.

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  Symrise AG

  Nov 2019 - Oct 2022

  Consumer & Market Insights Coordinator for Mexico, Central America and the Caribbean

  · Managed end-to-end market research projects (qualitative and quantitative) across Mexico, Central America, and the Caribbean, providing actionable insights for regional and global teams.· Led Design Thinking processes for FMCG categories, transforming the strategic planning approach for local teams and enhancing overall effectiveness.· Spearheaded the implementation of new digital research tools, advancing the company's global digitalization goals and improving research efficiency.· Increased project win rates by 45% from 2019 to 2022, demonstrating the effectiveness of market insights in driving strategic decisions.· Cultivated strong relationships with regional stakeholders, positioning Symrise Mececa as a trusted partner with deep consumer understanding.· Delivered clear, actionable insights to internal and external clients, helping inform strategic decisions across product development and marketing. Show less

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  42 Agency

  Jan 2023 - Feb 2024

  Researcher & Strategic Consultant

  · Led research initiatives in the B2B SaaS space, helping define key differentiators for performance marketing campaigns, resulting in more targeted and impactful strategies.· Developed in-depth research projects, including competitor analysis, customer interviews, and reviews analysis, directly contributing to client success.· Collaborated closely with sales leadership to create tailored, persuasive sales materials (pitch decks, case studies, one-pagers) that resonated with target audiences.· Conducted market research and competitor analysis to identify emerging trends, providing actionable insights that informed messaging and positioning strategies for 42Agency.· Led sales calls and developed customized pitches, contributing to new client acquisition and business growth. Show less

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  Freelance

  Feb 2024 - Oct 2024

  Freelance Researcher

  · Conducting qualitative and quantitative research for clients across industries, helping them identify customer pain points, market trends, and actionable insights.· Specializing in DTC brands and digital marketing research, assisting companies in optimizing their marketing strategies.· Delivering clear, concise reports and recommendations that drive strategic decision-making.