Miguel Felipe Arenas Henriquez

Experience

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  Escuela de Ingeniería de Minas y Energía- Universidad de Vigo

  Jul 2003 - Dec 2003

  Trainee

  ‣ I Develop a cardboard packaging for lowcost wheelchairs. ‣ I design graphic explanatory pieces for the wheelchair packaging and unboxing. ‣ Develop a folding and suspension system for a low-cost wheelchair.

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  Goma Agencia de Marketing

  Nov 2004 - Aug 2008

  ‣ I defined creative strategies for BTL campaigns in different countries of the region (Colombia, Peru, Panama and Dominican Republic).‣ I managed the operation of the company's creative department.‣ I carried out projects with emphasis on consumer experience for brands such as Milo, Nestea, Motorola, Samsung, Movistar, among others.‣ Under my command as creative director the agency received international recognition for the creativity of 14 projects designed and implemented by the agency. Show less

  • Creative Director

    Jun 2006 - Aug 2008

  • Creative

    Nov 2004 - May 2006
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  BBDO & Proximity Spain

  Jun 2009 - Sept 2009

  Trainee Analyst

  ‣ I collaborated in the development and implementation of the communication plan for the BBDO2 corporate responsibility project.‣ I developed the internal communication plan section focused on the Corporate Social Responsibility strategy.

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  Goma Agencia de Marketing

  Oct 2009 - Nov 2010

  Strategic Director

  • I defined, designed and implemented BTL campaigns for clients such as Nestle, Noel, Blackberry, among others, in 4 countries (Colombia, Peru, Panama and Dominican Republic).• I structured the Creative Department of the agency increasing the efficiency in response times by 20%.• Developed the company's internal communication plan in order to improve the existing communication channels between Management, Creative and Commercial Departments.

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  VGROUP Mexico

  Jan 2011 - Jan 2012

  Brand Manager

  • I defined the brand strategy for the 3 brands of the group: Smartfone, LOLO Pet Shop, and Barcheló (men's fashion).• Managed the display material and product layout in Barchelo brand stores in more than 50 locations in Mexico.• I structured the brand's corporate identity for Smartfone and based on this I designed and managed the adaptation of its first store in Medellín.• I developed the marketing strategy for the brands based on attention modules in shopping malls.• Barcheló - I designed and implemented the new brand image, which resulted in a 10% increase in orders placed by Sanborns and Sears.• Barcheló - Developed 3 new product lines: socks, belts and underwear. Show less

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  Quali Investigacion de Mercados

  Feb 2012 - Sept 2016

  Marketing & Sales Manager

  • I designed and actively participated in the coordination and management of innovation workshops with consumer groups for Seguros Bolivar, Centro Comercial Diverplaza, among others.• I structured the model for measuring satisfaction throughout the purchase process for IC CONSTRUCTORA.• Designed sales-focused research products: differentiated sales pitches, democratization of research and ION analysis. Implemented a set of services based on innovation models.• I updated the agency's branding scheme, with the intention of expanding marketing channels.• Coordinated image and positioning studies for the Titan Plaza shopping mall. Show less

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  Independent Consultant

  Feb 2012 - Aug 2016

  Design Consultancies and Freelance Projects

  • Consultant on branding issues for the development of the "Golfo de Morrosquillo" brand, a joint project of companies of the Ecopetrol group: Cenit, Ocensa, ODC and ODL.• I designed the Layout of the offices of Fundación Oleoducto Bicentenario.• I structured the branding system and the subsequent application in different spaces and menus of the FUSHI restaurant and BLU LOUNGE bar for the AC Hotel Ambassadeur Antibes- Juan les Pins located in the French Riviera.• For 2 consecutive years I accompanied the creation of effective presentations and design of infographics for the National Federation of Coffee Growers.• Developed infographic graphic pieces such as the risk management infographic for Terpel.• I have done more than 30 projects of conceptualization and design of strategic commercial spaces in Panama and Colombia. Show less

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  Bioempak SA

  Oct 2016 - Dec 2017

  Marketing & Commercial Manager

  • I structured the company's relationship plan based on a content strategy and brand transformation.• I defined the customer segmentation model through a classification matrix where customer behavior was analyzed based on the automatic crossing of variables.• I increased sales of key accounts in the food business line by 15% with respect to the previous year.• Consolidated the company's volume pricing and discounting scheme.• I structured the sales and marketing department according to ISO9001 guidelines.• Defined the corporate marketing strategy to generate greater positioning among customers in different sectors, increasing awareness by 25%. Show less

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  EXMA Global A Marketing Education Platform

  May 2018 - Jul 2024

  • I defined the customer experience roadmap for the implementation of the company's educational products ensuring participant repurchase levels in other products by 10%.• Conceptualized and implemented 6 educational products with total annual revenues in excess of US$350,000.• Led an online mentoring process with an emphasis on marketing for 1,300 companies.• Performed content analysis and curation for the structuring of the content grid for more than 5 educational events in LATAM.• Structure marketing, promotion and sales processes for the 4 business lines of the company, leading the implementation of creative campaigns articulating internal and external teams. Show less • Structure more than 15 consulting processes in marketing and communications, with a customer centric approach.• Found actionable insights for marketing campaigns and strategies, from the analysis of qualitative and quantitative information by managing a team of internal and external consultants, • Defined and implemented customer experience, strategic sales and shopper marketing workshops for companies such as Constructora Colpatria Colombia, Crepes & Waffles Colombia, AB inBEV Colombia and Laboratorios Bagó in Bolivia.• I designed models of communication cycles and channels and corporate communication, managing to articulate in a coordinated manner the communication of a company with several business units and independent teams in each one.• I defined for Mastercard Colombia a scheme for measuring and tracking advertising implementations sent through the communication channels of the franchised banks.• Implemented a role and responsibility review methodology (PRADO) within Colsubsidio's corporate marketing management.• I defined Constructora Colpatria's customer experience model based on the construction of customer journey paths for the company's different types of customers Show less

  • Marketing Project Manager

    Jan 2021 - Jul 2024

  • Senior Marketing Consultant

    May 2018 - Dec 2020
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  IA University

  Mar 2024 - now

  General Manager

  ‣ Definir y ejecutar la visión estratégica de IA University, estableciendo metas claras y medibles para el crecimiento a corto y largo plazo.‣ Liderar y desarrollar un equipo de alto rendimiento, fomentando una cultura de colaboración, innovación y excelencia.‣ Supervisar el desarrollo y la implementación de programas educativos de vanguardia en inteligencia artificial, garantizando su relevancia y calidad.‣ Identificar y aprovechar oportunidades de crecimiento, establecer alianzas estratégicas y expandir la presencia de IA University en el mercado.‣ Liderar la estrategia de marketing y comunicación para aumentar la visibilidad de la institución y atraer nuevos estudiantes.‣ Asegurar la sostenibilidad financiera de IA University a través de una gestión eficiente de los recursos y la generación de nuevas fuentes de ingresos.‣ Representar a IA University en eventos y reuniones con socios estratégicos, inversores y líderes de la industria. Show less