Juan José Olarte

Experience

• 

  Profesionales de Bolsa

  Jul 2016 - Feb 2017

  Investment Banking Analyst

  Support the investment banking team in the financial modelling and control of the private equity funds managed by the firm.

• 

  Red Bull

  Dec 2017 - Feb 2024

  Responsible for Developing and executing Red Bull's 360° commercial and marketing strategy in festivals and the cultural arena, managing the national budget for investment in culture and trade marketing. Lead regional teams and coordinate negotiations with promoters and producers to strengthen the brand's presence to drive growth in market share, value and brand recognition, ensuring Red Bull's leadership in festivals and party occasions. In addition, we supported the production of our own events such as Red Bull Cerro Abajo and Red Bull Batalla.• Recognized as a Best Practices case in LATAM during the On-Premise Summit 2023 in Vienna, Austria, for my leadership and integration of brand assets in the Estéreo Picnic 2023 Festival, presented to national On-Premise Marketing Managers and Global Festival Managers.• Secured an alliance with IDARTES after 7 years of relationship with the competition, obtaining brand presence in the 5 Al Parque festivals, doubling attendees and increasing sales by 10%.• Negotiated and executed the largest live audience for Red Bull Batalla at Hip Hop al Parque, with 70,000 attendees and 500,000 viewers via streaming. We achieved a reach of 1 million people with an engagement rate of 2.4% through organic digital content.• Led Red Bull's largest 360° campaign for Festival Estéreo Picnic 2023, reaching 5.75 million people, with 400k paid ads, 5 million through influencer and artist content, 350k views in owned media, 45% growth in Rappi sales and 110 commercial touch points executed.• Increased the brand's Top of Mind by 3 points and 6 points among consumers 18 - 24, positioning the brand as the #1 energy drink in cultural and party events, being the 6th source of awareness (+1 vs LY).• Achieved sustained growth in channel sales for three consecutive years: 17%, 140% and 170%. Show less Responsible for the planning, execution and follow-up of events and activations that strengthen the brand's presence in the market. Develop marketing strategies oriented to point-of-sale activation and coordinate actions to maximize the impact on key consumers and customers. Manage large-scale events, such as sports competitions and sponsorship activities, as well as the creation of promotional materials and implementation of marketing campaigns. Collaborate with internal and external teams to ensure events are aligned with brand strategy and consumer expectations, analyzing results to ensure continuous optimization of actions.• Increased the brand's Top of Mind by 4 percentage points compared to 2021, positioning it as the #1 energy drink for festivals and concerts and the 7th highest recognition occasion for Red Bull (+2 positions vs. LY).• Secured two consecutive years of profitability in the channel, maintaining a 38% profit margin (COP 1,370 / EUR 0.30) in 2022 while operating with approximately 70% of the pre-COVID event budget, saving around COP 200M and increasing sales by 1.5x.• Tripled the number of brand activations in 2023, increasing the budget by 250% and impacting around 1 million additional consumers, while maintaining a positive financial margin in the channel. Show less Obtain market information through the analysis of industry and market studies, survey construction, focus groups, big data analysis and social listening platforms among others, to transform them into commercial and marketing strategies. Consolidate sales and execution reports to evaluate the performance of the commercial team and the On Trade channel. Create Dashboards and reports to optimize strategic analysis of sales and marketing team operations.• Led On-Premise channel market research, composed of analysis of over 1,000 consumer surveys, 2 independent market research and 1 focus group per region, to analyze insights and trends and turn them into 2 consumer occasion strategies each year.• I created a geolocation panel to analyze incentives for the distributors' sales force, making our incentives more impactful. As a result, we increased distribution in the channel by 50%. Show less

  • Cultural Marketing Manager - National Events & Brand Management

    Jan 2023 - Feb 2024

  • Events & Trade Marketing Specialist

    Mar 2020 - Jan 2023

  • On Premise Analyst

    Dec 2017 - Feb 2021
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  Festival In-Edit

  Oct 2024 - now

  Sponsorships & Partnerships Executive

  Identify, negotiate and secure sponsorship agreements with brands aligned with the festival's vision, identifying opportunities for collaboration with institutions, media and other interested parties. Coordinate brand activations during the festival, such as events, booths, and other promotional actions that generate visibility for sponsors. Measure the impact of sponsorships and partnerships, providing ROI reports to partners.• Develop the first 2 strategic partnerships in the first edition of the festival, saving around 25M in operating and production expenses of the festival Show less