Experience

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  Sportingbet plc

  Aug 1999 - Sept 2005

  Brand manager for playersonly.com

  -Information gathering and analysis for Marketing and Management Information Systems.-Development and management of marketing projects.-Development and supervising of project budget.-Coordinate and supervise online site as Brand Manager; including: Overall brand image, strategy, tactics and projects, Graphic design and navigation, Online promotions, CRM and database management.-Online advertising campaigns and emails.-Experience with human resource management.

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  Sigmedia plc

  Jul 2006 - Jun 2008

  General manager

  -Interviewing and hiring of personnel.-Supervise and manage personnel.-Take over administration of established brand.-Responsible for brand’s Key Performance Indicators.-Develop general marketing plan for the brand.-Supervise and guide general site design, navigation and update coordination with webmaster and graphic designer.-Supervise, negotiate and set up of online media buys, cost-per-acquisition campaigns, pay-per-click campaigns and pay-per-performance program.-Responsible for Customer Relationship Management campaigns.-Create database promotions and communication with customers; including promotion creation, copy writing, basic html editing, and sending of internal emails to database. Show less

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  Bac-credomatic network

  Sept 2010 - Nov 2011

  Business intelligence

  -Automated the prospecting of new customers according to credit guidelines, through which 60% of acquisitions are obtained, reducing processing time to a 1/4.-Responsible for a $400 million portfolio performance and acquisition reports, behavior analysis for risk prevention and reduction; along with exposure reductions of over $20 millions and credit line increases in excess of $60 millions based on risk analysis.-In charge of providing all areas with internal and external information for new customer identification, portfolio management, cross selling and collections. Show less

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  Astrazeneca

  Feb 2014 - Feb 2020

  - Digital Marketing: o Launched South Cone’s digital efforts focused on a central corporate strategy catering multiple products. Focus: data privacy efforts, email campaigns with click-thru rates above 20%, website launch with 700+ users/mth in first 6 mths, pre-approved on-demand materials with 50%+ open-rate, and social listening efforts to determine future social media activities.- Sales Force Effectiveness & Incentives:o Coordinated with Argentina’s leadership team a sales force restructure to minimize inefficiencies: reducing overlap from 31% to 12%, overcalling from 15% to 3%; while increasing coverage in over 6k new HCPs.o Redesigned territory management and updated processes with sales managers improving data accuracy, KPIs & reporting.o Managed sales incentive schemes including redesign/improvements, calculation process and proper communication.- Business Intelligence:o Generated insightful decision-making information (internal and external) for marketing, sales and the leadership teams, while implementing dashboards for sales teams to focus on key actions and performance.o Supported Business Unit Directors to optimize sales teams’ efforts by improving territory planning and resource allocation; while following up on execution to achieve main KPIs on coverage, overlap, TCFA, medical sample allocation, etc. Show less -Assist the sales team to structure, analyze and implement the segmentation & targeting process to determine the key physicians that should be targeted for a specific brand according to its strategy and life cycle-Work with the sales teams in each country to determine the frequency and coverage of physicians as well as the FTEs needed to generate the most impactful promotion of a brand or portfolio-Define, calculate & report the KPIs used for measuring performance of the sales force and the corresponding incentives to be paid each quarter-Responsible for validating that global guidelines are observed when defining the promotional lines, target coverage and frequency, and calculating FTEs required; and incentive payment-Generate insightful decision-making information and make suggestions to marketing, sales and the leadership team based on internal and external data Show less -Design and implement a best-in-class, robust and flexible patient program with main objectives being patient affordability and adherence for several therapeutic areas (TAs) in multiple countries with different legal and cultural environments-Generate market and patient insights for robust business intelligence to support marketing and sales strategies and implement solid decision making in all company departments always through a patient-centric approach-Achieve over 87k enrolled patients of over 9 different TAs referred by more than 4k physicians that generated transactions in over 2.7k affiliated PoS throughout Central America & Caribbean-Increase average patient adherence within the program up to 90 additional Days of Treatment directly impacting company’s sales-Initiate DTC communication for each participating brand within the program achieving average response rates of over 15% and directly improving adherence, therefore company sales-Research, sign and monitor 3rd party providers of program through the set up of program KPIs and provider SLAs within service contracts, while complying with company global governance policies Show less

  • South Cone Commercial Excellence Manager -Sales Force Effectiveness, Business Intelligence & Digital

    May 2018 - Feb 2020

  • Sales Force Effectiveness (SFE) Manager (Central America, Caribbean, Peru & Ecuador)

    Jul 2016 - May 2018

  • Patient Program Manager (Central America, Caribbean, Peru & Ecuador)

    Nov 2011 - May 2018

  • LatAm Patient Program/Affordability Champion

    Feb 2014 - Jun 2016
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  Aliaxis latinoamérica

  Mar 2020 - Sept 2022

  Latam regional commercial excellence manager

  - Design new customer-centric operating model that define roles and responsibilities to coordinate Sales & Marketing teams in the region, while incorporating global framework and methodology.- Design and roll out LatAm regional CRM (10 countries, +400 users) with a strong Change Management focus; looking to harmonize countries’ processes, improve and expand customer data collection and usage; incorporate commercial best-practices; while incorporating KPIs and performance management tools.- Redesign & standardize Sales Team’s project pipeline; while increasing prospecting sources, optimizing follow up of opportunities and creating the regional tools to collect data, manage projects and measure performance. Show less

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  Self-employed

  Jan 2023 - now

  Independent business consultant & entrepreneur

  20+ years helping companies across multiple industries and geographies to retain and maximize their customer database through strategy definition, processes redesign, technology incorporation and performance measurement to deliver the best Customer Experience; impacting both top and bottom line.