Diego Andrés Quesada Grimaldo

Experience

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  Aero República S.A.

  Jul 2003 - Aug 2008

  Building, coordinating and starting the execution of the three-year plan that allowed AeroRepública to reach the high standards in service, product, network, efficiency and performance of the Copa Airlines brand, and then adopt it as its own brand for the Colombian Market.- Defined and executed the strategic three-year plan for AeroRepública after the purchase from Copa Airlines, having as purpose the approval for using the same brand.- Directed the "Fleet interchange" to optimize the use of the two airlines´ fleet.- Coordinated the first successful international operations of the airline. Show less

  • Strategic Planning Director

    Jan 2008 - Aug 2008

  • Network Perfomance Manager

    Feb 2007 - Dec 2007

  • Commercial Performance Manager

    Jan 2006 - Jan 2007

  • Business Routes Manager

    Nov 2004 - Dec 2005

  • Marketing Special Projects Coordinator

    Jan 2004 - Oct 2004

  • Marketing Analyst

    Jul 2003 - Dec 2003
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  Copa Airlines - Colombia

  Aug 2008 - Feb 2011

  Mass Market & Direct Channel Director Colombia

  Defining distribution channels strategy, in order to increase the revenue share of direct sale channels (Call Center, City Ticket Offices and web page) in the Colombian Market, as a main driver to reduce the company’s distribution cost.- Achieved $44 M (112% of goal) in Direct Channel Sales and +15 percentage points increase in revenue penetration after two years.- Doubled direct channel coverage within a year with a cost-effective, low Investment strategy named “Mini-CTO”.- Managed all the direct channels, achieving results that allowed to take over the “Copa Holdings Direct channel” in Colombia.- Planned, designed and implemented the new web platform for the company.- Renegotiated the Call Center partner for ensuring optimization on distribution costs and improving commercial efficiency, with a 10% decrease on costs over the previous agreement. Show less

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  Copa Airlines

  Feb 2011 - Aug 2013

  Leading and implementing the distribution strategy of the airline, towards having the most efficient distribution cost and the highest contribution from each of the channels.- Designed and implemented the 2013 distribution plan with an impact of -0.5 percentage points YOY reduction in distribution cost and an increase of +3.0 percentage points YOY increase in Direct channel penetration.- Implemented a new portfolio for Ancillary revenue reaching 3-digit growth vs. 2012.- Defined and coordinated the successful social networks strategy with more than 380K fans for the airline in Facebook, more than 60K followers in twitter and the implementations of Digital marketing campaigns in its first year and in partnership with different tourism bureaus.- Increased Web checking penetration in +5.0 percentage points through the implementation of a new product and platform.- Negotiated GDS agreements 5-year extension and PSS evaluation analysis.- Improved Call Center operation and service levels through the migration to a new vendor. Show less Developing strategies in marketing, implementing innovation and establishing operation terms for the company’s most cost-efficient distribution channel, in order to increase its revenue share and sales.- Planned and executed a digital strategy for the airline that achieved the first year of the channel reaching the goal in the with $219M (102% of goal) and being the Distribution channel with the highest growth rate of the company with a 44% YOY revenue growth.- Reached an Online Marketing Diluted Sales of $28M (140% of goal).- Impacted the Satisfaction NPS (Net promoter score) in +5.0 percentage points.- Launched an airline App recognized with the 2012 Best Mobile Deployment Award.- Redefined and consolidated the E-business team, creating a highly prepared and professional team in each of the roles to support the corporate strategy.- Started Online Marketing initiatives in the company (SEM, Display, Social, Metasearch, Content, etc.).- Led Marketing initiatives recognized as Case studies from Facebook & Google.- Launched the first product in the Ancillary Revenues arena for the company (Upgrade bidding system in partnership with Plusgrade). Show less

  • Distribution & Ebusiness Director

    Apr 2013 - Aug 2013

  • E-Business Director

    Feb 2011 - Mar 2013
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  Google

  Sept 2013 - Sept 2014

  Senior Sales Consultant

  Developing a new market for Google (Central America) through a focus on identifying opportunities, defining a clear strategy and plan, high-level relationship, digital ecosystem development and consultative selling for big brands in different verticals.- Achieved a Revenue Target Accomplishment over 102% every quarter since in the position.- Designed and implemented a 2014 Central Region Development plan reaching a 75% YOY Revenue Growth.

• 

  BBVA

  Sept 2014 - Oct 2015

  Director of Digital Banking

  Leading the transformation of the traditional banking distribution to a new way of doing business through digital tools for personal banking.- Reached Sales Target Accomplishment over 145% YTD 2015.- Generated a new digital portfolio: More than 10 new digital products in less than 4 months for the bank with a high revenue impact for 2016.- Led a Digital Marketing Adoption and Integration with traditional marketing processes.- Created Marketing Standards, Manuals & Demand Generation Strategy Definition.- Structured a Digital Sales team of 28+ people in less than 6 months with great expertise and highly recognized profiles.- Implemented a New infrastructure for the Digital Banking. Show less

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  Planet IFE

  Oct 2015 - Apr 2019

  Defining and implementing the B2B and B2C Marketing strategy of the company for accessing and positioning the brand with new partners, new markets and new ways of using the infrastructure.- Launched a New BTL portfolio of the company (inflight platforms). - Achieved a Revenue Target Accomplishment over 115%.- Designed, developed and implemented Kiwi as the Marketing, sales and operations platform for delivering the B2B strategy and achieving the positioning of the brand in the industry. Show less

  • Vice President of Marketing

    May 2018 - Apr 2019

  • Vice President of Digital Strategy

    Oct 2015 - May 2018
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  CredibanCo

  Apr 2019 - Mar 2024

  Leading the evolution and implementation of the strategy for the company's most profitable business to ensure sustainable growth and competitiveness in the payments market in Colombia while achieving a brand positioning that accompanies corporate transformation.- Led the processing team for reaching 28,6% of Operational Ebitda and +COP $127B (+USD $33B) in Switch Billing with a 12% YOY growth.- Managed to achieve in Acquiring PSP’s +190M transactions that represented 23% YOY growth, reversing a negative initial performance with a budget accomplishment over 107% in transactions and 106% in revenue.- Directed 14+ agile cells in their collaborative development of New Value Propositions for the Banks and Acquiring PSP’s such as MIT Transactions, Tokenization, Mastercard Acquiring Processing. - Created the New Businesses Team for Game Changing Developments and playing fields like the Open Data New Ecosystem (Open Banking) and the Real Time Payments offering.- Led unique Disruptive Business Schemes in Colombia for protecting the processing business in partnership with Visa.- Implemented the New Customer Experience Model for Banks and Acquiring PSP’s. Show less Creating, coordinating and implementing the strategy for the transformation of the company and its positioning for leading the payments industry in Colombia from the product, marketing, experience and information development.- Conceived and launched Successful promotions: #yomequedoenminegocio (+48.000 products, +15M transactions for reactivating economy during Covid19), #negociosabiertos (support for merchant’s post Covid).- Implemented Scrum at Scale Agile Methodology with 21+ cells and developed New value propositions: SmartPOS, Pago Móvil, Pago Móvil plus, Firma Digital, Recurrencia Plus, 3DS, P2P transfers, “Crédito de Ya pa yá”, etc.- Led the Digitizing process of different products: Digital Acquisition,100% Digital Onboarding, credibanco.com, “vender instalando”. - Developed New Industry Standards: EMV QR code.- Achieved the first Marketing Awards of the category: 2020 Sabre Award Latin America Cause-Related Marketing, P&M Top10 3rd Place Award: 2020 Digital Campaign in Colombia. - Structured and implemented CredibanCo’s positioning strategy in Colombia through its complete Brand Transformation supporting the Company Cultural Transformation.- Achieved a Balance Score Card Target Accomplishment over 105%. Show less

  • Vice-President of Processing Business & Corporate CMO

    Jan 2023 - Mar 2024

  • Vice-president of Marketing & Business Transformation

    Apr 2019 - Jan 2023
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  Pomelo

  Jul 2024 - now

  Country Manager Andean Region