I am a commercial and channel leader with eight years of experience building partner networks, sales channels, and customer-facing commercial systems across Latin America and Europe.
At Apple Colombia, I managed the retail and carrier channel through four partner organizations across 62 points of sale. I owned commercial agreements, annual plans, targets, business reviews, partner forecasting, inventory planning, and channel performance improvement.
I specialize in partner enablement and have trained more than 100 partner sales professionals to sell independently, despite having no direct reporting authority over them. I use practical coaching, clear performance expectations, and store-level commercial insights to improve results.
I also enjoy building functions from zero. At Coca-Cola FEMSA, I launched a B2B digital ordering channel during COVID and grew adoption to 55,000 customers within six months, helping digital sales grow from 2% to approximately 20% of channel sales.
I am comfortable with pipeline management, CRM design, automation, commercial analytics, negotiations, pricing, and presenting results to senior leadership. I build software and automation solutions using tools such as SQL, Supabase, n8n, and Claude Code.
I am a Colombian and German/EU citizen based in Leiden, Netherlands. I speak native Spanish, advanced English, and beginner Dutch, and I am happy to travel for partner meetings, events, and business reviews.
I lead commercial systems and automation consulting for client companies remotely. I won the consultancy's first three clients through direct prospecting, converting each into signed monthly retainers.
I design and build the delivered commercial solutions myself. For one client, the implementation reduced manual administration by 16 hours per week and increased platform orders by 20%.
I ran Apple's national retail and carrier channel through four partner organizations operating across 62 points of sale. I owned partner agreements, annual plans, sales targets, quarterly reviews, sell-in forecasts, allocation, inventory reviews, and channel recovery plans.
I trained more than 100 partner sales professionals and led a 68-person organization and the full annual operating budget. The channel closed the final year at 119% of plan, while three years of budget delivery finished at 98–99% accuracy with zero overspend.
I improved performance through store-level strategy, including nearly doubling Mac unit share at the largest partner through product training, financing partnerships, category bundles, and improved in-store displays.
I led customer retention initiatives for a B2B marketplace during a high-growth scale-up phase, working with a team of two.
I built a one-to-one account follow-up model segmented by customer value and risk. The model increased retention by 5 percentage points in six months and reduced promotional burn rate by 20% without reducing revenue.
I progressed through four commercial, marketing, digital, and B2B channel roles at Coca-Cola FEMSA. During COVID, I built a B2B ordering channel from zero after field sales operations serving more than 100,000 small shops were disrupted.
I grew the channel to 55,000 ordering customers in six months by researching shopkeeper needs, addressing trust barriers, and designing practical onboarding. Digital sales increased from 2% to approximately 20% of channel sales, and the program was recognized internally as a best practice.
I also designed category pricing and promotional strategies, improving portfolio ROI by 15 percentage points and promotional profitability by 18 percentage points. I used SAP daily for three and a half years.
I managed a portfolio of premium banking clients in a regulated and relationship-driven environment.
I supported client relationships, financial product needs, and portfolio service requirements while operating within banking compliance standards.
BSc, Business Administration
Bachelor of Science in Business Administration. CESA is ranked as the number one private business school in Colombia by QS Latin America.
Certificate, AI Process Automation
Training in AI process automation.
Certificate, Business English
Business English Certificate.
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