Carolina Velandia Aguirre

• Set action plans to increase selling based on data and analysis and follow up on actions taken.
• Secure product exposure on external communication and on site to optimize stock performance and profitable sales.
• Be an expert in the markets, customer expectations and competitors to set action plans accordingly and to deliver the most competitive customer offer.
• Have a deep knowledge and ability to clearly communicate sales situation to a variety of stakeholders with varying expertise in ecommerce.
• Identify opportunities, threats and set priorities for your concept based on biggest impact to sales/customer.
• Align with key partners to set sales goals and execution strategy (ex. partner with SCT to ensure customer experience is cohesive between channels).
• Day to day operations connected to product lifecycle management by working with internal and external levers to drive stock turnover in line with goals.
• Close partnership with retail counterparts in assortment management for markets with omni-inventory.
• Conducted regular competitor analysis to identify emerging trends and opportunities for growth within the industry landscape.

• Drive execution of merchandising strategy together with the commercial team and Areas to meet or exceed financial targets.
• Secure execution of regional guidelines related to assortment.
• Be up to date with regional assortment and supply and demand strategy.
• Follow-up on store stock and resolve issues together with the regional team.
• Ensure local relevance by knowing the market retail situation and customer profile.
• Give input to the regional team about local relevance and market potentials from price and assortment perspective.
• Optimize local selling peaks driven by calendar and customer shopping behavior.
• Review commercial plans periodically and set improvements for next year.
• Adapt regional commercial plan to local needs with support from Regional visual team.
• Close collaboration with the Store Operation team to secure garment flow execution.
• Follow-up commercial results and KPIs and benchmark between Areas and Stores.
• Follow up on local adaptation of regional commercial planning.

• Development of the master plan (national and international -presence in Panama, Ecuador and Costa Rica), definition of annual sales budget and strategy.
• Definition and follow-up of offline communication strategies (product placement, branding campaigns, BTL actions, PR, and merchandising).
• Management and follow-up of the online strategies and B2C digital marketing.
• Incorporation of digital strategies to brand campaigns (SEO, SEM, email marketing, digital guidelines) and analysis of the main KPIs.
• Creation and development of multichannel campaigns: RRSS, email, media, digital customer stores and physical stores.
• Cooperation on the creation and launch of the website of the brands (knowledge in user experience, navigability, positioning campaigns and KPIs)
• Execution and development of 360 product launches involving the product, customers, multi channels, media, and consumer.
• Administration of the investment rate and control of expenses of the brands (management of budgets of up to $700.000 USD).
• Planning and execution of events and brand launches - BTL.
• Collaboration with business development and sales teams to ensure company-wide branding consistency for our clients.
• Organized focus groups or surveys to gather valuable customer insights that informed future branding decisions.
• Boosted product sales with innovative promotional strategies and attractive packaging designs.

• Responsible for management of international clients.
• Responsible for the opening of new markets and clients in US and Canada.
• Portfolio management through the inclusion of new references for current and potential clients.
• Innovation through the development of new products for national clients as well as new business units.
• Definition of the strategy for new projects and developments.
• Creation and analysis of weekly selling reports, monthly reviews, and credit analysis.
• Support the development and implementation of the website and digital strategies for the brand.

• Definition of the strategy of the brand's products and new developments.
• Development and design of promotional activities for the brand and constant supervision of their execution at store.
• Definition and monitoring of branding strategies, BTL activations and marketing material.
• Administration and follow-up of online strategies focused on brand building, customer experience and conversion.
• Market analysis through in-house research, store visits, Nielsen reports, brand equity reports and national and international benchmarking.
• Generation and analysis of sales reports, daily reports, monthly reviews, and competitor analysis.
• Administration of the investment rate and control of expenses of the division.

ACCOMPLISHMENTS

• Winner of the business holding initiative “Out Of The Box” under the intrapreneurship model, which includes the planning of a new business model, product development and its implementation using innovation methodologies and the Group's capabilities to leverage the project.
• Designated as Pricing Analyst for the business for the Pricing Excellence project with the Boston Consulting Group.

Responsible for one of the most profitable brand of the company, which represented USD $17MM annually. Planning, preparation, and execution of the marketing plan for all channels, defining strategies to position the brand and achieve optimal levels of market share and equity indicators.

RESPONSIBILITIES

• Definition of the annual brand strategy, management of master plan and budget.
• Effective planning, execution and monitoring of product launches and projects nationwide.
• Follow-up of offline communication strategies (marketing/branding projects, new product launches, BTL activations).
• Monitoring online strategies such as creation of the website and partnership with influencers for social media.
• Creation and development of new projects for the brand, overseeing each stage of a campaign from conception through completion to meet marketing goals.
• Market analysis through in-house research, store visits, Nielsen reports, brand equity reports and national and international benchmarking.
• Generation and analysis of sales reports, daily reports, monthly reviews, and competitor analysis.

ACCOMPLISHMENTS

• Highest historical selling of new product launch, 2013.
• Successful innovative online strategy (Influencer campaign), 2014.
• Recognition of Best Digital Strategy by P&M Magazine, 2015.
• Innovative success BTL activation, 2016.

• Selling follow ups with weekly/monthly reports, benchmark analysis and consumer research.
• Support for the buying processes of the head office.
• •Support with the Digital brand plan preparation and execution.
• Support and design of the promotional activities for stores and online with permanent monitoring of its execution.
• Collaboration with cross-functional teams to implement cross-channel strategies.