Alejandro Mallarino

• Responsible for content, growth and revenue of multicategories in Caracol TV portfolio with a high focus on digital revenue.
• Responsible for designing and budgeting the annual marketing and promotions plan on all categories including Entertainment, Fiction, Sports and News Broadcasting.
• In charge of a multi-disciplinary team leading portfolio growth strategy and positioning

Distinctions

• +31% growth in share from 2019 to 2022
• +61% growth in total sales 2019 to 2022
• +32% growth in ad sales from 2019-2022

• Design the strategy that enables the corporate brand to generate awareness and visibility within the yearly event calendar in the country
• Build the strategy to enable the corporate brand to build relationships with new audiences

Distinctions

• Responsible for the strategy and execution of Estereopicnic Festival activation with 7k participants and 193 million generated in free press with a 48% ROI.

• Development of the strategic marketing yearly plan for the Blu radio Brand.
• Supporting the commercial area and development of activities to generate income
• Market research for competitor evaluation, product and consumer behavior, and category discoveries.

Distinctions

• Consumer base growth since October 2014.

• Responsible for all project activities including planning, setting up, and executing the project activities, ensuring project goals are met with respect to time and budget, and project progress.
• Development and execution in the FANTA launch marketing plan, responsible for the correct implementation, and follow up of the ATL, BTL sampling plan and digital YouTube strategy.

Distinctions

• Responsible for the experiential sampling plan for launching of the beverage delivering 6 million samples in 15 cities.
• 3% share market in CSD’S and 5.8% within Flavors beverages selling 3MM Fanta boxes in 3 months.
• Fanta Event launch leader in 3 cities with more than 2,000 assistants.

• Project Manager for marketing campaign launches, responsible for the correct execution of the integrated marketing plan including ATL, BTL and digital strategies. Lead all agencies under the brand standards.
• Analysis of research studies for the understanding of consumer and market behavior.

Distinctions

• Golden Price Winner of IBEROAMERICAN PROMOTIONS FESTIVAL
• Category: International Marketing- “Sprite Showers”

• Development of marketing strategies for movie launches with efficient ATL media buy
• Brand Positioning, activations, Free Press, Strategic movie content marketing
• Negotiate with key promotional partners (pitching) by creating strategic alliances to maximize the publicity for the movie.

Distinctions

• Launching of “ICE AGE 3” and “AVATAR”, which are two of the most blockbuster movies of all time.
• Partnership with 17 promotional partners in the ICE AGE 3 campaign including McDonald’s and Alqueria.