Aurelia Berthier Castello

• Company Overview: Proimágenes Colombia - Colombia Film Commission
• Designed and executed a communications strategy to promote the incentives of Law 1556 of 2012 and the experiences of its beneficiaries
• Managed the website www.locationcolombia.com, ensuring continuous updates and the creation of engaging content to showcase Colombia as a film destination
• Developed digital outreach strategies, including infographics, social media materials, and digital advertising campaigns, increasing audience engagement
• Built and maintained updated databases for target audiences, strengthening communication strategies for promotional plans
• Established strategic communication partnerships at the national and international levels to amplify the Film Commission’s initiatives
• Organized virtual and in-person events to generate leads and position the Film Commission within the Proimágenes Colombia brand ecosystem
• Documented and shared testimonials and materials from productions benefiting from incentives to showcase Colombia as a premier international filming destination
• Manage graphic design and adaptations

• Company Overview: Proimágenes Colombia - International Promotion & Bogotá Audiovisual Market (BAM)
• Designed and implemented the overall communications strategy for the Promotion area to promote Colombian cinema
• Coordinated multichannel campaigns, achieving a 25% increase in BAM’s social media reach
• Supervised the creation of promotional materials in English and Spanish to ensure global coverage
• Drafted press releases for international media, enhancing the visibility of supported projects
• Defined the necessary action lines to amplify Bogotá Audiovisual Market (BAM) content impact and reach, including selected content by call for projects, academic agenda, industry agenda, etc

• Developed and implemented social media campaigns aligned with organizational objectives.
• Updated the Commission's website.
• Prepared and published Commission news on the IUCN website, Twitter, and Facebook accounts.
• Coordinated communications on behalf of the Commission President, including newsletters, and liaised with the CSU for dissemination.
• Ensured all Commission communications complied with IUCN branding and publication policies.
• Collaborated with the CSU (Commission Support Unit) to prioritize improvements to the future IUCN website.
• Worked with the CSU to ensure compliance with IUCN branding and communication standards for external websites.

• Content programming and analysis: Line-up for art house cinema and alternative content, including project analysis, negotiation conditions, and programming comparisons.
• Marketing strategies and P&A: Led the development of release plans for each title, including briefs, target audience definitions, and marketing strategy design.
  Coordinated the production and design of advertising materials, overseeing the execution and evaluation of advertising campaigns.
• Digital campaigns: Developed social media content strategies in collaboration with the Community Manager, ensuring impactful campaigns for each film.
• Events and activations: Planned and managed promotional events such as premieres, Q&A sessions, press premieres, and BTL activities in theaters.
  Secured strategic alliances and sponsorships to support cultural and promotional activities.
• Material development and partnerships: Coordinated the design and production of promotional and advertising materials, identifying market opportunities and implementing innovative promotion strategies.

• Company Overview: 450 beauty salons across a franchise network

Marketing and Communication:

• Designed and implemented national and digital marketing plans to enhance brand visibility and customer engagement.
• Developed point-of-sale advertising campaigns to drive foot traffic and sales.
• Negotiated and managed supplier contracts to optimize costs and ensure timely delivery of materials.
• Conducted market benchmarking to identify industry trends and improve competitive positioning.

Event Management:

• Organized national seminars and annual roundtable events for up to 350 participants.
• Managed event budgets, ensuring efficient allocation of resources.
• Conducted site scouting and logistics planning for optimal event execution.
• Designed thematic concepts and coordinated guest and participant engagement.

Digital Strategy:

• Website & E-commerce: Led the development and management of the corporate website and online store (www.bodyminute.com).
  Monitored KPIs and optimized website performance to improve user experience and drive conversions.
  Created and managed online promotions to increase e-commerce sales.
  Designed and distributed newsletters to enhance customer retention and loyalty.
• Social Media Management: Managed social media platforms, including Facebook and Instagram, growing an audience of 80K followers.
  Developed engaging content to strengthen the brand’s online presence.

Franchise Communication:

• Planned and executed communication campaigns for franchise openings, including localized marketing initiatives.
• Designed and implemented local communication strategies using SMS campaigns, posters, and other marketing tools.
• Oversaw and allocated budgets for franchise communication activities.
• Trained franchisees in marketing strategies and budget management to improve local business outcomes.
• Provided ongoing support and consultancy to franchisees, ensuring alignment with brand standards and communication goals.