MANUELA URIBE HENAO

Achievements

• Increase of 3 percentage points in OXXO's MACO vs. previous year
• Negotiation of exclusive SKU for OXXO (Budweiser 250) achieving growth greater than 150% vs. the previous year and contributing 13% growth to the channel

Functions

• Secured high-value accounts through consultative selling, effective customer solutions, and promoting compelling business opportunities.
• Analyzed market trends, identifying opportunities for expanding product offerings within key accounts.
• Strengthened client relationships through regular communication and effective problemsolving.

Achievements

• First country in global ranking with the highest contribution of ebitda to the business
• Led implementation of 360 strategy best practices for the zone, achieving a 27% of growth in sales.
• Lead the expansion of Santa Anita eggs in the northern part of the country

Functions

• Boosted sales performance by developing and implementing effective trade strategies for all categories: alcohol beverages, non alcohol beverages, OTC, personal care and snacks.
• Strategy development for the 3P model focused on GMV and EBITDA generation
• Collaborated with cross-functional teams to drive successful product launches and promotions.

Achievements

• Increase in annual investment by partners by more than 86% vs. previous year
• Closing of the negotiation for the direct distribution of Pernod Ricard to BEES
• Increase market share of Vive 100 Quala by 2%

Functions

• Built and maintained strong client relationships to drive business growth.
• Created sales forecasts to target daily, monthly and yearly objectives.
• Negotiated prices, terms of sales and service agreements.
• Managed budget allocation and resource utilization to maximize marketing ROI.

Achievements

• Opening of new markets with the coding of 2 non beer retailers (Pepe Ganga, Falabella)
• Approach to the business model of the first Corona Shop in Colombia

Functions

• Development of the expansion strategy in new markets through licenses, according to the brand objectives of the entire Bavaria portfolio
• Royalty negotiation with sub-licensees
• Strategy for modern channel focused on consumption occasions

Achievements

• Compliance with the net revenue goal by 141%
• Decrease in returns by 34% from strategies focused on the final consumer
• Coding of 5 new clients in a modern channel

Functions

• Created sales forecasts to target daily, monthly and yearly objectives.
• Negotiated contract renewals with existing clients, securing long-term commitment and fostering ongoing collaboration.
• Implemented strategic sales plans to achieve consistent revenue growth across key accounts.

Achievements

• 200% growth in the numerical distribution of June vs May
• Highest numerical distribution in the month of August for the traditional channel vs 2019

Functions

• Development and execution of strategies focused on the growth of numerical distribution of the BBC brand for the traditional channel
• Control of the opex budget in the traditional channel
• Development and analysis of strategies focused on the different subchannels and regions

Achievements

• Increase in ROS by 334% versus the previous year
• Running the experience toolkit
• Cost optimization by 23% for experiences

Functions

• Development and execution of the toolkit of experiences for events for the Modern Channel, High End and the Traditional Channel
• Control of the capex and opex budget in the events area
• Planning, contracting and control of additional services required for the proper development of the activity

Achievements

• Approach and creation of a new business unit to cover the needs of the tourist market, complementing the experiences of guests in Cartagena and Santa Marta
• Alliance with real estate PADS and FLATS 101 as strategic partners to increase the number of clients
• 3% increase in weekend occupancy at the 84DC hotel through FLIKO

Functions

• Development and execution of the business model for new oxohotel brands FLIKO and Alta Mar
• Develop, coordinate and control the areas involved in the new business units as well as the operation of customer experiences
• Carry out strategic alliances for the proper development of the activity

Achievements

• Alliance with Itaú bank to promote hotels to their cardholder clients
• Alliance with BBC to promote hotel accommodation

Functions

• Marketing leader in charge of oxoHotel brand compliance and internal communications strategy
• Coordinator in charge of the brands: Holiday Inn Express Parque 93, Holiday Inn Express Yopal, Hotel TRYP Bucaramanga, 84 DC Hotel and Courtyard by Marriott Bogotá Airport
• Responsible for developing and executing the online and offline marketing plan, effectively managing the budget and carrying out different negotiations with suppliers.

Functions

• Increase in demand with target clients of the magazine due to content and innovation
• Execute, analyze and plan brand strategies for clients such as Team foods, Novartis and Medplus
• Analyze client needs through multifunctional meetings to guide the graphics team to generate personalized and assertive proposals
• Communication channel between the client and the agency