Maria Fernanda Rueda Zarama
Ipiales ,Colombia
Summary
Social Organizational Communicator with a Master's in Business Administration - MBA, advanced English proficiency. Expert in Image Coaching, Certified in Customer Experience Design and Management, Image Consultant & Personal Shopper.
Over 17 years of professional experience in sales, marketing, communications, and business intelligence areas, leading interdisciplinary teams and participating in high-impact projects collaboratively with other departments, achieving goals and objectives notably. I am a creative, committed, motivating, strategic, and practical leader who finds solutions and resolves situations efficiently through data and environmental analysis. My ability to communicate directly, assertively, and clearly to different audiences has allowed me to understand the core of the various businesses I have worked for, grasping the needs of internal and external clients and proposing feasible initiatives to enhance customer experience and positively impact ROI. I am a proactive and analytical person who enjoys working in teams and quickly adapts to market changes and needs. Goal-oriented Manager successfully assists companies by developing and implementing updates to operational standards, team organization and employee engagement strategies. Proactive and personable leader with top-notch skills in streamlining information, prioritizing tasks and approaching issues with analytical mindset. Bringing years of experience and demonstrated track record of success.
Overview
13
13
years of professional experience
1
1
Certification
Work History
Business Intelligence Manager
Contactar Microfinanciera
09.2022 - 12.2023
- Designed and executed strategies for attracting, retaining, making profitable and winning back clients, using different tools that allow knowledge of the client to identify their needs
- Carried out constant market monitoring and data analysis with the team to design new commercial campaigns and leverage the maintenance and growth of the client portfolio
- Successfully led the design and implementation of the Business Intelligence area (profiles, processes, candidate selection, KPIS), in collaboration with other areas
- Part of the team that conceptualized and automated the commercial campaign processes, managing to improve the efficiency of the processes and cross-sell and achieving better KPIs results
- Proposed and led the successful implementation of pre-approved credits, identifying a strategic opportunity for customer retention and winning back
- Led as a leader the company's data updating project for 3 consecutive years, designing the processes and data collection strategy with clients, achieving outstanding results in KPs.
Marketing Manager
Contactar Microfinanciera
10.2018 - 08.2022
- Lead the conceptualization and execution of the strategic marketing and customer experience plan for contact offices nationwide, as well as the expansion strategy to new territories
- Successfully designed and executed the marketing mix strategy, which leveraged brand positioning and market share growth, achieving great KPIs results
- Member of the interdisciplinary team that coordinated key activities related to the company's expansion plan, including market analysis and the launch of marketing campaigns; going from 58 offices in 2018 to 97 offices in 2023
- Conceived and led the creation of the Organization's first Contact Center, from the ideation to implementation, working jointly with the Projects and IT area
- Developed the strategy, trained the team and established key processes to provide efficient and high-quality customer service
- Part of an interdisciplinary team as Product Owner from the ideation and implementation of the first My Contact App for rural clients, within the company's Omnichannel Project
- Chosen as a member of the team responsible for the design of the corporate strategic plan 2020 - 2024, actively contributing to the collection and analysis of data, identification of SWOT and formulation of objectives and strategies aligned with the organizational vision and mission.
Marketing and Advertising Director
Colombiana de Comercio - Alkosto & Corbeta
01.2017 - 09.2018
- Leader of the conceptualization, development and execution of the marketing and advertising strategy focused on the sale of mass consumption products for the retail and wholesale channel, with three (3) coordinations in charge: communications, design & digital marketing, public relations & events
- Designed and executed the media communications plan and marketing plan, increasing the value of the Alkosto brand through a solid positioning in the market
- Led the execution of the marketing strategy, sales, advertising, promotion and public relations activities with strategic allies; as well as negotiations with suppliers for efficient budget investment
- Developed strategies for the design and logistics for the weekly distribution of the offers newspaper for the company's clients up to 180,000 copies per week throughout the Department of Nariño and North Putumayo
- Design and execute the campaign to distribute ecological bags as gifts to clients in Pasto in order to reduce the use of plastic bags, with a team of 150 people in charge, achieving personalized door-to-door delivery to more than 200,000 people
- Led the client call strategy for massive events with allied brands, with an exceptional reach.
SME Banking Executive
BBVA Colombia
08.2013 - 07.2015
- Responsible for the commercial relationship and business development with SME banking clients; management focused on attracting new clients, maintaining the assigned portfolio, post sale process and cross-selling asset and liability products (working capital, leasing, factoring, acquisitions, collections, payroll, fiduciary, foreign currency, among others), achieving outstanding compliance with assigned goals
- Carried out data analysis and risk analysis activities (process of studying financial statements, analysis of projections and financial indicators for subsequent approval of financial viability) for prospecting clients
- Managed to meet the placement and fundraising goals more than 100%, exceeding the cross-selling objectives required for the years 2013, 2014 and 2015
- Outstandingly met the annual sales budget in 2013 and 2014, doubling the office's business volume in the SME segment
- Appointed as Manager in Charge of the office for 3 months, in recognition of my commercial results, achieving excellent results in KPIS.
Online Marketing Executive
Groupon Colombia
02.2013 - 07.2013
- Account executive for the wellness and entertainment sectors, productively managing alliances and negotiations with accounts (suppliers) to generate offers through the Groupon platform
- Developed commercial strategies that allowed the acquisition of new clients and the return of deserted clients, which allowed me to expand offers for clients and increase my portfolio to meet the KPIs assigned to my role
- On multiple occasions, I was recognized as merit for meeting the goals assigned to me.
VP Customers Bank Executive
BBVA Colombia
04.2011 - 01.2012
- Personalized attention to the VP client portfolio
- Responsible for the growth of the portfolio of high-value clients, having as a differential strategy the provision of an excellent pre-sales and after-sales service, managing the client through the cross-selling strategy (consumer products, payroll, mortgage, insurance, card credit, fiduciary, CDT, among others)
- Achieved the deepening of the assigned portfolio by 83%
- Linked new clients with a 28% growth in the portfolio.
Education
Master of Business Administration - Marketing
Icesi University
02.2015
Organizational Social Communicator -
Pontifical Javeriana University
04.2008
Skills
- Image Coaching
- Customer Experience Design and Management
- Business Intelligence
- Data Analysis
- Sales Campaigns
- Marketing Strategy
- Brand Positioning
- Market Analysis
- Strategic Planning
- Communications
- Public Relations & Events
- Account Management
- Alliances and Negotiations
- Portfolio Management
- Pre-sales and After-sales Service
- Cross-selling Strategy
- Innovation Management
- Business strategy
- Stakeholders Communication
- SWOT Analysis
- Active Listening
- Analytical Skills
- Adaptability and Flexibility
- Problem-solving abilities
- Team Collaboration
- Effective Communication
- Self Motivation
- Attention to Detail
Certification
- Expert in Image Coaching, Spain School of Image Psychology Domingo Delgado, Madrid, 10/2023, 04/2024
- Image Consulting & Personal Shopper, Mindway & Elle Institute, Madrid / Spain, 03/2023, 06/2023
- Customer Experience Design and Management, Icesi University, 03/2020, 07/2020
- Innovation Management - Level 1 - Innovation Associate, GIMI, 01/2019, 08/2019
- Digital Marketing with Google Adwords Certification, Pontifical Javeriana University, 11/2018
- International Business Strategy, George Mason University, 06/2014, 06/2014
Languages
Spanish
First Language
English
Advanced (C1)
C1
References
References available upon request.
Timeline
Business Intelligence Manager
Contactar Microfinanciera
09.2022 - 12.2023
Marketing Manager
Contactar Microfinanciera
10.2018 - 08.2022
Marketing and Advertising Director
Colombiana de Comercio - Alkosto & Corbeta
01.2017 - 09.2018
SME Banking Executive
BBVA Colombia
08.2013 - 07.2015
Online Marketing Executive
Groupon Colombia
02.2013 - 07.2013
VP Customers Bank Executive
BBVA Colombia
04.2011 - 01.2012
Master of Business Administration - Marketing
Icesi University
Organizational Social Communicator -
Pontifical Javeriana University
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