51 years old
We managed the networks focused on generating efficiency based on the sales fundamentals: numerical distribution increase, marketing and trade investment optimization.
Our defined value propositions allowed us to focus and prioritize the investment on customers according to their motivation factors, strengthening the service with a reduction in the channel service costs.
We achieved a positive impact on more than 3.000 traditional-channel customers through a program focused on mass networks in Colombia, with the development and transformation of their operations and points of sale, thus generating double-digit growth rates in their businesses overall.
We enhanced the capabilities related to management and portfolios, and we incorporated specialized technologies in Novaventa –the catalog sales network– and vending machines in Colombia to deliver a better value equation to the consumers. The network reached a coverage of 87% in Colombia, with more than 170.000 individual entrepreneurs and an operation consolidated through vending shops.
We strengthened our institutional network with a value proposition based on a specialized portfolio adapted to the needs of customers, as well as specialized, expert assistance within an operational efficiency model.
Progress was made in the construction and implementation of the value propositions throughout the other geographies, particularly in Central America and Mexico, with the aim of articulating the advantages of the model.
We incorporated technological advances and transformed our processes with the purpose of improving the experiences and consolidating a differentiated service, with outstanding results in the customer satisfaction and loyalty surveys.