Silvia Cristina Salinas Castillo

Direct the development of marketing and advertising for the industrial and retail cement division (B2B and B2C) aligned with corporate objectives to achieve brand growth and maintain the leadership position in the national cement market, through design, implementation and execution of strategic plans at the national level.

Lead Guatemala, the group´s newest operation, and achieving month sales record of 7,200 tons of cement nationwide by implementing commercial B2B and logistics strategies aimed at fostering business development and effectively addressing customers’ requirements.

Key contributor to the sales plan development by defining and executing marketing strategies to deliver the value proposition to the industrial cement business. Also, design and implement tailored value propositions for target segments, boost brand awareness with digital marketing initiatives, planning and executing corporate events and industry fairs to strengthen brand positioning, encourage customer relationship and cultivate new business opportunities. Planning and development of new cement products.

Design and implement the annual marketing strategy for BMW, Honda, Hyundai, Mitsubishi, and Fuso brands. Lead B2C after-sales commercial management strategy to ensure adherence to monthly KPIs set forth by the concessionaire's workshop for vehicle maintenance, striving for a minimum of 95% compliance. Direct and oversee Telemarketing team, Sales team and Database Analyst to ensure customer retention.

Lead commercial management division of Cascadas Mall with the primary objective of ensuring consistent income generation by maintaining tenant occupancy levels at a minimum of 95%. Planning and execution of leasing strategy for the shopping mall, as well as the annual leasing budget. Monitor leasing budget compliance throughout contract renewals and new contracts. Identify and acquire new brands, prospecting national and internationally to proactively develop lease proposals and corporate negotiations.

I was in charge of marketing and drive B2B sales of innovative marketing tools for merchandising for events and fairs throughout prospecting new customers and maintenance of client´s portfolio.

In this startup company my main role was to drive sales of promotional products in order to increase the client’s portfolio.