Yenny Marcela Orjuela Iguavita
Bis 2023, National Sales Director, Mars Colombia
Erlensee, Deutschland
Über mich
MY LIFE PURPOSE: Create new realities by transforming lives Business Administration professional from Universidad Externado de Colombia with marketing, commercial, and financial academic background. Seasoned and experienced in the real and consumer goods sector and with a high sense of commitment which helps to reach the high-profile organizational objectives. Always devoted to enhance and simplify the key commercial processes to gain agility and efficiency, but maintaining the rigor of our business; this balance is key to ensure, not only the short term results but also the long term evolution of the company and the people.
Werdegang
Berufserfahrung von Yenny Marcela Orjuela Iguavita
1 Jahr und 8 Monate, Sep. 2021 - Apr. 2023
National Sales Director
Mars Colombia
Increased business penetration in 5pp, with a share of 1pp in Pet Category, growing during 2022 vs 2021 in 20% in NSV and ND at +33%. Development and implementation of the go-to-market model in Colombia. Implementation of the Breakthrough thinking Methodology to create a new way of working in Mars Andino (Process Transformation). Core process improvement within the Organization, triggering relevant savings (+1 M USD) with the aim of achieving a successful end to end go-to-market execution.
1 Jahr und 8 Monate, Jan. 2020 - Aug. 2021
CMO Head Central America and Caribbean (CCA)
DIAGEO CCA
Design and implementation of Sales & Marketing strategy for 37 Countries through the implementation of cycle planning process, increasing 2.3X the total business in 1 year. This represented between 2-10 points of share increase on the measurable markets; Dominican Republic, Costa Rica, Panama, Guatemala and Puerto Rico. This best practice was adapted to other markets in LATAM such as Brazil and Mexico. Development of a break-through mindset training program within CCA team members (top-down strategy).
2 Jahre und 4 Monate, Sep. 2017 - Dez. 2019
CMO Head Colombia
DIAGEO Colombia
*Transformation of the commercial agenda to support the Commercial Director and Executive committee in driving market’s future value potential and delivery of sustainable commercial success as a Go-to-Market. *Market increase in 1.7X by simplifying shopper and retail understanding from multiple sources. Identifying, emerging shopper and retailer trends and their implications for customer and category activities. This strategy has been a best practice for Diageo in LATAM.
3 Jahre und 3 Monate, Juli 2014 - Sep. 2017
National Distributors Manager
DIAGEO Colombia
Design and implementation of the Commercial Strategy with Distributors in Colombia-RTM Strategy. Being responsible for the 70% of net sales value in Colombia, • Leader in the design of a new business model for the Distributors in Colombia role to consumer model, • Growing inter annually for Diageo Colombia between 30%-60% through Role to consumer’s transformation
2 Jahre und 6 Monate, Jan. 2012 - Juni 2014
Local Spirits Development Manager
DIAGEO Colombia
Distribution design and marketing strategy for Middle Class Portfolio through the relation with Industria Licorera de Caldas in Colombia. Creation of the positioning strategy of the Diageo-Industrial Licorera de Caldas’s portfolio Structured the way of working based on the findings of the implementation of the Strategy for the Local Portfolio (Rum and Aguardiente) to generate what is known as Middle Class in Diageo Colombia, which later was shared to DIAGIO Latin America.
Sprachen
Spanisch
Muttersprache
Ingles
Fließend