CV English

For the past 12 years, I have made experience in CPGs, retail, pharmacy, beauty, food and automotive sectors, which six of them were in managing positions as well as e-commerce, marketing and sells Jobs with an outstanding Falabella participation. In this time, I worked with all type of professionals with the advantage of selecting sometimes my own working team. Some of the tools I used to achieve my goals were planning gantts with Microsoft Project, managing budgets with Microsoft Excel P&L models and using agile platforms to organize teams as Asana and Jira among others. Im planning to end my Google Project Management Professional Certificate on May 2021. Negotiation is one of my strongest abilities sometimes  with China providers sometimes with US partners or simply with my own company stakeholders in which discussions are part of the board and outside friendship wins. Finally, I consider my unique professional stamp is the decision making under a data analysis perspective. Numbers talk and I can hear them.
Professional Profile   Bilingual Industrial Engineering from Universidad de los Andes and Google Project Management Professional Certificate. Ex Falabella, more than 7 years of managing experience in Digital Transformation, e-commerce (fronts: Marketing, Omnichannel, Commerce, Operations and Technology) and digital marketing as well as Business and Market Intelligence, assuming as mind stone decision taking by data. Direction in investment projects of big dimension in sectors as CPGs, pharmacy, retail, automotive, luxury beauty and finance involving economics trending, negotiation and commercial management leading the best team of professionals. Skilled in the design and implementation of sells aggressive strategies by business activity monitoring tools. Professional interests oriented to new business models in consumer trendings, non-presence sells, negotiation, agile methodologies, big data analysis and management control systems. Work experience in business consultancy. Strength in creativity and innovation, adaptability to new environments, profit orientation, ability to influence, excellent communication skills and operation optimization. Capable automating reports (Excel advanced) and in the development of tools in Visual Basic for applications VBA
Professional Experience
Digital Manager				July 2019 - Actually
Biotecnik S.A.S an Abbott company
Digital transformation of the company over high complexity restrictions. Make the financial model and strategy of the digital projects under a profit perspective in the medium term (positive IRR). Design and execute a 360 media mix with television with a new advertisement model to achieve online visitors on the partner’s e-stores by the hand of Nielsen. Goals: Saving vs the past model by consultancy: 50% Cost of the visitor to the e-ratail partner: $60 COP
Business Manager				May 2018 - April 2019
Distribeaute SA - Pautips
Financial planning, approval and funding of the projects. Selection of the team and Gestation of the company Retail Holding S.A.S hand in hand with the headhunter and legal consultants. Rollup of SAP Business One. Development of the brands PaulabyPautips (the most important influencer of the country) and Bybeauty. Implementation of e-stores in Colombia, Mexico and United States; and negotiation with them partners. ·      Service Level 85% (Includes International Shipping Operations) Return on Investment Paid Media 700% Goals: Launching of the influencer store in 6 months since the company foundation with an outstanding 94% of the planned Budget, on time for Christmas season.
Commercial Manager				February 2017- April 2018
Conservas la Delicia ltda
Digital transformation. Definition of the commercial strategy, sell budgets and negotiations for the channels modern, distributors, traditional and b2c among others. Trade Marketing involving providers, locations, margins, prices and volumes. Lead Sales force and Management Control teams. 2017 Sales Budget index: 103% growing vs 2016: 6%. Years of operation of the company: +30. Goals: ·      Implementation of a new ERP, over a client to the center methodology.
Omnichannel Coordinator				December 2015-January 2017
Cencosud S.A
Lead and coordinate the sales and digital marketing teams of the Cencosud e-commerce for the brand Easy. Definition of the digital marketing and sales strategy under variables such as product mix, pricing elasticity, market demand, ROI, media mix, opportunity cost and brand building. 2016 Sales budget index: 96%. Growth vs. 2015: 170% (Years of business operation: 3.5) Goals: ROI Increased in performance media by 9 bp.
Falabella Holding					March 2014-December 2015
	Market Intelligence Senior Analyst			March 2015 - December 2015
	Derco Colombia S.A.S a Falabella company
	Analyze the automotive market being the main provider of bets, insights, threats and business opportunities. Study the impact of economic variables and mobility trendings of the country. Perform data mining oriented to intelligence prices, dealer network, and equipment. Study of correlations of variables (FX, Interest Rates, CPI, ICC, FOB and CIF prices, tariffs and imports, among others) KPIs 2015 index: 110% Goals: ·      I dictated a 70-hour Excel course improving the efficiency of the entire company.
	Business Intelligence Manager Falabella.com			August 2014-March 2015
	Falabella de Colombia SA
	Build business strategies oriented to maximize the revenue of the ecommerce under budget restrictions. Analyze the e-retail variables and their interaction: Conversion funnel, ROI, CAC, site lay out, RFM, customer lifetime value UI and UX among others. Execute the reports automation projects (Adobe Omniture or Google Analytics equivalent), process improvements and multi-variable testing. Goals: ·      I earned savings valued in 1 day of average monthly sales optimizing projects
	Market Intelligence Senior Analyst			March 2014 - August 2014
	Falabella de Colombia SA
	Structuring the area, aligned with the strategy of the business group, commerce management and marketing. Negotiate campaigns (ATL and BTL), focused on increasing sales and revenue. Build and manage the budget from the business recovers. KPIs index: 130% Goals: I Developed World Championship Brazil 2014 mini site with providers funds, involving in the project win, earned and own media; SEM, FB, YT, EMAIL MKT, website advertising formats, among others. Coordinate and execute the projects “Detrás de un Click” and Foresee Customer Satisfaction.
Marketing and Sales Manager - Cofounder				March 2012 - March 2014
Panificadora San Miguel Arcangel S.A.S (Bakery)
Planning aggressive sales strategies. Plan and manage negotiations with suppliers, distributors and business leaders. Goals: I built and manage the company since my bachelor´s project. Increased sales level by 51% using marketing initiatives, sales daily monitoring, and incentive systems.
Business desk E-Commerce champion				July 2012 - January 2013
Citibank Colombia
Manage and advise corporate clients in the use of electronic trading platforms and confirmation of foreign exchange currency positions. Feedback in cooperation with CITIBANK NY team of Improvements and developments on trading platforms. Performing of reports and executing Electronic Trading.
Consultant Experience
E-commerce consultant				September 2017 - December 2017
Dream Rest S.A.S (Colchones Paraiso, Muebles y Accesorios)
Value the project of the acquirement of a new brand for the holding according to goodwill, actives and synergies in digital subjects. Project Management of a new Middleware Tool (Seller Center) to new business model for market Place and Drop Shipping and KPI`s Definition for all business units.
Academic Profile & Certificates
Google Project Management Professional Certificate Google Bogotá, 2021
Industrial Engineer (Emphasis Area: Finance, Organizations.) Universidad de los Andes Bogotá, 2013
Bilingual Academic Bachelor Abraham Lincoln School Bogotá, 2008
Jobs and Academic Achievement
Degree project: Bakery San Miguel Arcangel, looking for a path to profits. Counselor: Roberto Zarama, Industrial engineering Director. Perfect Rating. Universidad de los Andes. 2013
Languages:			English (Fluent)
Tools:			Excel and Macros advanced level Visual Basic advanced level Tableau Software Google Adwords Analytics y Video, certification Google Partners, Iutec. Microsoft Project Asana, Jira, Trello
Skills:		Budgeting Controller, Programatic, Artificial Intelligence Bots & Machine Learning, Business Intelligence, Middlewares, Task Management, Microsoft Project, ERP, UI User Interface, UX User Experience, Information Architecture, BigData, Digital Legal Support, WebServices, Scrum y Agile metodologies, Scheduling, Process Optimization, Omnichannel, Social Listenig, CAC Customer Aquisition Cost, CLV Customer Lifetime Value, RFM, Ad optimization CPM, CPC, CPA, CTR, CR, BR, Customer Journey, Customer Experience and Service Level, Churn, DMP, Content Management, DRECS Methodology, Brand Stairs, CRM, Gestor de email marketing, Influencer Marketing, Engagement, NPS Net Promoter Score, Ad Server, E-commerce, Multidevice, ROI, Retargeting, Marketing automation, Atribution Models, Market Places, Scorecards and KPIS, Heatmaps and Site lay out, E-commerce engine (Pricing, OMS, CMS, WMS), Data Analytics, Funnels de conversión, SEO, SEM, A/B Testing
LUIS CARLOS RODRÍGUEZ MARTÍNEZ Phone/Whatsapp: +57 314 314 8704 e-mail:  lc.rodriguez229@uniandes.edu.co