Lorena Rollano

Led branding and omnichannel communication for Retail (26 stores), B2B, and CX. Managed creative agencies and executed campaigns while supervising budgets and media partners. Oversaw PR and advertising initiatives. Strengthened brand presence nationwide, increased awareness in one year, and optimized investment to maximize ROI through a strategic communication roadmap.

Managed top regional corporate accounts, advising on digital transformation and custom tech solutions. Led strategic negotiations, resource optimization, and CRM (Salesforce) implementation for data-driven decisions. Achieved NPS 10/10, improved retention by 30% with personalized strategies, and increased revenue through cross- and up-selling initiatives.

Led the launch and commercialization of a B2B digital advertising product, defining strategy, budget, and sales approach. Trained sales teams, negotiated major contracts, and optimized operations. Improved the product based on market trends and client feedback. Surpassed annual sales goal in 11 months, scaled partnerships, and boosted competitiveness through data-driven updates.

Managed the brand and customer experience strategy for the wholesale, catalog and retail channels at a regional level. Subsequently, I assumed national management of the wholesale channel, strengthening the brand presence in strategic points of sale and optimizing the customer experience.