Ricardo Parra

To design and implement 360º marketing strategies, campaigns, product development and sales strategies for organizations in Colombia and Europe, at industries such as Fintech, FMCG, Oil & Gas, Horeca and Textile.

Responsible for designing the organization's national and international marketing strategy and leading the team for its implementation.

To design and implement 360º strategies, product development projects, sales strategies and marketing campaigns in Colombia and Europe, at industries such as Fintech, FMCG, Oil & Gas, Horeca, Philanthropy and Textile.

Responsible for designing and implementing the marketing and product development strategy for all business units, including Supermarkets, Tourism, Recreation, Sports, Education, Health and Real State. •Designed and implemented the product marketing and sales strategy for corporate clients and final customers (B2B – B2C). Increased the revenue at targeted companies by 16%.

Responsible for designing and implementing development and customer loyalty strategies for top brands, based on big data analysis and market research (Data Analytics- SPSS). •Improved the product usage & loyalty KPI up to 30% through targeted campaigns - Online, BTL & ATL based on consumption insights. Led the advertising, risk, IT and operations teams for the implementation.

Responsible for designing and implementing customer prospecting and activation strategies for top brands, based on big data analysis and market research (Data Analytics- SPSS). •Increased the effectiveness of customers’ acquisition by 18% and the product early activation in c. 40%. Developed acquisition/activation end-to-end marketing campaigns for major brands (restaurants, retail, airlines, travel, entertainment and lifestyle), based on customers’ insights.

•Developed segmentation projects for the issuer Banks and major merchants, based on consumption data (SPSS - Two-steps Cluster) and socio-demographic information. Generated new targeted strategies based on the results.

•Identified improvement opportunities in the product portfolio, based on the gap analysis, market trends, benchmark and macroeconomic variables. Presented the insights to the board.