Yenny Marcela Orjuela Iguavita

Directed full commercial operations and P&L performance for the Colombian market, leading enterprise-wide go-to-market and supply chain transformation and cross-functional commercial initiatives to drive sustainable growth, profitability optimization, and long-term market expansion in a highly constrained global supply environment. Actively contributed to executive decision-making and strategic priorities through board-level participation. Delivered +20% NSV growth and +33% numeric distribution

Directed regional commercial and customer marketing strategy across 37 countries in Central America and the Caribbean (CCA), leading complex multi-country operations to drive market recovery, commercial performance optimization, and market share growth. Partnered with regional leadership teams to strengthen route-to-market execution, optimize investment allocation, and implement scalable commercial frameworks that enhanced operational effectiveness and execution consistency across highly fragmented markets

Led customer-centric growth initiatives by integrating shopper insights, category leadership, commercial strategy, and trade investment optimization to accelerate profitable growth across channels and customers. Drove strategic alignment between customer marketing, brand innovation, and business planning while strengthening commercial capabilities through data-driven decision-making, customer profitability management, and scalable go-to-market strategies.

Led the transformation of Colombia’s distributor operating model and Go-to-Market strategy, managing approximately 70% of the company’s Net Sales Value and delivering sustained annual growth of 30%–60%. Progressively advanced through commercial leadership roles, driving revenue growth, market expansion, and customer development across distributors and key accounts Sales in an out, merchandising, outlet growth customer satisfaction, outlet stockholding, journey planning. Business design for Distributors.

Designed and implemented a market expansion strategy for the mainstream portfolio through a strategic partnerships. Creation of scalable commercial model later adopted as a best practice across LATAM. Drive category growth through customer-centric strategies. Review sales contracts to ensure they meet legal and corporate guidelines. Interact with clients and respond to important inquiries about the company’s products or services. Distribution design and marketing strategy