Andres Felipe Lizarazo Arias

Marketing Director

DiDi

Sep 2021 - Nov 2023 (2 years 3 months)

Responsible for the Food marketing team in Mexico, Colombia, Perú, Chile, Costa Rica and Dominican Republic, leading all brand related initiatives and supporting business growth in the food delivery space in the country. I'm also responsible for the media team responsible for the Spanish speaking LATAM food business. • Achieve Market leadership in Mexico in key brand attributes and number of orders • Achieve highest top of mind historic metrics with marketing campaigns and content interventions like "La Casa de los Famosos" with a budget cut of over 40% on media spend in 2023 • Earned business trust to lead and restructure the team to increase responsibility from México to a multi country region optimizing resources and re restructuring

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Head of Marketing

Mercado Libre Colombia

Nov 2020 - Aug 2021 (10 months)

Head of marketing for Mercado Libre in Colombia, leading the teams accountable for key brand health love and growth metrics for the E-Commerce and FinTech operations for Mercado Libre, Mercado Pago and Tu Carro in the market. Responsible for brand and growth marketing for the operations while leading regional projects and campaigns for regional e-commerce seasons like Black Month, Hot days, etc. • Managed a budget of over 10MM USD in Colombia for multiple lines of business achieving growth of over 20% in GMV • Integrated all field marketing markets in spanish speaking LATAM under one unified agency generating savings of over 200K USD per year un agency fees • Led first regional strategy and campaigns for key industry seasonalities at a r

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Head of Marketing

UBEREATS LATAM

Aug 2019 - May 2020 (10 months)

Head for the Uber Eats Marketing team in Latin America (excluding México and Brazil) leading the team and all brand and co-marketing initiatives in Argentina, Chile, Colombia, Perú, Ecuador, Bolivia, Panamá, Costa Rica, Guatemala, Honduras, El Salvador, Dominican Rep, Uruguay & Puerto Rico (14 countries).

Head of Marketing

Uber Eats

Oct 2018 - Aug 2019 (11 months)

Head for the Uber Eats marketing team in the region in charge of growth hacking, brand initiatives and B2B initiatives and co-marketing . Responsible for growth targets, brand awareness, consideration, love & use, and expansion to new markets. Responsible for operations in Colombia, Perú, Ecuador, Bolivia, Panamá, Costa Rica, Guatemala, Honduras, El Salvador, Dominican Rep & Puerto Rico.

General Manager & Head of Marketing

Uber Eats

Feb 2018 - Oct 2019 (1 year 9 months)

brand and growth metrics. Accountable for the P&L of the operation, PR (spokesperson) and leading the team of territories and marketing managers and coordinators. • Growth of 10X in Colombia as General Manager • Sustained 3X growth year over year in total orders in the regions under my scope • Positioned Uber Eats as the #1 brand and player in 5 markets • Built a regional marketing organization that launched 7 markets in a spam of 7 months and supported 14 markets in LATAM

Regional Marketing Business Leader Coca-Cola Trademark (LCBU)

The Coca-Cola Company

Mar 2015 - Feb 2018 (3 years)

Lead the strategy of the most important brand in the portfolio (70% of the business revenue) in the Latin Center business unit, identifying key business opportunities and customer insights to drive the growth of the region. Had the opportunity to lead Latam and global plans like Russia 2018 World Cup, Football always on global strategy, repositioning of Coca-Cola Zero Sugar and Christmas 2015.

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Marketing Business Leader

Coca-Cola Teen Recruitment

Jul 2014 - Mar 2015 (9 months)

Lead the country planning and execution for the acquisition of young audiences for the most important brand in the portfolio influencing key stakeholders and driving business results for the company.

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Regional Brand Manager

Región Andina (Dove

Nov 2008 - Jun 2009 (8 months)

Position accountable for the development of the skin cleansing category in the region, responsible for the P&L optimization through relevant business and marketing strategies that enable the company to achieve business results. Responsible for: Colombia, Venezuela, Perú, Ecuador y Bolivia).

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Regional Assistant Brand Manager

Región Andina (Maizena, Lipton

May 2007 - Nov 2008 (1 year 7 months)

Position accountable for the development of the health and wellness business and products in the region that include soyjuice brands, loose leaf tea, and corn starch products (Bolivia, Colombia, Ecuador, Perú y Venezuela).

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BBVA/ Product Specialist Credit and

Jan 2005 - May 2007 (2 years 5 months)

LEASING BOLIVAR / Deposits Analyst Dec 2003 - Ag 2004

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Marketing Manager

Flavor Portfolio (Sprite, Quatro, Fanta, Schweppes)

Lead the country planning and execution for the entire flavors portfolio (Sprite, Fanta, Schweppes and Premio) influencing key stakeholders and driving business results for the company while addressing multiple business objectives, targets and lifecycle needs and strategies with the brands. • Delivered the highest growth rate for Coca-Cola brand in 2016 that accounted for 30% of global brand growth • Led global strategy and marketing campaigns for Football and Coca-Cola no Sugar repositioning leading to a higher GMV per unit case sold and saving of over 10MM USD • Led marketing campaigns and launches resulting in increases of brand love score, and consumption metrics in multiple countries • Reverted Sprite decrease of 7% in Colombia an

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Regional Brand Manager

Centro Médico Continental

Position accountable for the development of the seasonings and bouillons categories in the region, responsible for the P&L optimization through relevant business and marketing strategies that enable the company to achieve business results. Responsible for: Colombia, Ecuador, Venezuela, Panamá, Costa Rica, Nicaragua, Honduras, El Salvador and Guatemala.

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UBER

Andres Felipe Lizarazo Arias

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