Flor Alba Tolosa Ardila Digital Government Business Director

gerente comercial

Colvatel

Sep 2024 - Current (2 years 2 months)

Lead the marketing, commercial, and innovation areas.
Drive commercial growth, achieving +46% growth in new revenue in 2025 vs. 2024 through a data-driven strategy based on SECOP open data and HubSpot as CRM.
Plan and execute the commercial and marketing plan focused on portfolio expansion and strategic opportunity generation, strengthening the B2B and B2G sales pipeline.
Develop and lead corporate projects in synergy with the headquarters, ensuring technological, financial, and operational alignment to improve time-to-market and business competitiveness.
Present monthly commercial reports and strategic project progress —as project sponsor— to the Board of Directors.

Value Business Director August 2021 - August 2024

OlimpIA

Aug 2021 - Aug 2024 (3 years 1 month)

Increased the revenue contribution of the digital identity portfolio by 41%, after starting from single-digit levels in the public sector, positioning the offering within strategic GovTech entities.
Led and coordinated the project team to win a public tender exceeding COP $700 billion over 10 years, designing and executing complementary monetization strategies to maximize concession revenue.
Implemented data-driven commercial intelligence using SECOP data, structuring the tender participation strategy, which improved competitiveness and the bid award rate in the public sector.

Chief Marketing Officer (CMO) – Enterprise & Smart Cities

ETB

Aug 2019 - May 2021 (1 year 10 months)

Led strategic alliances for portfolio evolution, achieving +105% performance and establishing direct relationships with Cisco, IBM, Google, Oracle, and AWS, strengthening positioning in technology and Smart Cities.
Managed the transition to a digital and sector-based communication strategy, administering an annual investment budget of COP $2.4 billion, optimizing B2B/B2G demand generation and lead acquisition.
Supported the evolution of Salesforce as the corporate CRM, enabling B2B/B2G commercial processes and strengthening pipeline management, account traceability, and revenue forecasting.

D

Director

Digital Innovation DiiN

Dec 2017 - Jul 2019 (1 year 8 months)

Supported the commercial development of an IoT solutions integrator, strengthening B2B account acquisition and new business development.
Managed the digital channel for a Telco in Panama, structuring the digital transformation platform project, which expanded commercial reach and enabled new commercialization channels.
Conducted the IoT market analysis in Colombia for business development consulting for a major ISP, enabling the diversification of revenue streams

IoT & Big Data Manager

Telefónica S.A

Aug 2013 - Nov 2017 (4 years 4 months)

Consolidated Movistar’s leadership in IoT connectivity, driving market share growth from 54% to 65% within four fiscal years and maintaining the #1 market position in the Telco-IoT ecosystem.
Accelerated IoT revenue growth, consistently achieving year-over-year increases exceeding 10%, with peak performances of +12% and +25% in the final two fiscal years through strategic B2B expansion.
Developed and scaled new IoT revenue streams, reaching a 26% share of the total portfolio by diversifying commercial offerings into high-growth sectors such as Energy, Transportation, Utilities, and Smart Cities.
Executed the go-to-market strategy for Big Data development in Colombia, establishing a foundational presence in the local market.

Product Manager

Telefónica S.A

Apr 2008 - Jul 2013 (5 years 4 months)

Executed the broadband positioning strategy, increasing the customer base by +28% by Q2 2013.
Launched the 3.5G (2012) and 4G LTE (2013) offerings, maintaining revenue growth above 40%, accelerating technology adoption and mobile traffic monetization.
Received the Telefónica BRAVO Award (2011) for the Functional Packages strategy, increasing monthly sales from 6K to 40K and boosting subscription revenue by +80%, surpassing USD $100M annually.
Introduced the Prepaid Internet product (2009), generating over USD $300K in revenue and expanding the mobile access market.

Especialista

Telefónica S.A

Nov 2005 - Mar 2008 (2 years 5 months)

Ingeniera de NOC

ETB

Apr 2003 - Oct 2005 (2 years 7 months)

Flor Alba Tolosa Ardila

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