Juan Pablo Sánchez Zuluaga

Country Manager Perú 🇵🇪

Treid Perú

Jan 2026 - Current (3 months)

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Founder & Creator

@conjuanpa

Aug 2025 - Current (8 months)

@conjuanpa is a space built to share real, practical learnings about business, strategy, leadership, and brand building. Through this project, I create content designed to spark better decision-making and help founders operate with clarity and discipline. In its first months, @conjuanpa has reached 15,000+ people across platforms, generated consistent weekly engagement, and opened opportunities for consulting, board advisory, and mentoring with early-stage and growing companies. I collaborate with leaders and teams to accelerate their commercial execution, strengthen pricing and revenue models, and build strategic clarity. This platform has also connected me with universities and professional communities, where I share actionable framewor

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Co-founder Perú

LIT Hard Seltzer

Nov 2023 - Current (2 years 5 months)

I co-founded LIT Peru with the goal of redefining the beverage landscape. In less than a year, we have built one of the fastest-growing independent beverage brands in the country — reaching more than 1 000 stores, achieving consistent monthly sales, and expanding from alcoholic to functional and non-alcoholic products. We’re still early in the journey, focused on building solid fundamentals, learning fast, and shaping a brand designed to grow with discipline and long-term vision.

General Manager - Peru

STLTH

Jan 2022 - Mar 2025 (3 years 3 months)

- As General Manager for STLTH in Peru, I spearheaded the company's expansion into this new market, ensuring a seamless incorporation process and alignment with corporate objectives. - I led and trained a dedicated team, fostering a culture of collaboration and high performance. - I defined and executed the strategic direction for the company in Peru, focusing on achieving all set objectives and goals. - Additionally, I utilized my skills in candidate relationship management to oversee the recruitment process, ensuring we attracted top talent to support our growth. - My leadership extended to the commercial area, where I applied my expertise in CRM to enhance client communication and drive sales performance, ultimately contributing to t

Account Manager

Torre.ai

Nov 2021 - Jan 2022 (3 months)

On Field Project Leader / Business Development

STLTH

Aug 2021 - Nov 2021 (4 months)

- Led the scouting process of the Peruvian market, analyzing opportunities and viability for brand launch, while developing comprehensive business plans to support strategic initiatives. - Conducted sales and finance forecasting to ensure alignment with market trends and business objectives. - Engaged effectively with customers and allies, fostering strong relationships to enhance collaboration and drive business growth. - Additionally, leveraged skills in candidate relationship management (CRM) to oversee recruitment processes, ensuring the selection of top talent for the organization. My leadership in the commercial area further strengthened our client communication strategies, enhancing overall engagement and satisfaction.

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Co-Founder

ETÉREO CAFÉ

Jan 2020 - Current (6 years 3 months)

- As Co-Founder, I played a pivotal role in commercial and brand management, overseeing financial planning and strategic initiatives to drive business growth. - I effectively managed projects and led a diverse team, fostering a collaborative environment that encouraged adaptability and resilience. - My strong communicative competence facilitated client communication and enhanced our understanding of consumer behavior, allowing us to tailor our offerings effectively. - Additionally, I took the lead in candidate relationship management (CRM) during recruitment processes, ensuring we attracted top talent to support our company's vision. - My leadership in the commercial area further strengthened our client relationships, contributing to su

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Co-Founder

FACTUAL CERVECERÍA

Jan 2020 - Mar 2024 (4 years 3 months)

- As Co-Founder, I played a pivotal role in commercial and brand management, overseeing financial planning and leading expansion initiatives to drive business growth. - I effectively managed a diverse team, fostering a collaborative environment that enhanced project management and business development efforts. - Additionally, I utilized my skills in candidate relationship management (CRM) to lead recruitment efforts, ensuring we attracted top talent to support our company's vision. - My experience in CRM also extended to the commercial area, where I implemented strategies to strengthen client communication and enhance customer relationships, ultimately contributing to our overall success.

DIRECT SALES DISTRIBUTION LEADER

PHILIP MORRIS INTERNATIONAL

Jun 2018 - Jul 2021 (3 years 2 months)

- Achieved a 25% increase in operational productivity by leading and training the sales representatives team in the North West region of Medellin, Colombia. - Successfully defined and executed strategies to grow Share, Numeric, and Weighted Distributions, ensuring the operation met its Key Success Indicators (KSIs). - Developed and implemented valuable projects and initiatives aligned with the company's vision, fostering innovation and strategic growth. - Additionally, leveraged my experience in candidate relationship management to lead recruitment efforts within the company, ensuring a strong team capable of driving sales success. My background in CRM also enhanced our commercial strategies, allowing for improved client communication an

IQOS B2B & RETAIL EXECUTIVE

PHILIP MORRIS INTERNATIONAL

Oct 2017 - May 2018 (8 months)

- Lead and train the IQOS Retail team in Medellin, fostering a culture of excellence and high performance. - Generate awareness, trial, and conversion spaces for PMI's Reduced Risk Products (RRP) across various business organizations, ensuring the growth of IQOS in Medellin, Colombia. - Develop accurate sales forecasts for each IQOS retail store, leveraging strategic thinking and market insights to drive business success. - Additionally, I utilized my skills in candidate relationship management (CRM) to enhance our recruitment processes, ensuring that we attracted top talent to support our commercial objectives. My leadership in the commercial area also involved managing customer relationships effectively, which contributed to improved c

Territory Executive

PHILIP MORRIS INTERNATIONAL

Feb 2017 - Sep 2017 (8 months)

- Recognize and Analyze the oportunities and problems at the territory. - Develop and execute action plans to take advantage of the opportunities and solve the problems in the retail channel.

Finished Product Buyer Intern

Familia S.A

Jun 2016 - Dec 2016 (7 months)

- 34% of Savings in a type of purchase. - Develop Suppliers - Analyze Import Costs - Research

Food Court Steward

Timber Lake Camp NY

Jun 2015 - Sep 2015 (4 months)

Juan Pablo Sánchez Zuluaga

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Juan Pablo Sánchez Zuluaga