Laura Vélez Marin
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Business Development, Brands and Markets.
Atlántico, Colombia
Contact Laura regarding:
Flexible work
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USD25/hour
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Gerente General ComercialIEH Laboratories & Consulting GroupJul 2019 - Current (5 years 11 months)- Radical changes in the numers of business growth going from -2% in 2019 to 22% at December 2021, this through the improvement in sales fundamentals. All the stores finished with positive growth (North Zone + 16% vs 2019, South Zone + 20% vs 2019) - Design, plan, and execute the strategic plan in order to achieve the sales and profitability objectives presented to the Board of Directors, this through the creation of new sales channels, strengthening and improve existing ones, creation of new KPI Objective: Design, plan, and execute the strategic plan in order to achieve the sales and profitability objectives presented to the Board of Directors, this through the creation of new sales channels and ecommerce, strengthening and improve existin- BRegional Director Coast Zone.BELLEZA EXPRESSAug 2017 - Feb 2019 (1 year 7 months)- Creation of Joint Business Plans (JBP) with the key customers of each of the distribution channels, to turn them in strategics partners of the organization. This brought a result in the sell in of 22% in the Traditional Channel; 15% in the Drugstores - Develop and implement the Regional Master Plan for the accomplishment and exceed of the annual sales budget of the brands in the 4 distribution channels; through the efficient use of resources, innovation and deep knowledge of customers. Objective: Develop and implement the Regional Master Plan for the accomplishment and exceed of the annual sales budget of the brands in the 4 distribution channels; through the efficient use of resources, innovation and deep knowledge of customers. Responsi
- EGerente Nacional de Cuenta Olímpica ColombiaEstudio de la implementación de acuerdos comerciales2013se logró crecimientos a doble dígito de forma sostenida, Año 2013: 19% vs Retail 6%, 2014: 20% vs Retail 11%, 2015: 19% vs Retail 12%, 2016: 20% vs Retail 0%. • Mejoramiento de 2 puntos en el P&G, gracias al mejoramiento del margen y a la disminución del gasto. Gerente Nacional de Cuenta Olímpica Colombia
- BModern Retail Director Coast ZoneBELLEZA EXPRESSNov 2012 - Jul 2017 (4 years 9 months)- Through the flawless execution of the brands in all stores and formats in all country in Olímpica and the maximization of the Commercial Agreement was achieved sustained double-digit growth like this: Year 2013: 19% vs Channel 6%, Year 2014: 20% . - Develop the Regional Plan for the accomplishment and exceed of the annual objectives in the customers of the North Coast and National Olimpica in a profitable way, ensuring the growth of the share, the flawless execution. Objective: Develop the Regional Plan for the accomplishment and exceed of the annual objectives in the customers of the North Coast and National Olimpica in a profitable way, ensuring the growth of the share, the flawless execution and the strengthening of the relationships
- BDirectora de Zona Costa Canal ModernoBELLEZA EXPRESSNov 2012 - Jul 2017 (4 years 9 months)Objetivo: Desarrollar la Estrategia Regional para el cumplimiento de los objetivos anuales en los clientes de la Costa Norte y Olímpica Nacional de forma rentable, asegurando el crecimiento del share, la ejecución perfecta y el fortalecimiento de las relaciones con los clientes. Responsable por la selección, formación y seguimiento del equipo conformado por 20 colaboradores, entre ejecutivas y personal de apoyo en los puntos de venta. Logros destacados: • A través de la ejecución impecable de las marcas en todas las tiendas y formatos a nivel nacional en Olímpica
- Account Manager Olímpica ColombiaProcter & GambleJul 2008 - Jun 2011 (3 years)- 79% of the business growing share vs target of 75%. - Be responsible for the relationships, development and alignment of the strategies between P&G and Olímpica with the owners of the decisions on both sides, ensuring that the brands deliver the expected volume, a strong presence in stores. Objective: Be responsible for the relationships, development and alignment of the strategies between P&G and Olímpica with the owners of the decisions on both sides, ensuring that the brands deliver the expected volume, a strong presence in stores and disproportionate support in the fundamentals of each one, consolidating the purpose of being the preferred supplier and thus being able to earn disproportionately and in a sustainable way. Outstanding A
- Ser la responsable por las relacionesProcter & GambleJul 2008 - Jun 2011 (3 years)el desarrollo y alineación de las estrategias entre P&G y Olímpica con los dueños de las decisiones en ambos lados asegurando que las marcas entreguen el volumen esperado, una fuerte presencia en tiendas y soporte desproporcional en los fundamentales de cada una, consolidando el propósito de ser el proveedor preferido y de esta forma poder ganar desproporcionalmente y de una forma sostenible. Logros destacados: • A través de la correcta implementación de los Fundamentales, ejecutando fuerte presencia en tiendas y creando demanda de las marcas se tuvo el sobrecumplimiento de varios indicadores claves, destacándose: ✓ 79% del Negocio creciendo share vs objetivo de 75%. ✓ Agotados en el 2% vs objetivo de 4%. ✓ Crecimiento del negocio e
- Operations Manager Modern Channel Coast-East Zone.Procter & GambleDec 2007 - Jun 2008 (7 months)- Out of Stocks Reduction in 7pp (-78%). - Be responsible for the business results and volume of the Coast - East Zone of all the accounts of the Modern Channel, always ensuring that this result is above the objective and the national result through the planning, tracking and accomplishment. Objective: Be responsible for the business results and volume of the Coast - East Zone of all the accounts of the Modern Channel, always ensuring that this result is above the objective and the national result through the planning, tracking and accomplishment of the Sales Fundamentals in area. Outstanding Achievements: • Out of Stocks Reduction in 7pp (-78%). • Regional Business Plan implementation with the chains more importants of the zone which bro
- Gerente de Operaciones Canal Moderno Costa-OrienteProcter & GambleDec 2007 - Jun 2008 (7 months)
- Representante de Ventas. Canal Distribuidores. Atlántico, Magdalena y CesarProcter & GambleSep 2005 - Nov 2007 (2 years 3 months)Barranquilla, Colombia. Consumo masivo. (Septiembre 2005 - Noviembre 2007)
- Sales Representative Distribuitors Channel Atlantic Coast.Procter & GambleAug 2005 - Nov 2007 (2 years 4 months)- 96% accomplishment in the Visibility and Distribution Objective vs 80% target. Implementation in 8 weeks of the “Golden Store behind Micros” Program in 100% of the Barranquilla neighborhood stores vs 12 weeks national average. - Responsible for the sales, distribution, visibility and market share of the brands in the Traditional Channel: Wholesale, TAT Channel, and ISM’s in all geographic zone includding cities and towns. Volume Growth 1st year 30% and 2nd year 11% Objective: Responsible for the sales, distribution, visibility and market share of the brands in the Traditional Channel: Wholesale, TAT Channel, and ISM’s in all geographic zone includding cities and towns. Volume Growth 1st year 30% and 2nd year 11% for Portfolio P&G and
- Sales Representative Independents Supermermarkets, Drugstores and Active Wholesalers. Bogotá, Boyacá, Cundinamarca.Procter & GambleMay 2004 - Aug 2005 (1 year 4 months)- Generation of efficiencies and savings in investment for customes whose sales growth was double digit. 85 permanent displays implemented of which 46 were paid and 39 were free. - Responsible by the volume, Sales Fundamentals and Market Share of the brands in the independents supermermarkets, drugstores and active wholesalers of the zone. Volume Results: 10% (ISM’s: 34%, Drugstores: 49%, Wholesalers: 38%, Chains: 5%). Objective: Responsible by the volume, Sales Fundamentals and Market Share of the brands in the independents supermermarkets, drugstores and active wholesalers of the zone. Volume Results: 10% (ISM’s: 34%, Drugstores: 49%, Wholesalers: 38%, Chains: 5%). Outstanding Achievements: • Generation of efficiencies and savings in inv
- DRepresentante de Ventas Supermercados IndependientesDroguerías y MayoristasMay 2004 - Aug 2005 (1 year 4 months)Activos. Bogotá, Cundinamarca y Villavicencio. PROCTER & GAMBLE (Mayo 2004 - Agosto 2005)
- PManager in differents positionsP&G Procter & GambleJan 2004 - Jun 2011 (7 years 6 months)
- RepresentanteProcter & GambleJan 2004 - Apr 2004 (4 months)
Education
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- EDirección de MarketingEn colaboración con la Universidad Europea Miguel de Cervantes2020 - 2021 (1 year 1 month)
- Gerencia de Empresas ComercialesUniversidad del NorteJan 2006 - Jan 2007 (1 year 1 month)
- Ingeniería IndustrialUniversidad del NorteJan 1996 - Jan 2001 (5 years 1 month)
Projects
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- PCreation of new digital sales channels and new platformsPASTELERIA JASSIR SASJul 2019 - Current (5 years 11 months)
- BDevelopment new categories, opening new markets and new channels through new go to market models to meet sales forecastBIVIENNov 2012 - Current (12 years 7 months)
- PProcter and Gamble
Awards
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- BBrightest Visibility Award - June 2007.
- AAward for payments excellent results - 2004.
- AAward for excellent results in Gillette Portfolio Sales during fusion. - July 2007.