Marcela Triana

Retail Marketing Expert - Traditional Stores & Wholesalers

Colgate-Palmolive

Aug 2024 - Jun 2026 (1 year 11 months)

Lead the 5Ps execution across all categories for the indirect channel (Traditional Stores & Wholesalers). Own commercial plans with distributors; define incentives, calendars, and execution KPIs. Improve distribution and coverage of the recommended assortment (ND/Handling). Manage SOM of Traditional Stores and growth initiatives by retail environment. Administer investment budget for the indirect channel and track ROI. Coordinate channel initiatives with Sales, Category, and Marketing to accelerate sell-in and sell-out.

Customer Development Executive - Indirect Trade

Colgate-Palmolive

Apr 2023 - Jul 2024 (1 year 4 months)

Developed the Retail Channel (Traditional Stores) in the Cundinamarca Region (Bogotá and surrounding areas). Owned the commercial strategy for the zone; ensured optimal Distribution, Share of Market (SOM), Net Sales, and DOI. Tracked coverage and sales opportunities to meet objectives. Created a retailer loyalty plan for implementation in the second half of 2024.

Field Operations Executive

Colgate-Palmolive

Feb 2022 - Mar 2023 (1 year 2 months)

Leader for the Antioquia region for the Casino banner (Éxito, Carulla & Surtimax). Ensured perfect execution of the 5Ps at the point of sale. Conducted data analysis to generate business growth proposals. Negotiated furniture and other implementations through point-of-sale relationship management.

Category Management Analyst

Colgate-Palmolive

Sep 2021 - Feb 2022 (6 months)

Proposed exhibition improvement strategies based on data analysis. Optimized the assortment of different categories. Managed planograms and exhibition strategies (Spaceman).

Brand Assistant for Toothbrushes - LATAM

Colgate-Palmolive

Aug 2020 - Sep 2021 (1 year 2 months)

Supported the coordination of innovation launches for the region. Analyzed and identified market opportunities and strengths for decision-making.

Brand Assistant for Toothpastes - Andean Region (R. Andina)

Colgate-Palmolive

Apr 2019 - Jul 2020 (1 year 4 months)

Project leader for the development of new products and their launches in the region.

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