Oscar Martinez Driving Digital & eCommerce Growth. Scaling Revenue.

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Online Director Americanino Brand

GCO Grupo Uribe

Jul 2025 - Current (11 months)

As Director of the Online Channel for the Americanino Brand, I lead the end-to-end eCommerce strategy for one of the country’s most iconic fashion brands. My primary responsibility is to accelerate digital growth while ensuring a memorable and highly efficient shopping experience for our customers. I manage the commercial, operational, and technological roadmap of the channel, driving profitability through continuous funnel optimization, the development of omnichannel initiatives, and the execution of high-impact strategic campaigns such as commercial seasons, special drops, and major retail events. My approach combines strategic vision, a growth-driven mindset, and strong tactical execution—always focused on measurable results, operational

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Intrapreneur eBusiness Director

GCO Grupo Uribe

Jan 2024 - Jul 2025 (1 year 7 months)

Manager & Strategic Leader at Kliiker – Intrapreneurship Initiative at Grupo Uribe. As the strategic and visionary leader of Kliiker, the intrapreneurship venture within Grupo Uribe, I am responsible for driving the growth, innovation, and consolidation of Social Commerce in the Colombian market. I oversee the alignment between the startup’s exponential growth, profitability, and long-term sustainability. My role involves managing and coordinating key functional areas sales, operations, marketing, technology, and finance, while engaging directly with internal and external stakeholders. I ensure operational efficiency, executional excellence, and the achievement of strategic objectives, while continuously optimizing the business model to str

dComm Head Andean Region

Mars

Jan 2021 - Jul 2022 (1 year 7 months)

Responsible for the strategy framework design and execution of the entire eCommerce channel for Colombia, Peru, Ecuador and Venezuela markets, reporting to Andean General Manager and dotted line to dComm Latam Head located in the United States. As the leader of the dComm channel for the Andean Region, I represent around 30 brands in the Pet Food and Confectionery segment with the ambition of maximize the digital shelf within the distribution channel (B2B2C) and the recently opened online direct channels (D2C). During this time, I have been working to consolidate the relationship with new online players available for each market: Last-Milers, Marketplaces and Pure Players, through a where to play strategy; at the same time moving the lever

Co-Founder - Business Manager - COO

One Way Innovation

May 2017 - Jun 2023 (6 years 2 months)

Co-founded and scaled a leading eCommerce management firm dedicated to operating digital channels for top-tier companies and brands in the Colombian market. I spearheaded the organization's growth by transforming business vision into a high-performing operation and driving digital sales through comprehensive omnichannel strategies. Key Responsibilities & Achievements: - End-to-End Channel Management: Led full-scale operations across Marketplaces, Direct-to-Consumer (DTC) stores, and diverse omnichannel platforms, optimizing digital footprints for major corporate clients. - Financial Execution (P&L): Managed and executed the organizational P&L, ensuring financial sustainability, profitability, and consistent year-over-year growth. - Team Le

e-Commerce Manager

Stanley Black Decker Inc

Feb 2017 - Jan 2021 (4 years)

Responsible for creating the eCommerce Channel for the StanleyBlack&Decker market in Colombia, reporting to the Country General Management and the Regional Director of Commercial Excellence in the United States. With my arrival at the company, I was in charge of designing the appropriate path to lead the brands towards a profitable Online Sales model that coexists with the current distribution network. With a high focus on the Sellout sales model, I was responsable of the internal Logistics, Financial and Marketing processes, with the purpose of positioning a sales channel directly to the Digital Buyer.

E-Business Head Colombia

Mabe Corporativo

May 2015 - Jan 2017 (1 year 9 months)

Responsible of the e-Business Unit for the Mabe operation in Colombia, reporting to the General Management and the Corporate Management of e-Business. As leader of the business unit, under my responsibility I was responsible for meeting the sales goals, profitability and other management and planning indicators, for the Direct Sales channels (D2C & B2C), e-Retailers and Marketplace, in where the company has been locating the eCommerce sales strategy.

Digital Marketing Guest Teacher

Universidad Sergio Arboleda

Feb 2014 - Jun 2015 (1 year 5 months)

As a teacher of the Digital Marketing subject at the School of Marketing and International Business, I gave undergraduate students the necessary knowledge for their introduction to topics related to e-Marketing/e-Commerce/e-Business, within a professional context of currently, strengthening its analysis capacity in the creation of business strategies based on online reputation, positioning, communication and analytics in digital strategies.

Digital Marketing & eCommerce Head

Mabe Corporativo

Jun 2010 - Apr 2015 (4 years 11 months)

Creator of the e-Business strategy for Mabe's operation in Colombia, with which an omnichannel strategy and a comprehensive business model is built, oriented towards sales on the Internet and other alternative channels. With the help of a professionals team under my charge, the results were directed towards the design, execution and measurement of digital marketing actions on social networks and other online media, which allow brands to improve their visibility at the moment of truth ( ZMOT) and participate in the online research process that users carry out when they decide to enter the white goods category, converting an interest into an online/offline purchase intention.

Online Sales Channel Head & Digital Marketing Lead

Expreso Bolivariano

Jun 2004 - Feb 2010 (5 years 9 months)

Creator and responsable of the Digital Marketing strategy and the Internet Sales channel with which the company began to successfully capitalize on the shift from traditional sales to Internet sales channels. As responsible for online sales channels, my work was aimed at designing, implementing and evaluating strategies to increase the participation of electronic sales, achieving in a short time an important share within the company's total sales, in addition to important integrations. of the model with external platforms, which allows the decentralization of sales to begin. During my management, I had achievements related to the implementation of CRM strategies for customer loyalty and support for commercial actions through BTL media.

Webmaster

Cámara Colombiana del Libro

May 2002 - May 2004 (2 years 1 month)

Me desempeñe como desarrollador y webmaster de los principales portales de la compañía. Como desarrollador y diseñador gráfico de la empresa, dentro de mis funciones tenía la responsabilidad de implementar los sitios web y campañas de mercadeo digital dirigidas para apoyar los diferentes eventos que la empresa tenía a lo largo del año, entre los que se encontraban la Feria Internacional del Libro de Bogotá y la Vitrina Pedagógica. Adicional, coordinaba con proveedores el soporte a los servidores, red de datos y equipos de cómputo de la compañía.

Supervisor de Navegación Internet

StarMedia

Aug 2000 - Sep 2001 (1 year 2 months)

Me desempeñe como Supervisor de Navegación de la principal iniciativa de la compañía para promover la penetración y acceso a internet de forma masiva, asistiendo y asesorando en la navegación a los clientes y usuarios, dando soporte a las estaciones de trabajo y a la red de datos que entregaba entre el servicio de Internet gratuito. Starmedia Center Parque 93 Bogotá, Colombia.

Oscar Martinez

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