Claudia Marcela Bernal-Medina

En UPAGO lidero la estrategia de crecimiento y expansión en el mercado colombiano. Mi gestión se enfoca en identificar oportunidades comerciales, abrir nuevos segmentos, generar alianzas estratégicas y cerrar acuerdos de alto impacto. Trabajo con visión de negocio, cercanía con el cliente y foco en resultados. Coordino con equipos internos para diseñar soluciones digitales de recaudo y medios de pago que respondan a las necesidades del cliente, impulsando su transformación financiera. Mi enfoque combina ventas consultivas, análisis de mercado y liderazgo comercial, logrando relaciones sólidas y sostenibles que contribuyen al posicionamiento de UPAGO como aliado estratégico en sectores como seguros, microcrédito, educación y servicios.

I was responsible for leading growth and customer retention strategies across Latin America, with a strong focus on understanding the unique dynamics of each market and delivering tailored, effective solutions. I coordinated cross-functional teams at a regional level to ensure efficient execution of commercial initiatives. I conducted market trend analysis, identified strategic opportunities, and managed key relationships that enhanced customer experience, strengthened commercial ties, and positioned UPAGO as a leading provider of financial solutions in the region.

I was responsible for leading the management and growth of key accounts in Colombia, building strong, strategic relationships with high-value clients. My focus was on deeply understanding their challenges and goals to design tailored solutions that boosted profitability, operational efficiency, and long-term loyalty. I acted as a strategic partner, aligning client needs with our commercial and technological capabilities to deliver a seamless and differentiated experience. I coordinated cross-functional teams to ensure flawless execution and the achievement of business objectives. Additionally, I continuously analyzed the local market to identify new business opportunities, anticipate industry trends, and strengthen our company’s presence in the Colombian digital payments ecosystem.

I spearheaded the launch and strategic expansion of Coldwell Banker in the Chilean market, positioning the brand as a leading player in the real estate sector. I was responsible for building the company’s foundation from the ground up—attracting top-tier talent, crafting a powerful organizational culture, and establishing a long-term growth strategy. My role encompassed the end-to-end design and implementation of key initiatives in Talent Acquisition, Organizational Development, Training, Employee Experience, Change Management, and Corporate Culture—all aimed at fostering a high-performance, engaged, and future-ready workforce. Key achievements: Designed and deployed a comprehensive training program with 100+ custom-designed courses and over 50 successfully implemented. Recruited and onboarded 50 employees in under a year, managing the entire recruitment lifecycle with a strong focus on cultural fit and performance potential. Launched and led an employee well-being and retention program that significantly boosted engagement, job satisfaction, and team loyalty. With strategic foresight, operational excellence, and a people-first approach, I transformed a greenfield market entry into a scalable, culture-driven success story—laying the groundwork for long-term impact in the region. Core strengths: ✔️ Strategic Talent Management ✔️ Leadership & Change Enablement ✔️ High-Performance Team Building ✔️ Employee Engagement & Internal Communication ✔️ Learning & Development Strategy ✔️ Organizational Culture & Employer Branding

I was responsible for leading the launch and expansion of Century 21 Royal in Chile, part of the renowned global franchise network Century 21. My core mission was to transform a new operation into a solid, profitable, and growth-oriented business—despite the challenges presented by the pandemic. From day one, I developed and implemented the office’s strategic direction, recruiting, training, and motivating a team of real estate agents committed to performance. I oversaw all business functions, including daily operations, sales and marketing strategies, team management, financial oversight, and administrative processes, always ensuring compliance with franchise standards and local regulations. As the face of the business, I represented the company to clients, partners, and the broader community, building trust and positioning the brand as a professional and reliable presence in the Chilean market. I placed a strong focus on talent development, creating training programs that significantly boosted team performance and cultivated a positive, results-driven culture. One of my key achievements was building a commercial team from scratch, successfully onboarding over 20 independent agents during the pandemic. By the end of my tenure, I had consolidated a high-performing team of 12 agents. I also designed and launched a comprehensive training program that increased agent productivity by 15%, and I oversaw a portfolio of over 100 properties, supporting agents through high-impact transactions that strengthened our market presence. This experience sharpened my ability to lead commercial teams, make strategic decisions under pressure, and scale operations with long-term vision and resilience.

At RE/MAX, I successfully led the strategic expansion of the franchise network by identifying high-potential business opportunities and executing commercial strategies that drove rapid office openings. With a strong understanding of the franchise system and real estate market dynamics, I developed and implemented effective recruitment plans to attract top-tier franchise candidates and build long-term, value-driven relationships. My role encompassed the full lifecycle of franchise acquisition—from prospecting through networking, lead generation, and inbound marketing campaigns to presenting the RE/MAX business model, negotiating terms, and closing deals. I combined strategic vision with tactical execution and a consultative sales approach to engage entrepreneurial profiles aligned with the brand’s mission. Key achievements include: Spearheaded a commercial team that launched five new franchise offices in just seven months, exceeding aggressive growth targets. Designed and rolled out a new franchise recruitment process that increased the number of qualified leads by 50%, enhancing conversion rates and shortening the sales cycle. This experience strengthened my expertise in commercial leadership, high-impact negotiation, and strategic relationship management—positioning me as a key growth driver for brands looking to scale in competitive markets.

As Customer Experience Leader at Senegocia, I was responsible for designing and implementing comprehensive strategies focused on improving customer satisfaction, loyalty, and overall perception of the brand. My main goal was to translate customer needs and expectations into practical, high-impact solutions across every touchpoint. I implemented a structured feedback system that helped identify improvement opportunities in our processes and services. I led cross-functional initiatives with teams such as Sales, Product, Technology, and Marketing to make customer-driven changes that enhanced the overall experience. Additionally, I developed and delivered tailored training programs to help clients onboard more smoothly, increase their autonomy with our platform, and strengthen their relationship with the brand. This holistic, customer-centric approach drove significant improvements in key metrics such as retention, satisfaction scores, and product engagement. My leadership combined empathy, insight, and execution—turning the voice of the customer into a strategic engine for sustainable growth.

At Ariba, I played a key role in supporting the commercial management of Quadrem’s entry into the Colombian market, specifically within the framework of the Cerro Matoso project—one of the country’s most prominent mining operations. Under the direction of the Outsourcing Business Manager, I was responsible for ensuring an exceptional client experience, managing the relationship between Ariba and key buyers, and delivering ongoing support in the use of Quadrem applications, which were critical to the project’s success. I served as the primary liaison between Ariba and corporate buyers, proactively addressing service-related issues and ensuring responsive, high-quality support. One of my core contributions was the design and execution of tailored training and onboarding programs for both buyers and suppliers, which facilitated the successful adoption of Quadrem tools and improved overall platform engagement. My role also included continuous monitoring of project performance, identifying customer needs, and ensuring that the services provided were aligned with expectations. I supported account management activities, including billing and collections, to ensure both operational continuity and financial efficiency. In addition, I generated detailed management reports to track project progress and provide actionable insights for service improvements. Through a client-centric and solutions-driven approach, I helped achieve high levels of satisfaction and loyalty among Cerro Matoso stakeholders, reinforcing Ariba’s value as a technology and service partner. This experience strengthened my expertise in customer success, relationship management, enterprise software implementation, and cross-functional coordination in a B2B environment.

Being the Director of Communications at DEBRA has been, without a doubt, one of the most meaningful and fulfilling roles of my career. I led the Marketing and Communications department with a clear purpose: to raise awareness, foster connection, and drive real social impact. From strategic planning to execution, every initiative I led was designed to amplify the organization’s voice and transform lives. One of my proudest accomplishments was the creation and successful positioning of Monstruo Comelágrimas (“The Tear-Eating Monster”), DEBRA’s flagship product. More than a campaign, it became a symbol of hope and empathy for families affected by rare skin conditions, reinforcing our brand identity and emotional connection with our community. I developed and executed impactful marketing campaigns, forged key partnerships, and managed high-profile events that expanded DEBRA’s visibility and support base. I also oversaw relational marketing strategies, public relations efforts, and creative development of POP materials, always aiming to engage audiences with authenticity and purpose. Beyond communications, I took charge of the strategic planning of the department, ensuring alignment with organizational goals while efficiently managing budgets and generating critical revenue to sustain health programs. This role was a powerful intersection of creativity, leadership, and social commitment—where success was measured not only by metrics, but by lives touched, stories empowered, and a community brought together by a shared mission.

The Diploma in Strategic Management of Evaluation and Selection of People marked a turning point in my professional journey. It deepened my understanding of the strategic dimension of psycholabor evaluation and its direct contribution to achieving organizational goals and cultural alignment. Beyond technical skills, this program strengthened my ability to align human talent with business objectives, positioning people as a key strategic asset. Moreover, it reinforced my commitment to ethical, people-centered practices in every selection process—enhancing decision quality and building stronger, more respectful relationships with both clients and candidates. This training elevated my professional profile, allowing me to contribute with authority and credibility in high-performance environments, always combining strategic thinking, emotional intelligence, and tangible results.

Earning a diploma in Customer Relationship Management (CRM) has been a pivotal step in my professional growth. It strengthened my ability to design and implement data-driven strategies to attract, retain, and engage customers across their lifecycle. Through advanced CRM practices, I learned how to align sales, marketing, and service to deliver personalized experiences and drive long-term value. This credential not only enhanced my technical skills in leading CRM platforms but also deepened my strategic thinking and customer-centric mindset. It positioned me to contribute meaningfully to revenue growth, customer loyalty, and operational efficiency in dynamic and competitive environments. The diploma reflects my commitment to innovation, continuous improvement, and delivering measurable impact through exceptional customer relationship management.

Studying Social Communication and Journalism has been a transformative foundation for both my personal and professional life. It equipped me with a critical, ethical, and empathetic perspective of the world, and the ability to understand complex contexts and communicate with purpose. Professionally, it trained me to craft strategic messages, connect with diverse audiences, and lead communication processes that create value and impact. Personally, it strengthened my social awareness, commitment to truth, and ability to build relationships based on active listening, respect, and clarity. This career taught me to use words as a tool for transformation, to tell stories with meaning, and to lead through communication. It has been the core that has driven my growth, service orientation, and ability to create a positive impact in any role I take on.