Elsa Maria Coello Costa

Designed and executed brand communication strategies for both the national and international markets across all distribution channels. Managed the e-commerce channel and digital platform development. Budget: COP 2.5 billion annually (1.5% of sales) | E-commerce sales: COP 3.5 billion annually (0.5% of sales) | Team: 4 members Key Achievements: • Transformed brand mindset by associating the 10 portfolio categories, increasing top-of-mind recognition internally and externally • Developed a digital marketing strategy that grew social media communities: Facebook 362K followers, Instagram 153K, Pinterest 8K, YouTube 18K | Engagement rate: 4.5% | Reach: 22M users over three years • Created a mobile exhibition room with 14 environments and over 90 products, impacting more than 91K people (average visit duration: 11 minutes), strengthening alliances with key distributors, and increasing product coding

Structured and led strategic projects to drive business growth and profitability through new B2C channels (Online and Company-Owned Stores) and expansion plans. Budget: COP 2 billion | Interdisciplinary team: 14 members Key Achievements: • Designed and launched the B2C channel with Rimax Home Live Stores, generating an additional COP 8 billion annually and serving 5,000 customers monthly • Led the creation of the digital business unit, including platform renewal, resulting in a 250% increase in sales during the first year.

Defined, executed, and managed the marketing plan for the Home, Pets and Institutional category (sales budget COP 70 billion), developing strategies for distribution channels, branding, products, and ATL, BTL, and digital communication plans. Budget: COP 500 million annually | Team: 1 person Key Achievements: • Optimized and monetized the Home portfolio, creating a differential value proposition, resulting in an increase in market share from 11% to 22% within one year • Increased sales by 8% domestically and internationally by developing an exclusive portfolio for the B2B institutional channel.

Developed multi-platform advertising sales and integrated BTL strategies for Publications Semana, Internet, events, and special projects (budget COP 2 billion). Key Achievement: • Achieved a 15% increase in client coverage through a multimedia investment plan and improvement of commercial content, resulting in a 200% sales growth

Structured and developed marketing and sales strategies for Medical and Underwear product lines across LATAM (annual revenue COP 7 billion). Defined branding, media strategies, promotions, partnerships, and product development. Budget: COP 200 million annually | Team: 4 members Key Achievements: • Developed the go-to-market and marketing strategy for B2B channels, increasing units sold from 38% to 58% • Built a relational marketing strategy