Jesus Herazo

• Leads the strategic planning and execution of both Marketing and Operations to drive brand growth, profitability, and market positioning at a national level. • Oversees end-to-end e-commerce management, including platform performance, digital acquisition, SEO/SEM strategy, customer conversion, and retention initiatives. • Manages supply chain and logistics coordination, ensuring optimal inventory levels, SKU planning, and timely delivery across distribution channels. • Develops data-driven commercial strategies based on market trends, consumer behavior, and competitive analysis to expand market share and product penetration. • Implements performance KPIs and monitors sales, operational efficiency, and marketing ROI to drive continuous improvement. • Leads brand positioning and communication strategies, including content creation, digital campaigns, influencer collaborations, and product launches.

• Led the marketing and communication strategies, positioning the brand as one of the main distributors at the national level. • Designed and launched the e-commerce platform, achieving 8x sales growth within the first four months through SEO strategies, content generation, brand and keyword positioning, and partnerships with international retailers. • Developed commercial strategies based on market consumption trend analysis, adjusting the distribution of key SKUs and associated merchandising when necessary.

• Led the migration to the new Conecta Market E-Commerce platform by coordinating with IT support teams in India and Brazil, achieving 100% digitalization of clients and 80% of monthly digital order revenue. • Led the Image Recognition strategy through the implementation of an AI project, reducing out-of-stock rates in cigarette displays by 23% and enabling real-time stock status notifications at points of sale. • Redesigned the rewards and benefits delivery process for users, improving delivery times by over 35% and increasing customer satisfaction levels. • Standardized merchandising and cigarette display formats using Lean methodologies, reducing the number of display types nationwide by 55%—from over 70 to fewer than 30—with a projection of 20 within the next two years. • Managed the implementation of national brand campaigns, ensuring 100% execution of availability, distribution, digital reach, and training KPIs for Key Account staff.

• Redefined the analyst role within the Market Integrity team by conducting illicit market trend analysis and contributing to strategic decision-making. • Implemented commercial strategies with the trade team and coordinated law enforcement actions with relevant authorities, contributing to a 20% reduction in the illicit cigarette market in Chile. • Managed and controlled an annual budget of USD $2.5 Million for the execution of commercial, communication, and stakeholder engagement strategies with authorities.

Implements Innovation Management Offices for clients such as Salcobrand, BICE, and Entel, supporting the incubation and development of corporate initiatives for future market implementation.

• Diagnoses, designs, and implements improvements in high-complexity company processes using Lean Management methodology. • Manages the measurement of new process indicators once changes are implemented. • Drives and strengthens the company’s innovation culture through the planning and execution of change management initiatives. • Delivers leadership training programs to ensure the long-term sustainability of an innovation-driven culture.

• Diagnoses, designs, and implements improvements in low-complexity company processes using Lean Management methodology. • Manages the measurement of new process indicators once changes are implemented.

Owner of the Inventory and Non-Productive Inventory KPI. Achieved Best-in-Class performance in Non-Productive Inventory across Latin America