Juliana García Guerrero

Sculpture Hospitality - Castle Consultants Enterprise Account Manager - Abril 2024 – Present We provide personalized consulting services to restaurants and bars to improve profit margins and operational control through advanced audit tools and financial analysis. We deliver control systems and methodologies designed to increase the profitability of food and beverage operations. We identify issues across all stages of the product lifecycle. We conduct inventory control audits for restaurants and bars, and we: • Manage the integration of sales and purchasing data, developing strategies to improve operational performance and administrative efficiency. • Support clients in identifying losses at every stage of the process: receiving, storage, consumption, and point of sale. • Add value through a hands-on, analytical consulting approach, focused on delivering measurable results and sustainable profitability for the business.

• Managed and developed key accounts including Olímpica, PriceSmart, Alkosto, Makro, Jerónimo Martins, and ARA, ensuring sales target achievement and portfolio growth. • Onboarded new SKUs and led promotional campaigns, tastings, point-of-sale brand visibility initiatives, and e-commerce strategies, strengthening the presence of represented brands. • Oversaw accounts receivable, expense control, and inventory management, with comprehensive analysis of sell-in, sell-out, and fill rate, enabling data-driven decision-making. • Designed and executed inventory rotation strategies, organizing stock and managing inter-warehouse transfers based on demand and product segmentation. • Trained commercial teams and provided leadership to coordinators and merchandisers. • Budget managed (2023): COP 22 million. • Increased sales by 30%, improving inventory turnover through commercial initiatives, A&P investments, and volume-based negotiations. • Recovered overdue receivables aged 4–6 months, strengthening cash flow and long-term customer relationships.

• Responsible for the development, execution, and expansion of the technology and hardware categories within large retail chains. • Led the end-to-end negotiation process and market entry with key clients such as Éxito, Falabella, Alkosto, Olímpica, Colsubsidio, Easy, Flamingo, and Mac Center. • Increased sales by 35% through the onboarding of strategic SKUs and portfolio expansion within existing accounts including Éxito, Cencosud, Makro, Home Sentry, Panamericana, Office Depot, La 14, and 3 Elefantes. • Strengthened brand positioning through integrated trade marketing strategies, including POP materials, in-store displays, advertising, promoters, and point-of-sale activations. • Executed volume-based negotiations that drove sales growth and efficient inventory turnover.

• Led opening of new key accounts and served as commercial representative for the modern trade channel. • Managed end-to-end negotiations with major retailers including OXXO, Cencosud, Home Center, Dollarcity, and Colsubsidio, covering product listings, purchasing agreements, and commercial activations. • Designed and executed sell-in and sell-out strategies, expanding purchase coverage and numeric distribution across retail chains. • Contributed to market research and growth analysis, evaluating sales performance, consumer behavior, and market trends to identify expansion opportunities. • Led commercial and promotional initiatives, while overseeing accounts receivable management and supervising in-store teams (merchandisers and supervisors). at the point of sale.

• Led the end-to-end conceptualization and execution of 20 promotional events, ensuring brand consistency and institutional visibility. • Designed and directed internal and external communication strategies aligned with ESAP’s overall marketing objectives, supporting effective implementation across channels. • Served as a strategic advisor to the design team, guiding the development of new products based on market needs and audience insights. • Proposed and implemented a new institutional visual identity, including a comprehensive signage system that improved user experience and access to services. • Oversaw the media marketing plan, ensuring alignment with brand positioning and strategic goals

• Led the digital advertising strategy on Google Ads for SME clients, ensuring effective execution by the commercial team. • Managed and led a 26-person team (4 supervisors and 22 field sales agents), with a strong focus on sales target achievement, commercial training, and performance KPI management. • Doubled effective sales by the end of the first semester through the implementation of agile processes, intensive team training, and strategic field leadership. • Increased project revenue by 50% in the first year by strengthening negotiation tactics and improving average revenue per customer. • Designed and executed sales closing and conversion strategies, optimizing sales cycle time and maximizing campaign return on investment (ROI).

• Designed and executed the regional marketing strategy, fully aligned with the company’s commercial objectives and closely coordinated with the sales team. • Increased sales volume by 8% through brand positioning campaigns, optimization of commercial processes, and brand strengthening initiatives. • Implemented results-driven marketing actions, with a strong focus on demand generation and conversion performance. • Enhanced corporate visibility and brand positioning through web, social media, and digital channel initiatives, increasing overall brand value perception.

Founder & Business Owner Founded and led the development of the business plan for an Argentine fast-casual restaurant concept. Designed and executed launch marketing strategies focused on demand generation and traffic growth. Oversaw the full setup and infrastructure implementation of the restaurant. Developed the brand identity and menu, fully aligned with the Argentine culinary concept. Successfully positioned a differentiated fast-casual offering in an area with established consumption habits. Achieved 15% profitability by the end of the first year of operations.

• Provided strategic support to the Marketing Director in planning, analysis, and budget control, ensuring alignment of resources with marketing and sales objectives. • Negotiated and structured monthly budgets with corporate clients for equipment purchases and maintenance, ensuring efficient execution and achievement of financial targets. • Implemented process improvements that streamlined operations across departments, enhancing spend visibility, traceability, and financial control. • Optimized the annual budget, achieving a 10% cost savings through more efficient execution without impacting operations or performance.

• Led a multidisciplinary team of 8 professionals (5 designers, 1 webmaster, and 2 marketing analysts), focused on the planning and execution of brand positioning campaigns. • Designed and executed commercial and marketing strategies to support the expansion of the Tigo brand across multiple regions. • Directed innovation initiatives that drove brand growth and strengthened competitive differentiation. • Developed new business opportunities, tailoring value propositions to local market needs, purchasing behaviors, and consumer insights. • Coordinated the execution of integrated marketing campaigns, promotional materials, and go-to-market activities across multiple countries.

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