Natalia Andrea Morales

I assumed the executive leadership of the company during a phase of accelerated commercial growth, with the objective of strengthening its operational, financial, and organizational platforms to sustain the business and prepare it for international expansion. I led the end-to-end management of the company, orchestrating key areas such as strategy, product, operations, finance, talent, and technology. My focus was on closing internal gaps, optimizing critical processes, and aligning the organization’s capabilities with the brand’s global ambition. This role included reinforcing financial governance, developing the leadership team, and consolidating a scalable structure to support profitable, efficient, and sustainable growth in new markets. Key achievements: • +15% organic sales growth, driven by commercial efficiencies and a strong focus on sustainable profitability. • Expansion of gross margin by +500 basis points through operational discipline and improvements in cost structure. • EBITDA increased by +55%, enabled by working capital optimization, inventory reduction, and financial discipline. • Working capital reduced by 600 basis points, including –60 days of inventory, strengthening operational cash flow. • Optimization of internal processes and organizational structure, with a focus on efficiency, agility, and scalability.

Wide management of L’Oréal’s professional business and its brands in Central America and the Andean Region (12 countries), ensuring sustainable and profitable growth by wining market share, distribution, and profit. Representing the company and its brands before key players. Developing and leading a cross-functional team across more than 3 countries to sustainably achieve results.• Stablished the CERAN cluster for the Division (Central America and Andean Region), merging 3 different markets and teams with two different market models. • Achieved sales growth three times the market (16% CAGR), gaining 5 points of market share in the most strategic markets while integrating businesses and teams. • Increased operating margin by over 25% while accelerating sales and distribution growth. • Reengineered the go-to-market strategy, achieving the most productive sales force in the region, with a more than 7% increase in brand distribution across different sales channels.

To develop the division’s brands, gaining profitable market share in Colombia. Total management of the professional business and its brands, while managing and developing key business indicators such as sales, margin, market share, distribution, and profit. Representing the company and its brands in the market and stakeholders and players. Developing a cross-functional team for Colombia. • 7 incremental points in market share, allowing us to become the category leader. • P&L re-engineering, creating fuel for growth and business development and a more than 400 bpts improvement in operating margin. • Increased numeric distribution of both brands by more than 30%. • Designed a scalable model for retail business acceleration.

To design the structure that enables sales teams in Chile, Colombia, and Peru. Leveraging scale, efficiencies, and standardizing processes to execute the commercial strategy in the markets while ensuring proper internal controls in sales processes. Secured sufficient plans across different channels and brands to gain market share, including changes in the Go-to-Market strategy.

Enabling commercial teams to a perfect execution of the strategy, ensuring financial and innovation sufficiency. Developing the brands though a winning and profitable go to market in the country.

To develop and lead the execution of the sales plans for the Modern Channel to strengthen and to increase the market share of its products in a profitable way. Analyzing customer and channel data and trends to design solid, profitable, and strategic sales plans. Leading and directing the multifunctional team to develop strong relationships with customers to achieve objectives. Responsible for the professional development of the multifunctional team. Training teams in negotiation processes with chains to ensure proper support for P&G's brands across various clients in Colombia. Managing the budget and expenses to meet the annual profitability objectives of the team.

Responsible to enable P&G's sales organization by strengthening the structure of the market, strategy and planning team to build wining plans and creating an integrated business plan by channel, ensuring sales sufficiency and investment optimization. In charge of risk analysis of internal controls, identifying critical risks, and designing solutions to guarantee solid processes and optimal management of the sales budget and stewardship.

Development of omnichannel commercial solutions for the 4 hair care brands of Procter & Gamble for Latin America. Ensuring that the needs of the main channels in the region are met through global launch plans. Design the distribution, sales, and go-to-market strategy for the category launches in Latin America, ensuring plans that meet success criteria in retailers, markets, and strategic clients. Leading shopper and channel marketing solutions for the traditional channel in Latin America, wining market share and distribution through flawless execution in the Beauty category.

• Planear la implementación de las iniciativas (producto y/o mercadeo) asegurando que los planes de éstas están diseñados para alcanzar los objetivos de la Compañía en el país y de los clientes clave. • Establecer los objetivos de fundamentales del cliente (4p´s), hacer seguimiento de estos y diseñar planes para cerrar los gaps. • Seguimiento diario de las proyecciones y estimados de venta, proporcionando planes para resolver problemas y cerrar gaps. • Administración del presupuesto de inversión en los canales, asegurando el ROI necesario para cada iniciativa y plan. • Ser el contacto entre el área de Mercadeo y el equipo de ventas en el país.

• Responsable por el desarrollo de la cuenta Éxito a nivel nacional en términos de volumen, participación de mercado, inventarios, cartera y distribución de productos. • Responsable de las relaciones entre P&G y el Grupo Éxito que involucraban tanto rentabilidad y negociaciones. • Responsable por hacer crecer el negocio de P&G dentro del Éxito entregando los objetivos de ROI de las inversiones. • Reducción del nivel de agotados en un 47%. • Recuperación de 1 punto en el margen de nuestras marcas.

• Crecimiento de la participación en el Mercado de nuestras marcas en las cadenas de la región a través de implementaciones de planes de mercadeo e iniciativas en el menor tiempo posible y al menor costo. • Entrenamiento y desarrollo de los representantes de venta y construcción de un equipo efectivo para promoverlo dentro de la compañía. • Mantener la rentabilidad de nuestras marcas en la región. • Desarrollo de planes de mercadeo diferenciales para incrementar la demanda de nuestras marcas. • Diseño de planes para disminuir los agotados de nuestras marcas en la región en más de un 30%, de acuerdo a las necesidades y particularidades de cada cadena.

• Encargada del desarrollo y crecimiento del distribuidor P&G en Antioquia. Desarrollo y entrenamiento de la fuerza de ventas del distribuidor. • Diseñar e implementar planes para acelerar la distribución ponderada de las marcas de P&G en Antioquia. • Incremento del 50% en la efectividad de tiendas visitadas por el distribuidor. • Disminución de 10 días en la cartera de la zona. • Implementación y distribución en menos de 15 días de las nuevas iniciativas en los clientes atendidos por el distribuidor y en mayoristas. • Implementación de planes de visibilidad en mayoristas.