Sofia Berreta

General Manager Colombia and Peru @ Newell Brands

About

Experienced Commercial Strategy and Digital Transformation Professional with a demonstrated track record of developing new channels, launching e-commerce platforms, and improving routes to markets in different industries. Passionate about technology and the opportunities it creates for businesses around the world. Graduated from Columbia Business School (MBA), with experience in Strategy Consulting, Digital Transformation, E-commerce, Consumer Goods, and Leisure &Travel.

Country

Panama

City

Panama City

Industry

Consumer Goods

Skill

Entrepreneurship, E-Commerce Consulting, E-commerce Optimization, Problem Solving, Growth Strategies, Pricing Optimization, Acquisition Integration, Project Management, Distributor Management, Channel Strategy, Indirect Channel Sales, Team Leadership, Team Building, Innovation Management, Multi-Channel Marketing, Leadership, Shopper Marketing, Sales Strategy, Sales Execution, Customer Marketing

Experience

General Manager Colombia and Peru

Newell Brands

2025-2 - Present · 1 yr 8 mos

Bogotá, Capital District, Colombia

Sr Director, eCommerce Latin America

Newell Brands

2023-3 - 2025-1 · 1 yr 11 mos

Panamá, Panama

Founder and CEO

eCommerzLab

2022-4 - 2023-3 · 1 yr

Panamá, Panama

Director, Global B2B E-Commerce

Kellogg Company

2020-12 - 2022-3 · 1 yr 4 mos

Mexico

Structured and deployed global B2B strategy with a centralized approach, creating a customer-centric vision. Launched B2B platform in the US and in Brazil, featuring AI enabled tools and partnered with different markets around the globe for B2B expansion.

Director, Customer Marketing and E-commerce Latin America

Kellogg Company

2019-1 - 2020-12 · 2 yrs

Mexico City Area, Mexico

Developed Customer Marketing Initiatives and Commercial Strategies for Latin America with focus on Shopper Omnichannel, E-commerce, Commercial Execution, and Performance Management. Influenced and supported markets in the implementation of new projects, including B2B E-commerce Platforms, Analytics Tools, and Shopper Marketing Campaigns.

Customer Marketing Director Brazil

Diageo

2016-9 - 2018-12 · 2 yrs 4 mos

São Paulo Area, Brazil

Developed and implemented Commercial Strategy for Brazil with a multichannel approach, and partnered with other areas of the business in scaling operations and reach of Diageo Portfolio. Deployed new Shopper Marketing Campaigns, improved Commercial Execution through clearly defined standards and measurement systems, and led a team of 45 people through cultural change creating high-performance standards and focusing on productivity and simplification.

Head of Commercial Development, Route to Market and New Channels

Diageo

2014-4 - 2016-8 · 2 yrs 5 mos

Sao Paulo, Brazil

Led Route to Market transformation in Brazil to reach new customers and consumers with robust sales execution in different channels. Implemented new commercial capabilities such as Revenue Growth Management, Distributor Management and Sales Analytics and Operations to gain efficiencies and better support commercial functions. Developed new channels such as e-commerce and events and worked in partnership with several distributors across the country to promote new sales execution capabilities and standards for Diageo's brands in the market.

Sr. Strategy and Project Manager

Diageo

2011-8 - 2014-3 · 2 yrs 8 mos

Sao Paulo

Led strategic projects for Diageo in Brazil, Uruguay, and Paraguay Cluster, including a 5-year business strategy, post-merger integration of acquired business, trade terms transformation, and SAP implementation.