Lorena Sofia Duran Paez

Led the strategic planning and execution of integrated marketing and communications initiatives across 8 countries in Latin America (Colombia, Chile, Argentina, Panama, Honduras, Costa Rica, Guatemala, El Salvador). Oversaw brand positioning, digital marketing, demand generation, public relations, and partner enablement. Collaborated cross-functionally with sales, product, and channel teams to ensure regional alignment and ROI-driven campaigns. Managed multi-country agencies, localized global strategies, and drove measurable growth in awareness and lead generation across the region.

Subject: Advanced Marketing Strategies with AI, Big Data, and Immersive Technologies

Proffesor Subjects Digital Marketing Bioethics and Management Decision Making Marketing Foundations

Responsible for leading and executing marketing strategy and campaigns, monitoring marketing goals, programs across a variety of channels, working through field and businesss partners. • Lead projects and develop marketing campaigns, brand collateral, and long, medium and short-term strategies – overseeing the work of external consultants, including but not limited to digital providers, content providers and event planning agencies • Manage brand resources and processes to enable consistent brand delivery, i.e., message frameworks, visual assets, key terminology, accurate data and highlights • Work closely with Sales teams to support the organization’s growth by developing content marketing and demand generation strategies that drive awareness and engagement. • Allocate and manage marketing budgets according with the plans regarding with the commercial objectives. Key Achievements ‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾ ★ Keeping 33X ROI for marketing activities QoQ making end user coverage. ★ ncrease demand generation lead qualified in 25%. ★ Increase the cloud business thru marketing campaign in 18%.

• Be responsible for the empowerment of Cloud business partners taking advantage of Radware's internal resources. • Recruit key partners to fill the gaps in market coverage in LATAM. • Work to maintain a healthy Cloud partner ecosystem, avoiding channel conflicts. • Execute a sales and marketing strategy designed to achieve the required target quota. • Have regular cadence meetings with partners and alliance members. • Alliance development plans with Business partners for their designed around common goals and objectives. Key Achievements ‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾ ★ Recruitment of key channels in the region. ★ Cloud sales growth 25% QoQ

Manage the Marketing and Communications department in Colombia and responsible for the strategy of the Marketing Business Unit. • Develop and implement 360° marketing plans from more than 60 technology brands, in Cloud, Hardware, Software, Consumer, etc. designing activities such digital marketing, incentives, events, telemarketing, direct marketing, content marketing, training, PR, etc. • Manage Ingram Micro's Marketing relationship with vendors, including maintaining product marketing plans and negotiating their funds. • Develop marketing plans for product positioning and market opportunities based on regional strategies. •Monitor, review and report on all marketing activity and results. •Design marketing activities for demand generation and brand awareness in channels and final user. • Maintain the profitability objectives of the Marketing Ingram Micro business unit. • Key point and work close with different stakeholders such the sales team, unit and product managers to understand market needs and supply with marketing plans that support their sales. • Act as the focal point for project coordination by interacting with vendors, customers, ecosystem channels and developing monitoring tools and plans for effective marketing management. • Manage revenue, expense, budget, ROI and profit margin targets for assigned providers and programs. • Development of strategy for huge events such as Cloud Summit, IDX, Ingram Digital Experience, ONE LATAM, etc. Key Achievements ‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾ ★ Realization and strategy design of the first event carried out by wholesalers of more than 1600 attendees and more than 30 sponsors. IDX Event in the Movistar Arena. ★ Organization and execution of ONE LATAM event with more than 800 attendees, 20 sponsors. ★ Increased market share from position 7 to 3 in the wholesale ranking. ★I ncreased sales in online channel to 35% YoY. ★ Increased sales of business units between 20% and 50% for specific brands YoY.

Responsible for all marketing campaigns in Latin America fulfilling message, product, translation, release date, publication and communication of information to end users and channel partners. •Management of brand awareness programs and demand generation through social media and digital marketing strategies. •Adaptation and execution of global product campaigns (in quality, time, KPIs and budget). •Identify marketing strategies to identify the best marketing mix for the launch of products, scalable events and means to support the strategy. •Management of creation and deployment of campaign assets, including e-mail, digital advertising, webinars, printing, event organization and content of third-party marketing tactics, among other. •Management of external and internal agencies and giving guidelines for the development and execution of campaigns. •Manage the product communication strategy for end users and channel partners for the main verticals. •Monitor and support the health of the database by vertical. •Administration and allocation of budget for campaign activities by Vertical and Product. •Design of product and vertical campaigns for the Latin American market. Key Achievements ‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾ ★ Increased in followers in social media by 20%. ★ Increased in traffic on the corporate website by 10%.

Responsible for the creation and execution Agilitix's go to market strategy driving marketing campaigns and programs to increase funnel and ultimately acquire new logos and upsell existing customer accounts. Along with my team, I’m responsible to develop and deliver tactics to drive high-touch marketing programs to demand generation, to move prospects and customers through the sales cycle to meet regional revenue targets. • Design and execute the marketing strategy that contributes to the positioning of the company, the generation of opportunities and customer loyalty, complying with the procedures, rules and policies of the Company, based on action plans of manufacturers and requirements of the commercial area. • Establish strategic alliances to reach the target market. • Design and ensure the execution of the Company's Communication • Management and update the contacts in the CRM (Income of prospects and opportunities generated by marketing activities with their corresponding follow-up). • Management Marketing budget. • Design, development and execution of customer service strategies (satisfaction surveys, after sales service and loyalty strategies). • Generate new Leads so that these become businesses. • Coordination and creation of the contents to be published on social networks and the company's website. • Support and Management of brand change. • Management advertising and public relations agencies. • Managing relationships with partners like NetApp, Veritas, Veeam, Microsoft, Nutanix, Platform9, Zerto, Dell, etc. Key Achievements ‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾ ★ Launch of new brand Agilitix before Vaits-AccessTeam ★ 134% increase in qualified leads. ★ Increased of followers in social media by 50% YTY.

Responsible of alliance between Dell and Intel for Colombia, Ecuador, Peru, Chile, Bolivia, Uruguay, Paraguay and Argentina. • Develop action plans and strategies focused on demand generation for products and the capture of this. • Analysis of market and competition by market size, market shared, ranking and price band • Control of product guidelines and strategies, guaranteeing the use of the brand. • Negotiate with the partner in search of dynamics for product rotation and / or inventory reduction and greater sale of units. • Monitoring activities carried out by the competition and action plan before them. • Administration and allocation of budget for Marketing and Sales activities. • Support and create the Marketing Plan of the Business Partners (Channels)to demand generation. • Analysis of results and generation of sales reports and marketing activities. • Training and product support to the sales force. Support Marketing and Sales with the associated funds of the alliance, supporting the closing of businesses. Key Achievements ‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾‾ ★ Leading and managing the Peru “go to market” plan, taking advantage of the market share of competitors (Toshiba) with an increase in sales of 60% and an increased in market share from 4% to 11%. ★ Increased investment in non-operating expenses throughout the region.

Doble titulación Universidad Rey Juan Carlos

Conocer las tendencias actuales en Comunicaciones Internas. Comprender la importancia de la gestión estratégica y metodológica de las comunicaciones internas. Incorporar metodología de gestión. Reconocer oportunidades para medir ROI en comunicación interna. Conocer prácticas reales de ROI en Comunicación interna.