I am a researcher and strategist focused on branding and community development. I work to build sustainable business models, brands and platforms that can improve living conditions, optimise resources, and ultimately encourage transformation. Most recently I worked as Project Manager for a social incubation at Purpose, a public benefit corporation dedicated to promote social change. Alongside an interdisciplinary and hard working team, we created the initial platforms and networks needed to advance citizen participation in Colombia.Locked Pro Plan feature
Advisor for a social innovation organisation in Colombia, dedicated to enable citizen engagement and participation through new technologies. I asses branding and marketing decisions and provide recommendations and guidance to the staff and external consultants.
Participated in a citizen engagement project for Colombia, incubated by Purpose, with the objective of encouraging social mobilisation around major social and cultural challenges that the country is currently facing. This efforts resulted in the consolidation of the organisation Movilizatorio, the successful launch and strengthening of the community El Avispero (www.elavisperomov.org), and the attainment of grants and projects in alliance with national and international partners. In charge of bringing the brand to life: conducted market research; designed naming and positioning workshops; defined a brand architecture that integrated a variety of projects targeting diverse audiences; developed internal strategy presentations; and guided the efforts of designers and developers in order to build compelling identities across different platforms. Supported diverse activities, from fundraising to planning, with the objective of building the platforms and networks needed to enable positive change and transformation in Colombia. Involved in the development of fundraising documents and pitches to earn grants and carry out the initial projects -needed to achieve economic sustainability- for the years 2016 and 2017.
Joined the initial efforts of building an entrepreneurial and innovative initiative, Movilizatorio: a citizen engagement lab for Colombia, incubated at Purpose. By the end of 2016, Movilizatorio had gained presence in most of the country, including critical communities affected by the armed conflict; built partnerships with major national and international organisations dedicated to social transformation; launched a platform for citizen participation with over 30k users; and initiated and connected an active community of game changers that collaborate and enable citizen participation across different scenarios. In charge of creating the strategic brand guidelines for an awarded citizen engagement community and digital platform that reached +30k users within the first two weeks of launching. (www.elavisperomov.org) Collaborated on proposals and social innovation projects with recognised organisations from diverse industries, such as Fundación Social, the Inter-American Development Bank and The Behavioural Insights Team. Developed internal activities and defined processes and tools that contributed to the consolidation of an integral team and an efficient and innovative culture inside the organisation. In charge of a campaign aiming to reduce aggressive behaviour in Colombia through generating awareness of common violent reactions, to be launched in march 2017.
Responsible for re-defining the Company’s brand in order to communicate a comprehensive portfolio addressed to diverse clients (corporate clients, students and young professionals, and experienced professionals). Defined alternative sources of revenue by leveraging the existing know how of the organisation in the creative talent industry, optimising existing resources and tapping into channels with greater outreach. Collaborated in establishing a new business model and restructuring the pricing structure of the recruitment service. This strategy reduced the risk of relying on payment fees and ensured periodic incomes in each project. Further more, the brand perception improved, as the clients expectation, milestones and fees were closely aligned. In charge of planning and overseeing a yearly Design and Innovation Summit with the participation of executives from leading organisations (Pfizer, R/GA, BNY Mellon) as panelists.
Involved in the execution of projects across several industries, involving positioning strategy, brand architecture and portfolio optimisation for leading companies in Colombia. Coordinated multiple projects, managed interactions with clients, conducted contextual interviews, directed market research and industry analysis. Projects: Collaborated in the creation of a brand positioning strategy for a Risk Management Consulting Company that highlighted its differentiated attributes around human relations and trust in order to build stronger ties with the audience. Assisted in simplifying an Industrial Conglomerate’s brand architecture and optimising the role of its different brands in order to allocate resources efficiently across its brand portfolio. Assisted with the process of optimising and redefining the brand portfolio of an Animal Science Company in order to expand the brand’s scope and allow the Company to enter into adjacent industries.
Strategic Design and Management Programme with a focus on business and design strategy, innovation, research and entrepreneurship.
Major in Service Design with Minors in Social Psychology and Management