Claudia Silva Santisteban

• Planned marketing initiatives and leveraged referral networks to promote business development.
• Came up with detailed plans to enhance sales management and prioritize long-term business goals.
• Expanded client base (B2B and B2C) by identifying and targeting new business opportunities through market research and analysis.
• Identifying, planning, and executing the company's participation at the principal sector events.
• Established long-term partnerships with key stakeholders, fostering trust and collaboration for mutual success.
• Conducted regular meetings with the principal stakeholders to build positive and productive relationships.
• Optimized sales funnel management, increasing conversion rates and improving overall customer acquisition strategies.

• Develop and implement a new sales channel, define the go-to-market strategy and product portfolio, create communication materials,
• Conceptualize, Develop, plan, implement, and Increased event attendance and sales by developing strategic marketing campaigns and engaging promotional materials.
• Conferred with event staff at the event site to coordinate details.
• Coordinated with participating vendors during event planning.
• Utilized project management skills to keep events on track while meeting deadlines and staying within budget parameters.
• Achievements:
• Jan - Dec 2023 Sales: $178K - GP 32.56%
• Develop the concept of the 'Recipe of the Week': +25% of the sales of the related items.
• Wine Tasting: Wine sales were $10K daily, +121% compared to regular Wednesday.

• Developed comprehensive marketing strategy and plans (on and offline) in alignment with overall business goals and objectives.
• Identify the potential and define the role of all products in each market and territory according to their value proposition and differentials.
• Evaluation of brand health, positioning, and brand valuation by the selected segment
• Oversaw the creation of compelling marketing materials, including brochures, presentations, and social media content to drive engagement and conversions.
• Define the lines of communication, content campaign, and brand strategy for each market, channel, and product.
• Built strong relationships with industry professionals and influencers.
• Development and management of each business unit: PNL, % GP, positioning of each product of each business unit, recruitment of current business units, channel management, as well as the identification of new business opportunities, analyzing them and making them viable in coordination with the Finance and academic team of each country with which the initiative can be made more viable
• Managed annual marketing budget, ensuring cost-effective allocation of resources for maximum impact.
• Ensure the improvement of the management processes and experience of the potential student throughout the decision and conversion journey, identifying the best management tools for the sales team to allow fast, efficient, and transparent lead management.
• Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
• Manage precise KPIs (Lead Management: % conversion, % no interest, contactability, Abandonment rate, Marketing Management: Brand recall, CPL, CPA, Market share, Contribution margin, % investment over revenue, Email open rate, Business Management: NLP, GP, Cash flow, etc.)
• Achievements:

Paraguay 22-1 CPEL historical record of fundraising + 30% fundraising vs. AA / DG historical record of fundraising + 15% Fundraising B2B management optimization +65% to date 2022 vs. 2021

Miami Branding strategy development and campaign landing - Launched June 2022 Development and launch of 100% online ESL program Estimated annual revenue of US$300K Development of an American Degree program with USIL Peru for the Master's in Education with an estimated annual income of US$320K

• Design and execution the marketing and sales strategy for The Graduate School and International operations (Paraguay and Miami)
• Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
• Created company brand messaging, collateral materials, customer events, promotional strategies, and product commercialization.
• Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
• Analyze, understand, and develop existing products, identify development opportunities in the segments and markets where the operation is developed, and understand the particularities of the different audiences of each of the business units and countries in charge
• Analyze and optimize existing processes, seeking to improve the user experience at all levels, using existing technology, complying with current regulations, and constantly reviewing commercial management KPIs in each unit and process in charge
• Management, monitoring, and optimization of commercial funnels; definition of goals and building blocks; evaluation of progress and results for decision-making; managing a multidisciplinary and multicultural team; Reporting directly to the Commercial Vice President of the Corporation

Achievements:

• EPG: Rethinking the executive education portfolio: +45% revenue 2021 vs 2020
• Rethinking Inhouse strategy - multiplying by three times private sector turnover +16% Revenues vs 2021 vs 2020
• International units: Paraguay 21-1 CPEL +100% students vs 2010-1 / DG + 50% Students 2021-1 / UBS +36% Revenues vs 2020 22-1 CPEL Historical Capture Record + 30% Capture vs
• AA / DG Historical Capture Record + 15% Capture

• Development and implementation of commercial strategies, channel management, and contact center, as well as the admission process of the different business units of the corporation (Undergraduate, CPEL, Institute of Entrepreneurship and Commercial Operation of Paraguay); managing omnichannel strategies in the process of lead management and capture as well as in the management of databases (inbound and outbound)
• Analyze, question, and optimize existing processes to improve the user experience at all levels. Use existing technology, comply with current regulations (SUNEDU and MINEDU), and constantly review commercial management KPIs in each of the units and processes in charge.
• Created and maintained a strong team culture that promoted high levels of collaboration, employee satisfaction, and overall performance.
• Management, monitoring, and optimization of commercial funnels; defining goals, building blocks, evaluation of progress and results for decision making; managing a multidisciplinary and multicultural team of 120 collaborators
• Identify and develop projects that contribute to institutional growth.
• Responsible for the call for applications and a number of undergraduate students, CPEL, IE, and Paraguay

Achievements

• Applicants 2020-1 vs 2019-1: Undergraduate: 23% growth in new enrollments / CPEL: 12% growth in new enrollments / IE: 8% growth in new enrollments
• Applicants 2020-2 vs 2019-2: Undergraduate and CPEL maintain the same level despite the economic situation, IE: 17% growth
• Continuity of 100% of the services during the COVID-19 economic juncture Virtualization of 100% of the admission and customer service process, leading projects with an impact on the entire corporation: Admission Site + development of the EXAM platform, a platform that allows facial recognition of applicants as part of the requirements for admission to be evaluated and real-time monitoring during the evaluation
• Marketing Plan and Automation of Leads Management in Paraguay

• Increased brand awareness by developing and implementing strategic marketing campaigns.
• Development of the commercial strategy, managing the portfolio, line, and communication channels (ATL, BTL, and Digital), and sales, as well as the commercial objectives; understanding the environment, consumer insights, stakeholders, and market trends; tracking the main KPIs of commercial management; management and monitoring of commercial funnels; definition of goals and evaluation of progress and results for decision-making.
• Identify opportunities and develop products that contribute to developing the brand and increase its value.
• Negotiate the best conditions with suppliers and identify and exploit market opportunities.
• Conducted comprehensive market research to identify emerging trends and capitalize on new opportunities.
• Enhanced customer engagement with targeted social media strategies and content creation.

Achievements:

• 27% growth in enrollment 2020-0 vs 2019-0
• 17% Growth in enrollment 2019-1 vs 2018-1
• Improved conversion of attendees to enrollees in 4pp
• 71% growth in attendance at recruitment events in target schools - USILfest + Meet&Greet + USILbyrequest Improvement in the conversion of the uptake activities to 4pp

• Develop the marketing strategy, manage the portfolio and the line of communication for all business units (undergraduate, graduate, postgraduate, continuing education), and understand the environment, consumer insights, and stakeholders.
• Collaborated closely with sales teams to develop effective marketing collateral that supported lead-generation goals and conversion, thus increasing enrollment conversion from 80% to 97%.
• Developed comprehensive marketing plans for product launches, resulting in increased sales and market share.
• Identify market opportunities for the different units.
• Negotiated favorable contracts with vendors and agencies, reducing costs while maintaining high-quality results.
• Responsible for the call and entrants and enrolled in each academic cycle for the business units
• Rethink the integral marketing strategy, combining academic and administrative objectives: - Improve the Selectivity indicator by 175% and improve the entrance grade by 6 points.
• Reduce investment per entrant by 24%
• 6% improvement in revenue as a result of schools of origin Rethink work in digital media, aligning it with marketing strategy, achieving the following results: - In Institutional web, 500% more visits - In Social Networks: Facebook tripled the number of natural followers, improving the quality of leads and their conversion from 3% to 11%
• Align ATL, BTL, Digital, and PR strategies, achieving top-of-mind in the target audience.
• Cultivated strong relationships with industry influencers and media outlets, securing positive coverage and maximizing brand exposure.
• Measurement and evaluation of student satisfaction, achieving key points by reducing student desertion from 15% to 6.4%

• Organize participation in Real Estate Fairs in Virginia, Maryland, and Washington, DC.
• Manage and publish real estate offers in digital portals, ensuring the rotation of the properties entrusted for sale or rent.
• Managed contracts, negotiations, and all aspects of sales to finalize purchases and exceed customer expectations, providing exceptional support during the whole process.
• Proposed to change the strategy of visiting and publishing properties, which improved the effectiveness level of closing sales and rentals by 6%.

• Strengthened client relationships through regular communication and timely resolution of issues, increasing customer satisfaction.
• Used key metrics and prepared reports for senior management to monitor the performance of commercial activities.
• Built relationships with clients to establish new contracts.
• Managed and analyzed budgets, P&L, balance sheets and sales reports.
• Improved operating profitability of both business units by 3%
• Negotiate with suppliers and channels involved in providing the service (Retail, self-service chains, logistic support: uniforms, materials, transportation, etc.).

• Facilitated regular communication with clients to ensure their needs were met, fostering long-lasting relationships built on trust and mutual respect.
• Formed the team to evolve from an Outsourcing company to a BTL agency, ensuring that both business units have a similar turnover and represent 52% and 48%, respectively
• Developed customized solutions for clients based on a deep understanding of their unique pain points, delivering exceptional value, driving repeat business, and generating long-term commercial relationships with clients such as Unilever, Kraft, Bimbo, Química Suiza, CENCOSUD, Diageo, Coca-Cola, Gatorade.
• Lead creative and project development team for each client's brand.
• Generated new business with marketing initiatives and strategic plans.
• Maintaining close relationships with clients and processes allowed us to have long-term commercial relationships with clients, which were supported by the quality of service and the clear management of the different markets.
• Negotiate with suppliers and channels involved in our service (Retail, self-service chains, logistic support: uniforms, materials, transportation, Training, Gigantographies, etc.).

• Increased and improved the client portfolio, reaching annual contracts with companies such as Unilever, Kraft, Bimbo, and Bread.
• Led teams to improve the quality of selection, training, supervision, and, thus, implementations, which positioned SILMAR as one of the most severe outsourcing companies in the market, ranking second in the top-of-mind category
• Used key metrics and prepared reports for senior management to monitor the performance of commercial activities.
• Negotiate with suppliers and channels involved in providing the service (Retail, self-service chains, logistic support: uniforms, materials, transportation, training, etc.).

Achievements:

• A 200% increase in turnover during the first year, 350% during the next three years, and a 15pp increase in profitability

• Devised product pricing strategies and trade marketing investments to support growth.
• Participate in the multidisciplinary team as one of the three representatives of Peru for the redefinition of the Dove brand from a soap brand to a personal care brand.
• Collaborated with merchandising team on creating differentiated in-store experiences through unique merchandising and collateral opportunities.
• Measured marketing program effectiveness via regular monitoring of KPIs.
• Follow-up to the team of point-of-sale promoters.
• Developed a trade marketing plan for the brands I was in charge of (Dove, Sedal, Axe, Rexona, Pond's, Vasenol), which resulted in a 15% growth in the category
• Providing support to raise special deals with key customers, representing a 10% increase in sales and a margin improvement at a maximum bonus of 2.5%

• Developed, negotiated, and coordinated the implementation of the Trade Marketing plan for each self-service chain, aligned with each brand's objectives and needs
• This resulted in channel growth that exceeded market growth by 5 pp.
• Organize the activities with the outsourcing agency, developing a planned schedule that saved 15% of the budget
• Negotiation with the leading supermarket chains (layout, prices, volumes, promotions, etc.).

• Participated in the creation and development of the Trade Marketing department, which allowed me to increase sales by 10%, manage relevant information that will help in decision-making, and professionalize the sales area
• Managed relationships with key retail partners, fostering collaboration on joint promotions and events.
• Prepared, negotiated, coordinated, and implemented tailor-made plans with the main customers, improving the sales dispersion by enhancing the relationship with the best customers identified according to the Pareto curve
• Participated in the development of customers with potential, increasing sales by 8%, improving merchandise turnover, and reducing stock levels in customer warehouses by 13%.

• Fostered a positive working environment through proactive conflict resolution measures and consistent recognition of staff achievements.
• Led the team of area salespeople, visiting clients, understanding their problems and situations, and teaching the team how to build profitable businesses by generating rotation
• This resulted in the fulfillment of the sales quota in all brands and channels
• Developed the customized work plan for the Pareto curve A clients in my area of responsibility, initiating sustained growth with a healthy inventory level.