Open To Work
Maria Claudia Foschi
Katy,Texas
Summary
Strategic Marketing and Growth Leader with 15 years of experience in business transformation and brand development across telecommunications, FMCG, services, and startups in LATAM. Expertise in CRM and loyalty strategy, digital ecosystems, and go-to-market execution. Proven ability to manage multi-million-dollar budgets and lead high-performing teams, achieving significant results such as churn reduction, market share expansion, and award-winning campaigns.
Overview
24
24
years of professional experience
Work History
Marketing & Business Unit Director
Acondesa
01.2019 - 09.2024
- Directed operations for national restaurant chain, overseeing 17 locations and 70 employees with full P&L responsibility.
- Drove profitability through effective budgeting, financial planning, and cost management.
- Achieved double-digit revenue growth while reducing operational costs by 15%.
- Designed and executed go-to-market strategies, promotional campaigns, and sales initiatives.
CEO & Marketing Director
Herbanna
01.2019 - 01.2024
- Company Overview: Startup – Beauty & Sports-Care, CBD Innovation
- Founded and scaled Herbanna, launching 22 innovative CBD/CBG-based products across skincare, wellness, and sports recovery.
- Directed corporate strategy, financial planning, budgeting, production management, and forecasting.
- Built brand identity, packaging, positioning and go-to-market execution (SEO, paid media, influencers).
- Scaled e-commerce to 20% of revenue within first year and achieved USD 30K monthly sales.
- Exercised cross-functional leadership, aligning production, marketing, and sales teams.
- Startup – Beauty & Sports-Care, CBD Innovation
Head of Affiliations Department
CAFAM
01.2017 - 01.2018
- Developed retention and maintenance strategies for high-value clients, enhancing long-term engagement.
- Achieved 30% of total new affiliations by implementing innovative commercial channels.
- Revamped processes resulting in 34% increase in new affiliations compared to prior year.
Chief Marketing Officer – Mobile Unit
ETB
01.2013 - 01.2017
- Company Overview: Telecom
- Directed the launch of ETB’s mobile business unit, achieving national expansion within one year and reaching 100K users in Colombia’s main cities.
- Exercised cross-functional leadership with a 20-person team, coordinating product, digital, IT, finance, and customer service.
- Managed a USD 5M marketing budget and USD 3M vendor/device procurement with full cost optimization.
- Oversaw advertising and media agencies, delivering award-winning campaigns, including an Effie Gold for the mobile launch.
- Telecom
Loyalty & CRM Director
Telefónica Movistar
01.2011 - 01.2013
- Company Overview: Telecom
- Created and led Telefónica’s first Loyalty & CRM Department, building strategy, data analytics, and execution capabilities from scratch.
- Implemented cross-functional loyalty programs, reducing churn from 5% to 2.5%.
- Launched high-value loyalty initiatives and segmented offers, improving retention KPIs and CLV.
- Positioned loyalty as a strategic growth driver, embedding CRM into corporate strategy.
- Telecom
VAS & Connectivity Director
Telefónica Movistar
01.2008 - 01.2011
- Company Overview: Telecom
- Directed Telefónica’s largest cross-functional project to launch mobile internet plans, expanding penetration to 70% of the base.
- Managed an annual USD 10M budget for vendor negotiations and device procurement.
- Achieved USD 2M+ in savings via optimized vendor negotiations and procurement strategies.
- Led a 15-person team across product development, strategy, and technical support.
- Telecom
Strategic Marketing Consultant
CACTO S.A.
01.2005 - 01.2008
- Company Overview: Consulting
- Designed and implemented end-to-end Loyalty & CRM programs in Colombia, Venezuela, and Ecuador.
- Integrated automated CRM tools enabling real-time segmentation, campaign personalization, and program tracking.
- Directed consulting projects that improved retention, engagement, and lifetime value for regional clients.
- Consulting
Marketing Director
Scotia Bank
01.2004 - 01.2005
- Directed Marketing Department of 20 staff, managing USD 2.5M annual budget.
- Developed brand positioning strategy that strengthened customer loyalty.
- Implemented customer-centric culture across branches and channels, increasing client satisfaction.
Senior Category Manager
Kraft Foods
01.2001 - 01.2004
- Company Overview: FMCG
- Directed marketing strategy for Tang, Clight, and Fresco Royal, managing a USD 5M ATL & BTL budget.
- Launched Clight in Colombia, pioneering the light powdered drinks category and achieving 71% market share.
- Expanded portfolio with launches in gelatins and powdered teas, consolidating Kraft’s footprint.
- FMCG
Education
Bachelor - Business Administration, Specialization in Marketing
Pontificia Universidad Javeriana
Cali, Colombia01.1996
Skills
- CRM strategy and retention
- Loyalty program management
- Brand strategy execution
- Go-to-market planning
- Digital marketing and e-commerce
- Cross-functional leadership
- Budget and P&L oversight
- Strategic partnership building
- Product development innovation
- Project management expertise
- Bilingual communication (EN/ES)
Awards
- Effie Gold Award, Best Telecom Launch Campaign (ETB, 2016)
- Accenture Innovation Award, ETB Mobile Business (2016)
- Best Loyalty Program LATAM, Telefónica Movistar (2013)
- Bravo Award, Best Mobile Internet Practices (Telefónica Global, 2011)
- Top 100 Marketing Executives in Colombia, Revista Dinero (2002)
- Recognized by Kraft LATAM, for Innovation in Brand Development (2004)
Languages
English
Native/ Bilingual
Spanish
Native/ Bilingual
Accomplishments
· Effie Gold Award – Best Telecom Launch Campaign (ETB, 2016)
· Accenture Innovation Award – ETB Mobile Business (2016)
· Best Loyalty Program LATAM – Telefónica Movistar (2013)
· Bravo Award – Best Mobile Internet Practices (Telefónica Global, 2011)
· Top 100 Marketing Executives in Colombia – Revista Dinero (2002)
· Recognized by Kraft LATAM for Innovation in Brand Development (2004)
References
References available upon request.
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Certification
Customer Value, Acquisition, and Retention
University of Maryland, College Park
September 2025
Foundations of Project Management
September 2025
Timeline
Marketing & Business Unit Director
Acondesa
01.2019 - 09.2024
CEO & Marketing Director
Herbanna
01.2019 - 01.2024
Head of Affiliations Department
CAFAM
01.2017 - 01.2018
Chief Marketing Officer – Mobile Unit
ETB
01.2013 - 01.2017
Loyalty & CRM Director
Telefónica Movistar
01.2011 - 01.2013
VAS & Connectivity Director
Telefónica Movistar
01.2008 - 01.2011
Strategic Marketing Consultant
CACTO S.A.
01.2005 - 01.2008
Marketing Director
Scotia Bank
01.2004 - 01.2005
Senior Category Manager
Kraft Foods
01.2001 - 01.2004
Bachelor - Business Administration, Specialization in Marketing
Pontificia Universidad Javeriana
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