Summary
Overview
Work History
Education
Skills
Languages
Work Availability
Interests
Timeline
OperationsManager
Mario Balladares

Mario Balladares

Airlines, Loyalty & Telecom. Business Strategy, Business Management, Sales, Marketing, Distribution, Business Analytics, Customer Experience & Loyalty
Medellin,Colombia

Summary

Mario Balladares is an experienced and results driven executive. Highly successful in building the business and the people in several company cycles and economic environments. Vast experience in business strategy, business models (including low cost), sales & marketing, data driven, product & customer experience, equipped with 20 years of multinational experience working in Latin America, USA & Europe in the Airline and Telecom industry. He has developed a strong knowledge and skills building and transforming business in different competitive context thru positive and participative leadership style.

Overview

26
26
years of professional experience

Work History

VicePresident Marketing, Growth Strategy & BI

Tigo Colombia, Millicom
06.2017 - Current
  • Senior executive, reports to Colombia CEO and Local Board of Directors. Colombia Executive Committee Member.
  • Build the Business -Fill the network-: Led the Business strategy team (B2C & B2B) that defines the market growth strategy for Tigo Colombia 2025. Re-define Tigo's value proposition & competitive approach Focused on sustainable market share gain. Achievement: 5.4 market share pps in mobile business between 2020 & 2023. Sustain market share and increase Cable service revenue by 7.1% 2020-2022.
  • Led a team of 170. A strong senior team integrated by 6 Directors (Brand & Content, Marketing Operations, Growth & Business strategy, G2M, Customer Base Management and Business Intelligence), 16 managers and a wide range of leaders and staff (digital marketeers, data scientist, data engineers) across Colombia. The team also includes the Regional COE for digital marketing & performance.
  • Customer lifetime value: Enable a data driven, sales and marketing organization, to drive sustainable market share gain, accelerate growth (via acquisition) and improve business profitability (customer base). Achievement 2019-2022: Churn reduction in mobile by 2.3pps, +37% convergence penetration & B2B 23% increase in customer legacy + digital product convergence.
  • Build the people: A data driven organization, based on people to drive business growth & challenge the market in all business fronts: Network, Value proposition, sales and distribution, customer, finance and operations.

Global Director Avianca Marketing & Loyalty

Avianca Holdings
07.2015 - 06.2017
  • Senior Director. Report to Avianca CEO and Loyalty Co., CEO, Board of Directors & Management Committee member.
  • Carve-Out of the Loyalty business: Member of the Ex-Co that led the process to separate the Loyalty business from the Core.
  • Great Program & Customer Lifetime value: Led the business strategy and product portfolio for the B2C and B2B model. (5 Year plan)
  • Market expansion: Led the Lifemiles business expansion and product diversification across Colombia, Central & South America and the US including Co-Brand portfolio, airline partners and retail.
  • Great analytics: Led the behavioral and analytics unit to provide the airline and the non-airline partners with a data driven model to produce value, monetize customer intelligence.
  • Great distribution: Co-led the commercial expansion and capillarity across the markets.
  • Great People: Developed a data driven, results oriented and great place to work team, based in acquiring and developing the best "latin" talent.
  • Achievements: 2 road shows that captured $600M in growing equity investment, revenue growth from $70M to $195M (in 2 years), revenue mix from 90-10 (airline/others) to 50-50 turnaround.

Global Director Marketing & Cust Experience

Avianca Holding S.A
09.2009 - 06.2015
  • Led a research-oriented organization from Digital Channels, Customer Experience Design to Marketing during the Avianca, TACA, TACA Perú, Aerogal and Ocean Air Merger.
  • Led a team of 65 including 4 Global Managers, 4 Regional Managers and 2 Business Unit Managers Developed and Implemented the Avianca Brand Strategy and the 5 year Marketing and Customer Experience Strategy.
  • Led Digital channel transformation for avianca.com and the commercial protocol for OTA performance and commission model.
  • Developed and designed the Re-Branding for the New Avianca Airlines and LifeMiles implemented in more than 100 cities and airports around the world.
  • Designed the New Generation of On Board Experience for Airbus A320, A330 family and the Boeing 787.
  • Led the Marketing and Communication team for the Avianca Holding NYSE IPO in 2013 Led the Avianca Brand induction to Star Alliance Globally in 2012, Ecuador in 2014 and Brazil in 2015.

Regional Director Marketing & Customer Experience

TACA International Airlines
06.2005 - 09.2009
  • Led the Marketing and Direct Sales team to re-positioned TACA Airlines and the brand portfolio (Distancia, Cargo, TACA Peru)
  • Led the Commercial team in US, Centralamerica & Andean region for direct and indirect sales
  • Led the Sales team for GSA in Europe, Asia and the Middle East Designed the new TACA brand image and on board experience.

CentralAmerica Business Development Manager

Grupo Paiz (Walmart)
01.2002 - 05.2005
  • Analyzed, negotiated and led the development of the product portfolio for the group, integrated by 4 master distributors in Guatemala, El Salvador, Honduras and Nicaragua.
  • Designed and implemented the Commercial and Marketing Programme for the Kids, youth and adult portfolio.

Brand Manager

New Zealand Milk Products
01.1998 - 01.2002
  • Managed the Anchor Milk Powder Brand Portfolio and the push and pull strategy with modern and traditional trade.
  • Led the brand strategy for Anchor powder milk marketing strategy in the Central America region.

Education

Bachelor of Science - Nutrition, Chemical Science Engineer

Universidad De San Carlos De Guatemala
Guatemala City

Master of Science - Aviation Management And Operations

Geneva Business School
Geneva, Switzerland
07.2005

Skills

  • Brand & Marketing Strategy
  • Digital Marketing
  • B2B and B2C Business Strategy
  • Data driven Marketing & Business Growth
  • Big Data and Analytics
  • Loyalty & Customer Base
  • Merger & Acquisition
  • Business Transformation
  • Multicultural team management
  • Operational Efficiency
  • Profit Growth Strategies
  • Executive Leadership
  • Performance Analysis
  • Product Rebranding
  • Results Orientation
  • Effective Communicator and Public Speaker
  • Employee Motivation and Performance
  • Industry Expertise
  • Innovative and Visionary
  • Strategize Plans
  • Build Revenue Streams
  • Sales Growth
  • Analytical and Critical Thinker
  • Change and Growth Management
  • Corporate Strategy and Development

Languages

English
Proficient
C2
Spanish
Native or Bilingual

Work Availability

monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Interests

Runner, embracing technology & analytics to improve performance Not an elite runner, that ship sailed long ago ;)

Love to grill! And have friends to enjoy it!

Reader!!!! On my way to 45 books this 2023

Uber dad!!! Dedicated on my free time to get my children to almost every activity

Husband!!! Married to the love of my life for 20 years

Love sports!!!!

Timeline

VicePresident Marketing, Growth Strategy & BI

Tigo Colombia, Millicom
06.2017 - Current

Global Director Avianca Marketing & Loyalty

Avianca Holdings
07.2015 - 06.2017

Global Director Marketing & Cust Experience

Avianca Holding S.A
09.2009 - 06.2015

Regional Director Marketing & Customer Experience

TACA International Airlines
06.2005 - 09.2009

CentralAmerica Business Development Manager

Grupo Paiz (Walmart)
01.2002 - 05.2005

Brand Manager

New Zealand Milk Products
01.1998 - 01.2002

Bachelor of Science - Nutrition, Chemical Science Engineer

Universidad De San Carlos De Guatemala

Master of Science - Aviation Management And Operations

Geneva Business School

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Mario BalladaresAirlines, Loyalty & Telecom. Business Strategy, Business Management, Sales, Marketing, Distribution, Business Analytics, Customer Experience & Loyalty