Career Development Service - Cranfield School of Management ...

Career History:
EPM Bogota Telecomunicaciones: Marketing Analyst, Households Segment - Bogota, Colombia (Aug 2007 - Sep 2009)
EPM Bogota belongs to a telecommunications group that possess the greatest share of the Internet market in Colombia. EPM is the
second company in Latin America that offers IPTV.
� Managed the implementation of a new customer referral scheme by analysing preferences for incentives and the impact of actions on new
customer subscriptions. The scheme helped the company to be more effective when dealing with potential clients and current customers,
ultimately leading to a larger customer base for the business.
� Participated in the design of customer loyalty strategies to prevent the retirement of the customers for economic reasons. Achieved
increases in customer retention and commitment, improving organisational position.
� Involved in the launch of a new IPTV service, which required the analysis of the market, the configuration of the offer and the design and
execution of a communication strategy. Improved the competitive edge of the organisation and enhanced communication with consumers.
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� Assisted in the development of a new segmentation model. Actions included an exploration study design and proposals of new services that
linked to the segmentation model. This acted as the framework for future innovation projects.
� Implemented the sales force training programme on handling customer objections, providing them with tools to learn the advantages and
disadvantages of each offer. The programme made the sales force more confident in their ability and effective throughout the sales process,
improved results.
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� Assisted in the analysis of special offers from a financial perspective to focus on each individual business customer. Reported findings to
Marketing Manager with the aim of improving future financial performance. Participated in the construction of the annual sales budget by
analysing historical sales results and marketing objectives through communicating with cross-departmental teams, successfully obtaining
required data.
� Individually responsible for the implementation and diffusion of ISO 9001 quality standards on the marketing process. The main processes of
the company were officially certified. This was achieved by communicating with the ISO project team and by leading the re-design of
marketing processes to fit in with the ISO standards and framework.
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