Stefanny Espitia Concha

November 2022 – Present
Territory Manager • Imperial Tobacco (British American Tobacco Canada)

• Lead strategic initiatives to fortify market leadership, drive brand expansion, and counteract competitive endeavors in the territory on charge.

• Control contract management, ensure budget adherence, orchestrat engagement activities, and formulate growth projections for assigned clients.

• Manage and negotiate within the North Dundas and Gangerry Ontario region, overseeing a portfolio valued at $16.6 million USD annually.

October 2021 – August 2022
Account Manager Regional Chains • Grupo Familia (Essity Latam)

• Conducted financial statement analysis to optimize portfolio composition, maximizing margin contribution.

• Provided essential support to the sales team in developing annual investment plans for Key Accounts, leveraging financial insights, growth expectations, market trends, and optimal portfolio mix.

• Evaluated proposed sales team activities, ensuring return on investment and recommending adjustments for enhanced cost-effectiveness.

• Led negotiations with regional chains, managing a portfolio of $8.1 million USD annually (162 Supermarkets) in the Pacific and Eastern Colombia.

• Oversaw the monthly budget execution for brand-related activities, including point-of-sale displays, cross-sales, promotions, and in-store advertising.

September 2018 – October 2021
Go to Market Head • Grupo Familia (Essity Latam)

• Engineered sales force coverage and distributor alliances in the Eastern Colombia region, implementing methodologies for reaching group retailers.

• Ensured budget compliance by strategically placing references and launching products with effective sales coverage supported by third-party, company, and distributor data.

• Sustained brand leadership through numerical distribution growth in strategic channels.

• Analyzed diverse data sources (Nielsen, internal data, distributors, and wholesales) to provide a summarized business development status and strategic options.

July 2017 – September 2018
Trade Marketing Leader • Grupo Familia (Essity Latam)

• Orchestrated strategies to fortify market leadership, foster brand growth, and counteract competitive actions.

• Monitored competitor strategies, assessed brand positioning using indicators such as Nielsen, district sales budget, and net product price.

• Led a team of merchandisers and promoters to deliver precise execution strategies tailored to clients and retailers.

• Managed and controlled a budget of approximately $861 million USD for sampling material, point-of-sale activations, and brand loyalty activities.

September 2016 – July 2017
Marketing Director • Frigorífico Metropolitano

• Planned, structured, and coordinated national marketing strategies, focusing on relationship management, customer acquisition and retention, satisfaction evaluation, and corporate image development.

• Conducted market research and analysis to evaluate the feasibility of expanding the company's geographical footprint.

• Led the coordination and execution of all company trade shows, press conferences, and events.

April 2012 – September 2016
Trade Marketing Representative • British American Tobacco Colombia

• Managed relationship activities and strategies for brand development and positioning in points of sale.

• Oversaw incentives and budgets for activities and negotiations with clients.

• Analyzed market and environmental behavior to design preventive or corrective strategies for maintaining the company's positioning and competitiveness.

January 2011 – January 2012
Customer Relationship Management • Merck Sharp and Dohme Madrid

• Managed and analyzed CRM platform data, distributing relevant information for use in various company areas.

• Participated in characterization, segmentation, and customer targeting projects.

• Oversaw the control and distribution of medical samples for the company's recent launches.

• Standardized the delivery process of samples for the entire sales force, ensuring compliance with legal regulations in Spain.

• Developed a platform for evaluating qualitative objectives for territory managers to control the execution of commercial activities by medical delegates (sales force).

Universidad Industrial de Santander (UIS)

Master of Business Management (MBA) • 2016 - 2018  

Bucaramanga, Colombia

EUDE Business School –

Universidad Complutence de Madrid/ Centro Real Maria Cristina

Master in Commercial Management and Marketing (MBA) • 2010 - 2011  

Madrid, Spain

Colegio de Estudios Superiores de Administración (CESA)  

Bachelor of Business

Administration • 2006 -2012

Bogota, Colombia