McGill University - Desautels Faculty of Management

Universidad de Los Andes

Product Strategist & Entrepreneur

•	Spearheaded the creation, development, and launch of a new self-serve digital SaaS platform, generating ~5k DAU and over $15MM in net new ARR. 
•	Led a team of PMs and partnered with cross-functional stakeholders to create the product strategy and roadmap, driving user acquisition and engagement through experimentation and personalization techniques, which led to a 73% uptick in Lead Conversion Rate YoY, and a 180% improvement in signup rates for Paid Traffic
•	Managed product strategy (ideation, discovery, market /user research, design, user testing/validation, MVP and version definition, KPI definition/tracking, business casing, stakeholder management) and product execution (solution architecture, technical product management, requirement gathering, story sizing, development, testing) with a  high degree of cross-functional complexity and integration.

Thomson Reuters

Product Lead - Lead Acquisition & SaaS Trials

Finally (www.myfinally.com) is a Canadian Fintech consumer startup focused on providing Canadians with easy and affordable access to financial planning services and curated content to promote financial literacy.

•	Led product management, development, and go-to-market activities for the web-app launched in 2020, which generated +1.2K visits, +10K pageviews, and +150 conversions in the first 3 months.
•	Formed partnerships with key players in the fintech ecosystem (Stripe, Wealthsimple, Plaid, VoPay) to implement value-added services (money movement, and bank account aggregation)
•	Established relationships with financial institutions and product/service providers to enhance the product offerings and create new revenue channels

Finally

Startup Founder & CEO

•	Managed all stages of ideation, problem discovery, launch, and execution of B2C digital products.
•	Created and launched a fintech app aimed to improve personal financial management through credit score offering, category expense management, budgeting, and personalized insights to achieve financial goals (i.e. debt reduction, retirement, investment and savings)
•	Created and launched a merchant-discount double-sided marketplace aimed at bringing together affluent merchants and buyers to enjoy premium discounts.

RBCx

Product Lead - Consumer Ventures

For the Canadian market:
•	Responsible for all value-added solutions supporting the Bank's digital wallet and eCommerce offering in the Canadian market.
•	Responsible for creating and/or maintaining partnerships with leading fintech providers, to enhance the Bank's digital payment offering.
•	Working closely with the Bank's agile delivery lab, I have been responsible for delivering and maintaining a set of digital initiatives :
1) A Merchant-funded Offer program with leading Canadian retailers, tailored to satisfy customer's purchasing behavior and preferences.
2) Digital Loyalty Offering aimed at converting physical loyalty and gift cards into digital form,  simplifying the conversion and redemption of points among different loyalty programs, and rewarding customer behavior through point offerings.
3) E-receipt solution to increase mobile user engagement.
4) E-commerce solutions through partnerships with Visa and Mastercard.

For the International market:
•	Developed the digital payment strategy and roadmap to position Scotiabank as a leading digital payment provider in Latin America.
•	Led the business casing process and strategy design to launch a digital wallet in Peru, Chile, Colombia and Mexico.
•	Partnered with card and payment processing networks (Visa/MasterCard) to implement tokenization services for digital payments across Latin America.
•	Defined the implementation roadmap of value added services to enhance the digital payment experience and deliver new revenue streams to the bank.

Scotiabank

Senior Product Manager, Digital Payments, Canadian and International Banking

Skills: Launches · Product Strategy · Business Requirements · Cross-functional Team Leadership · Key Performance Indicators · Analytical Skills · Teamwork · Agile Methodologies

Product Manager, Digital Payments

Responsibilities:
•	P&L management for cobranded credit card portfolio
•	Develop new products for the credit card portfolio. 
•	Develop new alliances with companies in order to create co-branded products. 
•	Develop marketing campaigns to increase billing and capture new accounts. 
•	Responsible of AAdvantage Portfolio
•	Monitoring the market in search of new customer needs. 
•	Protecting sales, volume and profits for existing products. 

Achievements:
•	Achieved 20% growth in AAdvantage customers by improving the AAdvantage Credit Card value offer, partnering with American Airlines in order to provide value-added benefits for high net-worth clients (i.e. exceptional reward bonuses and dedicated customer service channel). 
•	Improved client loyalty (retention rate +23% within 6 months) by launching a Proactive Marketing Campaign that awarded customers with enhanced products and benefits depending on their past purchasing behavior and current credit card usage.

Citi

Product Manager

Responsibilities:

•Assessing the viability of new products and projects. 
•Decision-making regarding pricing strategies and sales distribution. 
•Building strong relationships and processes with Sales and Marketing areas. 
•Developing and managing a team of analysts. 

Achievements:

•  P&L responsibility for the Quaker Cookie Category (10% volume share) and Gamesa Cookie Category (7% volume share). Responsible for growing the Cookie Category Portfolio by launching new product formats, pricing strategies and promotional initiatives across all distribution channels.
•  Launched a Product Reconfiguration Campaign across various product categories (i.e. Lays, Doritos, Cheetos), aimed to increase market share in the low-income customer segment by creating smaller but more profitable product formats.
• Designed and implemented a modeling tool across northern Latam (Peru, Ecuador, Venezuela, Colombia), aimed to perform cost-benefit analysis for various type of marketing campaigns (i.e. new product launches, product reconfigurations, pricing strategies, promotions) and assess their impact on the company’s financial performance.

PepsiCo Americas Foods

Brand Manager

Responsibilities:

•Directing the annual budgets and sales forecasts processes.
•Controlling and monitoring internal expenses. 
•Reporting financial results to Local Staff and Regional Office. 
•Developing financial tools and profit models by product and distribution channel. 

Achievements:

•Directed all financial forecasting processes (Annual Operating Plan, Mid-term forecasts, Monthly Estimates) for Venezuela and Colombia, and delivered financial recommendations to senior management and regional staff on how to increase revenue stream and mitigate risks associated with industry´s performance
•Developed the Andean Sales Forecasting Tool, used by all countries in South America, allowing easier consolidation of data and higher accuracy in results
•Developed Budget Control and Monitoring Tools to efficiently track expenses, improve forecasts, and proactively adjust budgets to meet Annual Financial Plan and other interim forecasts

Santiago L.