How to achieve disruptive innovation

Facilitator: Matilde Wheelock

What is Branding?

Facilitator: Kharolys Naranjo

How to choose the target group that is strategically valuable

Facilitator: Matilde Wheelock

Value Proposition
and Positioning

Facilitator: Matilde Wheelock

How to build Brand Equity

Facilitator: Matilde Wheelock

How to build Customer Equity

Facilitator: Matilde Wheelock

Principles of Shopper Marketing

Facilitator: Matilde Wheelock

Why it is important to segment the market and how to do it

Facilitator: Matilde Wheelock

The gap between Marketing y Branding

Facilitator: Kharolys Naranjo

Branding is the key to provide value to your business

Facilitator: Kharolys Naranjo

Defining a brand strategy

Facilitator: Matilde Wheelock or Kharolys Naranjo

The business value in the digital services industry

Facilitator: José Ignacio Sordo

Matilde Wheelock
Consultant Business Management Allied (BMA)
Guatemala

Matilde is the Leader in Central America for Business Management Allied (BMA). She has vast experience in the development of commercial and marketing strategies working for CPG multinational companies and with a successful career leading commercial operation in the Retail Industry. The combination of having worked in both sides of the value chain (supplier and retailer) positions her as a rounded professional with a unique vision to find the optimal solutions. Prior to joining BMA, Matilde spent the last 28 years working for very well-known multinational companies like Procter & Gamble and Walmart of Central America. Matilde received her Bachelor of Science Degree from the University of Texas at Austin and her MBA from Universidad Francisco Marroquín in Guatemala City, Guatemala.

Kharolys Naranjo
Consultant Business Mgmt. Allied (BMA)
Miami, Fl. USA

Kharolys is a consultant for Business Management Allied (BMA). She is a visual communicator with more than21 years of experience in branding, retail and publishing. She is a consultant collaborator of Business Management Allied (BMA) in the use of design as a tool to face business challenges. Her practical and functional view allows businesses to achieve goals, improve communication, open new channels, increase the exposure of the product or the service, and increase sales as a result. She has strong leadership and management skills with a focus on methodologies based on Design Thinking. Kharolys is an excellent team player with a proven experience as a leader in global teams at companies such as Procter & Gamble. Her career has allowed her to work as a facilitator in different innovation projects, developing conceptual strategies, implementing new processes and executing different advertising campaigns with brands such as Pampers. Kharolys received her academic degree in Graphic Design from the Instituto de Diseño in Caracas, Venezuela and specialization courses in Design from IESA, Rhode Island School of Design and The New School.

José Ignacio Sordo
Founder CIO Eureka
Chicago, IL. USA

José Ignacio is a consultant at Business Management Allied (BMA). He is seasoned leader with proven experience in consistently deliver results that exceed expectations in operations with specific objectives in their P&L, new business development, organizational leadership, IT management, global operations, shared services, team management and development, best practices utilization, benchmarking and performance optimization of teams. His global experience People and Culture is equivalent to his talent as a business leader, helping clients reach new levels of performance in IT and improve ROI’s. José Ignacio is frequently recognized by the the industry and has been named one of the HITEC top 100 Hispanics with more influence in America in the field of IT during several years: 2008, 2009, 2010 and 2011.