Open to opportunities

Armando Medina

@armandomedina

Growth Marketing and Go-To-Market executive with 15+ building profitable, sustainable growth across the U.S., LATAM, and Europe.

Colombia

Message

What I'm looking for

I seek a leadership role where I can build data-driven GTM and growth systems, align cross-functional teams, and scale revenue with measurable ROI.

For over 15 years, I’ve led go-to-market, brand positioning, performance marketing, and commercial acceleration initiatives for Fortune 500 companies, global CPG brands, tech firms, and strategic consulting agencies across the U.S., LATAM, and Europe. In every case, my approach has remained the same: transforming business complexity into aligned, high-impact growth and profitability actions.

My edge lies in blending the art of brand storytelling and differentiation with the science of sustainable growth. I combine strategic vision with tactical precision. Leveraging data, creativity, and technology to drive demand, scale revenue, and optimize profitability across omnichannel ecosystems.

Key outcomes:
+50% increase in sales through integrated growth models, performance strategy, and account-based development (RAD / ABM / ABP / MGO).
+$72.6M USD in new pipeline generated via digital strategy, data science, and marketing automation.
12+ markets unlocked through culturally relevant brand positioning and GTM execution for global brands.

I believe in marketing built on purpose, empathy, operational clarity, and strategic foresight. I lead with a balance of analytical rigor, long-term business vision, and the ability to inspire teams to execute with excellence.

Experience

Work history, roles, and key accomplishments

Current

Growth & Experience Director

Current

Telefónica ESP

Feb 2024 - Present (2 years)

Lead integrated growth and customer experience strategy for Spain and Portugal, driving +44% new-customer growth and generating $25M incremental revenue through lifecycle optimization and targeted upsell programs.

Growth Strategy Customer Experience Paid Media CRM Lifecycle Revenue Operations Acquisition

Marketing Director

All Insurance Inc.

Mar 2022 - Jan 2024 (1 year 10 months)

Designed and executed data-driven growth and GTM strategies, driving $13.2M incremental annual sales (194% growth) and generating a $28.1M sales pipeline while improving conversion from 29% to 42%.

Go To Market Performance Marketing Demand Generation Lead Management Partnerships

Marketing & Business Development Manager

CMPC Colombia

Sep 2020 - Mar 2022 (1 year 6 months)

Led B2B marketing and sales initiatives, generating $5.3M in new business pipeline and driving a 25-point increase in reseller purchase intent within three months via incentive programs and targeted campaigns.

B2B Marketing Strategic Partnerships Demand Generation Pricing Strategy Portfolio Management Incentives

Marketing Manager

HP Inc.

May 2017 - Aug 2020 (3 years 3 months)

Led GTM and growth strategies across Colombia and LATAM, increasing direct sales preference by 74% and growing indirect sales 50% through loyalty, channel enablement, and ABM/ABP programs.

Go To Market ABM Loyalty Programs Partner Management Portfolio Growth Margin Improvement

Project and Marketing Manager

Microsoft Colombia

May 2013 - May 2017 (4 years)

Led regional B2B and B2C marketing initiatives, driving a 25% sales increase for Cloud and Education portfolios in one quarter and launching 12 programs that activated 2,500+ sellers.

Demand Generation Channel Programs Incentives Program Management GTM Execution Partner Engagement Regional Marketing

Education

Degrees, certifications, and relevant coursework

The Wharton School, University of Pennsylvania

Master of Science, Marketing Management

2014 - 2016

Completed an International Master's in Marketing Management, focusing on strategic marketing, go-to-market and growth frameworks to drive customer acquisition and revenue.

Universidad del Rosario

Bachelor of Business Administration, International Business Administration

2007 - 2011

Earned a Bachelor's degree in International Business Administration with coursework in international trade, business strategy, and commercial operations.