Pilar Bermúdez

Led LATAM go-to-market and product lifecycle planning for new fine fragrance lines, including market analysis and positioning. Implemented an AI-powered bidding tool (“Fragrance GPT”), reducing project development time by 40% and increasing new-project win rate by 20%, while securing a 4-year key account renewal with a 33% annual contract value increase ($3M to $4M).

Built and scaled AB InBev’s B2B Marketplace growth ecosystem across adoption, usage, and retention, driving a 20% lift in average order value (AOV). Improved customer outcomes with segmentation and cohort analysis (10% churn reduction), and acquired 17 new advertising brand partners via hypothesis-driven growth hacking and tailored customer journey experiences.

Managed digital excellence KPIs for a 10+ brand portfolio, consistently meeting 100% of critical performance targets. Redesigned brand guidelines and GTM frameworks for six brands, delivering an average 15% sales increase, and led award-winning campaigns and major flagship launches including a platform supporting ~23,000 restaurants.

Led Publicar’s digital transformation from a legacy print directory to a comprehensive digital solutions provider for SMBs. Built a regional BI data warehouse and automated analytical models (churn, segmentation, prediction), recovering 41% of at-risk clients and increasing revenue by 17%.

Drove product innovation using Design Thinking, researching and testing 40+ B2B offerings to deliver seven successful launches generating USD $900,000 in incremental yearly revenue. Redesigned advertising and branding strategies based on quantitative and qualitative research, increasing top-of-mind awareness from 40% to 81% and improving digital portal traffic by 30%.

Transformed the research unit into a competitive intelligence asset using deep consumer data to drive project acquisition and new business wins. Spearheaded new business strategy, enabling 14 new key accounts and contributing to a 15% agency revenue increase within one year, while improving campaign effectiveness through segmentation and competitive analyses.

Launched a new market research business unit at Leo Burnett, overseeing operational strategy and P&L to expand a full-service offering across LATAM. Secured major new accounts, including P&G, Kellogg’s, and Samsung.

Established and led a market research unit focused on anthropological studies to uncover deeper consumer insights. Generated new revenue streams through comprehensive research delivered for 30+ major client products across Colombia.

Completed the Advanced Growth Strategy program at Reforge in Fall 2022.

Earned a Bachelor of Arts in Anthropology from Universidad de los Andes between September 2007 and September 2010.

Completed a master’s degree in Marketing Management at Universidad de los Andes.