Alejandra Ruiz

Led global brand strategy across more than 10 markets, designing and executing innovative and culturally relevant marketing campaigns with consumer insights at the core. Developed content platforms and narratives to captivate global audiences, using a data-driven approach to align stakeholders and drive business and brand objectives, fostering creative collaboration across media ecosystems. 2024 Results: Gross Sales +16% YoY, Traffic +39%, First-time purchase +72%, Retention Rate 54% (+2pp YoY) Brand Strategy & Rebranding: ○ Led the comprehensive rebranding project: from strategy, redefining user personas, audience, archetypes, tone of voice, content pillars, to the brand's visual identity and execution across all touchpoints. Media & Channels Strategy: ○ Led paid media and social media strategy, optimizing owned, earned, and paid channels to drive brand awareness and maximize engagement through segmented content and strategic partnerships. ○ Restructured the promotional calendar to drive sales peaks while maintaining price integrity and average ticket value. • ● Experiences & Partnerships: ○ Led high-impact collaborations with key industry partners, including toy and fashion brands and communities, to expand reach and enhance engagement. ○ House of ErikaLust - immersive experience in Barcelona, in alliance with Layers of reality. Delivering a unique experience, with 360° deployment, achieving free press and earned media results, bringing the purpose to life innovatively.

Led the marketing division responsible for diversifying and driving company growth, first through the development of new categories (snacks, plant-based, and pet food) and second by leading the group's innovation and growth strategy (13 business units) fostering creativity, open innovation ecosystems, and design thinking implementation.

Responsible for the children's and youth portfolio, Alpina's most important brands in brand love and net revenue (BonYurt, Yogo Yogo, Alpin, Alpinito, and Boggy). Leading brand strategy, market positioning, new product development, creative campaign execution, cultural calendar, experiences, and social content platform development. • ● 2021 Results: EBITDA +16% YoY, Volume +6% YoY. Bon Yurt, Yogo Yogo, and Alpin achieving market share, brand power, and digital objectives. • ● Key Launches: ○ Alpin Bottle and Mini Bon Yurt Melos, generating 86% and 74% incremental volume, respectively, and increasing brand affinity. ○ Bon Yurt Hershey's, with a culturally relevant campaign, achieving sales, earned media, and engagement objectives. Effie Colombia: Best Use of Media - Bronze, Registered Store: Best Innovation Colombia 2021 • ● Highlighted Campaigns: ○ BonYurt content platform, including digital strategy, cultural calendar, experiences, and community engagement. ○ Love Spots campaign that achieved the month with the highest organic conversation and positive sentiment of the year. El Dorado: Outdoor – Bronze.