Liliana Martinez Estrada has over 25 years of experience in marketing, public relations, sales management, and business administration. She has held positions such as Commercial Director, Marketing Manager, and Division Manager. She is skilled in developing marketing strategies, managing sales teams, negotiating with clients, and leading projects. Currently, she owns a trading and fashion marketing company and provides consulting services in various industries including tourism, beauty, and real estate.

1. CITY AND DATE: Bogotá, Agosto del 2016
PERSONAL INFORMATION
Full name and last names : MARIA LILIANA MARTÍNEZ ESTRADA
Place and date of birth: BOGOTA April -04-1967
Colombian ID No. 39.774.743 Issued in: Usaquén
Residence: Calle 90 N. 13-30 Apto 401
Cell phone : 315 – 333 22 30
City: Bogotá
POST
REQUIRED
DESCRIPTION
OF
FUNCTIONS
MANAGER with commercial, marketing,
sales, administrative functions, and
development of national, local and pan-
regional strategies.
Authority to direct sales force, customer
care and market maintenance personnel.
Opening of new businesses with national
and international channels.
Excellent public relations and knowledge
of Advertising Agencies, Media Centers
and Communication media, including
radio, press and television
Commercial and marketing skills to negotiate with customers at all
levels, and in the different areas and economic trade groups at
local and international markets, in order to open new markets.
Management of budget responsibilities in the different
management areas, with high motivation to comply with goals,
results by objectives and excellent personal relations; extensive
vision for business opportunities.
Personal relations domain with personnel in charge; work team
leadership, excellent public relations and event organization
capabilities.
Executive aimed at specific achievements, positive, creative,
responsible, demanding with an extroverted personality;
capable of communicating in a clear and coherent manner in
verbal and written speeches; strong when defining goals and
capable of achieving them with emotional, balanced
autonomy under high pressure situations.
EDUCATION
Level Institution Period Title
Elementary: Colegio de la Presentación -Neiva 1972 –1978 Elementary School
High School : Colegio de la Presentación -Neiva 1979 - 1984 High School
University: Universidad de la Sabana – Bogotá 1986 - 1990 Professional in service institution
administration
Universidad Polytechnic Grancolombiano –
Bogotá
1990 - 1994 Business Administration with emphasis in
Finance – Marketing and Advertising
SPECIAL STUDIES :
Penquis - High School Senior Class, Portland USA, 1.985
University of Maine U.S.A, English as second language, Levels 1, 2, 3, 4
Maine USA, 1.985Hunter College - University of New York, Advertising and Marketing Course. - TOEFL Preparation,
Business and Communication English - Fall, New York USA, 1.998
Bogotá, Corporación Ecuestre BACATA, Escuela de Caballería ,
Horse Jumping training. Present level: Fourth Category
COURSES - SEMINARS:
Personal and Salesperson Excellence; Customer Service Management; How to Lead Public Relations; Telemarketing and
Direct Mail; How to effectively compete in Sales; Values to succeed; Development of Management Skills, Total Quality,
Service Excellence, Tools for a Sales Person, Credit Risks, Direct Marketing Campaigns, Word Processors, Windows,
Excel.
POLITECNICO GRANCOLOMBIANO, Marketing Teacher, Marketing and Advertisement, Business Administration
Faculty, 1.994 to 1.998
Language : ENGLISH

2. FORMER POSTS Chronologically
Company: CITIBANK – CORPORATE BANKING
Corporate activity: FINANCIAL SECTOR – BANKING
Position: Commercial Director, Public Relations Chief, Marketing Manager, Advertisement and External
Communications – Customer Service
Period : 1989 - 1994
Position Objective Management of financial packages, responsible for assigning customers and customer accounts.
Strengthening of corporate relations and image with the different sectors and customers;
management of advertising portfolio and creation of database for Marketing programs and direct
mail. In charge of events and protocol of the Bank’s Presidency and Public Relations.
Administration of quality circles and customer service programs.
Coordination of marketing and corporate advertisement programs to position the brand and its
further sustenance.
Company:
BANCO SELFIN
Corporate activity: FINANCIAL SECTOR
Position: Personal Banking MANAGER
PERSONAL BANKING - CORPORATE BANKING
Period: 1995 - 1997
Position Objective Commercialization and sale of banking products for consumption, based on the design, planning
and execution of marketing strategies.
Participation in the company conversion from a Commercial Financing Company into a Bank;
creation and development of Personal Banking by detecting business opportunities with Marketing
and Advertisement tools to ensure a fast, effective introduction of products among customers and
entity growth. Responsible for capturing financial resources and for performing credit analyses and
awarding thereof.
Customer marketing and financial product design.
Responsible for Private Banking customers at the main office and management coordination
through the office network
Management of advertisement, image and public relations.
Company:
MULTIREVISTAS- CASA EDITORIAL EL TIEMPO
Company Activity: EDITORIAL GROUP – MAGAZINE ADVERTISEMENT – COMMUNICATION MEDIA
Position: COMMERCIAL DIRECTOR SALES
Period : 1999 - 2.000
Position Objective Management of customer portfolio, advertisement agencies and communication media.
Responsible for the budgets of advertisement for the different products (Gestión, Enter, Aló, Punto
G, Sports Illustrated, Disney magazines, etc.) and for doing follow up on negotiations until the sale
cycle is completed.
Responsible for active participation in the design, assessment and implementation of product
commercialization and marketing plans and policies by leading specific sales projects with editorial
companies; sale of half-yearly and yearly packages and development of trade-in deals.
Responsible for the sales of the GESTION pan-regional magazine that circulates in Latin America
by subscription; management of international customers.
Company: PUBLICACIONES SEMANA
GRUPO DE PUBLICACIONES LATINOAMERICANAS
Company activity: COMMUNICATION MEDIA –EDITORIAL GROUP
Position: COMMERCIAL DIRECTOR & MANAGER FUNCTIONS IN CHARGE & Sales and Marketing
INTERNATIONAL SALES MANAGER
Date of admission: AUGUST 2.000 Date of exit: July 2.004

3. Position objectives and most significant tasks:
Participation in the creation of a new product, market opening and product maintenance during 4 years.
Responsible, in the commercial, marketing and direct sales area, for complying with the sales forecast assigned to the company,
thus achieving multiple commercial plans and formulating strategies and incorporation of activities in the sales field, in order to open
the market of new customers in a market niche that matches the profile of this brand new magazine.
Marketing and advertisement management t for the different magazines with Direct Clients, Advertisement Agencies, media
Centers, Radio, Newspapers - Press, Television and Commercial Events
Development and search of new customers in areas other than the city of Bogotá, such as Cali, Medellin, and Barranquilla
I managed this new project by contributing with my professional experience gained throughout the years in the commercial, Marketing
and Advertisement areas, and significantly increased and maintained the sales volume with an appropriate brand management.
Domain of administrative (accounts receivable collection) and financial tasks as an integral aspect for team work.
Responsible for international sales, since magazines introduce in Latin American market; I gained new customers and distribution
channels in the city of Miami, Panamá and the Andean Region, along with the development of the Marketing and Advertisement plans
at Pan-regional level, for product and brand positioning.
Company:
MARES Ltda. /Inversiones Sabella sas
Company activity: Trading- Fashion Marketing. Brides Business
Position: Manager- OWNER
Period: July 2.004 to date
Position objective Administration, Sales and Marketing. Consulting services in the miscellaneous items business
and development of product portfolio FOR WOMEN clothing’s, Beauty, jewelry and accessories,
REVISTAS VOGUE – GLAMOUR – GQ – A.D. Real State; commercialization of sport horses,
watches, vehicles, HOTELERIA Y TURISMO BUSSINES
.
Responsible for leadership and capability to direct group consulting around a common
goal, understanding the special characteristics of each person, customer and team work
achievement situations.
Development of company sales, marketing, administration and commercial consulting,
with customer service direction skills; capability to negotiate and track negotiations until
the sales cycle is completed, by leveraging strengths in favor of the result and the
proposed goals.
Administration of vendors and goods, and permanent learning about the variables that
affect marketing sales performance; capability to continuously take care of all types of
customers, and permanent interpersonal relationships with possibility to socialize.
Public relations with media, customers and with the Advertisement Direction, generating
creative plans, agreeing upon criteria and negotiating better conditions.
Management of budgets, generation of statistical reports, assessment system plans and
execution of plans around an organizational goal aimed at achievement, in order to
establish goals and to fulfill them.
Consulting services for companies in the Tourism and Hotel Industry, Jewelry, Beauty,
Real Estate, Vehicle and Financial sectors, with respect to the strategies and
implementation of administrative, marketing and sales plans. Commercial capability by
obtaining and maintaining long-lasting commercial relationships, and use of a way of
thinking that allows to objectively identifying causes and effects; capability to plan in
advance to generate control systems for further assessment.
Trading and marketing policies manager for products at all levels in the strategic and
operative environment; specific sale project leader for products of different trade
associations, and development of export and wholesale businesses.

4. HOBBIES
HORSEBACK RIDING – READING AND MUSIC

5. BACKGROUND SUMMARY
LILIANA MARTINEZ ESTRADA
celular 315 333 22 30 liliclaymore@hotmail.com Bogotá
• Support marketing promotions, special events efforts, corporate communications and community relations projects.
• Conduct all media relations activities including, but not limited to, developing copy for advertisements, press releases and
internal communications; securing broadcast and print media interviews; distributing press releases resulting with placements in
newspapers, magazines and online outlets.
• Plan and execute media familiarization trips for The Hotel.
• Populate social media platforms by providing editorial content and photographs.
•Manage and develop relationships with community and non-profit organizations.
Oversaw and guided Public Relations efforts to marketing promotions, special events, corporate communications and community
relations.• Conducted all media relations activities, but not limited to, developing copy for advertisements, press releases
and internal communications; securing broadcast and print media interviews; distributing press releases resulting with placements in
newspapers, magazines and online outlets.
•Populated social media platforms by providing editorial content and photographs.
•Developed monthly Public Relations activities reports and maintained annual PR budget.
•Assisted promotions and special event development, coordination and execution.
•Managed and developed relationships with community and non-profit organizations
Maintained client relations and developed Public Relations activities reports.
•Managed Public Relations efforts for entertainment, retail, luxury products, hospitality, and non-profit retainer clients and special
projects. Conducted all media relations activities for clients including but not limited to coordination of developing copy for press
releases, secure broadcast and print media interviews, distribute press releases resulting with placements in newspapers, magazines
and online outlets.
•Managed special event coordination and execution.
Co-founder and managing director of leading luxury industry social & professionals network: . Managed major’s luxury brands
accounts, gained substantial new clients, website development, design supervising, innovation manager, software improvement,
news writing...
- Professional focused in the luxury SALES market. Negotiation, project management, task delegation and organizational skills
Ability to identify and communicate possible revenue opportunities.
- Excellent interpersonal human relations skills including confidentiality, objectivity and adaptability
- Desire to achieve excellence in all the goals settled
- Capacity to adapt to and cope with new ideas, different people and environments
- High knowledge and background in hospitality industry, valuable international experience
Excellent understanding of the business processes of agency and vendor customers, and the ability to apply those skills to problem/
issue resolution with customers, vendors, Marketing, Sales and Service
- Strong internal and external customer service focus
Professional with experience in Public Relations, Marketing and Event Planning. Proven leader with unique and effective
management style, which embraces forward-thinking concepts of combining networking, creativity, personal style, and skill

6. B.A.Business Administration Institutions
Technical Degree Finance Management Adm.
Universidad de la Sabana 1990
Polytechnic Grancolombiano 1992
CAREER SKILLS/KNOWLEDGE
 Sales/Marketing skills
 Market & channel development
 Quota achievement strategies
 Strategic/Account Planning
 Market Analysis
 Competitive strategies/pricing
 Product Launch
 Revenue growth strategies
 Negotiating skills/deal closing/direct sales
 Decision maker
 Account management
 Seminars/presentations/public speaking
 Communications/training skills
 Trade shows
 Project management
 Budgeting/capital appropriations
CAREER EXPERIENCE
Enterprise Sales and Marketing Manager
The Enterprise MANAGER is responsible for recruiting, developing and managing a group of 8-10 Local Partners of
different segments and roles
Responsible for building and executing the strategy with these partners by working in conjunction with the Enterprise
Agencies, Services and Marketing teams, and leads teams to determine the short list of partners. The manager has a
combination of responsibilities related to partner portfolio management, sales and services program execution and
engagement, as well as partner readiness and enablement (working in conjunction with the local readiness manager).
This position is accountable for developing a local Partner Plan with direction from the Andean Subsidiary Partner
Group. After understanding the revenue goals, the Manager will need to work with the sales, services and marketing
teams to understand what solutions, products, and GTMs (Go-To-Market) will require focus in a Fiscal Year to meet
revenue goals, and subsequently which partners have the skills necessary to help enterprise deliver these solutions that
will drive the product revenue and address market opportunities.
Key Initiatives :
 Broker business/communication relationships between Managed Partners and enterprise
 Documents revenue/development objectives, planning, readiness and enablement activities in Partnership Plans,
which become working tools. Individual partner profile and assessment is done prior to developing plans.
 Analyzing and Selecting GTMs (Go-To-Market): work in conjunction with the Marketing, Services and agencies
teams to analyze the local horizontal and vertical market priorities that will drive the growth for local market and
maps partners to these priorities.
 Select and Enable partners, Portfolio Process: Build Go-To-Market portfolio of partners and partner offerings by
solution area and/or vertical industry, based on local market analysis and solution priorities that will drive sales and
growth.
 Sales Engagement :
o Manage partner opportunity pipeline :broker partners into enterprise sales and services opportunities
o Internal selling : evangelize partner’s capabilities into the geography’s sales team, clearly identifying
and articulating partner value propositions
o Joint selling : engage with partner in driving opportunities end-to-end, providing assistance and
support on customer-facing sales activities and opportunity management
o Joint marketing planning with partners based on agreed commitment, rules of engagement, and go-
to-market initiatives
o Partner Offering Development : identification of solution areas where there is a need for partner
offerings development
o Drive partner adoption of enterprise packaged services
 Services Integration: drive service sales & delivery cooperation where appropriate.
Partner Readiness and Enablement leverage sales & technical readiness initiatives developed and driven by the local

7. readiness manager, to increase the skills and competencies of the existing partner community according to the results
of the local partner portfolio gap analysis. Manager responsible for recommending the use of local Partner Development
Funds (PDF), managing budget assigned, and negotiating with Partner Group for additional dollars where available.
Enterprise Servers, and Developer Group Product Sales Manager
 Carried responsibilities for marketing and sales plans definition and execution.
 Leveraged regional and US plans for local market.
 Position required understanding market opportunities and their requirements, defining product offers and
strategies/tactics, and mapping corresponding customer segments.
 Cross objectives were developed with Customer Units; close tracking was done in order to achieve sales and
marketing plans.
 Responsible for a unified message around Enterprise Servers (Advertising plans).
 Focus and leadership, building a market opportunity to achieve revenue target, while delivering a value proposal to
clearly position as an enterprise.
 Close teamwork with account managers. Participated actively in customer visits, seminars, competitive
engagements.
 Market intelligence, competition and industry analysis
 Developers Initiative co-owner, pursuing adoption at local market, while developing enterprise strategy.
Division Manager
 Marketing for the following product: Banking, magazines, Beauty
 Direct Channel management.
 Design, planning and development of sales strategies and commercial policies.
 Channel & Customer sales support.
 New product lines introduction.
 Vertical Markets development.
 Managed commercial relationships with vendors and resellers.
 Negotiated distribution contracts and sales quotas with vendors and resellers.
 Responsible for major accounts, volume discounts, and educational sales.
 Planning and execution of trade shows, product launches, seminars and channel trainings.
 Inventory & product purchases management.
 Hired to create infrastructure.
 Local representative for project
 Designed & managed development of custom applications.
 Business Planning.

8. ADDITIONAL EDUCATION/TRAINING
 Equestrian Military School, Bogotá
 English language, Penquis High School graduate. Fowler
 Seminar ‘Managing marketing and advertising ', University of N.Y.U.
 Seminar ‘Distribution Channels ',
DISTINCTIONS
 Latin America Outstanding Contributor
 Colombia Top Advertisement Distributor
 Recognition of Outstanding Achievement,
 Best Team Sale Work,
 Graduated with Honor Mention, Administration Department, Finance Sciences Faculty, UNIVERSIDAD
POLITECNICO GRANCOLOMBIANO
REFERENCES PROVIDED UPON REQUEST