Byron Ericastilla

Byron Ericastilla

Work History

Work History
Mar 2009 - Jan 2010

Product Manager

Seguros El Roble, S.A.

 Insurance Company, part of BI Corporation, the most important financial group in Central America.

  • New product`s development: 2 product launches in the past 9 months. One of them represents 50% (20kk) and the other 25% (10kk) of each other´s channels. 
  • New products image concept and massive ad campaings development
  • Annual budget execution and accomplishment
  • Develop and implementation of the commercial strategies and tactics of the broker´s channel
  • Responsible of the 45% of the actual portfolio
  • New channels development 
  • Loyalty programs creation 
  • Customer service processes supervision 
  • Personnel in charge: 7 colaborators between CS, portfolio holding and loyalty programs.
Aug 2003 - Feb 2009

Executive Marketing & Development Advisor

Mercadeo Total, S.A.

BTL oriented company, wich provides consultancy to Go-to-market programs, supporting the

advertising, promotions, and public relations divisions of companies performing in the massive

consumer products market.

  • Brand´s preliminary`s analysis both locally as internationally.
  • Market research analysis to provide complementary solutions to the main marketing´s plan and develop new courses of action.
  • Points-of-purchase evaluation to identify the consumer´s behavior as well as shopping and consumption habits.
  • Development of new personalized product packages according to the product´s category, brand, brand character, market segments, territorial coverage and execution budgets, in order to reinforce the brand image into the market by developing value attributes for the consumer to live a full brand experience.
  • Visits to the Las Vegas marketing fairs (two occasions) to recognize new trends in brand support, new product´s line extension and services negotiation to provide feedback to customers (in the b2b market) by developing innovative offers. 
Jan 2001 - May 2003

Country Sales Manager

Deportes 2000
  • Store product´s selection according to the customer preferences and will-to-pay.
  • Analysis and selection of potential retail stores locations.
  • Development of the pricing strategy according to demographic and location characteristics.
  • Stock guarantee according to each retail store and sales history.
  • Loyalty programs development

Education

Education