Vanessa Báez Morales, New Business Leader for the Caribbean Region, has been visiting seven territories in the region, where she has focused on identifying market opportunities, analyzing the competition and understanding consumer preferences. During her visits, she has interviewed more than 80 customers and almost 50 co-workers, which has allowed her to come up with key ideas about the dynamics of these markets and develop “Turn 180º”, a plan designed to strengthen our Go to Market strategy.
“Turn 180°” consists of five stages:
- Market research
- GTM Strategy
- Implementation
- Monitoring
- Market evaluation and growth
During her visits, she has also been able to identify important commercial gaps and has formulated appropriate action plans to improve the performance of our operations in the markets.
“The objective of my role is to lead the implementation of a comprehensive Go-to-Market (GTM) strategy that not only strengthens our presence in the Caribbean, but also ensures long-term sustainable growth. This includes the development of new business opportunities that complement our portfolio, the optimization of commercial processes and the implementation of innovations that will allow us to consolidate our leadership in the region.” Vanessa Báez Morales, New Business leader for the Caribbean Region.
