I'm Sergio Eduardo Martínez Boyacá, a Business Intelligence & Analytics professional based in Bogotá, Colombia. I apply data-driven insights to decision-making in multinational and regulated environments, blending an industrial design background with marketing know-how to solve complex business problems. I design KPI frameworks, dashboards and performance metrics that translate data into actionable strategies across pricing, portfolio, and go-to-market activities. I enjoy systemic thinking, cross-functional collaboration, and using data to guide operational and strategic choices at all levels of an organization.…

Sergio Eduardo Martínez Boyacá

I'm Sergio Eduardo Martínez Boyacá, a Business Intelligence & Analytics professional based in Bogotá, Colombia. I apply data-driven insights to decision-making in multinational and regulated environments, blending an industrial design background with marketing know-how to solve complex business problems. I design KPI frameworks, dashboards and performance metrics that translate data into actionable strategies across pricing, portfolio, and go-to-market activities. I enjoy systemic thinking, cross-functional collaboration, and using data to guide operational and strategic choices at all levels of an organization.…

Available to hire

I’m Sergio Eduardo Martínez Boyacá, a Business Intelligence & Analytics professional based in Bogotá, Colombia. I apply data-driven insights to decision-making in multinational and regulated environments, blending an industrial design background with marketing know-how to solve complex business problems.

I design KPI frameworks, dashboards and performance metrics that translate data into actionable strategies across pricing, portfolio, and go-to-market activities. I enjoy systemic thinking, cross-functional collaboration, and using data to guide operational and strategic choices at all levels of an organization.

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Skills

Experience Level

Language

Spanish; Castilian
Fluent
English
Fluent
Portuguese
Advanced
German
Beginner

Work Experience

Head of Strategy and Commercial Development at Fila – Beltrany
June 1, 2025 - November 12, 2025
Lead strategic planning and multichannel commercial development for the Colombian market, optimizing profitability through budgets, inventory control, product distribution, and ERP dashboards. Supervised sales teams and KPIs, delivering real-time performance insights with BI-based dashboards.
Strategic Marketing & Business Consultant at The Smart Substance – Consulting Lab
March 1, 2020 - November 12, 2025
Provide marketing strategy, business intelligence, and design consulting for industries including defense, consumer products, and legal services. Build dashboards and visualization tools for budget monitoring and data-driven decisions; design omnichannel strategies aligned with client goals.
Marketing Lead at Vivaldi – Hospital Engineering
March 1, 2023 - March 1, 2023
Optimized medical product portfolio and pricing; directed marketing budgets to improve cost efficiency while expanding service sales by 20%. Implemented omnichannel strategy improving response time and customer loyalty.
Marketing Lead at Spine Up
August 1, 2022 - August 1, 2022
Managed LATAM marketing budgets, achieving 65% market share growth and 80% increase in brand recognition. Reduced time-to-market by 20% through CAD visualization and user-centered product design; standardized brand identity to boost sales team efficiency by 50%.
Key Account Manager at Dislicores – Diageo
February 1, 2020 - February 1, 2020
Negotiated contracts in F&B/HORECA and hospitality, increasing revenues by 15%. Achieved 95% premium client retention via personalized communication; led sales plans for hotels, restaurants, bars, and catering, exceeding targets by 15%.
Product Manager at Audiomusica
July 1, 2019 - July 1, 2019
Managed budgets and a portfolio of 23 brands and 3,000 SKUs; increased sales by 37%. Implemented pricing strategies that improved margins by 10% and reduced inventory costs by 20%; achieved 96% of annual sales targets through KPI monitoring and forecasting.
Corporate Marketing Coordinator at AGP Group
July 1, 2016 - July 1, 2016
Directed global marketing strategies, enhancing brand recognition by 25% in automotive and aerospace markets. Managed international marketing budgets and optimized ROI across digital campaigns; coordinated with Tesla, BMW, and Audi for 98% on-time project delivery.
Senior Industrial Designer at UNAL
June 1, 2013 - June 1, 2013
Provided consulting for SMEs, applying innovation frameworks and strategic design methodologies. Facilitated technology transfer programs with high client satisfaction.
Industrial Designer at Interexpo Company
January 1, 2013 - January 1, 2013
Designed and executed commercial spaces, improving brand visibility and production efficiency; reduced costs through process optimization and standardization.
Automotive Industrial Designer at JGB Automotive Bodyworks
April 1, 2012 - April 1, 2012
Coordinated automotive projects, cutting costs by 15% and ensuring 100% on-time delivery; developed designs increasing market visibility in specialized segments.
Industrial Designer at Kirvit Technologies
October 1, 2011 - October 1, 2011
Designed flight training devices, improving production accuracy by 95% and developing immersive systems that strengthened brand positioning and client satisfaction.
Automotive Industrial Designer at Non Plus Ultra
July 1, 2009 - July 1, 2009
Developed automotive product designs meeting quality and delivery standards; reinforced brand identity through efficient design processes.
Data Operation Specialist at Pfizer
February 1, 2016 - Present
Own end-to-end monthly calculation, validation and execution of commercial incentive schemes across LATAM, USA and Canada, ensuring data integrity and compliance with global SLA and KPI governance frameworks. Integrate, validate and analyze transactional and CRM datasets (Salesforce, SQL, Excel, Power BI) to generate structured performance reports supporting strategic decision-making. Develop and implement processes enhancing consistency, traceability and operational efficiency. Serve as cross-market data point of contact, resolving incidents, strengthening validation controls and aligning regional commercial execution with global performance standards.
Head of Strategy & Commercial Development at FILA - Beltrany
June 1, 2025 - December 1, 2025
Led commercial and strategic analytics for the FILA brand in Colombia, integrating B2B and B2C operations across wholesale partners, retail accounts, and e-commerce channels. Built and maintained BI reporting structures using ERP, CRM, and e-commerce data, developing dashboards to support pricing, portfolio, distribution, and inventory decisions. Designed and monitored KPIs covering commercial performance, sales quotas, and incentive structures, linking execution metrics with pricing, portfolio mix, and go-to-market priorities. Delivered performance analysis to support strategic and operational decision-making across brand management and weekly performance follow-ups.
Analytics & Business Development Consultant at Independent (Global)
March 1, 2023 - June 1, 2025
Delivered business intelligence and analytics support across multiple industries, focusing on commercial performance, pricing, portfolio analysis, and operational decision support. Built BI dashboards and analytical reports using ERP, CRM, and sales data to monitor performance, margins, and execution priorities. Developed KPI frameworks covering revenue performance, sales quotas, and incentive structures to support prioritization, budgeting, and execution tracking. Provided analytical insights and performance summaries to support client decision-making across product, pricing, go-to-market, and resource allocation initiatives.
Commercial & Marketing Lead at Vivaldi - Hospital Engineering
August 1, 2022 - March 1, 2023
Defined the scope of commercial and marketing analytics for medical device portfolios, covering pricing, portfolio structure, geographic performance, and channel effectiveness. Built BI dashboards and analytical reports using ERP and CRM data to monitor sales performance, margins, and execution priorities. Developed KPI frameworks covering revenue performance, sales quotas, and incentive structures to support planning, prioritization, and execution tracking. Delivered performance analysis and analytical summaries to support executive decision-making across pricing, portfolio, promotions, and commercial execution.
Marketing Lead at Spine Up
March 1, 2020 - August 1, 2022
Led marketing planning for LATAM markets for a medical device portfolio, supporting consultative sales to healthcare professionals. Structured educational and commercial communication frameworks aligned with clinical positioning and regional go-to-market needs. Built KPI dashboards and performance tracking models to monitor campaigns, budgets, and sales support activities.
Key Account Manager at Dislicores - Diageo
September 1, 2019 - January 1, 2020
Managed strategic key accounts within the F&B / HORECA channel, using sales and performance data to guide account planning, category focus, and commercial priorities. Built and maintained Excel-based tracking and reporting models to monitor profitability, product rotation, and performance by account and category. Analyzed market dynamics and customer performance to support promotional planning, pricing discussions, and commercial negotiations. Collaborated with brand and commercial teams to align execution with category strategy, financial targets, and long-term account development.
Product Manager at Audiomusica
April 1, 2017 - July 1, 2019
Owned product and category performance analysis across a portfolio of global professional audio and musical instrument brands, supporting pricing, portfolio, and inventory decisions. Built analytical reports and KPI dashboards using ERP and sales data to monitor margins, stock rotation, and category performance. Developed forecasting and planning models to support imports, product launches, and demand planning across commercial and marketing teams. Delivered performance analysis and analytical insights to support managerial decisions on product mix, sales quotas, commercial priorities, and incentive design.
Corporate Marketing Coordinator at AGP Group
February 1, 2014 - July 1, 2016
Supported global B2B marketing and commercial initiatives in defense and OEM automotive industrial contexts, aligning brand positioning and performance across regions. Built structured reporting and KPI tracking using ERP and sales data to monitor commercial performance and regional execution effectiveness. Coordinated cross-regional projects with global stakeholders, ensuring consistency in positioning, timelines, and performance governance. Delivered analytical summaries and executive-facing materials to support decision-making in highly regulated, confidential environments.
Industrial Designer at Multiple companies
February 1, 2009 - June 1, 2013
Contributed to B2B-focused product development projects across industrial, automotive, and engineering contexts, supporting design decisions aligned with technical and production requirements. Applied design thinking and user-centered design principles (UCD) using structured methodologies to improve product functionality, usability, and manufacturing feasibility. Collaborated with engineering and technical teams on product documentation, prototyping, and design workflows, reinforcing analytical and problem-solving foundations applied in business and analytics roles.

Education

Postgraduate in Marketing Management at EAN University
January 11, 2030 - January 1, 2014
Bachelor's in Industrial Design at National University of Colombia
January 11, 2030 - January 1, 2010
Postgraduate in Marketing Management at EAN University
January 11, 2030 - January 1, 2014
Bachelor’s in Industrial Design at National University of Colombia
January 11, 2030 - January 1, 2010
Postgraduate Diploma in Marketing Management at Universidad EAN
January 1, 2013 - January 1, 2014
Bachelor’s Degree in Industrial Design at Universidad Nacional de Colombia
January 1, 2005 - January 1, 2010

Qualifications

Add your qualifications or awards here.

Industry Experience

Manufacturing, Healthcare, Media & Entertainment, Travel & Hospitality, Retail, Professional Services, Software & Internet

Skills

Experience Level