Sergio Eduardo Martínez Boyacá

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.

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.

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.