Catalina Saldarriaga Rubio

Brand Analyst at AbbVie

Supported the brand strategy for 15 leading brands in eye care, targeting patients with dry eye disease, glaucoma, and retina issues. Created plans for institutional and commercial channels around disease awareness, patient programs, medical sales visits, and commercial plans. Developed scorecards to analyze brand performance with sales, shares, and distribution data. Pioneered the digital execution and influencer collaborations for two artificial tear brands, activating paid ads on Instagram, Meta and top eRetailers in Colombia for the first time. Increased brand talkability as a KPI priority, with a 200% increase in related keyword searches over six months. Segmented a panel of 2,000 HCPs by affinity and prescription potential, prioritizing high-potential HCPs for sample delivery; at highest-potential HCPs, medical samples nearly doubled, and patient reach grew by 25%. Managed a marketing budget of $1.2MM USD, tracked expenses using SAP and Excel.

Health Care Digital Commerce Leader at Procter & Gamble

Led the creation and execution of digital commerce plans for eight healthcare brands, optimizing online visibility, sales conversion, and consumer engagement across eRetailers. Executed end-to-end eCommerce campaigns monthly, including planning financial sufficiency, activation mapping, retailer platform audits, and monthly sales and shares reporting. Participated in negotiations with top clients to create digital joint business plans, including coinvestment agreements and guaranteed monthly activations, contributing to growth in market presence and share.

Health Care Brand Manager at Procter & Gamble

Coordinated the end-to-end marketing strategy for Clearblue, leveraging influencer collaborations, digital media campaigns, and innovative trade marketing initiatives to drive awareness and conversion. Collaborated with distributors, retailers, and wholesalers to design promotional events, driving product visibility and availability. In the last three months, the brand grew 77% in sales vs. year ago, and market share increased by 3.6 percentage points.

Oral Care Marketing Intern at Procter & Gamble

Responsible for generating monthly reports on shares with Nielsen and sales using internal PowerBI data for more than 200 products, analyzing indexes versus previous years and periods and identifying opportunities to take immediate action in various channels. Led shelf design projects for large supermarket chains, drugstores, and traditional channels. Managed end-to-end purchase orders and billing for the entire category, ensuring all steps were carried out under stewardship guidelines.

Brand Analyst at AbbVie

Supported the brand strategy for 15 leading eye-care brands, creating plans for institutional and commercial channels, including disease awareness, patient programs, medical sales visits, and commercial campaigns. Developed scorecards to track brand performance using sales, shares, and distribution data. Pioneered digital execution and influencer collaborations for two artificial tear brands, activating paid ads on Instagram, Meta, and top Colombian e-retailers. Prioritized brand awareness as the main KPI, increasing talkability and driving conversion. Keyword searches related to our brands increased by 200% during the six-month activation. Segmenting a panel of 2,000 HCPs by affinity and prescription potential informed medical sample delivery; top HCPs received more samples, increasing patient impact by 25%. Managed a $1.2M marketing budget with SAP and Excel.

Health Care Digital Commerce Leader at Procter & Gamble

Led end-to-end digital commerce plans for eight healthcare brands, optimizing online visibility, sales conversion, and consumer engagement across eRetailers. Managed monthly eCommerce campaigns, including financial planning, activations, platform auditing, and monitoring sales and shares. Negotiated digital joint business plans with top clients, securing coinvestment and monthly activations, contributing to 34% sales growth vs. prior year and ~2 percentage points above market growth.

Health Care Brand Manager at Procter & Gamble

Coordinated end-to-end marketing strategy for Clearblue, using influencer collaborations, digital media campaigns, and trade marketing initiatives to boost awareness and conversion. Collaborated with distributors, retailers, and wholesalers to plan promotional events, increasing product visibility and availability. Brand grew 77% in sales over the last three months vs. prior year; market share rose 3.6 percentage points.