Team Structure: Global and Local

Who makes up Anicam's global team and what is the scope of each one?

Daniel Chaparro

Global Performance and Digital Leader. Responsible for leading and coordinating the global digital strategy for social media, online advertising campaigns, disruptive commercial tactics, marketing automation, and other efforts that have a commercial impact on the company.

Also in charge of organizing, training, and supervising the global team and local team leaders in each country, presenting global performance and social media KPIs to the Anicam board of directors.

In addition, conducts business analysis of customer and potential customer databases, and manages global indicators through the Meta Ads Manager, Google Ads, and Google Analytics, tagging goals for each website, online store, or company project

Karen Gómez

Anicam Global Community Manager. Responsible for creating the content plan for the countries, which serves as a guide for others.

Her main function is to create the monthly content grid based on the latest digital trends, including creating videos where she appears as a model.

Karen coordinates with the graphic designer for the creation of the content pieces on the grid, and is responsible for promoting the content through advertising.

In addition, she presents weekly results of social media KPIs, responds to comments and messages, and provides support to other countries in the creation or adaptation of videos.

Alejandra Ruiz

Community Manager for Casillero Virtual Colombia. Her main job is to create the content plan, including the monthly content calendar based on the latest digital trends.

Alejandra also produces vertical format videos where she models herself, coordinating with the graphic designer for the creation of content pieces for the calendar.

Additionally, she promotes the content through advertising, presents weekly results of social media KPIs, and responds to comments and messages. Alejandra ensures compliance with all marketing functions and deliverables established in the contract between Anicam and 4-72.

Diego Garzón

Freelance Designer. Provides tactical support in graphic design and creative strategy for various projects, primarily in Colombia. Specializes in the creation of Key Visuals and other graphic pieces required for different projects. Additionally, under prior coordination with Karen Gómez, can provide support in the creation of pieces for other countries.

What roles would be expected from each local team and what would be the scope of each role?

Anexo Perfil Country Marketing Lead.docx

Country Marketing Lead Profile

Country Marketing Lead

Leader responsible for organizing, training, and supervising the local team to ensure the achievement of the project's commercial objectives in their own country. Their role is to adapt the commercial and social media content strategic plan presented by the global team, tropicalizing it as needed to improve results in their country.

In addition, they will participate weekly in global follow-up meetings and present local performance and social media results.

The Country Marketing Lead will also be responsible for ensuring that the information consolidation and tools best practices determined by the global team are followed, such as the correct use of Zoho CRM, adaptation to global marketing automation flows, etc.

They will take on the responsibility of seeking and establishing commercial partnerships with entities to develop commercial synergies with Anicam in the country in charge.

Anexo Perfil Community Manager.docx

Community Manager Profile

Community Manager

Responsible for adapting Anicam Colombia's content plan that serves as a guide for all countries. Their role includes adapting the monthly content grid, coordinating with the local graphic designer, and ensuring proper promotion of content through advertising.

In addition, the Local Community Manager will be responsible for presenting weekly social media KPI results to their local leader, responding to comments and messages, and producing vertical format videos where he or she appears as a model, as long as it is necessary and Colombia's videos cannot be used.

This role also involves social media management, managing editable elements on the website (using the resources provided by the global team for different seasons), and supporting offline advertising efforts.

Finally, the Local Community Manager will also be responsible for deploying mass email and SMS campaigns to their own country's databases.

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