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VALERIAVALERIA LEDESMALEDESMA VALERIA LEDESMA P O R T F O L I OP O R T F O L I OP O R T F O L I O MARKETINGMARKETING BRAND STRATEGYBRAND STRATEGY CUSTOMER EXPERIENCECUSTOMER EXPERIENCE HUMAN RESOURCESHUMAN RESOURCES EVENT COORDINATIONEVENT COORDINATION MARKETING BRAND STRATEGY CUSTOMER EXPERIENCE HUMAN RESOURCES EVENT COORDINATION
PROFILE 02 WHO IS VALERIA? International Business graduate with international experience across Colombia, France, and the United States. Background in marketing, brand strategy, customer experience, human resources, and project coordination within multicultural environments. Trilingual professional passionate about creating meaningful experiences and driving business growth. Educated across Colombia and France through institutions such as Excelia Business School and Universidad del Norte, and certified by LVMH in Creation & Branding and Retail & Customer Experience, my approach combines analytical structure with aesthetic awareness. International Business Professional-Universidad del Norte International Sales Management. Luxury and Branding-Excelia Business School Creation & Branding, Retail & Customer Experience- INSIDE LVMH ACADEMIC FOUNDATION STRATEGIC CLARITY. REFINED POSITIONING. GLOBAL PERSPECTIVE.
Led the social media presence of a musical group by developing targeted content strategies and optimizing digital storytelling. Strategic content planning increased Instagram engagement by 25%, while short-form video editing and platform optimization boosted video views by 40%. Performance was continuously refined through KPI tracking and audience insights, strengthening the group’s digital visibility and connection with its community. One of Colombia’s most important international business events, provided direct exposure to global business interactions. Acting as an interpreter between more than 160 international participants and Colombian companies required clarity, cultural awareness, and the ability to facilitate meaningful exchanges. Experience within an international corporate environment supporting companies based in the United States. Work focused on strengthening international client relations while contributing to recruitment operations that impacted 500+ candidates, improving retention tracking and operational visibility. Digital Brand Positioning & Audience Engagement Macrorrueda de Negocios 2023 Talent & Client Strategy Venture Global SolutionsProfessional Exposure 03 PROCOLOMBIA GLOBAL MUSIC BAND
StrategicStrategicGrowthGrowthProposalProposal StrategicGrowthProposal For this assessment, I was challenged to design a trade marketing strategy for the launch of Vitamino Color Spectrum, a premium line created to protect and enhance color-treated hair in professional salons. Based on these insights, I developed a value proposition tailored to salon professionals, focusing on three key pillars: increasing stylist adoption, enhancing the client experience in salons, and driving higher service profitability. Finally, I proposed a trade activation plan within salons, including stylist training, product demonstrations, and experiential marketing tools designed to position Vitamino Color Spectrum as the preferred color-care solution for professionals and their clients. Through this project, I demonstrated my ability to translate data into actionable commercial strategies, aligning brand positioning with tangible sales growth opportunities in the professional beauty channel. My work started with data analysis of 50 partner salons, reviewing their purchase behavior over the past five months. I calculated purchase frequency, average spending per salon, and segmented them into three strategic groups based on their investment levels. This segmentation allowed me to identify high-potential salons and growth opportunities within the network. FINAL ROUND BUSINESS CASE SUBMISSION L’ORÉAL CASE 04 DREAMTERNSHIP COLOMBIA 2025
Extending a luxury brand requires precision. Every new category must reinforce the brand’s identity rather than dilute it. This project explored the development of an equestrian capsule for Prada, a universe where heritage, craftsmanship, and exclusivity naturally converge. The proposal demonstrated how a carefully designed extension can preserve Prada’s architectural minimalism while expanding its narrative into a new lifestyle territory. When guided by strong brand DNA, innovation becomes an elegant continuation of identity. This project involved a financial analysis of Bulgari, focusing on its performance, growth strategy, and positioning within the global luxury industry. The study explored how a heritage maison balances exclusivity with international expansion while preserving strong brand equity. Through the examination of financial indicators and market dynamics, the analysis highlighted how strategic decisions in retail, product development, and brand storytelling contribute to sustaining long-term value in the luxury sector. Luxury Brand Strategy Projects 05 HERITAGE AS A FINANCIAL ASSET EXTENDING WITHOUT DILUTING
Social initiative focused on strengthening the economic independence of women who are heads of household in vulnerable communities in Colombia. The program supports women who have experienced domestic violence by providing seed capital and mentorship to develop sustainable small businesses. This experience offered insight into how entrepreneurship, financial support, and community guidance can create meaningful social impact while empowering individuals to rebuild economic stability for themselves and their families. Transfórmate Pro “Alas Comunidades” Social Impact & CommunitySocial Impact & Community Development.Development. Social Impact & Community Development. 06 Co-developed an award-winning accessibility device translating Braille into Spanish, combining technological design with human-centered innovation across multiple competitive stages, including international recognition. Won on local, regional, national and international level. OMNES “Braille Device”
“Building brands, experiences, and projects that create meaningful impact.”