JUAN CARLOS MOTTA G.
Bogotá
Summary
Seasoned business executive with a proven track record in leading high-performing teams and driving business growth across Latin America. A strategic and results-driven leader with expertise in retail, brand activation, digital marketing, and project management. Adept at building and executing impactful strategies that enhance profitability, optimize operations, and strengthen brand positioning. Highly skilled in stakeholder engagement, negotiation, and fostering a high-performance culture.
Overview
21
21
years of professional experience
Work History
Senior Director, Direct to Consumer (DTC)
adidas Colombia Ltda.
03.2023 - 01.2025
- Executive leadership role overseeing Colombia's DTC business, including Franchising, eCommerce, and Own Retail, representing 80% of the country's revenue
- Positioned Colombia as the most profitable market in the LAM region
- Led strategic negotiations with landlords and franchise partners, securing premium locations for enhanced brand positioning
- Increased profitability by optimizing store operations, improving inventory management, and enhancing sales training programs
- Fostered a culture of innovation and high performance, driving business success in a competitive market
Brand Activation Director
adidas Colombia Ltda.
09.2018 - 01.2023
- Executive leadership role overseeing Colombia's marketing strategy to increase brand heat and recognition to record levels
- Spearheaded marketing initiatives, aligning local strategies with global brand objectives to increase visibility and consumer engagement
- Negotiated high-profile sponsorships, including partnerships with the Colombia Football Federation and leading athletes
- Analyzed digital marketing performance, leveraging insights for improved campaign efficiency and consumer targeting
Director, Project Management
adidas Group Latin America
01.2014 - 01.2018
- Led the SAP AFS LAM implementation, ensuring alignment with corporate strategies and regional business requirements
- Developed and executed a roadmap for business process optimization and digital transformation
- Implemented structured change management strategies, streamlining vendor and organizational workflows
eCommerce Senior Manager
adidas Group Latin America
01.2012 - 01.2014
- Managed eCommerce business for all adidas brands in Latin America, optimizing content, KPIs, and digital marketing strategies
- Designed traffic generation strategies, enhancing customer acquisition and maximizing ROI
- Created on-site promotional programs, leveraging data analytics to boost sales and engagement
Area Head, Sport Style Division
adidas Group Latin America
01.2009 - 01.2012
- Oversaw brand marketing and trade initiatives across multiple Latin American countries
- Managed product distribution channels, ensuring profitability and competitive positioning
Various Marketing Roles
adidas Colombia Ltda.
01.2004 - 01.2009
- Led marketing strategies for key product divisions, enhancing market share and revenue growth
- Managed negotiations with affiliated sports clubs and strategic partners
Education
Digital Marketing Diploma -
Universidad De Los Andes
01-2019
Industrial Engineering -
Universidad Javeriana
01-2005
High School Diploma -
Deutsche Schule Cali (German School)
01-1996
Skills
- Business Strategy & P&L Management
- Direct-to-Consumer (DTC) & Retail Expansion
- Brand Activation & Digital Marketing
- Strategic Partnerships & Negotiations
- Change Management & Process Optimization
- High-Performance Team Leadership
- Market Analysis & Growth Strategies
- SAP AFS & Business Process Integration
Languages
Spanish
Bilingual or Proficient (C2)
English
Bilingual or Proficient (C2)
German
Upper intermediate (B2)
Timeline
Senior Director, Direct to Consumer (DTC)
adidas Colombia Ltda.
03.2023 - 01.2025
Brand Activation Director
adidas Colombia Ltda.
09.2018 - 01.2023
Director, Project Management
adidas Group Latin America
01.2014 - 01.2018
eCommerce Senior Manager
adidas Group Latin America
01.2012 - 01.2014
Area Head, Sport Style Division
adidas Group Latin America
01.2009 - 01.2012
Various Marketing Roles
adidas Colombia Ltda.
01.2004 - 01.2009
Digital Marketing Diploma -
Universidad De Los Andes
Industrial Engineering -
Universidad Javeriana
High School Diploma -
Deutsche Schule Cali (German School)
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