OUR TEAM

Santiago Arboleda

Managing Consultant

Santiago Arboleda joined Zyman Group after working in brand management at Colgate-Palmolive in Colombia. As Brand Manager of Lavomatic^®, a leading specialized heavv-duty detergent, he led the team that worked on the re-launch of this product. He managed several brands in the surface care and fabric care categories, facing different market and product situations, including a global standardization of the Fabuloso^® and Suavitel^® brands and the development of a promotions strategy targeted to consumers and customers for AJAX^®. Because of the success of this effort, Santiago received a world-wide Colgate-Palmolive Best of the Best Promotions award.

At Zyman Group, Santiago works on projects across multiple practices in a Global basis, helping companies grow their businesses more efficiently and effectively. In Latin America, he has worked on the development of the marketing strategy for a real estate company, a channel service strategy for a car fluids company, and a brand portfolio management project for a beverage company in several countries.

In the US, Santiago played a key role in developing a new brand positioning for a wireless company with an enhanced marketing strategy to increase sales. He also assisted in the strategy development to launch a new wireless service brand into the market, including selection of target market, quantification of the opportunity and generation of the brand architecture.

Collaborating with the Multicultural practice, Santiago helped develop a strategy to target the US Hispanic market for a major brewery which involved sizing the opportunity, segmentation analysis, and the development of a concrete marketing strategy to capture the opportunity.

He also led a return on marketing investment project for a leading quick service restaurant in the US and helped develop the portfolio strategy for a major spirits company in Turkey.