B2C and B2B Business
Responsabilities:
Plan and coordinate the marketing strategy for the company's B2C and B2B business.
Design and lead end-to-end positioning and communication strategies for each business unit.
Plan and manage the budget.
Coordinate market research and competitor analysis.
Develop various marketing channels, including a Marketplace with over 3 sellers.
Coordinate work among different agencies: Creative, Media, Press, and Digital.
Drive customer retention initiatives.
Achievements:
Efficient budget management, achieving approximately 30% efficiency.
Successfully positioned the new K series of mobile phones, reversing the declining market share
trend.
Maintained and improved brand indicators after a period of low marketing investment.
Formed, consolidated, and developed a new team.
Regional award for the best implementation of an AI-powered space - Dec 2019.
Developed and launched a Marketplace - May 2020.
Regional Best Practice award for the best digital campaign in 2Q20.
Regional Best Practice award for the best digital contest in the Audio category in 3Q21.
Global recognition for the best press launch during the pandemic - Jul 2020
ANA MARIELA CODA BERTETTO • 11 15 5470 7594 • Marielacoda@gmail.com Página 2
Telecom Group – CABA

Responsabilities:
Planned and coordinated the marketing and commercial strategy for the Telecom Group's
devices business, ensuring end-to-end business management.
Planned and coordinated the strategy for fixed and mobile terminals, including product mix,
range, volumes, channels, and communication.
Managed partnerships and alliances related to devices.
Developed strategies for portfolio segmentation, purchasing, exclusivities, and launches,
considering capture actions, value-added services, retention, and customer satisfaction.
Managed and administered terminal value equations, coordinating action plans at a national,
regional, segment, and distribution channel level.
Oversaw the lifecycle management of devices, considering international, national, and regional
trends.
Coordinated stock management across the entire supply chain.
Integrated market trend research with the development of new suppliers.
Achievements:
Efficient management of a $600 million budget, generating $7.5 billion in revenue, representing
23% of Telecom Group's total income.
Positioned and maintained Personal as the technological leader in the Argentine market for
smartphone and 4G equipment sales, achieving the 1st position in customer satisfaction surveys.
Established Personal as a benchmark in the Argentine market for terminal-related topics,
enabling direct strategy discussions with global CEOs.
Formed, consolidated, and developed a highly regarded team.
Personal – CABA

Responsabilities:
Ensured a portfolio of products aligned with customer needs, marketing strategies, and value-
added services.
Proposed cost strategies, purchasing mixes, model quantities, exclusivities, etc.
Managed the procurement of terminals and SIM cards, meeting demand and maintaining good
stock quality.
Managed end-to-end terminal procurement processes.
Achievements:
• Successfully addressed structural issues within a tight timeframe, restoring confidence in inventory
management and terminal portfolio control.
• Optimized the inventory level of old and obsolete terminals to less than 1% of the stock, resulting in
average annual savings of $8 million.
ANA MARIELA CODA BERTETTO • 11 15 5470 7594 • Marielacoda@gmail.com Página 3
Personal – CABA

Strategic Planning and Cost Control
Responsabilities:
Designed and coordinated the company's strategic planning process.
Prepared the budget in line with the defined strategic guidelines.
Designed and managed the operational cash flow, leading necessary actions to achieve
objectives.
Conducted various analysis and variance management tasks to support decisions.
Achievements:
Implemented a new planning model.
Participated in the Strategic Project for Operational Efficiency, proposing cost savings of $58
million (4% of total costs), resulting in the second-place award.
Led a multi-area project to reverse the EBITDA trend, helping to meet post-debt restructuring
requirements. Achieved a substantial increase in EBITDA, enabling the company to fulfill its
objectives.
Personal – CABA
Management Control and Finance Analyst
2000