2 January 2017 - María Fernanda Pacheco

Marketing expert.


Beatriz Pérez Ayala, better known as BEPA, is an entrepreneur very passionate about brand positioning. She started a few years ago at P&G marketing working in products advertising for the Drene, Moncler, Camay and MaxFactor brands. Then, she worked at Nabisco where she repositioned the brands Club Social, Kraker Bran and Honey Bran, and launched Soda Premium, making them the brands we know today. If you remember the phrase “You are fresh” or “Hesitate with your panas” Hit, BEPA was responsible for these campaigns while working at The Coca Cola Company. She is the one that made RCTV’s “Alto Pana” advertising campaign. She helped re-launched RCTV International TV network. Today, she is a branding consultant at a small and renowned brand content producer called Quilombo Entertainment, C.A. She is also a Marketing and communications specialist with lots of experience working in consumer goods marketing companies: Procter & Gamble, The Coca-Cola Company and Nabisco. VP Strategic Communications in RCTV (open broadcast TV Channel in Venezuela) for 9 years, managing a team of more than 70 people. Responsible for the overall marketing and the brand strategy, the development and implementation of its image and the implementation of all the off and on air action plans. She managed to turn RCTV into the number one channel in Venezuelan, increasing its market share from 17% to 35% in two years. And she helped consolidate RCTV as the preferred brand, maintaining its leading position until the channel´s closing in 2007.