KATHERINE HERNANDEZ RODRIGUEZ
Product Manager | Financial Process Optimization & Strategy
- | --, LinkedIn Profile
Results-driven Product Manager with a proven track record in digital transformation, pricing initiatives, and agile product
development, websites and APPs within the banking sector. Skilled in product ownership, process automation, and
cross-functional collaboration to drive operational improvements. Experienced in market research, financial analysis, and
pricing execution to support strategic initiatives. Adept at leveraging Power BI, SQL, Salesforce, and Agile methodologies to
enhance business efficiency. Passionate about optimizing pricing structures and financial performance through data and
technology.
SKILLS
▪ Leadership: Mentorship, negotiation, problem-solving, adaptability, time management, critical thinking
▪ Financial process optimization and strategy: Cost analysis, efficiency improvements, business impact
▪ Product ownership and agile management: Sprint planning, backlog prioritization, user story mapping
▪ Data analytics and forecasting: Power BI, SQL, KPI tracking, financial dashboards, business intelligence
▪ Market research and competitor analysis: Data-driven decision-making, pricing insights, industry benchmarking
▪ Process automation and system integration: Salesforce, SAP, Bizagi, RPA implementation, system migrations
▪ Stakeholder and cross-functional collaboration: Sales, finance, operations alignment, communication strategies
PROFESSIONAL EXPERIENCE
Coach Retail Store- Toronto, Canada
Sales Associate
May 2024 to January 2025
▪ Developed comprehensive product knowledge to implement effective sales strategies, consistently meeting and
surpassing sales objectives.
▪ Analyzed customer data to design and execute targeted email campaigns, driving monthly sales growth and expanding
customer outreach.
▪ Implemented customer experience techniques to provide expert fashion advice, building lasting client relationships and
increasing customer loyalty.
▪ Monitored in-store inventory and visual merchandising standards to ensure proper stock rotation and reduce product loss.
Bancolombia S.A- Medellín, Colombia
Senior Financial Process Analyst
November 2018 to January 2024
▪ Guided a team of Salesforce, Bizagi, Biztrack, and Business Analysts, overseeing product roadmaps and guidance on
project initiatives, ensuring that requirements were met, and new functionalities were adopted through regular check-ins
and feedback loops.
▪ Led and mentored a team of junior analysts, guiding them through banking methodologies, reviewing their project
progress, and ensuring alignment with strategic goals.
▪ Coordinated different pricing strategy projects for the launch of debit cards, evaluating cost structures and
competitive benchmarks to define optimal pricing.
▪ Collaborated on pricing models for savings accounts and credit cards, working with product teams, commercial
managers, and marketing.
▪ Implemented pricing adjustments for credit cards into digital experiences, optimizing fee structures across different
franchises for retail and small business customers.
▪ Collaborated closely with technical teams such as developers, SOA developers, cybersecurity analysts, and UX/UI
designers in the definition of trustworthy users’ experiences that drove customer satisfaction and loyalty.
▪ Defined test cases for launching digital experiences that enabled document generation, obtaining credit lines, and
online payments, ensuring product quality through functional and technical improvements.
▪ Communicated and managed stakeholder relationships by facilitating meetings, providing regular updates, and
soliciting feedback, which secured buy-in from senior leadership and ensured alignment of project initiatives with
regulatory compliance standards.
▪ Led the digital transformation of critical banking processes during the COVID-19 pandemic, including portfolio sales,
disbursement of consumer credits, and document generation, revolutionizing both customer interactions and internal
operations.
▪
Monitored data quality metrics for Salesforce, Bizagi, Oracle, and SAP and tracked data governance policies during and
after the launch of digital experiences into production, identifying relevant impacts on operational performance.
Key Achievements:
▪ Tracked performance using KPIs, generating comprehensive reports that highlighted a 30% improvement in
time-to-market for new digital services, thereby strengthening the company’s competitive position.
▪ Led the development of Power BI dashboards to track key pricing performance indicators, providing real-time
insights that enhanced pricing decisions for financial products. This initiative improved data visibility and reduced
pricing analysis time by 25%, enabling faster adjustments to pricing strategies.
▪ Led the integration of AI-driven financial insights into Salesforce and Bizagi, which enabled personalized
recommendations based on transaction patterns and user behavior, increasing customer engagement by 30% and
improving financial decision-making efficiency.
▪ Enhanced chatbot and process automation capabilities by collaborating with developers and UX/UI teams to refine
AI-powered virtual assistants and RPA solutions, which improved customer self-service adoption by 35% in the
transactional website.
▪ Led data quality control initiatives, identifying and resolving discrepancies in financial information related to the
disbursements area. Utilized Power BI dashboards and designed controls, improving reporting timelines by 37%.
▪ Facilitated the migration of the credit process from Lotus and Salesforce applications to Bizagi ensuring data integrity
through robust database service connections, resulting in a 67% reduction in total processing time.
Propiedades y Proyectos- Medellín, Colombia
Business Freelance
June 2017 to December 2018
▪ Migrated complex accounting systems, achieving 99% data integrity and reducing reconciliation time by 40%.
▪ Strengthened financial control systems to enhance the reporting and governance of financial activities, resulting in a 30%
reduction in audit findings and a 20% improvement in financial reporting accuracy.
▪ Supported the General Director in defining commission structures for rental properties and sales teams based on budget
planning and financial analysis.
AB Hotels- Medellín, Colombia
Process Analyst
Jan 2016 to May 2017
▪ Ensured consistency of information between financial and management modules, resulting in a 40% decrease in
reconciliation time, while improving financial reporting accuracy by 28%.
▪ Supported the improvement of process design and flow, identifying opportunities for enhancement and automation
through new technologies and systems.
▪ Utilized data-driven insights to optimize pricing policies and promotional campaigns, increasing revenue efficiency.
▪ Managed pricing strategies and revenue optimization for multiple hotel properties, ensuring competitive positioning in
the market.
EDUCATION
▪ Marketing Management Financial Services Postgraduate, 2024
George Brown College, Toronto, ON
▪ MSc. in Economics, 2018
Universidad de Antioquia, Medellín Colombia
▪ Financial Engineer, 2015
Instituto Tecnológico Metropolitano, Medellín Colombia
CERTIFICATIONS
▪ CELPIP General English Test, 2024: Proficient in workplace contexts
▪ Pathway English Program, 2023: High-Advanced – ILAC, Toronto
▪ Data Analytics Leadership by KPMG, 2023 – Bancolombia
▪ Agile Team Management, 2022 – Bancolombia
▪ Establishing OKRs, 2022 – Bancolombia
▪ Lean Six Sigma Black Belt, 2022 – Bancolombia
▪ Design Thinking and Scrum Master, 2021 – Bancolombia
