Cristobal Murillo

About

With a Master's Degree in Business Administration and Management from Universidad de los Andes and further entrepreneurial training at Babson College, this accomplished professional has carved a niche in the outdoor and lifestyle industry. As Co-Founder and CEO of Selk'bag, they revolutionized the sleeping bag concept, enhancing mobility and comfort for various activities. Their entrepreneurial journey includes founding SIPO, LLC, a strategic consulting firm that bridges outdoor brands between Latin America and the US. Previously, they co-founded OUT! Chile, introducing premium outdoor brands to the Chilean market. Their expertise extends to roles at Lippi Outdoor, where they excelled as International Sales Manager and Brand Manager, driving sales and marketing strategies across global markets. With a robust background in brand management and international sales, they continue to influence the outdoor and lifestyle sectors.

Experience

• Co-Founder & CEO · Selk'bag01-01-2009

  Sleeping bags are designed to keep all your parts together to conserve heat. The trouble with this is that, well - it's a bag. Most of us don't actually need that heat, so why not exchange it for mobility? That's where the concept for the Selk'bag comes in. From indoor to outdoors, there are literally thousands of uses for the Selk'bag. Stay cozy, warm, and mobile on your camping trips, sleepovers, backpacking, working at home, road trips, RV, beach nights, hammocks and even lounging at home! Born in Chile. Tested in Patagonia.

• Founder · SIPO, LLC09-01-2017

  SIPO, LLC is a strategic consulting firm assisting US and international consolidated and emerging outdoor/sporting goods, lifestyle, activewear garment, and accessories brands to expand their business operations from Chile and Latin America into the US market and vice-versa. With a deep understanding and expertise in retail and business operations, SIPO LLC specialized in the implementation of the whole business development process and shoulders them with an integrated service of operations and management support in the US market.

• Co-Founder · OUT! Chile01-01-2009 – 10-01-2015

  Out S.A. was created in 2009 with one objective in mind: to provide the Chilean outdoor market with those Premium brands that weren’t being distributed in the country. The brands we represent are: Petzl (France), Light my Fire (Sweden), Primus (Sweden), Gibbon (Germany), Icebreaker (New Zealand), Trango World (Spain), Hilleberg (Sweden) and Buff (Spain).

• International Sales Manager · Lippi Outdoor01-01-2008 – 12-01-2008

  Responsible for the sales and marketing management of Lippi Brand for European, North American and Asian markets with sales Budget of 1 Million USD. Implementation of marketing and sales strategies to generate brands sales & product contribution growth. Improve key performance indicators: market share, top of mind, brand awareness, quality perception, and loyalty. Brand Strategy, Budgeting & Forecast development: Development and implementation of brand strategies providing guidelines to the rest of the company, with the aim of securing sales and brand contribution. Visitor and Exhibitor in different international trade shows highlighting ISPO Munich (Germany), Outdoor Show Friedrichshafen (Germany) and Outdoor Retailer Salt Lake City (USA).

• Brand Manager · Lippi Outdoor01-01-2007 – 12-01-2007

  Responsible for the sales, marketing, sourcing and purchase management for outdoor brands such as Petzl (France), Camelbak (USA), Zamberlan (Italy) for LATAM with a budget of 1.2 Million USD. Market Research: Development and implementation of market research strategies conducting studies necessary to understand insights to development of brands represented. Segmentation & Targeting: Developed and implemented segmentation strategy. Demand Planning: Designing and registering of estimated demand for each SKU giving visibility to demand team. Implementation of marketing strategies to generate brands sales & product contribution growth. Improving key performance indicators.

Education

• Universidad de los Andes (CL)Masters Degree, Business Administration and Management
• Babson CollegeBabson Entrepreneur's Boot Camp, Entrepreneurship/Entrepreneurial Studies

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