Hub digital de gestión del conocimiento para la optimización de procesos de marketing en el clúster CCA de Philip Morris International

Abstract

The report documents the professional internship process carried out in the Brand and Content Marketing department for cigarettes at Philip Morris International (PMI) in Bogotá, Colombia, between January and June 2026. During the initial diagnosis, three structural operational inefficiencies were identified: the lack of a centralized repository to manage visual and brand assets; a dependency on a validation chain for regulatory compliance of campaigns in each country of the cluster; and the lack of real-time access to market data for strategic decision-making. These gaps were not a result of a lack of talent or resources, but rather the disjointed use of digital tools already available within the organization. In response to this diagnosis, the Intelligent SharePoint Hub was designed and partially implemented. This internal platform, built on Microsoft SharePoint, was structured into three modules: the Global Brand Repository, the CCA Cluster Legal and egulatory Hub, and the Operational and Analytical Support section. At the conclusion of the internship, the repository was partially implemented and operational; the legal hub was developed as a prototype and pending institutional validation by the Legal department; and the Power BI analysis dashboards were in a future proposal phase. It is concluded that the strategic centralization of information, supported by existing tools, can significantly transform the operational efficiency of a marketing department within a highly regulated environment.