Brand Strategist & Account Manager

• Mar 2023 - Present

Marketing and Advertising Leader

• Feb 2021 - Jun 2022

▹ Lead the marketing and advertising team defining the strategy, execution, KPIs, road map of the brand and its touchpoints aligned to the commercial and business objectives. ▹ Lead the planning and execution of the area and team budget for 2021 and 2022, with the aim of optimizing expenses to improve P&L margins and achieve profitability. ▹ Create and supervise the digital positioning strategy using the website, social media, email marketing, SEO and SEM; Restructuring the scope of work of the area integrating the digital team. ▹ Work closely with CX, commercial, agency, legal and audit areas to ensure that POP materials and campaigns were aligned with the look and feel and brand strategy. ▹ Analyze and report results regarding the generation of effective leads from events, activations, digital channels, investment results and performance of KPIs. Achievements: -Achieved ROI compliance of 184% for 2021 and ROI of 335% for 2022 of the marketing and advertising plan. - Increased interactions by 886% generating valuable content with 13% less budget compared to 2019. - Increased the average amount of credit applications disbursed by 478%, reducing the CPL by 85%, thanks to the optimization of segmentation and management of lead bases. - Managed the relaunch of the transactional website, reaching more than 1M visits, a record of more than 273,949 new users and more than 6,000 monthly transactions since the activation of payment by PSE in the first 6 months. Show less

Business Operations Marketing Manager

• Oct 2019 - Feb 2021

Clients: Decameron - tucarro.com - MercadoPago - Mexsana, Bayer - Marca Alpina, Yogo Yogo/Yox/Actilife/Quesito de Alpina. ▹ Lead multifunctional project teams focused on the execution of programs, initiatives and/or brand strategies. ▹ Participate in the budget planning processes and the on and off strategy of the brands in charge. ▹ Execute marketing campaigns increasing brand awareness and consideration; ensuring consistency with the brand's tone of voice and message. ▹ Carry out the analysis of client indicators regarding business objectives such as KPIs, leads, conversion, engagement, on the campaigns in charge. Achievements: - Launched the freedom campaign for Mexsana, making it a 2020 role model campaign for Bayer, being recognized internationally on bestadsontv.com and ads of the world NY in 2021. - Managed content for tucarro.com that served as a benchmark in creativity for contingency campaigns for the entire Mercado Libre LATAM group. - Managed to manage a campaign of more than 11 billion COP for the relaunch of the Alpina brand. Show less

Project Manager

• Feb 2019 - Oct 2019

▹ Create ATL/BTL/DIGITAL strategies to generate awareness and positioning in mass media and social networks. ▹ Manage the end to end development of events and brand activations. ▹ Plan resources, budget, stand support and logistics for national and international events. Achievements: - Executed to the satisfaction of the attendees the corporate event "in the shoes of" to support the LGTBI community in Bogotá and Medellín for the client: Accenture. - Achieved 98% compliance in times and quality standards in national and international events in the construction and design of stands for clients: Promperu, SeaFood Fair in Boston, FancyFood Fair in New York, Avianca Cargo and Procolombia, Maison&object Fair in Paris Show less

Senior Account Marketing Executive

• Oct 2017 - Nov 2018

Clients: Avantel, account leader ▹ Plan and execute the budget and annual on/off strategies and endomarketing of the brand using mix media; digital: pattern, social; ATL: radio, tv, print, BTL and OOHH. ▹ Monitor and control aggressive communication campaigns and ATL, BTL and Social Media tactical strategies according to specific objectives in different channels and segments. ▹ Deliver market analysis reports and marketing best practices to create more successful brand strategies. Achievements: - Together with the team, I managed to position the Avantel brand as the fourth mobile phone billing operator in Colombia. - Increase brand awareness by 18% in one year due to the launch of the Rompela con Avantel campaign. - Together with the team, increased awareness in advertising in 2017 (you remember having seen advertising for this brand) by 12%, 28% and 133% respectively until August 2018. In the category of aided advertising, Avantel was the only brand telephony that grew by 122%. Show less

Senior Account Executive

• Dec 2016 - Oct 2017

Clients: CocaColaCompany–Femsa– Powerade –Fontur –Netflix – Aceite Gourmet–Aguardiente Nectar–BananaBoat ▹ Lead and execute projects and investment budget focused on experiential marketing. ▹ Plan and execute direct contact activations with the consumer ▹ Manage the logistics development of events and ATL/BTL and digital brand activations. Achievements: -Managed together with the team that one of our main clients Netflix Latam was the winner at the El Dorado Festival with the campaign: Politically something is Tamal in Colombia from the launch of House of cards. Awards: Gold in the Direct category / Silver in the Cyber ​​and PR categories / Bronze in the Film, Promo and Activation categories. - Managed, together with the team, for our client The Coca Cola Company to obtain a shortlist at EFFIE COLOMBIA 2018, in the category of sustained success with the campaign: Sponsor of the most flavorful selection in the world. Show less

Marketing Account Executive

• Jun 2016 - Nov 2016

Clients: Kellogs – Positiva Compañía de Seguros ▹ Develop, design and approve ATL/BTL and digital marketing campaigns and communication materials for the brands in charge. ▹ Develop annual marketing strategies and by Qs according to the assigned budget and defined goals based on market research and understanding of the category. Achievements: - Increased positioning and traffic at points of sale, interaction and loyalty for Kellogs. - Created the medium-term communication platform and brand architecture for Positiva. Show less

Marketing Account Executive

• Oct 2015 - Jun 2016

Clients: Porvenir – Gerdau Diaco – Tetra Pak – Pfizer – Fiduprevisora ​​▹ Support the planning, control and execution of the advertising campaigns of the brands in charge. ▹Manage the traffic between the client and the creative team to achieve its implementation according to the timetable, objectives and budget. ▹ Carry out constant monitoring and analysis of the activities of the competition. Achievements: - Monitor the Familia Porvenir campaign, the first campaign designed for digital channels with the aim of involving a young target with the issue of pensions and severance pay. Show less

Trainee Account Executive

• Jun 2015 - Oct 2015