Experience

lifemiles

• Costa Rica
• Airlines and Aviation
• 200 - 300 Employee

• Marketing Manager - Financial & Commercial Partners

  • Jan 2017 - Present

  Define and execute the Marketing & communication strategy for LifeMiles´ financial partners (24 banks in 12 countries) and commercial partners (+200 brands in 5 countries) in order to increase program members’ engagement and miles accruals & redemptions through cobranded products and services.• Design and execute marketing campaigns to increase the total LifeMiles cobranded credit cards in all markets and incentive the active portfolio to optimize its usage (to increase billings).• Develop and execute the communication strategy for the commercial partners’ program in Colombia, El Salvador, Guatemala, Costa Rica and Peru; with the objective of increase awareness and brand association between LifeMiles and the participant coalition partners, drive traffic to the points of sale (+3,800), guarantee in store communications and increase miles’ accrual and redemption transactions.• Promote and increase awareness of the global partners for travel compliments, hotels, car rentals and experiences on their different formats (whitelabels, global and local brands)• Design and execute communication campaigns based on customers’ segmentation and audiences, integrating multiple customer variables and interaction with LifeMiles´ products, predictive models and offers, among others.• Provide actionable insights through developing research studies for the Loyalty Program’s product and services, and keep track on key performance indicators as NPS, brand equity and improvement• Potentiate LifeMiles channels and touchpoints with the aim of optimize the direct communication strategy between the program and its members, administrating available own media communications slots (121, email marketing, website, mobile)

• Marketing and Insights Administrator

  • Jan 2016 - Dec 2016

  • Manage and potentiate all LifeMiles direct communication with its members and administrate communications slots on the program’s touchpoints (121, email marketing, website, mobile app, Call Center, social media and endomarketing) • Input to the overall marketing and communication strategy• Support content marketing generation• Provide actionable insights through developing research studies for the Loyalty Program’s product and services as well to track key performance indicators as NPS, brand equity and continuous improvement• Design the LifeMiles Loyalty Program customer experience map and lifecycle• Contribute to the Digital marketing strategy (*Acting role until the position is filled by full time responsible)



avianca

• Colombia
• Airlines and Aviation
• 700 & Above Employee

• Global Market Research Administrator

  • Feb 2011 - Dec 2015

  Develop research studies in different markets with the aim of providing insights and customers' feedback to support decision-making and improve the airlines' products and customer experience. • Insights community manager (VIP Chat – powered by Vision Critical) • Responsible for selecting the appropriate research methodology and supporting techniques to meet a defined business objective • Experience with quantitative and qualitative research methodologies • Knowledge and experience on designing questionnaires and discussion guides • Data analysis, reporting, and making business-oriented actionable recommendations • Project management for local, regional and global research initiatives Achievements:  Implementation and management of the first Branded Online Customer Panel in Latin America (VIP Chat - for Avianca and TACA). Tool that optimizes costs and efficiency in the generation of results in research studies, reducing field time by 50% and improving the response rate by 100% (from ~ 16% to ~ 34%)  Brought to life the Co-creation process between Avianca and its high value customers to design the new customer experience and brand components (in-flight meals, in-flight entertainment, Staff uniforms, On board magazine, and others)  Key input for the Avianca rebranding process through qualitative studies validating the new brand’s visual system & new organizational culture and values; Neuromarketing research project and focus groups running 63 sessions in key markets for the Company all across America (39 w/staff & 24 w/customers)



TACA

• El Salvador
• Airlines and Aviation
• 400 - 500 Employee

• e-Commerce Analyst

  • May 2008 - Feb 2011

  Maximize the electronic self-service channels through the development and execution of business initiatives to increase taca.com’s usage and sales. • Project management for continuous improvement, operational quality and new functionalities implementation (Internet Booking Engine, Web Check-in, Flight status, Time table, widget alerts, PNR on Hold, Travel Insurance, among others)• Content management• SEO & SEM campaigns• Exclusive promotions and fare negotiations with Revenue Management• One to one marketing campaigns and affiliates program • Experience on the design of marketing and business plans• Budget management • Continuous benchmark and monitoring industry leaders and competitors• Usability testing to optimize customer experience for the website navigation, tools, panels and menus according to customers’ feedbackAchievements Growth of taca.com’s online sales by ~ 24% and increased penetration of direct channel ~ 12ppts (from 2008 to 2010) Complete Migration from taca.com 2.0 to version 3.0 including new bran makeover and main tools/ services optimization Participated in the e-Commerce synergy team for AviancaTaca, identifying and implementing initiatives resulting in more than USD600,000 in savings

• Ticket Agent & Customer Service Representative

  • May 2006 - Apr 2008

  Ticket sales, customer service and problem solution for products and services. Management of corporate benefits, technical support for travel agency processes & systems, and follow up reporting