Subdirector eCommerce y Canales Digitales

• Apr 2021 - Present

Gerente de Canal Online

• Oct 2016 - Apr 2021

Develop sustainable efficiency for the Online Sales Digital channel, as well as Implementing Telefonicas. New eCare and eCommerce World Class…Planning, budget and forecasting: Accountable for managing Telefonica’s overall Digital Marketings budget; responsible for accurate financial reporting, business analysis, and budget control management. Assuring a suitable CPA (Cost per Sale) for the company in all of their product verticals.Traffic: Coordinate and manage affiliate, referrals, social media programs and Google strategies (SEM, Display, Smart Display, etc) to grow user base and improve paid and automated sales. Content Strategy: Grew organic traffic and sales leads in 80% through branded and non-branded campaigns. Manage SEO campaigns to grow user base and improve brand awareness. Analytics: Implemented a Real time End to end funnel analytics that allowed us to take performance decisions among all stages of the digital sales funnel. This resulted in an improvement in site paid and non-paid conversion, improve paid media engagement, give real time feedback to affiliates to optimize conversion, etc. Risk Mitigation Plans: Responsible for the creation of contingency and risk mitigation plans ensuring quarterly and annual objectives, subscriber growth and sales targets were achieved eCommerce & eCare World Class: Currently involved in leading and managing the implementation of Movistar new eCommerce & eCare world class through Agile development methodologies. Main activities includes the Definition of 42 Customer journeys based on UX/UI best practices and our direct and indirect competitors benchmark experiences, Omnichannel requirement definition and IT Dependability regarding companies internal full stack and ERP solutions, Definition of Online and offline marketing plan for awareness and performance initiatives, and the creation of a whole digital transformation plan for the company to adopt the eCommerce as part of their day to day ecosystem.

Digital SME, Digital Acquisition Sales Funnel Accelerator for Telefonica Movistar

• Feb 2015 - Oct 2016

E2E Sales Funnel Optimization through 3 workstreams working iteratively in an ongoing project roadmap …Traffic: Generate qualified Traffic through optimizing different key initiatives such as SEO, SEM Account optimization and management, Creation of a third-party reseller model, Social Media paid optimization, Mailing campaigns, etc. Getting to Achieve a 64% reduction in CPA (Cost Per Acquisition), Recorded a 127% improvement in campaign CTR (clic through rate), Optimize SEM budget by 35%, Improved product page positioning in organic search results by 85%, Continuous AdWords position monitoring and implemented new paid media campaigns (geo/loc, retargeting, mail nurturing, customer match, Facebook look alikes, etc). Content: Serve Relevant and personalized web content based on their customer journey or search criteria through the use and implementation of Dynamic landing pages, AB Testing, MVT, Web Funnel personalization, among others…Achieving to manage 4-6 MultiVariant Tests per month that translates in a 50% - 80% increase in Click to call Conversion Rate, +70% increase in on checkout and +31% increase on Confirm Order Conversion Rate.Sales Optimization: Connect customers to the digital experience that best meets their needs, being an automated sale through eCommerce or an assisted sale through a digital call center agent, achieving sales to double our current Sales and a 79% increase in the click to checkout rate.

Digital SME, SMART App and eCare App (Mi Nextel) for Nextel de México

• Aug 2014 - Jan 2015

Value Proposition: Worked with IT, marketing, Sales, Customer Ops and product teams to define the eCare App and SMART Sales WebApp value proposition, enlisting Benefit(s), Clarity, Conciseness and Product Differentiation.UX/UI Guidelines and Processes: Developed new guidelines of UX/UI, accompanying documentation on customer journeys to be implemented based on best practices, benchmarks and business strategy. Long Range Strategic Plan: Led all Long Range Strategic Plan (LRSP) that highlights eCare ongoing product roadmap functionalities to include in both eCare web Portal and App, aiming to reduce above 20% of all customer care calls made to call center. Operational Improvement: Optimize user experience through the use of MVT Testing which was measured and incentivize through Web Analytics and SEM, SEO, ASO, push notifications and Inn App strategies for optimizing traffic/ performance.

Release Manager for Nextel de México

• Sep 2012 - Jul 2014

Definition, Creation and Operation of the Release Management Office for Nextel de México.Release Management Office: Focused in defining processes, governance, software tools, deliverables, meeting governance, communication strategies, required metrics and KPI required for the implementation and creation of the new Requirement Management office. Designed a new release process around ITIL methodology that met the needs of the business, and created Key Performance Indicators and metrics to drive continuous service improvement.Release Manager: Drove various process improvements that reduced the number of releases by 50%, lowered risk and maintained quality, functionality and time to market. As well as Implemented testing and project packaging strategies resulting in thousands of dollars savings for Nextel related to resources, project management and change control management.Also managed to release above 90 projects on time and desired quality. (less than 5% backlogs)

Project Manager for America Movil & Nextel de México

• Apr 2010 - Aug 2013

Program/ Project manager and Requirement Management Consultant for the Implementation of several projects in America Movil (Telcel) and Nextel de México Marketing, Products, Sales, Finance, Legal, Customer Ops, IT and ENG business areas. 1) Telcel new Sales Comission Software - Collidus (Program Manager)2) Telcel Change Management (Training and KT)2) Nextel Order Entry3) Nextel SISCOB (Sistema de Cobranza) 4) Netel Web Portal5) Nextel VAS (Value Added Services) 6) Nextel 3G (iDen to HSPA+ Migration) 7) Nextel 3G Offer Definition Among plenty others