Senior Vice President Marketing & Digital Transformation

• Mar 2023 - Present

Director New York & North Eastern US

• May 2022 - Mar 2023

Founder

• Jan 2016 - Mar 2023

+ Established this DTC, online customizable flat shoes and silver accessories business from inception. The purpose of this business is to impact and ensure sustainability in hiring, processes, and materials incentivizing local community and artisanal production. + Overseeing all business operations as a footwear designer, and trends hunter. + Provide direction ensuring all operations were being carried out efficiently and effectively. + Lead relationships with clients vendors and suppliers. + Establish sales and business development goals for brand loyalty and visibility. Show less

Chief Marketing Officer

• Oct 2013 - Jun 2016

+ Led the creation and execution of innovative strategies and cultivated a team for marketing, communication, branding, media sales, traditional media, and strategic alliances with tourism destinations. + Oversaw all aspects of the Business Intelligence group and PR/Events, achieving media sales for $6 million/year and direct sales impact of over $1 million transactions per year. + Administered and allocated a budget of $10 million while directing all operations of a team of 55. + Spearheaded the digital marketing strategy for the company, achieving 17% growth through optimization tools such as SEM, EO, programmatic, social media management and ads, content, and email marketing. + Handled negotiations for customer retention and fostered loyalty, reducing cost per customer acquisition by 20% and increasing recurring traffic by 17%. + Drove the implementation of the loyalty program and fostered corporate image and branding for Mexico, Colombia, and for the different companies of the Holding (B2C-B2B – Agencies Affiliates– Travel Affiliates (Price Agencies/TravelInn)) Destination Management Company (TagTravel) and Meetings and Incentives Division (BTC by PriceTravel) and pricetravel.com, becoming the 3rd most important brand in online travel in Mexico. Show less

Vice-President Online Marketing, Digital Branding & Public Relations

• Sep 2011 - Oct 2013

+In charge of all Digital Institutional and Coop Promotional Campaigns for the brand MEXICO, country, and worldwide +Management and relationship of Digital Marketing Advertising Agencies +Development of Digital Strategic Marketing Plan and Budget administration PNL + Implementation of customer retention framework with the contact centers + In charge of the redesign of the technology infrastructure of www.visitmexico.com and its 15 portals, 12 languages localization & internationalization, and migration to cloud-based servers + Fostering strategic alliances + Lead a team of 12 direct and 25 contractors Show less

Marketing Director

• Jul 2010 - Apr 2011

+ Directed the creation and execution of a startup’s go-to-market strategy to launch and oversaw communications, activations, digital channels optimization, and revenue sales projections and metrics, resulting in growth of 5X MOM for a travel startup (online). + Drove the implementation of a call center, a white-label affiliate program, and its measurement system through KPIs, web analytics, agent’s settlement platform, and payment systems. + Navigated negotiations in cooperation with key providers, with margins of over 20% per transaction. + Supervised and provided direction to a team of 15 and administered a budget of $1 million. Show less

Sr. Business Development and Account Manager for Latin America & Caribbean

• Jun 2008 - Jul 2010

+ Led the introduction of the affiliate program with a $15 million pipeline. + Nurtured close relationships with named key customer accounts with a strong focus on sales and modifications to the product/service line in accordance with region/country market needs. + Oversaw the development of an online marketing strategy and KPI for main affiliates, resulting in revenue growth of 25% YOY and over 50% in transactions and conversion from key partners. + Led the introduction of the affiliate program with a $15 million pipeline. + Nurtured close relationships with named key customer accounts with a strong focus on sales and modifications to the product/service line in accordance with region/country market needs. + Oversaw the development of an online marketing strategy and KPI for main affiliates, resulting in revenue growth of 25% YOY and over 50% in transactions and conversion from key partners.

Product Marketing, Communications and PR Manager -

• Jul 2006 - Jun 2008

+ Served as head of overall operations for marketing, communications/PR, product development, and product launch processes based on regional/country needs to defend and protect a global distribution system market share of 65% in Mexico.+ Operated in a key capacity by budgeting and maximizing revenue/income from agency product line to over $1 million, directing all operations of a team of 5.

Sales Manager Caribbean - Synxis - Sabre Hospitality Solutions

• Nov 2005 - Jul 2006

+ Orchestrated the implementation of the REDx (Distribution) and Synxis system in the Caribbean for hotels.+ Worked on a six-month project where I acquired 3,500 rooms for the new model from 3 hotel chains.

Customer Service Center Supervisor - Caribbean

• Jan 2005 - Nov 2005

+ Implemented Customer Service Center to migrate 2,500 agencies in the Caribbean to a remote service model overseeing a team of 3

Product Marketing Specialist - Caribbean - Venezuela - Andean region - Uruguay - Argentina

• Jan 2000 - Oct 2005

+ Managed product positioning, promotion, and top market needs. Developed business cases. Latin America Product Manager in charge of the regional product roadmap, alpha tests, beta tests, and product releases. + Creation of internal communications (products, strategy, positioning), customer segmentation, product showcases, and customer events.

Account Manager and Trainer

• Jul 1997 - Jan 2000

+ Account manager for the Dominican Republic and Haiti and Trainer for the Caribbean region for the new onboard accounts into the Sabre System. + Participated in the Abacus migration project in 1999 in Bangkok.

Accounting Representative

• Dec 1990 - Jul 1997

Held various positions across accounting, passenger services, international security, and reservations. Held various positions across accounting, passenger services, international security, and reservations.