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Jennifer Carvajal

Regional Manager of Multichannel Projects with Own Media at HavasPlus
Intro Book
Jennifer Carvajal, a seasoned marketing expert, leads teams in Hispanic America, leveraging native Spanish and English skills to drive digital strategy, social media, and customer service initiatives, with experience in Google Analytics and Microsoft Excel.
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Location
Santiago, Santiago Metropolitan Region, Chile, CL
Languages
  • Español Native or bilingual proficiency
  • Inglés Full professional proficiency
Skills
  • Estrategia De Mercadotecnia
  • Estrategia
  • Estrategia Empresarial
  • Redes Sociales
  • Google Analytics
  • Show all
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Bio

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Here is Jennifer Carvajal's bio: Jennifer Carvajal is a seasoned marketing leader with a proven track record of driving business growth through data-driven strategies and innovative marketing campaigns. With expertise in digital marketing, multichannel projects, and customer service, Jennifer has led teams to achieve remarkable results, including a 50% increase in perceptual influence and an average NPS of 80% in acquisition of communications. Holding a Diploma in Business Management Fundamentals from Harvard Business School Online and a Magister in Digital Communication from Universidad Monteávila, Jennifer is well-versed in marketing metrics, business development, and organizational development. Her certifications include a Certificate in Investment Performance Measurement (CIPM) from Harvard Business School and a Diplomado en Liderazgo from UpSkilling Business School. Fluent in Spanish and English, Jennifer is a strategic thinker with a passion for driving business success through effective marketing and leadership.

Credentials

  • Diplomado en Liderazgo
    UpSkilling Business School
    Dec, 2023
    - Apr, 2026
  • Certificate in Investment Performance Measurement (CIPM)
    Harvard Business School
    Nov, 2023
    - Apr, 2026
  • Finance Essentials
    Harvard Business School
    Oct, 2023
    - Apr, 2026
  • Certificado en Business Negotiation
    Harvard Business School
    Sep, 2023
    - Apr, 2026
  • Certificado Goal Settings
    Harvard Business School
    Aug, 2023
    - Apr, 2026
  • Business Case Development
    Harvard Business School
    Jul, 2023
    - Apr, 2026
  • Certificado en Customer Centric
    Harvard Business School
    Jun, 2023
    - Apr, 2026
  • Marketing Essentials
    Harvard Business School
    May, 2023
    - Apr, 2026
  • Certificado en Coaching
    Harvard Business School
    Mar, 2023
    - Apr, 2026
  • Certificado en Gestión del Cambio
    Harvard Business School
    Feb, 2023
    - Apr, 2026
  • Programa de Agilidad con SCRUM de Telefónica Chile
    Telefonica
    Aug, 2021
    - Apr, 2026
  • E-commerce Google IAB
    Google
    Jun, 2021
    - Apr, 2026
  • Marketing Digital Google IAB
    Google
    May, 2021
    - Apr, 2026
  • Email Specialist Marketing Cloud de Salesforce
    Salesforce
    Aug, 2020
    - Apr, 2026
  • Empowering women Universitas program
    Telefónica
    Aug, 2020
    - Apr, 2026
  • El poder de la influencia de Telefónica Universitas
    Telefonica
    Jul, 2020
    - Apr, 2026
  • Mobile Marketing
    Telefonica
    Jul, 2020
    - Apr, 2026
  • Solution Selling 2.0 Sales Execution
    Solution Selling 2.0 Sales
    Jun, 2020
    - Apr, 2026
  • Creating a Culture of Change
    LinkedIn
    Nov, 2018
    - Apr, 2026
  • Body Language for Leaders
    LinkedIn
    Sep, 2018
    - Apr, 2026
  • CMO Foundations: Creating a Marketing Culture
    LinkedIn
    Sep, 2018
    - Apr, 2026
  • CMO Foundations: Working with Leadership and Board-of-Directors
    LinkedIn
    Sep, 2018
    - Apr, 2026
  • Gretchen Rubin on Creating Great Workplace Habits
    LinkedIn
    Sep, 2018
    - Apr, 2026
  • Writing a Marketing Plan
    LinkedIn
    Sep, 2018
    - Apr, 2026
  • Leading with Vision
    LinkedIn
    Aug, 2018
    - Apr, 2026
  • Cloud Computing
    Google Iab
  • Productividad Digital
    Google IAB
  • Transformación Digital
    Google IAB

Experience

  • HavasPlus
    • Hispanic America
    • Regional Manager of Multichannel Projects with Own Media
      • Apr 2023 - Present
      • Hispanic America

      - Liderar positivamente el equipo de Medios Propios de Havas Plus Regional gestionando las capacidades de cada miembro, para que se enfoquen y motiven en la visión que les permita lograr los resultados de los objetivos del proyecto en 8 países de Hispanoamérica (Mx, Col, Ec, Pe, CL, Ar, Uy y Ven)- Acelerar y hacer eficiente la implementación de casos de uso desde medios propios (Web, App, SMS, Email, etc)- Apalancar consultiva, estratégica y operativamente el crecimiento de los países Hispam para acelerar la implementación de casos de uso desde medios propios mejorando la eficiencia de los resultados de las campañas con casos de uso de Journeys multicanales automatizados optimizando la dinámica y consistencia digital al incrementar el T2M de campañas para aumentar la conversión desde medios propios para optimizar la inversión desde medios pagos.- Media plan 360 de casos de uso priorizando los medios propios sobre medios pagos.- Construir un media plan 360 para las campañas priorizadas de los casos de uso que empujan los KPI del negocio priorizando los medios propios y negativizando las bases de datos en los medios pagos, bajo estrategias que nos permitan escalar y optimizar la volumetría y eficiencia de las segmentaciones desde medios propios para apalancar un incremento atribución y asistencia del volumen de tráfico y conversiones desde medios propios, para mejorar la trazabilidad desde los casos de uso de cada medio para optimizar y hacer eficientes las segmentaciones que permiten interacciones con el cliente.- Velar por la adopción e innovación en proyectos para campañas en medios propios.- Incorporar innovación en las funcionalidades, plataformas, recursos y herramientas existentes o que el mercado ofrezca, para mejorar los resultados de las campañas desde medios propios garantizando la adopción de proyectos con un seguimiento prolijo bajo una gestión ágil de proyecto configurado en un Kamban en JIRA que incorpore la metodología RACI.

  • Telefónica
    • Consultora Regional Next Best Action Digital Hispam
      • Jul 2021 - Apr 2023

    • PO Multicanalidad Digital con Salesforce
      • Oct 2020 - Jul 2021

      * Administración de back end plataforma Marketing Cloud Salesforce.* Gestión de QA, data extensión, FTP, tablones, query y audiencias para certificar implementación de campañas.* Implementación y control casos de uso o campañas One Shoot, por journeys/automatizaciones y notificaciones transaccionales (soporte a otras plataformas de la compañía) desde canal email con casos de uso multicanal por email, sms, push y RRSS.* Implementación de notificaciones transaccionales por Email y administración del ambiente transaccional de Email.* Integraciones con otras plataformas para incorporar medios al journey digital con procesos automatizados y feedback para generar audiencias y granularidad. (DMP, APP Mi Movistar, Club, Magento, Swrve, entre otras).* Conectar las necesidades del negocio con el área digital o COL con áreas de BI/TI para la implementación de casos de uso de alto impacto para el negocio como carros abandonados, remarketing con audiencias desde el DMP, journeys de bienvenida, entre otros.* Marcaje de campañas para lograr trazabilidad full funnel y reporteria de resultados post campaña.* Construcción de mecanismos de trazabilidad y visualización que permitan a los negocios tener la perspectiva clara de la contactabilidad (open) (clicks) y efectividad (Open/ ventas) y conversiones (Leads/ventas) del canal de Email de caso de uso multicanal implementados.* Relación con equipos de arquitectura TI para desarrollos, administración y soportes de procesos automatizados.* Administración y priorización de backlog con equipos de Negocio y BI para incorporación de campos dentro del modelo de contacto.* Relación con soporte Salesforce, generación de accesos a data managers, capacitaciones y gestión del cambio.* Control de política de contactabilidad sobre los canales y medios activos.* Administración y control de presupuestario mensual en base a límite de contactos contratados.* Gestión para velar por el pago de plataforma y contratos adjuntos.

    • Jefe de proyecto especialista - Salesforce Marketing Cloud
      • Mar 2019 - Oct 2020

      * Administración de back end plataforma Marketing Cloud Salesforce.* Gestión de QA, data extensión, FTP, tablones, query y audiencias para certificar estado previo implementación de campañas.* Levantamiento, construcción, implementación y control casos de uso por journeys, automatizaciones y ambiente notificaciones transaccionales (da soporte a otras plataformas de la compañía) desde el canal de email con casos de uso multicanal por email, sms, push y RRSS.* Centralización y administración del ambiente transaccional de Email* Integraciones con otras plataformas para ir incorporando medios al journey digital mediante procesos automatizados y con feedback iterativos para generar audiencias o granularidad(DMP, APP Mi Movistar, Club, Magento, entre otras).* Conectar o triangular las necesidades del negocio con el área digital o COL con áreas de BI/TI para la implementación de casos de uso de alto impacto para el negocio como carros abandonados, remarketing con audiencias desde el DMP, journeys de bienvenida, entre otros.* Marcaje de campañas para lograr trazabilidad full funnel y reporteria de resultados post campaña.* Relación con equipos de arquitectura TI para desarrollos, administración y soportes de procesos automatizados.* Administración y priorización de backlog con equipos de Negocio y BI para incorporación de campos dentro de los tablones de SF.* Relación con soporte Salesforce, generación de accesos a data managers, capacitaciones y gestión del cambio.* Control de política de contactabilidad sobre los canales y medios activos* Administración y control de presupuestario mensual en base a límite de contactos contratados.* Gestión con equipos administrativos para velar por el pago de plataforma y contratos adjuntos.* Análisis y medición permanente para optimización en pro de mejora de resultados.

  • Fidelizador
    • Chile
    • Marketing Manager
      • Jan 2018 - Dec 2018
      • Chile

      Focused on leading positively the Fidelizador Marketing team to generate 360º Marketing, Digital Marketing, Inbound marketing and Content Marketing, starting from the strategy, market analysis and metrics, coordinating team members to generate content, designs, campaigns and activities that add value to institutions that need to enhance their Marketing Automation and Email Marketing strategies with an integral solution that facilitates a platform with reliable, secure and scalable implementation with a 360º service that accompanies its users with training, support and consulting.

  • Cognos Online
    • Santiago de Chile
    • Regional Marketing and Communications Coordinator for Southern Cone
      • Feb 2016 - Dec 2017
      • Santiago de Chile

      - Coordinate, execute and control the Marketing Plan- Control the assigned budget and the internal processes of the marketing area- Ensure correct communication and corporate image- Design, coordinate and implement strategies aimed at generating demand, brand positioning, growth and customer loyalty- Design and develop internal and external communication campaigns- Design and implement strategies for ATL and BTL promotions and advertising. Constantly interacting with multinational advertising, digital and data agencies such as Dattis, Pixel-GD and Sendmail.- Coordinate the availability of material, equipment and tools needed for marketing management- Maintain updated and available POP material and resources for the commercial area- Define, coordinate and execute the pre, in and post event in conjunction with the commercial area.- Conduct market research in conjunction with the Marketing Department- Conduct the assignment of quality leads to the commercial area according to the criteria defined by the Commercial Director- Perform proper follow-up of the leads delivered to the commercial area and support with marketing strategies in order to seek closure opportunities- Ensure and contribute to the generation and updating of databases- Analyze reports, studies and any document or information that has an impact on the marketing area- Support and supervise the digital marketing strategy defined by the area management- Selection and relationship with suppliers- Updating and maintaining Salesforce (CRM) in terms of lead generation, marketing campaigns and marketing reporting- Analysis for talent management, virtual training and language training for the corporate, educational and government sectors with Net Dimensions, Rosetta Stone, Blackboard, Moodlerooms, Kaltura, among others.

  • Partner de Qlik
    • Santiago de Chile
    • Marketing Coordinator
      • Jan 2015 - Jan 2016
      • Santiago de Chile

      - Analysis and management of data and reports for Business Intelligence in the Chile Partner Qlik with QlikView, QlikSense, NPrinting, QVSource, GeoQlik, Alteryx and Salesforce.- Management of integrated account information for BI Business Intelligence and data analysis.- Support to Marketing activities, BBDD and digital media.- Management of advertising agency, digital and PR. (Blanco-Brand, Iconick Brands and Mind Consultores)- Updating and maintaining Salesforce (CRM) in terms of lead generation, marketing campaigns and marketing reporting- Management of mailing with Leadsius and content of the website in Wordpress.- Management of SEO Tools like Open Site explorer, google webmaster tool, Magestic SEO, Ahrefs, SEO toolbar, SEO web, Alexa, SEO Anlaysis Tool, Google Keyword tool, Website grader, SEO site checkup, Woorank, SEOQuaque and SEO scores.These abilities are complemented with skills that promote a well-done job, originating from the analysis, based on the user’s or public’s needs, and then is planned and organized with creativity and strategic vision, with impeccable monitoring, resiliency, effective negotiations and proper communication, we will have a sure achievement.

  • Telefónica Movistar
    • Online Channels Communications&Marketing Leader
      • Feb 2009 - Dec 2014

      three consecutive years of success doubling the number of users, transactions and accesses, as well as the perceptual influence of 50% and an average of 80% of the NPS (Net Promoter Score) in the acquisition of communications.- Comprehensive management of all the axes for the communications and marketing of the projects The online company 2012, More online 2013 and Online 2014 of the virtual channels of Telefónica Venezuela.- Sociological support, with analysis of quantitative and qualitative market studies, Benchmarking, understanding of market segmentation and audiences that serve the virtual channels in Venezuela (websites, self-management channels, native Apps, IVR and USSD)- Analysis of indicators and web reports for the choice of the optimal means for the communication of each channel by RRSS, Emailing, Broadcast, BTL, Posters, SEO, SEM, Digital banners, Press releases, etc.- Analysis of operational indicators and reports that allow strategies and mechanisms to optimize marketing, advertising and communications by all means, at the moment, with the tone, language and the appropriate segment, by means of mass media, TV, Radio, press, BTL, POP, RRSS, digital media, media plan, etc. Interacting continuously with the publicity team and means of agencies recognized worldwide as: Publicis, Wicot, Ogilvy and Arc - Digital Agency.- Optimum management and monitoring of activities that involve the proper use of budget for the communications of the virtual channels.- Support and collaboration in the participation and presence of the Virtual Channels in internal and external Events.- Optimization and content management of web portals.- Impeccable management of public relations for internal and external environments.

    • Communications Analyst
      • Jan 2005 - Feb 2009

      - Cover the End to End Process to carry out the design project for the new structure and image of the ATC Portal 2011 website in conjunction with the process team and technical group.- Analyze the statistical results, sociological perception and satisfaction with the usability of the website to propose improvements for the project of changing the image and structure of the website.- Design pieces to improve the image of an internal website.- Ensure that the communicational style of the website is consistent and adequate.- Establish an improvement strategy for the corporate image of the end users of the web portal.I also have knowledge of basic programming in HTML with Action Script for flash. Adobe design tools, illustrator, flash, in design, dreamweaver, locution, SharePoint content manager, direct marketing, proyect, google analytics, Google trends, google alerts, hootsuite, smetrica, socialbackers, Klout, tweetbinder, topsy, tweetarchivist , Wordle, twven and twitonomy

    • Executive of Comunications
      • Jan 2000 - Feb 2005

      - Contribute to the integration axes of the Technical Support Services teams with integrated dynamics of organizational development- Contribute to the improvement of the integrated communications of the Technical Support Services teams under the coordination of a team of 25 people who contributed to generating 14 issues of the digital magazine

Education

  • 2023 - 2024
    Harvard Business School Online
    Diploma, Business Management Fundamentals
  • 2018 - 2019
    Universidad de Chile
    Diplomado de Marketing estratégico y Rentabilización de clientes, 2018 - 2019
  • Universidad de Chile
    Marketing Metrics
  • Universidad Monteávila
    Magister en Comunicación Digital
  • Universidad 'Santa María'
    Periodista con mención en Comunicación Corporativa
  • Universidad Central de Venezuela
    Literatura

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