Experience

• 

  Avacom®

  • Colombia
  • Consumer Electronics
  • 1 - 100 Employee

  • Social Researcher

    • Mar 2022 - Present

    Design PAR methodologies to impact communities from their conceptual frameworks and worldviews, thereby obtaining a participation rate of 80% in product processes and the creation of content emanating from the investigated groups themselves.

    I built a transmedia platform that managed and distributed content to more than 15,000 users in pedagogical and cultural offers.

    Develop and execute content creation strategies in audiovisual, radio, journalistic, illustrative formats, among others, in analog and digital mediations, which will reflect the idiosyncrasy of the audiences, thereby improving the engagement, reach and positioning of the products and the brand.

    Optimize paid marketing strategies under the metrics of CPC, CPT, CPL, display network and Search, redirecting to landing pages with Google tags manager to analyze user behavior on web pages.

    I produced the branding of the brand for staging on the different platforms used, thereby building the brand manual on the values of the product, its identity and recall actions. Typography, visual and sound resources, brand colors, tolerance spectrums among other elements that make up the iconography of the brand.

    Tech stack and knowledge
    Google Ads, Google Tag Mannager, Google PageSpeed Insights, Google Business, Google Search Console, Google Analytics, Google Adwords, Meta Ads, Pinterest Ads, Linkedin Ads, Tik Tok Ads, Amazon Ads, Amazon Markertplace, HubSpot, Marketing Paid Media, Marketing Analytics, Adobe Ilistraitor, Adobe Premiere, Adobe Audition, Adobe Lightroom, Adobe Photoshop, CapCut, Freepik, Content Creator, Canva, Power Bi, Tableu, Excel, Python Development, library of Skictlearn for IA tolos Aplicated to marketing, Mertech, SEO, SEM, SEO Audit, Content Audit, Goal conversation, Traffic Behavior, StableDiffusion, GitHub.

• 

  THE REAL CALLE TACO

  • Chief Marketing Officer

    • Mar 2022 - Feb 2024

    Based on the analysis of data from the company and the competition, it redesigned the brand's storytelling to a more urban and rebellious one, thus attracting new niches of users, improving retention and capture by 40%.

    Adapt image creation models with free-to-use AI to provide designers with more material when creating visual pieces, building a production environment focusing on new AI tools and reducing downtime searching for material in 50%.

    Design linear regression, clustering and logistic regression models for business intelligence, seeking to predict the success of campaigns, the increase in sales, the rate of affiliation in users and repurchase, parameterize the groups and behaviors of target audiences to provide them with precision marketing content. Incorporating new data science models to the organization with which to obtain better results and make more reliable decisions.

    Tech stack and knowledge
    Data management from MongoDB, PostgreSQL. Python and R programming languages. Data cleaning and management using frameworks such as NumPy and Pandas. Data visualization through Seaborn and Matplotlib Creating models from TensorFlow and Keras. Delivery of reports using Excel, Power BI and Tableau. Management of Cloud services in AWS and Azure, Google Ads, Google Tag Manager, Google PageSpeed Insights, Google Business, Google Search Console, Google Analytics, TikTok Ads, Google Adwords, Meta Ads, Pinterest Ads, Linkedin Ads, Amazon Ads, Amazon Marketplace, Content Creator, Organic and Analogous Communication, Adobe Ilistraitor, Adobe Premiere, Adobe Audition, Adobe Lightroom, Adobe Photoshop, CapCut, Freepik, Canva, Power Bi, Tableu, Excel, Python Development, library of Skictlearn for IA tolos Aplicated to marketing, Mertech, SEO, SEM, SEO Audit, Content Audit, Goal conversation, Traffic Behavior, KPIs.

• 

  PACIFICO’S REAL MEXICAN COCINA

  • Chief Marketing Officer

    • Oct 2022 - May 2023

    Optimize business metrics to reduce consumption of paid campaigns while increasing views per thousand impressions, rate per click, search engine ranking, and conversions for specific actions by 10%.

    Design the entire visual proposal for the different brand networks, in addition to the organic marketing plans that will adjust to the cultural elements of our diners in Nashville, thus improving interactions with content by 20%.

    It incorporates new customer acquisition strategies, relating the tourism of a city like Nashville with the hotel and tour pages, to create B2B plans that increase leads and generate more in-person clients, a strategy that increases seasonal sales by 15%.

    Tech stack and knowledge
    Ads, Google Tag Mannager, Google PageSpeed Insights, Google Business, Google Search Console, Google Analytics, Google Adwords, Meta Ads, Facebook Marketplace, Pinterest Ads, Linkedin Ads, Tik Tok Ads, Amazon Ads, Amazon Marketplace, Adobe Ilistraitor, Adobe Premiere, Adobe Audition, Adobe Lightroom, Adobe Photoshop, Organic and Analogous Communication, CapCut, Freepik, Content Creator, Canva, Power Bi, Tableu, Excel, Python Development, library of Skictlearn for IA tolos Aplicated to marketing, Mertech, SEO, SEM, SEO Audit, Content Audit, Goal conversation, Traffic Behavior, StableDiffusion, GitHub.

• 

  UNIVERSITY OF TOLIMA

  • Data Analyst & CMO

    • Jul 2021 - Sep 2023

    I applied human science methodologies to obtain organic information from the communities and through this understand their ethnography. From this I produced a documentary about their cultural practices that was viewed by more than 4,000 people in the university theater.

    Create workflows and manage tasks for designers, communicators, and content creators for university platforms.

    Analyze the data of 1000 members of the university with which precision marketing plans were created, measuring different business metrics and KPIs, class attendance for the total number of classes, level of satisfaction, percentage of content viewing, behavior in the website, CAC, ROI, Paid CAC, Churn, LTV, among others. In addition, machine learning algorithms were used to obtain predictive insights.

    Incorporation of new AI tools to facilitate work and code for report automation, improving production flow by 20%.

    Tech stack and knowledge
    Ads, Google Tag Mannager, Google PageSpeed Insights, Google Business, Google Search Console, Google Analytics, Google Adwords, Meta Ads, Facebook Marketplace, Pinterest Ads, Linkedin Ads, Tik Tok Ads, Amazon Ads, Amazon Marketplace, Adobe Ilistraitor, Adobe Premiere, Adobe Audition, Adobe Lightroom, Adobe Photoshop, Organic and Analogous Communication, CapCut, Freepik, Content Creator, Canva, Power Bi, Tableu, Excel, Python Development, library of Skictlearn for IA tolos Aplicated to marketing, Mertech, SEO, SEM, SEO Audit, Content Audit, Goal conversation, Traffic Behavior, StableDiffusion, GitHub.