Mabel Silvestre González

Growth Marketing Manager LATAM at Webdox Legal
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Contact Information
us****@****om
(386) 825-5501
Location
Mexico City Metropolitan Area, MX
Languages
  • Portuguese Elementary proficiency
  • Spanish Native or bilingual proficiency
  • English Full professional proficiency

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Dr. Miguel Angel Montalvo Vivanco

Mabel es una persona sumamente positiva, profesional y con gran sentido de responsabilidad. Lo anterior lo avalan los 2 años que la conocí en la Universidad, como profesor y como responsable de diversos proyectos profesionales que tuve a bien conocer su historial académico, además de que siempre participo en los diversos eventos de la carrera de manera excelente.

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Credentials

  • Gestión Profesional de Category Management
    Certified Coursework Category Management Associoation
    Jan, 2015
    - Nov, 2024

Experience

  • Webdox Legal
    • Chile
    • IT Services and IT Consulting
    • 100 - 200 Employee
    • Growth Marketing Manager LATAM
      • Mar 2022 - Present

      •Responsible for the growth marketing strategy and execution across LATAM including Mexico, Chile, Colombia, Peru and Brasil. •Lead the Inbound marketing strategies for SEM, SEO and email marketing. •Built a growth marketing team, responsible for the acquisition, engagement and expansion of the clients. •Responsible for the growth marketing strategy and execution across LATAM including Mexico, Chile, Colombia, Peru and Brasil. •Lead the Inbound marketing strategies for SEM, SEO and email marketing. •Built a growth marketing team, responsible for the acquisition, engagement and expansion of the clients.

  • Rappi
    • Technology, Information and Media
    • 700 & Above Employee
    • Growth Marketing Manager
      • Jul 2019 - Nov 2020

      •Responsible for the marketing strategy and execution of owned media (banner, in-app, push notifications, mailing, RRSS) and offline campaign in the Supermarket, Pharmacy, Convenience, and Liquor stores verticals, managing a monthly budget of US$ 600k, and leading a multidisciplinary (marketing, design, BI) team of six members; achieved 2x MoM growth in GMV, orders, and AOV • Designed the marketing plan and analyzed KPIs (MAUs, cancellations, defect rates, delivery time) of the launch in new cities and “microzones” •Created and managed in-app seasonal buttons (e.g., Buen Fin, Valentines, Christmas), designing the content and communication strategy and allocating budget for product discounts, and analyzing customer acquisition cost (CAC) •Designed customer segmentation campaigns (by recency, frequency, AOV, device, and geography) for acquisition, retention, reactivation, cross-selling, and upselling, achieving a 40% monthly growth of user base Show less

  • Beiersdorf
    • Germany
    • Personal Care Product Manufacturing
    • 700 & Above Employee
    • Shopper & Customer Marketing Manager
      • Mar 2019 - Jun 2019

      Face category •Analysis of category sales and customer research to create omnichannel and trade marketing activation strategies, and coordination with sales team for execution at the POS •Identify profitability improvement opportunities in trade marketing activities Face category •Analysis of category sales and customer research to create omnichannel and trade marketing activation strategies, and coordination with sales team for execution at the POS •Identify profitability improvement opportunities in trade marketing activities

  • Rappi
    • Technology, Information and Media
    • 700 & Above Employee
    • Lead Growth Marketing CPG´s
      • Sep 2018 - Mar 2019

      •Oversaw the app’s customer journey and UX in multiple verticals (e.g., Supermarket, Pharmacy, Convenience, and Liquor), monitoring the Customer Lifetime Value (LTV), and designed weekly communication campaigns with the sales team to ensure conversion of Marketing Qualified Leads (MQLs) •Led NPS and customer preference surveys to gain insight into the design of strategies that improved UX through personalization •Analyzed, monitored, and reported key business metrics (GMV, AOV, traffic, revenue, conversion rate, and churn rate) Show less

  • Media Markt Iberia
    • Spain
    • Computers and Electronics Manufacturing
    • 700 & Above Employee
    • Customer Experience Consultant for Media Markt Iberia
      • Apr 2018 - Jul 2018

      During the MBA Program in EADA Business School, I collaborated as a Customer Experience & Multi-Channel Consultant for Media Markt Spain with the following responsibilities: •Analyzed touchpoints before, during, and after the purchase process and create strategies to increase customer loyalty • Identified opportunities and generated proposals to improve customer experience and maximize the company's revenue and customer traffic by 5% • Developed recommendations for an effective omnichannel strategy implementation •Presentation of results to Media Markt's COO of Iberia Show less

  • Sigma
    • Food and Beverage Services
    • 700 & Above Employee
    • Category Management Senior
      • Jan 2016 - Aug 2016

      •Led a team that covered the Special Retail channel comprised of six retail chains with nationwide presence•Conducted category review and communicated recommendations on efficient assortment practices, pricing, promotion, shelving and category strategy, increasing brand shelf presence by 20%, profitability per square foot by 8% and market share by 1.5% in chains under management•Generated competitive intelligence of new item opportunities and threats per SKU, communicated findings to the client’s high-level executives•Implementation of BTL strategies•Analyzed promotions and provided recommendations of trade efficiency through pricing strategies, point-of-purchase displays and ROI optimization Show less

    • Category Management Analyst
      • Mar 2014 - Dec 2015

      •Managed Soriana and HEB retail chains nationwide in the categories of Processed Meats, Cheese, Yogurt and Refrigerated Foods•Developed and implemented Point-of-Sale marketing strategies, including store layout, product assortment, space distribution and visibility aimed at improving the shopping experience•Elaborated planograms oriented to improve marketable spaces reducing product loss by 15%•Provided statistical analysis on each category’s performance at the retail chain and across the market•Monitored key competitors and market trends •Introduced new products at the retail, tracked and assessed product performance•Coordinated market research and shopper understanding studies Show less

  • Impulsa Business Accelerator
    • United States
    • Business Consulting and Services
    • 1 - 100 Employee
    • Consultant
      • Aug 2011 - Mar 2014

      •Provided advisory to Small and Medium Enterprises (SME’s) on business plan structuring to apply for public funding which contributed to +20% increase in turnover and employment •Articulated major projects for supplier development in strategic sectors such as aeronautics, energy and food manufacturing, obtaining funds for USD $1 million •Led the procurement and administration of USD $4 million to help 200 high potential SME’s realize their growth •Managed public and institutional relations for SME’s Show less

Education

  • EADA Business School
    Master of Business Administration - MBA
    2017 - 2018
  • The Chinese University of Hong Kong (CUHK) Business School
    Customer Experience & Multichannel Management
    2018 - 2018
  • Universidad Autónoma de Aguascalientes
    Licenciatura en Mercadotecnia, Mercadotecnia
    2007 - 2011
  • University of Northern British Columbia
    Academic exchange program, Business and Commerce
    2010 - 2010

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