Experience

Digital Bank Transformación Digital
• Chile
• Business Consulting and Services
• 1 - 100 Employee
• Innovation Manager

  • Apr 2021 - Present


Despierta Viajando

• Owner

  • Nov 2017 - Present

  Travel blog to inspire independent travelers to see the world by themselves. - Development of value proposition and brand image, translating these definitions into a communicative style, to motivate independent travelers to discover the world. - Production of original content from own travel experiences, both for the website and social media. - Development of collaborations with bloggers and touristic services in Chile and LATAM - Content generation for several vineyards in Chile, for promotion of their wine tourism services across all the channels (website and social media). Show less



Plataforma Mes Que Una Moció

• Communications Director

  • Jul 2020 - Dec 2020

  ampaign for signature collection among FC Barcelona’s 100K members, to remove previous board of directors. Concept was to recover the Club for its owners. 16,500 signatures needed in 15 days, achieved 20,600. - Definition of segments and audiences, channels, and main messages to be delivered during the campaign. Campaign carried out with a minimum budget, and which managed to be the most successful in the history of FC Barcelona, collecting more than 20.000 signatures. +400K web visits, 12MM of impressions on Twitter, and +200K impressions on Instagram in 30 days. - Orchestration of a global viral campaign, mainly digital, to put pressure on traditional channels (press). Strategy was put in place to reach the main audience: FCBarcelona members, in Catalonia. - In charge of coordination of communication actions between different groups who participated. - Responsible for content for the website. Generate content according to customer journey and campaign stage, to mobilize members to sign. Show less

• Head of Digital Transformation

  • Oct 2018 - Sep 2019

  Digital transformation consultancy firm, financial services industry in Latin America. Development of +15 TD projects in 3 clients at LATAM, in the period of 1 year. - Lead discovery of consumer needs and define projects to substantially improve adoption of digital products. Projects were executed in fields of loyalty and onboarding of transaction websites and apps. - In charge of digital transformation roadmap for the biggest debt collection company in Chile, with more than 300,000 customers. Lead discovery of customer needs, key channels to exploit and messages to trigger for each segment. Collected direct feedback from customers to renew online channels, and developed a new approach for collection marketing, that client adopted. - Responsible for 10 other projects for banks in Latin America, to accelerate adoption of digital products. Lead promotion of A/B testing practices among clients and measure impacts in KPI for each project. Coordination of fintech startups with internal areas of each client, to execute each project. Show less



ENEX

• Sweden
• Geothermal Electric Power Generation
• 1 - 100 Employee

• Had of Digital Products

  • Jul 2014 - Sep 2017

  - In charge of digital products for B2C and B2B at Shell. My mission was to detect opportunities from consumers, to generate brand awareness and preference through digital experiences. In charge MiCopiloto mobile app, leading from the development roadmap and into its adoption. Responsible of marketing plan, bringing the product closer to the consumer and securing their digital onboarding (PR strategy, digital marketing, partnerships, trade). Achieve 250K app downloads in 1.5 years, with double digit growth in usage rate. - Leader of Shell’s loyalty program, unique in Chile in a mobile environment. Responsible for design and implementation of a dynamic segmentation model and a 1 to 1 communication strategy. Definition of contents and channels by segment. Increased purchase frequency by 50% versus a traditional consumer.- In charge of generating partnerships with companies of various sectors (banks, telecommunications, insurance) to develop joint value propositions for 'digital' consumers. - Lead implementation of multichannel practices in customer care, according to 'digital' consumer needs. Implementation of disruptive changes in existing channels (call center) based on MVP methodology. - In charge of products for intensive consumers (taxis and the like). Design of value proposition for the segment, based on a simple experience and concrete benefits, and its communication. Increase in market share by 10 points in this segment, in two years of operation.- Responsible of Shell Card platforms, card system and e-commerce for fuel consumption, in B2B segments. Show less

• Senior Business / Innovation Specialist

  • Mar 2012 - Oct 2014

  - Development of innovative value propositions, for emerging segments (cyclists, pet owners, tourists, athletes, digital, etc.), based on alliances with relevant brands. My mission was to detect needs, design new services, launch, and communicate, to generate brand positioning from new services. - Lead development of tourism offices in upa! Stores, in partnership with Chile’s Official Tourism Board (SERNATUR). Study needs of road travelers, design of tourist spaces in shops, with elements of information and entertaining. In charge of the implementation of 3 SERNATUR offices in Shell’s main gas stations. - In charge of Enex Innovation programme. Responsible for managing + 600 ideas in 3 years, implementing about 15 innovation projects in customer service, marketing, and gas station operations. Show less



Createch SA

• France
• Book and Periodical Publishing

• Senior Project Engineer

  • Mar 2007 - Feb 2012

  - Detection of the differential value of innovative products, studying its market and needs in each segment. - Development of marketing strategy: how to position, communicate and sell products in the relevant markets. More than 100 studies made for startups and companies, market studies and business plans, in retail, construction, design, biotechnology, energy, mining and telecommunications industries. - Lead raising capital for technology-based companies and universities for around US$ 10MM. Show less



Handels und Finanz AG

• Investment Management
• 1 - 100 Employee

• Project Engineer

  • Aug 2005 - Mar 2007

  Investment company for renewable energy projects. - In charge of evaluation of 10 wind generation projects, lead energy generation studies, environmental impact and profitability analysis. Presentation of projects to investment funds. - Definition of value proposition and business model for R&D project in solar energy, to raise capital from Chile’s Science and Technology Board (CONICYT). Grant awarded by CONICYT in 2007 Investment company for renewable energy projects. - In charge of evaluation of 10 wind generation projects, lead energy generation studies, environmental impact and profitability analysis. Presentation of projects to investment funds. - Definition of value proposition and business model for R&D project in solar energy, to raise capital from Chile’s Science and Technology Board (CONICYT). Grant awarded by CONICYT in 2007