Experience

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  PersistIQ, a Wishpond company

  • Vancouver, Canada (Remote)

  • Account Director

    • Jan 2021 - Present
    • Vancouver, Canada (Remote)

    Responsible for leading commercial and marketing development for the introduction of a new product into the international market. Team leadership and global coordination of cross-functional teams. Analysis and identification of growth opportunities. Design and definition of creative marketing strategies for market positioning and brand presence. Development of brand manuals and messaging architectures for international companies across multiple sectors and audiences. Customer targeting, campaigns, promotions, and offers, among others. Direct reporting to the COO and Board of Directors. Budget management: $1.4M USD. Direct reports: 15 employees.

    Achievements
    - Increased market share from 0.13% to 0.5% during the period.
    - Expanded the client (account) portfolio by 280%.
    - Opened new markets (Middle East and Asia-Pacific), contributing an additional $22M USD (40% of total business).
    - Optimized new customer acquisition (lead generation) strategies by 66%, increasing conversion from 0.3% to 0.5%.
    - Ultimately contributed to an average annual revenue increase of 164%, totaling $77.2M USD over the period.

• 

  Ministry of Tourism, Federal Government of Mexico

  • Mexico City

  • Director of Digital Strategy

    • Jan 2019 - Dec 2021
    • Mexico City

    Responsible for leading and implementing new strategies to promote and strengthen national tourism. Team leadership, design and execution of strategic plans, control and monitoring of KPIs, among other responsibilities. Oversight of country brand guidelines, narrative, visual elements, and management of digital channels and social media with a reach exceeding 25 million unique users per month. Relationship management and negotiation with communication and public relations agencies. Reporting to the Board of Directors. Budget management: $500K USD annually. Direct reports: 4 employees.

    Achievements
    - Designed and implemented a nationwide Strategic Planning Program.
    - Creator of National Tourism Promotion Campaigns on digital platforms that attracted 45 million tourists (+9.75% vs. 2018), contributing 8.5% to GDP.

• 

  Ministry of Tourism, State of Guerrero

  • Guerrero, Mexico

  • Marketing Director

    • Jan 2009 - Dec 2018
    • Guerrero, Mexico

    Responsible for creating and driving new marketing strategies and tourism promotion campaigns. Leadership, recruitment, and development of teams. Execution of promotional activities including advertising, public relations, private and mass events, brand experiences linked to local identity, and digital strategy. End-to-end brand management processes, from market research to performance evaluation and brand health measurement. Coordination of strategic alliances with leading private-sector companies. Reporting to the State Secretary. Budget management: $5.5M USD annually. Direct reports: 10 employees.

    Achievements
    - Created a digital ecosystem for tourism destinations in the State of Guerrero.
    - Repositioned the state's tourism brand as a cultural, premium, and adventure-oriented destination.
    - Developed new products targeting emerging markets such as LGBT+, Meetings, as well as Health and Wellness.
    - Generated 1M new social media followers and 100K monthly website visits.
    - Ultimately generated $9M USD in revenues throughout the period.

• 

  Universidad Loyola del Pacífico (IBERO-ITESO)

  • Guerrero, Mexico

  • University Lecturer – Marketing, Communication, and Graphic Design

    • Jan 2006 - Dec 2010
    • Guerrero, Mexico

• 

  Raintree Vacation Club (Club Regina)

  • Mexico

  • Public Relations Manager

    • Jan 2005 - Dec 2009
    • Mexico

    Responsible for managing brand communications and visual narrative for 10 luxury resort hotels in Mexico. Development of cultural initiatives through events, sponsorships, and public activations, among other responsibilities.