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Work Background
OptumAssociate Director, Talent Marketing
Apr. 2022 - Apr. 2024ColombiaSubject matter expert in candidate attraction for assigned talent pools in Colombia and Puerto Rico, working in partnership with the United Health Group Enterprise Talent Marketing team to craft and deliver talent experiences that impact why people choose to work in Optum. Strategies: Responsible for the Talent Marketing media and campaign strategy for the Latam region, as well as innovative special programs needed to meet hiring goals. Planning of effective campaigns for talent attraction with a budget management around $40k monthly.
Reporting to the United Health Group Sr. Director of Talent Marketing, managing a team of Talent Marketing specialists and agency partners to ensure the agility needed to meet long- and short-term business goals. Achievements: •Increase applicants flow for Colombia from an avg. of 40 to 1,200 monthly through lead gen best practices implementation. •Reduction of duplicated leads from 48% to 4% during peak season through optimization on digital channels. •Cost per lead reduction from $15 to $5,3 allowing room for testing new channels and generate savings. •Brand recognition, positioning Optum on the new market in Colombia through OOH and digital tactics.
ConcentrixRegional Marketing & Employer Branding Manager
Dec. 2020 - Apr. 2022Bogota,D.C., Capital District, ColombiaExtended scope from previous role to include the leadership of offline Marketing strategies, in order to increase brand recognition for the Company in Latin America.
ConcentrixDigital Marketing Manager for Latin America
Dec. 2014 - Dec. 2020Bogotá D.C., ColombiaManagement of digital strategies for the region (Brazil, Colombia, Costa Rica, El Salvador, Nicaragua, Honduras, Jamaica and Dominican Republic). Strategies: Management of global and regional digital communications and branding campaigns. Positioning of the brand in search engines, market research, benchmarking, key messages and cultural research for each market. Planning of effective campaigns for employer branding. Agency and budget management (around $22,000 monthly). Achievements:
- Successful brand transition from Convergys to Concentrix regionally and globally for all digital media presence – 2018
- Coordination of Facebook merge for Convergys-Concentrix globally.
- Manage Communications for the Convergys Culture and Diversity global team– 2018.
- Setup of the Digital Marketing department for Latin America.
- Management of digital campaigns to position the company as employer of
Choice (Colombia awarded by Computrabajo - 2019)
- Communications development of Convergys.com for Latin America
- Optimization of advertising investment vs. increase in leads generation.
ConcentrixMarketing Lead for Colombia
Dec. 2012 - Dec. 2014ColombiaDesign and execution of marketing, advertising and communication strategies to promote and position the brand in Colombia. Strategies: Management of internal and external referral programs, campaigns launching, events coordination, agency management, very effective budget management, and execution, media and PR. Achievements:
- 12% cost savings thanks to co-branding and other initiatives for the entire budget 2014 (Annual budget management around $500,000)
- Increase in 32% the quality of leads received thanks to the implementation of ATL and BTL strategies.
- Impact on the accomplishment of 105% hiring goals thanks to the quality of the market attracted.
Brand recognition: Top Employer 2013, according to a survey conducted by Zona Jobs
- Employee Referral program consolidation as top source of hires for the company at a low cost.
- Distribution of Share of hires among 3 top sources as planned for 2014 (ERP, advertising and online)
- Restructuring of the Marketing department, defining profiles, roles, and metrics. Results: 95% of metrics accomplished by the team.
Universidad Nacional Abierta y a Distancia – UNADContractor for School of Administrative Sciences
Nov. 2006 - Mar. 2007BogotaDirecting, investigating, designing and drafting the curricular plan for the program of Technology in Ecologic and Cultural Tourism Administration for the School of Administration of Administrative, Economic, Accounting and Business Sciences.
Avanti Comunicaciones EstratégicasProject Manager - Owned Company
May. 2005 - Sep. 2011BogotaDirecting, coordinating and executing strategies of communication, marketing and publicity for associated companies. Strategies included: Press releases writing for each journalistic and publicity genre in accordance with necessity of the account. Coordinating the design of communicative pieces for production of materials. Updating internal and external web sites. PR strategies and execution with the media. Events coordination. Budget management (Around $80.000 yearly) Accounts managed: GM Financiera World Bank Universidad Nacional Abierta y a Distancia - UNAD Symrise Colchones Spring Clínica San Pedro Claver PTS Production Testing Services Other (Mostly the Health´s field)
Universidad Nacional Abierta y a Distancia – UNADInvestigative Editor
Feb. 2005 - Jun. 2005BogotaInvestigating, designing, writing and validating for all the organizational spheres of the University, the Manual of Management Indicators within the System of Control and Measurement for the Observatory of the University Management. Investigating, designing, diagramming and drafting for production of the environmental brochure of the Institution.
FURTHER EXPERIENCECommunications
Jan. 2002 - Jan. 2004Colombia- RH CONSULTORES – Campaign Coordinator (PR strategies)
- PUBLICACIONES EL TINTERO – Editorial Chief (Newspaper)
- AT&C CONSULTORES – Campaign Coordinator (PR strategies)
- ASPAEN – GIMNASIO IRAGUA – Communicatios intern
- UCPI- (ALCALDÍA MAYOR DE BOGOTÁ) - Radio Station intern
- FUNDACIÓN PAÍS LIBRE – Communications volunteer
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