Lou Fernández

Mkt, growth, Sales, Project mgt & Entrepreneurship @Seed & Lightbulb marketing consulting

💰 Investor & VCAccount ManagerMedTechHealthTechMarketingTechAssociate PartnerBioTechAgroTechB2BBusiness MentorFundraisingFinTechCustomer ResearcherSales ManagerAIB2CEdTech🔥 Startup Founder💸 MarketingBusiness Owner📝 Influencer or Blogger💼 C-level Executive👍 Sales & BizDev🧨 Consulting✨ Business OwnerAffiliate MarketingBrand Marketing ManagerCommunications ManagerContent ManagerEmail Marketing ManagerGrowth HackerDigital Ads ManagerEvent ProducerChanel ManagerCopywriterMarketing Analytics ManagerCustomer Success ManagerBusiness Development ManagerPartnerships ManagerHead of GrowthCommunity ManagerBusiness AnalystEngagement ManagerMarketing DirectorCRM managerCMOAdvisorFounderProduct Consultant

Lou Fernández is a seasoned marketing professional with a passion for fostering business growth and development. She currently wears many hats at Seed & Lightbulb marketing consulting company, handling everything from marketing and sales to project management and entrepreneurship. Lou's multi-faceted role involves creating and implementing innovative growth strategies, managing key projects, and driving sales initiatives. A self-made entrepreneur, Lou's expertise lies in translating business objectives into marketing strategies that drive revenue. Her dynamic leadership and strategic thinking have helped numerous businesses flourish. With an unwavering commitment to excellence and a keen eye for detail, Lou Fernández continues to shape the world of marketing with her innovative approaches and entrepreneurial spirit.

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Work Background

SEED BUSINESS BUILDERFounder and Business Coach

Jul. 2021México · On-site(Entrepreneurship, marketing and business coaching) • Coached entrepreneurs to design, create, validate, and launch their projects with disruptive and sustainable & circular business models using agile methodologies. Successfully helped launch +25 startups. • Developed an agile & circular business methodology to design sustainable entrepreneur projects.

LIGHTBULB Marketing creativo - Sustainable Growth PYMESCEO & Sustainable Business & Marketing Agency

Jun. 2021 - Aug. 2023México• Helped creating + 25 marketing, digital marketing and commercial plans; drive digital initiatives across media, content and digital verticals (i.e. web, emails, media, tech tools etc.) that led to successful launches, accelerated talent acquisition and better KPI performance. • Led marketing campaigns for companies such as SEIKO Watches, TablaVera, and Stage Beauty among others that led to more than +20M pesos in revenue.

LIGHTBULB Marketing CreativoDirector

Apr. 2016 - Jun. 2018Develop and implementation of several projects focus on incrementing profitability. Based on profound understanding of Consumer insights, market analysis, design and implementation of marketing plans, optimization of marketing budgets, develop of new products, business plan for special projects, advertising, mkt digital mkt strategy, develop commercial plans, and implement lean processes for small and medium companies like: SAS, ASIMEX GLOBAL, Century21 and Doña Yola, MJ Trade and others. ACHIEVEMENTS: - Commercialization project for retail fashion line (Sale of Softlines | Shoe store) for Amazon, worth 5M Pesos. - Century 21 Imagina Revamp of Commercial and marketing department, leading commercial team. IN HOUSE. Growth of 38% in Sales from July 2017 to July 2018) OTHER PROJECTS: - Digital Marketing Strategy, Century 21, La Turba, Maya Schmid, Eduardo Neri among other clients. - Project of consumer knowledge, optimization of marketing budgets and media based on the relevance and effectiveness of the message. - Development improvement projects for various SMEs and management of key accounts such as DEAGEO, BIMBO, AVENE, and L’OREAL. - Assistant marketing professor for marketing degree at ITESM University, Campus Santa Fe.

Eli Lilly and CompanySales Representative

Jan. 2006 - Dec. 2010MéxicoKPI: - I increased the market share of Strattera by 84% in my territory in December of 2006 (43% MKT Share equivalent to $ 0.52 MD USD) as of April 2010 (79% MKT Share equivalent at $ 0.98 MD USD). - I reached the market share in my highest worldwide territory of Strattera in 2008 and maintained for two consecutive years. ACHIEVEMENTS - I led the inclusion of Strattera in 2008 and 2009 to the guideline of treatment for ADHD of two of the most important hospitals nationwide. - Nominated to international prestigious award for performance in sales. "APEX" Eli Lilly´s World-wide award of sales. o Awarded 1st place of my sales force department by performance in the sales portfolio by 2 consecutive years 2009 and 2010. o I won the Keflitos team award 2009, for Keflex sales performance nationwide. PROJECTS - I received SIX SIGMA 2009 quality certification as a yellow belt and green belt. - Developed a Loyalty program focused on patients for the entire Eli Lilly Mexico affiliate. - Led and coordinated a communication program for the Strattera sales force, Called "El Strattegico" for 1 year with the objective of increase team building and communication of important topics.

Eli Lilly and CompanyTrainee Marketing Department

Jan. 2006 - Dec. 2006México- Coordinated and participate in the launch of “Zyprexa Solvable presentation” - I designed, coordinated and successfully launched the marketing & Loyalty program for Zyprexa: "Wellness", Focused on increasing the adherence of patients with schizophrenia.

Lys Academy MéxicoSales & Marketing LATAM

Jun. 2023As a driven Marketing and Sales Consultant, I spearhead the sales team at LYS Academy, a frontrunner in delivering microlearning solutions via WhatsApp. My role encompasses crafting and executing cutting-edge sales strategies to boost revenue for LYS ACADEMY LATAM. In synergy with the marketing team, I develop impactful outbound and inbound marketing campaigns that significantly expand our customer base. My approach combines innovative market entry campaigns with a robust sales leadership, contributing to LYS Academy's growth in the LATAM region. In my role at LYS Academy, I'm responsible for defining the brand's positioning strategy across its mobile ecosystem. I design, implement, and optimize digital marketing campaigns across platforms like Google Ads and Meta, constantly analyzing and reporting on their performance. My focus on achieving new lead targets, KPI analysis, and funnel optimization is aided by mobile measurement tools such as Appsflyer. I strategize on organic SEO and ASO positioning, manage social media growth, and execute email marketing campaigns. Collaborating closely with the team, we set marketing goals aligned with business objectives, always staying ahead with the latest trends in digital marketing. Additionally, I foster commercial relationships and partnerships with creators, influencers, and media companies, enhancing our sales and marketing footprint.

Vetta | Corporate Startup GeneratorChief Revenue Officer at Vetta | Corporate & FINTECH Startup Generator

Apr. 2020 - Jun. 2021Miguel Hidalgo, CDMX, Ciudad de México, MéxicoManager of a team focused on creating new sources of revenue income, customer acquisition and Growth hacking. Improve revenue through process improvement and innovative customer relationship management; helped create innovative and disruptive startups though strategy, business design and efficient processes. Leading change with new achievements worth +54M Pesos revenue.

PhilipsBusiness Marketing & Sales IGT Mexico

Oct. 2019 - Mar. 2020Ciudad de México y alrededores, MéxicoMarketing and Sales Director of Image Guided Therapy Business Unit. In charge of IGT´s P&L, Business Strategy, and implementation of Marketing & commercial plans. Key Additional Led Projects: -In charge of developing a Best in Class Training and clinical site to raise the bar in interventional practice with INC. -Develop a Law policy project for "Cardio Protected spaces" (Defibrillators in every public place with in a short distance range) -Support relevant medical & Cardio associations to develop and standardize a new and improved protocol for Acute Heart Failure & Heart Attack, nationwide. -Develop KOL plan for Mexico, implementing different activities regarding education with Regional (LATAM) scope.

PhilipsBusiness Marketing Manager Mexico

Jul. 2018 - Oct. 2019Interlomas, México, MéxicoKPI: - Image Guided Therapy´s market share growth, gain + 44pts Q4 2019 vs PYR. - Precision Diagnosis market share growth, gain +23 pts Q4 2019 vs PYR. ACHIEVEMENTS: - In charge of development, planning & execution of Marketing plans of 13 BU (Segmentation, portfolio, price & Promotion strategy). Develop a sustainable wow and processes around marketing activities. - Develop and execution of Go to market & indirect channel strategy. Segmented strategy per capabilities. Development of Certification and training program for dealers. PROJECTS: - Launch, lead & developed the first “Philips Online Auction” in the world for Free stock & demo equipment’s in Mexico. (200K Euro Benefit)

TV AztecaMarketing leader

Oct. 2014 - Feb. 2016KPI: - The projects I developed resulted in approximately 180 Million of Mexican pesos (MMP) in sales. ACHIEVEMENTS & PROJECTS: - I Led and developed more than 100 communication and 360° marketing plans (BTL | ATL) for various companies such as Coca Cola, P&G, Nestlé, L'oreal, Bimbo, FORD, Nissan, Abbott, and various among others. - Development of business plan for TV Azteca 2016. - Design CRM system project "Sales Effectiveness". - I led different projects focus on deep understanding of audiences and consumers in diverse segments and thematic, Such as Women in Mexico, effectiveness in messages vs specific audiences. - Marketing plan for Project 40 channel (redesign DNA´s channel) and various programs (Mostly Talk shows) - Participation and design of various improvement projects. Develop Price strategy. Member of 2 project teams using Kaisen (Six sigma) methodology for process improvement.

3MProduct Manager

Apr. 2012 - Sep. 2013MéxicoKPI: - Growth of 41 % in USD ($8.6 MD) YTD. Vs. 2011 (6.4MD). ACHIEVEMENTS - Creation and development of a digital APP as a sales tool for all Latin America. - Winner of the "Idearuim" competition, as inventor and intellectual author of a new product. - Winner of the award "Spirit 3M for innovation and creativity". - Development of "SNIPER" program, focus on client targeting strategy. Recertification in Six Sigma Methodology. PROJECTS: - Collaboration and development in "HCB IN REMODELING MODE" project, program designed to improved team building and motivation for the entire Health Care Business unit.

AbbottProduct Manager

Jan. 2011 - Dec. 2012MéxicoKPI: - Growth of 51% in units sold in Q3 2011 (1,210 Units, $ 0.71 MD USD) Vs. Q3 2010 (1,832 Units, $ 1.1 MD USD). - Growth of 18% in units in Q3 2011 (1,832 Units, $ 1.1 MD USD) vs. Q2 2011 (1,550 Units, $ 0.91MD USD). - Growth of 24% FY to December 2011 in USD of 2010 ($ 3,485MD) to 2011 ($ 4,304MD). ACHIEVEMENTS & PROJECTS - Developed and implemented “Pharmacoeconomics app” for Simdax. Value vs. price strategy. - Team Leader "Effective Communication for PPD Sales Force", Best Place To work initiative

AbbottSales Representative

Jan. 2010 - Dec. 2011MéxicoKPI: - I increased by 83% the sales of Humira in values, in the indication of Psoriasis of May 2010 ($ 0.65 MD USD) as of January 2011 ($ 0.12 MD USD). ACHIEVEMENTS & PROJECTS - I became part of the high performance team "SWAT" to lead various projects. - Member of the Core team’s Patient Program and the Crohn's Indication Mkt core team. - I won several awards for better sales performance at the national level: o Rookie of the year award, o 1st Place Prize in sales in ISSSTE nationwide. o Best implementation award in MKT programs indicating Crohn's E. Nationwide. o Award for best sales and team work in the company with three fellow area In the ISSSTE at the national level. - I designed and coordinated a successful MKT program - "Tracing Paths" Program design to increase diagnosis and treatment of Crohn's E., a model to be replicated in Latin America. - I designed and led a visit to the Puerto Rico plant for Key accounts intended to strengthen business relationships. - I designed a national level program called "HuMIRA your Diet" Loyalty program for patients. - Design a national pharmacoeconomy program for focused to diminish objections of high price in Administrative clients.