Gerardo Campos-Tello - Sr. Director of Digital Strategy, VML

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Marketing

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Japan

Work Background

VMLGroup Director, Customer Engagement (Content, CRM, MarTech)

Apr. 2022Chicago, Illinois, United States · HybridEmpowered digital innovation and multi-year transformation initiatives for top B2C clients with data-driven and human centric strategies, achieving business metrics through personalized omnichannel experiences. – 𝗔𝗱𝘃𝗶𝗹 | 𝗗𝗮𝘁𝗮 𝗮𝗻𝗱 𝗖𝗼𝗻𝘁𝗲𝗻𝘁: Developed and executed data-driven content strategies to capture valuable zero party data, resulting in 5,000+ new subscriptions. – 𝗖𝗼𝗹𝗴𝗮𝘁𝗲 | 𝗖𝗫 𝗧𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻: Delivered two-year digital customer centric transformation across 8 markets; including personas, journey maps, experience audit, UX strategy and design, and content strategy. – 𝗨𝗦 𝗡𝗮𝘃𝘆 | 𝗨𝗫 𝗮𝗻𝗱 𝗟𝗲𝗮𝗱-𝗚𝗲𝗻: Optimized customer acquisition process through a two-year web and lead generation strategy, increasing consideration and online applications by 28% and qualified leads by 20%

GuidehouseDirector of Digital Experience

Jan. 2016 - Mar. 2022Chicago, Illinois, United States · HybridEstablished, led, and mentored a global team of 14 digital experts across web, UX design, content, campaigns, data, SEO, MarTech, and lead-gen with a focus on optimizing a $4M digital budget. – 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗨𝗫 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Led 3 website redesigns, through customer research, personas, journey maps, user testing, and design thinking, yielding a 25% lift in website traffic and conversions. – 𝗗𝗮𝘁𝗮 𝗮𝗻𝗱 𝗔𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀: Formed and directed a high-achieving data-focused team that utilized insights to drive 95% of the UX strategy, leading to a 35% boost in conversions and saving $120K annually. – 𝗗𝗲𝗺𝗮𝗻𝗱-𝗚𝗲𝗻: Implemented account-based campaigns through strategic collaboration with marketers, creating gated content, and nurturing email programs, leading to 50% new leads and $7.5M in new business. – 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗖𝘂𝗹𝘁𝘂𝗿𝗲: Introduced a “digital culture” philosophy, accelerating collaboration and streamlining workflows with innovative processes and tools, ensuring an agile work environment and 80% decrease in print requests. – 𝗩𝗶𝘀𝘂𝗮𝗹 𝗦𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴: Established new processes and training to elevate digital design and storytelling with interactive experiences delivered in-house, saving $550K in annual expenses. – 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻: Upgraded the digital technology stack with 10 new tools, creating an ecosystem for a 360o view of the customer. – 𝗣𝗿𝗼𝗰𝗲𝘀𝘀 𝗘𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆: Created and launched a new content strategy, doubling production and increasing web traffic by 90%. Improved 10+ marketing processes with new digital tools, cutting delivery times by 40%.

AccentureGlobal Web Experience Lead

Jun. 2014 - Jan. 2016Chicago, Illinois, United States · On-siteLed the strategic vision for the global launch of accenture.com in 70 countries, defining project objectives, scope, web strategy, and supervising the transition and communication process to support revenue growth. – 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Defined strategy, UI/UX, roadmaps, KPIs, and plan for global rollout in 12 languages. – 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽: Directed 38 global agencies and 70 designers, ensuring seamless service delivery and brand consistency. – 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗘𝗰𝗼𝘀𝘆𝘀𝘁𝗲𝗺: Implemented 10+ new tools for design, CRM, and social media, enhancing digital capabilities and efficiency. – 𝗢𝗺𝗻𝗶-𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲: Ensured a cohesive UX across devices by implementing the appropriate technologies and aligning IT and agency resources.

Motorola MobilitySr. Global Interactive Lead

Jul. 2008 - May. 2014Greater Chicago Area · On-siteLed the strategic development of global digital strategies, UI/UX, and platforms, revolutionizing the Home and Networks business across 30+ regions, contributing to $2M in additional quarterly sales. – 𝗪𝗲𝗯 𝗥𝗲𝗱𝗲𝘀𝗶𝗴𝗻: Redesigned Motorola.com (11 countries, 9 languages) by identifying global requirements, designing wireframes, and conducting usability testing. – 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Executed global digital programs with integrated activation tactics–micro sites, email, event portals, and social media–generating +5K leads per month in each region. – 𝗚𝗹𝗼𝗯𝗮𝗹 𝗥𝗼𝗹𝗹𝗼𝘂𝘁𝘀: Introduced regional customizable toolkits that lowered digital expenses by 25%. – 𝗔/𝗕 𝗧𝗲𝘀𝘁𝗶𝗻𝗴: Ran A/B and multivariate testing increasing conversion rates by 20%. – 𝗗𝗲𝗺𝗮𝗻𝗱-𝗚𝗲𝗻: Planned lead-gen programs and paid campaigns resulting in $2M quarterly sales increase. – 𝗦𝗘𝗢: Implemented SEO strategy with 200% increase in organic search in 3 months. 🏆 Recipient of two Motorola “Bravo” Awards for outstanding contribution to web business objectives.

GROHEDigital Marketing Director (German Company)

Feb. 2007 - Jul. 2008Greater Chicago Area · On-siteManaged the user experience and web redesign of groheamerica.com to drive brand awareness and consideration within the upscale market in the US, Canada, and Latin America. – 𝗨𝗫: Pioneered UX research leading to the redesign of grohe.com, improving usability and engagement. – 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗣𝗢𝗣: Designed interactive kiosks to help build a premium brand and communicate the technology behind GROHE, driving in-store sales by 20%. – 𝗣𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀: Optimized digital campaigns (sweepstakes, micro sites, email) that grew sales by 30%. – 𝗕𝘂𝗱𝗴𝗲𝘁 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Managed $1.8M annual digital budget, and three interactive agencies.

Specialty Construction Brands, Inc.Marketing Technology and Brand Manager

Oct. 2001 - Feb. 2007Greater Chicago Area · On-sitePlanned, developed, and re-launched the corporate web site, content management tool and digital toolkits for distributors and retailers. – 𝗪𝗲𝗯 𝗥𝗲𝗱𝗲𝘀𝗶𝗴𝗻: Redesigned and personalized tecspecialty.com resulting in a 55% increase in web visits. Developed co-branded customer micro sites that increased customer switching costs and loyalty. – 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Built a real-time content management system that decreased web maintenance costs by 45%. – 𝗥𝗲𝘁𝗮𝗶𝗹 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗣𝗢𝗣: Introduced in-store digital kiosks at 210 retail stores to support product sales. – 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻: Streamlined E-marketing tech of 4 acquired companies that reduced marketing and IT costs.

Lowe & PartnersJr. Art Director (International)

Jan. 1997 - Jun. 2001International experience in Mexico City working for multinational ad agencies and TV networks designing strategic and creative communication campaigns for B2C brands including Energizer, Blockbuster, Cuervo, Coca-Cola, Frito-Lay, GM and Unilever.