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Work Background
Vero FigarellaEntrepreneur - Content Creation and Production
Jan. 2020Sydney, New South Wales, AustraliaSelf Published Author and Product Commercialisation Develop my personal brand and pursue my entrepreneurial/artistic dream of developing educational products to contribute to the betterment of children's social and emotional education, and help them connect to their natural environment.
Published 3 books 1 in English and 2 in Spanish. I directed the whole creative and art design process for the books ti be available in many countries around the world. Elaborated a Kickstarter Campaign to raise 8,000UAD to publish and market the book around the world. Up to date 300 copies of the first two books of the book have been sold.The books are available in Australia, Panama, Venezuela, Peru, USA, Canada and EU. Broadening my Skills Expanded my skills as a communicator and invested in a Graduate Certificate of Learning Design, to contribute to my experience in designing and education. Volunteer Work
Community
Coached over 50 people in a holistic way, to help them achieve their personal and professional goals. Environment
Hunter Wetlands Centre: Marketing Consultant. In conjunction with the Head of the Board, audited the 5 year Strategic Plan to find opportunities to increase the revenue and redefine the organisation's objectives to ensure sustainable operations. Advised them on digital and marketing strategy.
Media Interactive S.A.Country Manager
Aug. 2016 - Apr. 2019PeruWorking to manage operations, develop business and increase profitability of the Business in Peru. Liaising with local and international teams responsible to deliver Digital Marketing solutions, encompassing content and paid media. Developing and growing relationships with current providers and customer, and thriving to deliver real value added to my management by supporting and leading the local team. Customers: Sagafalabella, Protecta, Clinique, MAC, Bobbi Brown, MK(CELA), among others. Achievements
Managing the Peruvian operation, I was responsible for all aspects of the company (HHRR, billing, developing new business, developing relationships with key business partners) and maintaining and increasing the business portfolio. The approx. size of the portfolio was USD 350K a year.
Reduced OPEX by 25% and increased accounts profitability by 15% when clarifying contracts scope of work against real service delivered.
Digitised the agency's processes and increased employees productivity by adopting an entrepreneurial approach to the agency's sales plan.
LaClinikaDigital Director
Jan. 2015 - Jul. 2016Peru, LimaResponsible for developing, maintaining and growing all Digital Business for the agency´s customers. Leading the internal and external team of providers to develop integrated innovative campaigns, that truly acts as bridges between brands and people. Worked mainly with Sagafalabella, one of the biggest retailers in the region. Managed a team of 10 people including designers, planner, accounts and programmers, responsible for producing all digital assets of over 25 campaigns in a year, as well as Always On content for the brand, with a business portfolio worth of approx. USD 300K a year.
Liaise with all customer´s digital providers to develop multi agency processes (media agencies, SEO and analytics providers, bloggers, etc) ensuring the ontime, on budget implementation of more than ten 360degrees communications campaigns in a year.
Implemented a successful blogging content strategy for Sagafalabella, which turned into up to 3500K new subscribers a month, reduced bounced rate in 15% and augmented duration of sessions in 10%
IAB PerúPresident of the Education Committee
Jan. 2014 - Jan. 2015Lima, PeruResponsible for leading the development of the Educational Activities of Peru's IAB such as Digital Marketing Talks, Events, Certifications, etc.
Organised 4 educational events with leading professionals of the Digital Marketing industry in Peru, to promote the Education Committee.
Grupo IngeniaAccount Group Director
Dec. 2013 - Jan. 2015Lima, PeruResponsible for managing the agency’s relationships with its current and new client base. Managing a group of 13, my team is responsible for leading the exceution of all digital projects (webs, apps, landings, etc.) that support our customers´ Digital Strategy. Managed a team of 12 people and 15 accounts (Education, Financial Services, Beverage and Retail) with a business portfolio worth of approx. USD 500K a year.
Secured the renewal of the agencies’ biggest customers’ contracts, ensuring another year of revenues. During my management period, the agency gained 10% more new business of the current customer base Consolidated a group of account executives and managed to diminish the agency´s turnover rate, by keeping them focused and motivated.
Blitz Suite SACMarketing and Sales Manager (Tech Start-up)
Nov. 2012 - Nov. 2013Lima, PeruReporting to the company’s CEO, responsible for developing product's positioning. Developing,executing and administrating the sales and marketing plans including events, digital and content for Perú and region. Development of business relationship with local Advertising Agencies (Phantasia, Tribal, Liquid, Pixel, Ingenia, OMD, etc.) key regional companies and Government (LAN, Movistar, UPC, LINIO, Promperu, OSIPTEL, etc.) As well as developing business in other countries such as Colombia, Argentina, Mexico and Panamá through direct sales and partnership.
Participating as a member of IAB´s Educational Commite. Recruited and managed a team of 4.
Global Backbone SACMarketing and Sales Manager (VoIP)
Feb. 2012 - Nov. 2012Lima, PeruReporting to the company’s General Manager, created tootalk’s (www.tootalk.com) positioning and value proposition to develope and execute its marketing plan Designed a business case for marketing investment approval. Market research on competitors’ offers and customers preferences’ as well as price analysis and product roadmap definition Coordinated the last stages of tootalk’s development and all the support and customer services processes needed to guarantee the fulfillment of the product value proposition Led the process of agency selection and defined the product objectives for the digital and social media strategy
Universidad Metropolitana - UNIMETGuest Lecturer
Mar. 2011 - Dec. 2011Caracas, Venezuela• Teaching the “Entrepreneurial Process” to undergraduate students guiding them through the development of a business plan for a small business, including the importance and use of web tools to operate and manage a small company • Developed a course for Product and Marketing Professional (16 hrs) teaching Product Management fundamentals to SMB owners focusing on how to do more with less resources
• Consulting different small and micro companies to set their strategic goals and design plans to achieve them.
Singtel OptusProduct Marketing Manager - SMB
Jan. 2010 - Oct. 2010Sydney, Australia• Reporting to the SME BU, Managing all Fixed Telephony products for the Micro Business segment (less than 10 employees) i.e. fixed line, Broadband, VoIP, Wireless Telephony and Bundles.
• Develop product proposition, pricing strategy and day to day operation activities (business rules, system requirements and procedures) to deliver committed revenue. • Proposed a method for the effective management of current workload, based on revenue commitment, strategic fit and complexity of implementation • Successfully re-launched best selling Optus SMB Voice and Broadband Bundle “Optus Business Fusion” increasing 10% acquisition ARPU and introducing the product in new channels • Constant engagement with key stakeholders to ensure relevant feedback into product’s roadmap and ongoing projects
University of New South WalesMaster of Marketing Student
Mar. 2009 - Nov. 2009I completed my degree in November 2009 with an average grade of 76/100.
Telecom New ZealandProduct Portfolio Analyst
Dec. 2007 - Mar. 2009Sydney Area, Australia• Reporting Working to the Capital Investment Management I was responsible for liaising with key internal groups such as engineering, system and network architects and product managers to detect opportunities for products (data, Web Services and broadband) and network optimisation, emit informed recommendations and follow up implementation projects • Detected $350,000 a year worth of savings on product operation (VoIP, Web Services and Broadband), processes and applications, trough in depth analysis of product portfolio, market offer and company's internal capabilities
• Obtained savings of $500,000 a year trough reducing AAPT's network dependencies on third parties, without impacting product and network operations (ATM-FR, MPLS, Dedicated access)
• Designed and promoted a process to manage assets related to the VoIP platform, that led to and improved control over license purchase thus reduced operational expenses
Verizon - CantvProduct Development Manager
Jan. 2006 - Aug. 2007Caracas, VenezuelaWorking at Corporative Marketing responsible for the design and management of the Product Development Process, leasing with Product Managers to ensure market and customer focus, time to market, and achievement of revenue expectations for new product development
Reinforced the need for market and customer focus to improve chances of success, by implementing an “idea test” at the beginning of the development process improving the quality of ideas presented for development Designed prioritisation method that delivered a 25% reduction in product development waste (man hours) also helping business units align their new products with the company strategic goals Through improving development processes, achieved time to market reduction of 20% and reduced the percentage of product launch failures from 60% to 40%
Verizon - CantvProduct Manager - Loyalty Plan
Jan. 2005 - Dec. 2005Caracas, VenezuelaDesign and implement loyalty plans (mobile costumers prepaid and post-paid, fixed line and broadband for residential and SMB customers) directing a 60 position call centre staff, liaising with marketing business units and system engineers. Design, implement and launch customer care processes; and incident management processes and design the Loyalty Plan website.
Identified relevant segments of customers to target and in an 8 month period, using a low cost outbound calling campaign 500,000 clients joined the loyalty plan exceeding target by over 15%.
In 7 months the plan delivered a 1.5% reduction in churn rate for mobile prepaid consumer clients and 0.5% for fixed residential post-paid clients.
Created unique database containing information regarding client’s preferences (such as
Verizon - CantvMarketing & Planning Analyst Wholesales
Apr. 2001 - Dec. 2004Caracas, VenezuelaReport financial and marketing key indicators for the segment to C-level management; Manage, develop and launch new products (High speed data and Infrastructure rental)
Selected to represent the wholesales unit in the development of the company’s 5 year Strategic Plan, which required strong and extended data analysis, costs and revenue forecasts.
Managed a portfolio of 12 clients (including large mobile and carrier operators) and developed over 70 business proposals contributing to 10% of the unit’s annual income ($10m/year).
Designed, developed and managed products for the wholesale segment including an award winning Internet dial-up access (0900 Pay As You Use) which I also used as my postgraduate thesis - improving revenue and profit for the internet wholesales business
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