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Work Background
FreelanceIndependent Marketing Consultant and Brand Strategy Specialist
Aug. 2024
AB InBevSenior Program Manager
May. 2022 - Jul. 2024Mexico City, Mexico- Developed, executed, and supervised digital products for Grupo Modelo brands marketing strategies, aligning with corporate objectives.
- Managed and analyzed key KPIs including DGP (Digital Guiding Principles), data collection, and enrichment for the continuous optimization of digital strategies. - Efficient administration of the budget for digital product strategies. Implemented processes to increase efficiency in digital strategies and campaigns. - Led teams in User Experience, Analysis, SEO, and Data, enhancing UX/UI, optimizing SEO, and empowering data-based strategies. - Coordinated Strategists, driving innovative and efficient initiatives. - Actively collaborated with Brand, DTC, Experience teams, and agencies, strengthening interdepartmental synergies. Main achievements: Successfully led 76 digital strategy projects for 9 key Grupo Modelo brands in 2023, ensuring timely execution and optimizing operational and resource efficiencies. Cultivated strategic collaborations with stakeholders from various areas, contributing to maintaining an NPS above 90%, reflecting high satisfaction and stakeholder commitment.
Anheuser-Busch InBevMarTech Lead - Middle Americas Zone
Mar. 2020 - Apr. 2022Mexico City, Mexico- Provided advanced technologies to facilitate the achievement of strategic objectives in Marketing and Business Intelligence throughout Middle Americas Zone, covering countries like Mexico, Colombia, Peru, Ecuador, Honduras, El Salvador, Panama, Guatemala, and the Dominican Republic, for: · Social Media Management (publishing, listening & responding). · Business Insights and data visualization. · Management and media audit. · Influencer Marketing strategies. - Implemented innovation programs to meet business objectives.
- Monitored Media ROI (MROI) efficiently.
- Rigorously coordinated and managed the annual OPEX and monthly budget, ensuring detailed control and monitoring to optimize resource allocation and financial efficiencies. Main achievements:
Successfully led the migration to new Social Media platforms (Socialbakers), Business Insights (Brandwatch), Influencer Marketing (CreatorIQ), and Media Audit (CreativeX). Ensured operational continuity and smooth integration of these technologies, significantly improving efficiency and performance in the region.
Historias Recientes CorporativoMarketing Consultant
Jan. 2019Mexico City, Mexico
IndependentIndependent Marketing Consultant
Jan. 2019 - Feb. 2020Mexico City Area, Mexico- Developed and implemented consumer-oriented (B2C) marketing strategies focused on driving customer growth and retention.
- Created and optimized workflows for efficient customer acquisition.
- Designed and implemented strategies in social media and digital marketing, increasing brand presence and engagement.
- Managed and detailed analysis of the digital marketing budget, ensuring efficient resource allocation and optimal ROI.
- Actively managed Community, strengthening community interaction and brand image.
- Creatively designed marketing materials, improving visual communication and impact on the target audience.
- Conducted thorough market and competition analysis, providing key insights for positioning strategies. Main achievements:
Conducted market analysis that provided strategic insights, contributing to the redefinition of competitive tactics and brand positioning. Revitalized visual communication strategy, improving target audience response and increasing campaign effectiveness.
Cignifi Inc.Product Manager
Nov. 2015 - Dec. 2018Mexico- Led the End-to-End process for launching new products, from conceptualization to implementation in the Mexican market, collaborating with various business partners.
- Conducted market and competitor analysis to identify opportunities for new products.
- Managed complete projects for new products from trial phases to commercial launch.
- Defined new products and processes for international markets.
- Created and developed prototypes for various platforms, including mobile apps and websites.
- Devised multi-channel marketing message strategies (SMS, Telemarketing, in-store) tailored to business partners' needs.
- Developed innovative commercial proposals for products and campaigns, fostering the expansion of new business. Main achievements:
Successfully led the End-to-End process mapping and definition of new products for key business partners, ensuring compliance with regulatory requirements and market expectations.
Developed and tested cutting-edge prototypes for B2C credit applications and sales agent websites, marking a milestone in the company's digital product offerings.
American ExpressMarketing Manager
Oct. 2014 - Oct. 2015Mexico City Area, Mexico- Managed the development of creative materials for new products, including packaging and promotional material, ensuring compliance with regulatory standards.
- Coordinated effectively the review and approval process of marketing materials, collaborating with key areas.
- Supervised and controlled the quality of marketing material production processes, maintaining excellence standards.
- Led the definition and execution of the End-to-End retail process, optimizing distribution strategy and in-store presence.
- Developed specific retail marketing plans for each business partner, supporting negotiations and placement of products and promotional materials.
- Conducted competitive market analyses, providing strategic insights to the company's leadership.
- Designed and developed effective communication materials for Customer Service teams for product acquisition.
- Contributed to the development of the End-to-End customer life cycle communication strategy, focusing on increasing engagement and loyalty. Main achievements:
Ensured timely delivery of all packaging materials for testing and production, maintaining consistency with internal processes and external regulations.
Successfully led the mapping and optimization of the End-to-End retail process, integrating all key areas, resulting in precise responsibility allocation and improved operational efficiency.
AEGON Direct Marketing Services MéxicoMarketing Director
Jan. 2014 - Sep. 2014Mexico City, Mexico- Led the development and innovation of new products based on detailed market analysis and research, effectively responding to market needs. - Developed Direct To Consumer strategies for various market segments, encompassing product definition, profitability evaluation, and KPI establishment. - Managed the White Label project, facilitating the implementation of strategic and adaptable projects for business partners and prospects, resulting in significant marketing cost savings.
- Created marketing strategies for business partners in banking and insurance sectors, as well as for prospects in various industries, based on Customer Life Cycle, maximizing contact points across multiple channels (mobile, digital, email, social media, etc.). - Led data analysis and predictive modeling projects in collaboration with ADMS International's Customer Analysis team. Defined database segmentation for marketing strategies. - Directly interacted and coordinated with international areas like Finance, Actuarial, Legal, and Operations. - Directed and managed teams, fostering high performance and professional development. Main achievements: Successfully launched the ADMS Mexico B2B website. Implemented improvements in the open market digital strategy, doubling visitors with half the investment and increasing Twitter followers by 500%.
AEGON Direct Marketing Services MéxicoSenior Marketing Manager
Jan. 2013 - Dec. 2013Mexico City, Mexico- Directed the development, implementation, monitoring, and analysis of marketing strategies for clients of business partners and the open market, including new products and various channels (telemarketing, direct mail, SMS, email, digital, and social media), as well as acquisition, development, retention, and recovery campaigns. - Closely collaborated with Finance, Actuarial, and Operations departments of ADMS International, focusing on achieving and surpassing ROI objectives.
- Led market research and analysis, evaluating new initiatives, concepts, and positioning strategies.
- Conducted detailed studies on trends, growth opportunities, and competitive challenges to ensure project viability and success, and guide strategic decision-making. - Worked closely with the Sales, Accounts, and Telemarketing teams, facilitating the development of creative concepts and effective communication materials for campaigns aimed at business partners and prospects. - Coordinated with ADMS International's Customer Analysis department for data analysis and predictive modeling to optimize campaign performance. Managed and directed digital agencies, advertising, media, and market research agencies, ensuring effective and brand-aligned campaigns. - Maintained the corporate identity of ADMS México, ensuring coherence with corporate standards and international policies of Aegon and Aegon Direct Marketing Services. Main Achievements: Effectively launched 3 new products and integrated additional channels such as SMS and cross-selling retention. Boosted the digital strategy by creating a responsive website and launching a Twitter channel, strengthening the brand's presence on social media and enhancing the mobile strategy.
AEGON Direct Marketing Services MéxicoMarketing Manager
Jul. 2010 - Dec. 2012Mexico City, MexicoMain achievements:
Successfully developed 5 new products, significantly contributing to the growth of ADMS México's product portfolio and implementing additional channels such as the inbound retention program, social media, and digital media.
AEGON Direct Marketing Services MéxicoCampaign Manager
Jan. 2010 - Jun. 2010Mexico City Area, Mexico- Led the development and implementation of multichannel marketing campaigns for business partners, prospects, and telemarketing agencies, focusing on maximizing sales. - Coordinated and communicated effectively with key departments such as Finance, Operations, and Telemarketing to ensure cohesion and effectiveness in all campaign activities. - Rigorously monitored campaign progress and continuously evaluated results, making strategic adjustments to meet objectives in terms of time, cost, quality, performance, and ROI. - Actively participated in integrating new business partners and products, ensuring successful integration and launch. - Managed and coordinated with suppliers to ensure efficient implementation of campaigns. Main achievements: Achieved a 25% increase in ROI and a 19% average increase in monthly sales, along with a significant 18% cost savings, through the optimization of campaign strategies and effective resource management.
AEGON Direct Marketing Services MéxicoCampaign Coordinator
Aug. 2008 - Dec. 2009Ciudad de México- Managed all pre-campaign activities, including strategy, design, and supplier selection, ensuring alignment with marketing objectives.
- Effectively executed direct response campaigns for clients of business partners (financial institutions and insurers) and the open market, driving additional revenue and meeting ROI requirements. - Conducted detailed analyses to identify viability and profitability trends in new distribution channels, as well as evaluating campaign results. - Thoroughly documented campaigns, including defining objectives, creative direction, scripts, and operational processes. - Directly interacted with suppliers to ensure effective and high-quality campaign implementation. Main achievements: Led the expansion of distribution channels, incorporating print media and inbound response, resulting in a significant extension of campaign reach and effectiveness.
Seguros Monterrey New York LifeMarketing Coordinator
Jun. 2006 - Jul. 2008Ciudad de México- Led the development and implementation of cross-selling campaigns, loyalty programs, and customer data update campaigns and promotions using channels such as direct mail, email, and telemarketing. - Supervised and analyzed marketing campaigns in terms of customer acquisition, sales generation, and conversion rates. - Created the creative concept for communication and promotional materials. - Produced communication materials for the sales force and marketing department, including manuals and electronic newsletters, and managed their publication on the sales portal. - Provided comprehensive support to the Sales department, offering resources, assistance, and effective solutions. - Coordinated with printing, courier, promotional, email marketing, design, and advertising agencies for successful campaign implementations. - Managed the campaign and project budget for the department, handling a total amount of $3.5 million MXN. - Team management, fostering a collaborative work environment and high performance. Main achievements: Contributed to generating an average of $30 million MXN per campaign, highlighting my ability to create profitable and effective marketing strategies. Achieved a 90% customer retention rate through effective loyalty programs. Successfully digitalized the sales force loyalty program, enhancing efficiency and accessibility.
Seguros Monterrey New York LifeDirect Marketing Analyst
Jun. 2004 - May. 2006Ciudad de México- Developed materials for planning and communicating direct mail campaigns, including creative briefs for strategies targeting clients, prospects, and the sales force, database segmentation, and compliance manuals. - Implemented and thoroughly monitored direct response campaigns, adjusting them based on results to maximize their effectiveness. - Managed the budget for direct response campaigns and the loyalty program, ensuring efficient resource utilization.
- Inventory management of communication materials, ensuring their availability and regular updating. - Supervised suppliers to ensure high-quality and effective campaign implementation, maintaining high standards. - Attended to the needs and requirements of the Sales department, contributing to the efficiency and effectiveness of marketing initiatives. Main achievements: Efficiently managed the budget, achieving an optimal balance between campaign costs and results. Successfully launched campaigns within deadlines and required quality, ensuring consistency and effectiveness of communication materials.
GilletteMarketing Trainee
Aug. 2002 - Jan. 2004Ciudad de México- Comprehensive management of the Braun brand, including appliances, shavers, epilators, and thermometers, ensuring effective market positioning. - Administration and monitoring of the brand's budget, optimizing resource allocation to maximize impact. - Continuous analysis of sales and inventory to inform marketing strategies and supply chain management. - Coordination of corporate events, sponsorships, and new product launches, ensuring brand visibility and success. - Translation of instructions and packaging for new products, ensuring clarity and precision in communication. - Active support to the Sales department, including the development of promotional materials and the distribution of product samples. - Development and implementation of effective promotions to increase market participation and customer loyalty. - Preparation of briefs and supervision of materials and media campaigns, collaborating closely with agencies and suppliers. Main achievements: Achieved efficient management of the Braun brand's budget, successfully balancing costs and benefits. Contributed to the timely launch of campaigns and new products, strengthening the brand's presence and performance in the market.
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