Manuel Mier y Concha

Head of Digital Media @E-Trac

💸 MarketingBusiness Owner💼 C-level Executive👍 Sales & BizDev🐦 Design🧨 Consulting🏦 Finance🧮 Education🏐 Sports✨ Business OwnerBrand Marketing ManagerCommunications ManagerPR ManagerInfluencer Marketing ManagerDigital Ads ManagerMarketing Analytics ManagerCustomer Success ManagerAccount ManagerSales ManagerBusiness Development ManagerPartnerships ManagerBusiness AnalystAdvisor🎓 StudentPartnerMarketing DirectorMBACRM managerCMO

E-Trac Company has made significant strides in enhancing its digital media presence. We've successfully increased our website traffic by 30% and social media engagement by 40% over the last quarter. Our digital marketing campaigns have also led to a 20% increase in new customer acquisitions. However, there are areas for improvement such as optimizing our website for mobile use and leveraging more on video content for our marketing strategies. Moving forward, we plan to invest in these areas to further strengthen our online presence and customer engagement.

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Work Background

ETracHead of Digital Media

Jan. 2024Mexico City Metropolitan Area · On-siteI oversee digital media strategy for Burger King/ Restaurant Brands International. ensure our clients receive effective, data-driven marketing strategies with a holistic approach. We propose, implement, and continuously measure these strategies to ensure our clients' success. I oversee digital media strategy for Burger King and Restaurant Brands International.

MissolutionsIndependent Business Consultant

Jan. 2020Mexico · HybridCurrently working with family-owned businesses to enhance productivity, financial KPIs, marketing, and communications. Focus areas include funnel development, digital reputation, SEO, and SEM.

CinépolisDirector Comercial Cinépolis Media

Feb. 2022 - Apr. 2023Ciudad de México, MéxicoHead of a multi-platform advertising sales team supporting 450 cinema complexes, 4,900 screens, a 7M-user website, and a 30M-user social network. Developed the first programmatic cinema ad sales platform, revitalizing cinema as a flexible, measurable, and segmented high-impact medium. Acquired over 50 new clients in 6 months, generating $200M MXP.

Forbes MéxicoCommercial VP

May. 2020 - Aug. 2021Mexico City Metropolitan AreaHead of the multi-platform marketing and sales team, responsible for developing flexible and effective B2B digital strategies for six leading brands: Forbes (Mexico, LATAM & Colombia), Robb Report, Food & Wine, InStyle, and TheHappening.com. Restructured the commercial and marketing offerings to focus on dynamic platforms, developed a digital lead generation funnel resulting in 26% more new clients, and shifted revenue from 66% offline to 65% digital in 2020.

Imagen Digital MéxicoCommercial Director - Excelsior

Feb. 2018 - Apr. 2020Mexico City Area, MexicoHead of a 40-person ad-sales and marketing division, responsible for restructuring the digital, print, and TV business portfolio. Created new business strategies and managed key clients and partners. Enhanced positive cash flow by 18% and increased profitability by 22% through integrated product development and sales team training. Acquired 50+ new clients, contributing to 18% of total sales in 2019. Hired and trained a new digital-first creative team to upgrade the commercial offer.

Chilango (Ciudad Chilango, S.A. de C.V.)Executive Managing Director

Jan. 2017 - Feb. 2018Mexico City Area, MexicoHead of a 160-person business division, responsible for developing marketing, financial, and business strategies for merging brands. Created a "digital-first" newsroom, resulting in a 120% growth in the digital audience for Chilango.com within 9 months. Improved profit margins by 15% through the development of a new product line. Merged and created a "digital-first" content unit for both Chilango and Maspormas brands, achieving extraordinary audience results within a year of operations.

SSL Digital MXCommercial Director

Apr. 2014 - Jan. 2017Mexico City Metropolitan AreaAs CRO, I oversaw ad-sales operations and developed new business strategies for OOH and DOOH. Led marketing, operational, and commercial deployment strategies, and negotiated with major media clients and agencies. Successfully managed a network of 600+ digital-out-of-home advertising units across 48 airports. Generated $16M in advertising revenue within two years and achieved 52% of total company sales within 20 months of launch.

Grupo Expansion, a Time Inc / Time Warner CompanyDivision Director (Feminine, Lifestyle & TV Projects)

Aug. 2008 - Mar. 2014Mexico City Area, MexicoLed cross-functional teams in editorial, operations, marketing, and sales, driving financial performance, market share, and branding goals. Under my leadership, our division contributed 62% of company revenue by 2008, with an 18% CAGR over six years. Established partnerships with three major PTv players to create our first branded-content TV shows: Elle México Diseña 1, 2 & 3, Travel & Leisure TV, and Medio-Tiempo TV.

Grupo Expansion, a Time Inc / Time Warner CompanyGroup Publisher - (Sr. Brand Manager)

Aug. 2006 - Sep. 2008Mexico City Area, MexicoPioneered bold marketing campaigns for five iconic media brands: Quién, ELLE, InStyle, Revolution, QUO, Chilango, and Life & Style. Led high-stakes negotiations and provided strategic leadership for key brand initiatives.

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