Alana Chávez - Senior Digital Marketing Manager, The Wellbeing Project

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Work Background

The Wellbeing ProjectSenior Digital Marketing Manager

Apr. 2023Paris, Île-de-France, FranceKey Achievements: - Launched "Cultivating Hope," a high-profile philanthropy series with Melinda French Gates and Rohini Nilekani, reaching 300,000 changemakers worldwide as part of our 1-Action Campaign, inviting agents of change to take one action today to build a better tomorrow. - Developed LinkedIn campaigns for 6 regional Hearth Summits across 4 continents (North & South America, Europe, Africa, and India) achieving, on average, a 66% lower CPC vs industry average and a 54% higher CTR vs industry average. Responsibilities: - Website Management: Overall narrative, structure definition, page creation - copy & graphics -, resources administration, and monthly reporting (WordPress -wellbeing-project.org- & Squarespace -intergenerational-trauma.org-). - Social Media Management: Content planning, production oversight, monthly reporting (Instagram, Twitter, LinkedIn, Facebook). - Ad Campaigns: Strategy, content creation, audience definition, budgeting, monitoring, and reporting (LinkedIn, Google Ads).

Invicta StoresHead Of Content

Apr. 2022 - Mar. 2023Miami, Florida, United StatesKey Achievements: - Drove $10K weekly organic social media sales coming mostly from Meta Businesses (Facebook & Instagram) - Achieved a 53% open rate on daily sales bulletins. We sent 3 per day. - Led seasonal campaigns with a 150% increase in sales year-over-year. Responsibilities: - Social Media Management: Content calendars, reporting, posting, UGC management across platforms; live streaming events. - Copywriting: Seasonal campaign materials for digital and print media. - Ad Supervision: FB/IG Ads tracking via Google Analytics. - Mailing Campaigns: Salesforce Marketing Cloud. - Google My Business: Management for 30+ locations.

Invicta StoresSocial Media Specialist

May. 2021 - Apr. 2022Miami, Florida, United StatesKey Achievements: - Sustained 3% MoM audience growth across platforms. - Increased social media reach by 200% through reels strategy. - Boosted engagement rate to 9% MoM in Facebook Groups. Responsibilities: - Content Calendar: E-commerce and retail content, product selection and tagging, QA for in-art copy and captions. - Posting: Across Instagram, Twitter, and Facebook (stories and reels). - Reporting: Customer journey data analysis from FB and Google Analytics. - Event Broadcasting: Coordination with field marketing and store managers. Instagram Shopping Management

RollContent Lead

Feb. 2020 - May. 2021MexicoKey Achievements: - Launched Mother’s Day campaigns for Quesos La Villita (20M impressions) and Chimex (10M impressions). - Promoted La Villita Medias Lunas cheese, achieving 250K views in the first month. Responsibilities: - Team Coordination: Managed 8 content creators and community managers. - Creative Concept Development: Campaign storytelling, strategy, and performance monitoring.

Jazz GroupCreative Director

Oct. 2019 - Feb. 2020MexicResponsibilities: - Campaign Creation: Storytelling-based advertising, content strategies, brand experiences. - Content Creation: TVCs, radio spots, digital content, BTL executions.

Leo BurnettSenior Copywriter

Mar. 2018 - Oct. 2019Mexico City Area, MexicoKey Achievements: - Won pitches for Downy and Presidente campaigns. - Successfully launched Samsung Note 9 campaign. Responsibilities: - Campaign Development: Ideas, manifestos, video scripts, digital content. - Brand Experiences: TV, radio, billboards, client presentations.

OsmosContent Strategist: Design & Communications

Mar. 2017 - Mar. 2018Mexico CityKey Achievements: - Led a Facebook campaign with $4 CPL and SEM campaigns with $2 CPL. Responsibilities: - SEM Copywriting, Landing page design, A/B testing, social media campaigns, user experience communication.

Braya AgencyContent Creator

Oct. 2015 - Feb. 2017Mexico City Area, MexicoKey Achievements: - Authored a heritage book for Woodford Reserve. - Edited Women’s Weekend Magazine (What a Woman). Responsibilities: - Content Creation: Print and digital media for high-profile brands. - Event Coordination: Press releases, video, and photo management for major events.

CoruPR & Digital Marketing Strategist

Dec. 2014 - Oct. 2015México, D.F.Key Achievements: - Reduced CPC by 50% on social media campaigns. - Authored a Forbes top ten article in 2015. Responsibilities: - Media Management: Press releases, media partnerships, newsletters. - Campaigns: Copywriting and graphic design for advertising campaigns. - Contributions: Forbes and Entrepreneur digital magazine articles.

Tecnológico de MonterreyGraphic Design Intern

Jan. 2013 - May. 2014Infographics for the Humanities' department, promotional material design, photographic archives from the school events; writing, designing and editing e-books.

Diálogo Boutique CreativaFreelance Proofreader

Oct. 2013 - Oct. 2013MexicoGrammatical and orthographic correction of the Procedures and Introductory manuals of Telefónica Movistar, México

Holiday Inn Hotel & Suites; Courtesy ManagementOrganisational Communications Consultant

Aug. 2012 - Nov. 2012Cuernavaca, Morelos, MexicoAnalysis of internal and external communication, identifying opportunity areas and creating effective ways to take advantage of them. (School Project) Grade given by client: 100/100