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Work Background
MxA Management GroupFounder
Jan. 2023San Juan, Puerto Rico• Spearheaded the creation of Furtivo Speakeasy, Hisoka Na :: Japanese Tea Garden, and Hidden Experiences, defining their unique brand identities.
• Orchestrated innovative marketing and public relations campaigns, including captivating social media initiatives and strategic partnerships.
• Conceptualized and delivered immersive customer experiences, ensuring high levels of guest satisfaction.
• Combined creative insights with strategic planning to drive the success of each venture, significantly impacting the hospitality landscape.
Stratellic Group :: Marketing, Public Relations & DigitalHead of Marketing and Public Relations / Founder
Oct. 2014Puerto Rico• Integrated Marketing Campaigns: Directed the development and execution of integrated marketing campaigns, encompassing television, print, OOH, radio, digital ads, websites, and social media content.
• Team Leadership: Managed a diverse team of 12 professionals, including art directors, graphic designers, copywriters, account executives, digital marketers, and growth managers. Provided guidance, performance reviews, and professional development support.
• Client Relations: Cultivated and maintained strong relationships with clients and partner agencies, ensuring alignment with brand strategy and facilitating successful business opportunities.
• Sales and Business Development: Led efforts to expand the agency’s client base by showcasing the team’s expertise and experience, effectively positioning the agency as an extension of the client’s in-house marketing department.
• Project Management: Oversaw all stages of project development, from initial concept to final execution, ensuring timely delivery and adherence to budget constraints.
• Performance Metrics: Utilized data analytics to measure campaign effectiveness and ROI, continually optimizing strategies for better outcomes.
• Brand Collaborations: Collaborated with notable brands to deliver tailored marketing solutions such as: Aeromed Puerto Rico • Amnistia Internacional - Puerto Rico • Asociación Puertorriqueña de Diabetes • Atlantis Heath Care Group • BLDM - Bermúdez, Longo, Díaz-Masso • Coalición Orgullo Arcoíris • Colegio de Cirujanos Dentistas de Puerto Rico • Columbia Central University • Departamento de Salud de Puerto Rico • Dr. Jhonny Rullán • Federal Bar Association • FS Perfumes • Huertas College • Liberty Foundation • Nortol Environmental • Profamilias Puerto Rico • Universidad Albizu - Puerto Rico & Miami • Universidad Central del Caribe • VOCES • Wix.com
GrouponMarketing & Communications Manager (LatAm)
Jan. 2013 - Nov. 2014Latinoamerica• Regional Strategy: Developed and executed the marketing strategy for eight countries: Argentina, Brazil, Chile, Colombia, Mexico, Peru, Panama, and Puerto Rico.
• Team Supervision: Supervised marketing coordinators and creative teams in each country, ensuring cohesive implementation of marketing plans.
• Merchant Marketing: Increased merchant acquisition, loyalty, and satisfaction by streamlining onboarding processes and enhancing the merchant lifecycle experience.
• User Acquisition: Created strategies for acquiring new users and reactivating lapsed ones, optimizing the user journey and engagement.
• Social Media Utilization: Leveraged social media as a support channel and communication tool, highlighting the experiences behind Groupon deals.
• Internal Communications: Managed internal communications, press relations, crisis management, and free-press opportunities, maintaining a positive brand image.
• Expansion and Growth: Successfully expanded into two new countries, growing the user base to over 6 million and the merchant base to 500,000.
• Marketing Focus Areas: Focused on optimizing customer retention, engagement, and satisfaction through data-driven strategies and innovative marketing techniques.
Columbia Central UniversityMarketing and Communications Director
Jan. 2008 - Jan. 2013Caguas, Puerto Rico• Managed the marketing department as an in-house agency, providing comprehensive marketing, promotional, and communication services to the entire institution.
• Developed and executed lead generation strategies to support the admission department. Supervised Admission Managers at each campus, generating leads for various programs and supporting the admission department in converting leads into applications.
• Designed and executed marketing plans aligned with institutional objectives, overseeing advertising campaigns, promotions, and communication strategies.
• Ensured brand consistency across all platforms and promotional materials, enhancing the institution’s recognition and reputation.
• Conducted market research to identify opportunities and threats, analyzing consumer trends and behaviors to adjust strategies accordingly.
• Handled media relations, coordinated press events, and developed relationships with stakeholders, successfully organizing special events and conferences.
• Led and motivated the marketing team, supervising external agencies and vendors to ensure high-quality work.
• Administered the marketing budget, ensuring efficient use of resources and evaluating ROI for campaigns.
• Developed marketing strategies to increase enrollment and community engagement.
• Managed digital marketing initiatives, including social media campaigns and content creation.
• Fostered relationships with media outlets to secure coverage and enhance the institution’s public image.
MMM Holdings LLCTelemarketing Manager
Jan. 2006 - Dec. 2007San Juan, Puerto Rico• Managed a team of 30+ representatives, focusing on lead generation, appointment coordination, and achieving performance metrics.
• Played a key role in recruiting, training, and evaluating employees, ensuring adherence to performance standards and goals.
• Monitored calls, reviewed applications, and validated appointments to maintain high service standards.
• Achieved a 60% increase in call volume and surpassed goals during a new product launch.
AtentoCall Center Supervisor
Jan. 2002 - Dec. 2006Caguas, PR• Successfully managed a team of customer service representatives, ensuring prompt and efficient resolution of customer inquiries and issues.
• Implemented strategies to improve customer satisfaction and reduce call handling time, increasing customer retention and positive feedback.
• Led successful campaigns for clients such as TLD, Movistar, Liberty Cable, SunCom, and Triple S Salud.
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