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🎯 Cost-Effective Growth and >100% Goal Completion Rates w/ Demand Gen Strategies for 2025 🏆⭐️
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Work Background
Boma DesarrollosMarketing Director
Mar. 2024 - Nov. 2024Mérida, Yucatán, México| B2C & B2B // Land Developer // Luxury Communities // Golf Course Projects // Macrolots As the Marketing Director, I was in charge of:
• Defining the strategic direction of the Marketing department, reporting directly to the CEO.
• Leading the Marketing department, including a team of 7 senior subarea owners, each managing juniors or external vendors, covering: Design, UI/UX, Content, Data & Funnel, Brand Experience (PR & Events), and Payments.
• Managing strategic partners and a dedicated Manager overseeing team operations.
• Collaborating directly with company partners and cross-functional teams, including Commercial, Finance, Administration, Legal, and Projects.
• Developing and executing a comprehensive marketing strategy to generate Marketing Qualified Leads (MQLs) for the Sales department.
• Driving innovation through AI tools and HubSpot integrations (Marketing Hub and Sales Hub).
• Implementing omnichannel marketing approaches.
• Elevating the luxury brand experience through high-profile sports and VIP events. | ACHIEVEMENTS
1. Tripled the investment in performance marketing (Google and Meta), resulting in a fivefold increase in MQL production.
2. Grew the marketing-owned lead share of sales from 22% to 67% in just seven months.
3. Launched a new performance marketing channel via Mercado Libre, becoming the first developer in Latin America to operate on this platform.
4. Successfully revamped the company’s event strategy for niche targets, generating the first sales from this channel.
5. Rebuilt the marketing department from the ground up, including hiring, restructuring, and establishing new operational processes.
TeakhausHead of Digital Channels
Oct. 2022 - Feb. 2024Ciudad de México, México| B2C & B2BC // eCommerce // Marketplaces // Amazon As the Global Head of Digital Channels at Teakhaus, I was in charge of: • Led the e-Commerce, Digital Marketing and Performance strategies of Teakhaus for all global markets.
• Developed a digital marketing plan with measurable strategies for each of our global markets.
• Led and work closely with our Performance agencies ensuring the achievement of our Revenue and ROAS goals.
• Led the SEO, and UIUX implementations to optimize our digital stores and marketplaces.
• Led the Customer Care team.
• Worked closely and collaboratively with Finances, Brand, Design, and Commercial teams. Work directly with the CEO and the Global General Director of the company. | ACHIEVEMENTS
1. Achieved a 81% YoY increase in sales volume through a targeted strategy, resulting in a 92% growth in the low-sellers category.
2. Best Thanksgiving, Black Friday, and Cyber Monday season with a 57% of Revenue growth (YoY)
3. Digital demand recovered, outperforming the previous best quarter, which was during the pandemic (Q2 2020), in the first quarter of 2023.
JellyfishSenior Client Manager
Jul. 2021 - Oct. 2022México| B2C & B2B // Fintech // eCommerce As a Senior Client Manager, I was in charge of: • Lead the Client Relationship strategies between Jellyfish and its clients, assuring a high level of satisfaction while keeping healthy NPS scores.
• Create, develop, and direct marketing strategies and media plans focused on Acquisition, meeting our client's business objectives, and driving success alongside the best digital marketing team in Mexico.
• Plan and organize relationships between activities, leadership, and team members, inside Jellyfish and in collaboration with our clients.
• Collaborate with the client's regional leaders to grow existing net revenue, including new product activation, new projects, and increased media spending.
• Work closely and collaboratively with the Consumer Marketing, Performance Marketing, Brand Marketing, Creative Product, Legal, and Financial areas of our clients.
• Work closely and collaboratively with Marketing Directors and C-Level personas of our clients.
• Work directly with Jellyfish Operations, Data, Brand, Legal, and Financial capabilities. | ACHIEVEMENTS
1. After five months at Jellyfish, I closed an upsell deal with the biggest client in the region, a Fintech Unicorn, growing the fee by 162%.
2. Recovered our highest ROAS account in the region, extending the contract for an additional year after a relationship crisis generated by a former client manager.
3. Specialized in the Fintech industry and Unicorns, leading projects with over MXN $69M investment in Paid Media.
4. Created a new audience strategy for a Meta campaign that generated the highest historic ROAS of a beauty brand in Mexico: 182 points. This achievement led us to create a new seasonality and proved we could repeat the successful mix every month, growing the revenue exponentially.
5. Went from $300K MXN to $12M MXN of investment in Programmatic advertising for the H2 of 2022 (Fintech), resulting in a Use Case with Google.
KidsE MediaMarketing Director
May. 2020 - Jul. 2021Mexico City, MexicoAs a Marketing Director, I was in charge of: • Validating market needs.
• Running AB Testing campaigns to optimize brand message and our MVP.
• Leading the NPD process for KidsE, along with Tech and Product areas. • Identifying new opportunities in the market and diversifying the business strategy and model.
• Creating a Marketing Plan for our two main products: KidsE and Global Toons.
• Work closely with the CEO and COO.
• Work closely with Product Design, Technology, and Business Development areas. | ACHIEVEMENTS
KidsE:
• Created a new product from scratch in record time, leading the design thinking, research, benchmarking, user flows, wireframes, and UIUX activities of the project (5 weeks)
Global Toons:
• Ran needs validation campaigns and AB Testing campaigns maintaining a 18% CTR over two months, while decreasing CPC by 78%.
Grupo WEBSAM de MéxicoDigital Marketing Director
Jan. 2018 - Mar. 2020Mexico City Area, MexicoGrupo WEBSAM de México / The Hive Team
| B2C - Business models: OTT // Content Subscription Services - VOD // Customer Loyalty Programs As a Digital Marketing Director, I was in charge of:
• Create, develop, and implement the digital marketing strategy, including online and offline
campaigns and digital sales, of own products and partnerships products created alongside
Grupo Carso (Claro, Sears, Sanborns), and FOX Networks Group (FOX App, FOX Sports App)
• Create, develop, and implement customer retention plans for 130K users (FOX App, FOX
Sports App, and Sanborns)
• Direct the day to day activities of the Marketing team (+8 people) working closely with the
Development, Product, and Commercial units.
• Work closely with the Consumer Marketing, Product, Legal, and Credit areas of our partners. | ACHIEVEMENTS
MediaKey - FOX Networks Partnership:
- #1 FOX OTT partner with the biggest sales in Mexico (3% above Apple and Google, December 2018)
- Churn rate decrease from 48% to 36% implementing email marketing focusing on TV series
season's releases, premiers, and live sports transmissions.
- Decreased customer acquisition costs by half in line with corporate goals, driving attention with
Facebook campaigns, and converting users with Google Search campaigns. Círculo Plus Sanborns - Sanborns Partnership:
- Released this loyalty program with a +30% conversion rate in an early stage. Amount of gained
users / charged users in the first trimester: 25K (objective: 10K)
- Assured +35% of new users retention on the first trimester of 2020 with targeted, personalized
communications and 6.8% of conversion rate in March 2020, right before I left the company with
new customer retention strategies.
Connexa Network AGMarketing Manager
Jan. 2016 - Nov. 2017Berna y alrededores, Suiza| B2B - Business model: White label - Private Social Network. My job functions were strategically focused on inbound marketing and content marketing. I was
also in charge of:
• Create and develop the marketing plan, the reseller guide, and the branding.
• Collaborate on the Go-to-Market plan.
• Create customer experience strategies.
• Generate a digital PR strategy and the experience strategy for the Google I/O Extended
(Dublin, Prague), European startups events (Milan, Geneva, Bern), and Startup Grind (Silicon
Valley) presentations.
• Work closely with the CEO, the COO, and the CBDO and manage a team composed of a
graphic designer, a copywriter, and two analysts. | ACHIEVEMENTS
- Our GTM plan and marketing plan led us to be selected for an acceleration process with Society3
Group in Switzerland.
- We were also selected as a top 50 startup by the 2017 Startup Grind Global Conference, which
allowed us to exhibit the product in one of their fairs in Silicon Valley.
Creatiff Comunicación CreativaDirector • Partner
Jan. 2015 - Aug. 2017Latin America| B2B - Business model: Small Digital Agency (Entrepreneuship Project)
Creatiff comprehends particular remote projects I led for over two years accompanied by an amazingly talented team I had the opportunity to build and coach, integrated by designers, developers, writers, creative copywriters, photographers, and community managers. Our projects involved strategic planning, digital marketing, content marketing, brand design, and editorial design for SMEs and SMBs in Argentina, Peru, Bolivia, Brazil, Colombia, Dominican Republic, Mexico, and Venezuela. | ACHIEVEMENTS
Client: Cambio Radical Party - Colombia, 2015.
Cambio Radical became the #1 voted party in 2015 regional elections after 7 months directing and coordinating creative and content efforts in all social channels, in alliance with the political consultant Asdrubal Triana. Client: Witronix - Bolivia, 2015.
Increased social media engagement in 52% with a 92% of positive sentiment in customer interactions. Generated WOM that ended up having business impact, enhancing B2B and B2G direct sales.
Editorial DestinoEditorial Director
Oct. 2013 - Feb. 2016VenezuelaBusiness model: Digitalization // Subscription // Copy Sales
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The bulk of my experience in planning, content, trade, and production was acquired leading three editorial projects in Editorial Destino. I worked closely with the CEO and the editor and directed a team composed of twelve writers, photographers, designers, and trade coordinators. I turned a local 32-pages tourism magazine into a 104-pages magazine distributed nationwide and launched a sibling one for a specific region of the country. We also took our product and converted it into the largest tourism digital guide in Venezuela focused on the Venezuelan Andes. In this occasion, my work was especially focused on the product design, carefully taking the paper experience into a digital experience. I scaled positions in Editorial Destino until I became one of the five partners of the company. Dealing with the biggest economic crisis so far in Venezuela, along with the paper crisis (the shortage of raw material) made impossible for us to continue our editorial projects; however, I have a special place in my heart for editorial products and have the wish of going back to the industry.
Editorial DestinoEditorial Coordinator
Mar. 2013 - Oct. 2013VenezuelaI was accountable for overseeing the editorial content and the production timelines, I was also responsible for the production of 40% of the content of each issue. I worked closely with the editor and the art director and coordinated the team of writers. As Editorial Coordinator, I created, developed, and launched six new content sections and optimized the original content structure of the magazine pursuing the objective of conquering new readers. The new content strategies pulled us closer to new markets and opened new opportunities for the company, concluding in two new editorial products and the expansion of the current one.
Coldwell Banker San CristóbalMarketing Manager
Oct. 2011 - Oct. 2012VenezuelaBusiness model: Real Estate Franchise
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I led the planning, development, coordination, and execution of all marketing strategies of this real estate agent. I also collaborated in the Customer Experience strategic planning. I worked closely with the CEO and the real estate brokers team. We exponentially increased sales and became a recognized role model for other agents in other cities of the country, especially because of disruptive communications tactics. As a result of my work, I was invited to collaborate on the planning and development of marketing strategies for Coldwell Banker Cúcuta, in Colombia.
Editorial DestinoDigital Manager and Art Coordinator
Sep. 2011 - Mar. 2013VenezuelaI created, coordinated, and executed the digital marketing plan for the main publication of the company, positioning the product in the Andes region of the country and increasing sales in a 32%. I worked closely with the editor and the art director. I also coordinated the preparation and development of the advertising artworks for all the publications of the company.
Freelance Digital MarketingSocial Media Manager and Designer
Apr. 2010 - Oct. 2011Venezuela • ColombiaI managed social media projects and art projects in an independent way for local SMBs and magazines in San Cristóbal (Venezuela) and Cúcuta (Colombia)
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