Filiberto Becerra - Fractional CMO and Growth Advisor,

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Work Background

LyfegenGlobal Marketing

Feb. 2024- Leading marketing strategies and campaigns across various channels like social media and email to align with Lyfegen's business goals and enhance customer acquisition. - Creating and managing diverse marketing materials, maintaining a strong and consistent brand image online and in media communications. - Collaborating with sales and other departments to ensure cohesive marketing efforts and organizing events and webinars for lead generation. - Utilizing data analysis to track campaign performance and making sure all marketing activities are completed efficiently and effectively.

Meetzy.ioHead of Marketing

Oct. 2022 - Dec. 2023Madrid, Community of Madrid, SpainMeetzy is the all-in-one solution to qualify leads in a smart and automated way. Meetzy help sales teams to unlock +20% of new revenue, qualifying, routing and booking sales meetings between your leads and the right sales reps in seconds, not days. At scale. - Rolled out multi-channel marketing strategies, using AI for better targeting and personalisation, which boosted our leads by 300% and set the stage for ongoing growth. - Applied AI tools for A/B testing, enhancing conversion rates and the user experience by tailoring content more effectively. - Presented product strategies and customer needs clearly, using AI insights to meet market demands and fit into our lead management system. - Developed strategies for acquiring and retaining customers, backed by AI analytics, leading to a 25% increase in converting marketing leads to sales leads and a 15% rise in closed deals. - Used a data-driven method, supported by AI, to analyse and refine our marketing channels' performance. - Managed marketing campaigns closely, employing AI for accurate tracking and analysis of key figures like Lifetime Value, Cost Per Acquisition, and ROI, and monitored their progress.

ePesosChief Product & Growth Marketing Officer

Jan. 2020 - Oct. 2022ePesos is a Fintech that allows workers to have immediate access to their paycheck, regardless of the payday, offering this product as a benefit at no cost to the company. Since it is neither a credit nor a loan, the collaborator cannot get into debt. ePesos is a pioneer in Mexico in financial inclusion and is the first company to offer a solution like this in the country. - Led the development and implementation of product strategy, contributing to the acquisition of over 100 new business clients. - Conducted A/B testing to refine conversion processes, achieving a notable 20% increase in conversion rates. - Enhanced digital product performance, focusing on user-centric improvements, which resulted in higher user engagement and improved lifetime value (LTV). - Utilised analytical tools such as Google Analytics and Tableau for informed decision-making, leading to more effective product and marketing strategies. - Analysed and acted on key performance indicators (KPIs), leading to a 35% increase in overall user adoption. - Developed new user acquisition strategies, successfully adding over 40,000 users through targeted campaigns. - Worked closely with UX/UI designers to revamp platform interface, significantly improving user experience and site functionality. - Managed and directed a diverse team of 10, including business developers, UX/UI designer and product leads, focusing on market expansion and customer base growth. - Coordinated with cross-functional teams to integrate customer feedback into product development, ensuring alignment with market needs.

FreelanceFreelance Digital Marketing Specialist

Jan. 2018As a freelance digital marketing consultant, I've extended my expertise offering strategic guidance and hands-on solutions to diverse industries. My commitment to delivering results-driven strategies and innovative approaches has significantly impacted clients in the following sectors: 1. Automotive: -Leveraged deep industry knowledge for data-driven digital marketing campaigns, enhancing brand visibility and engagement. -Established and maintained global licensing partnerships, expanding product reach into new territories. 2. Construction: -Spearheaded multi-faceted marketing strategies, driving substantial profit increase within a year. -Managed nationwide image standardization initiatives, improving brand consistency and customer perception. 3. Retail & Pharmaceutical: -Increased consumer leads by 30% through targeted advertisements, user-curated content, and influencer marketing. -Successfully launched brands via offline and online campaigns, exhibitions, and promotions, achieving double-digit YoY growth. 4. Travel: -Orchestrated successful email marketing campaigns, garnering 435,000+ subscribers. -Introduced an advertising strategy, attracting 450,000+ new users and elevating app downloads and social media following. 5. FinTech: -Drove product vision, UX improvements, and customer-driven features, enhancing engagement and customer lifetime values. -Implemented data-driven acquisition strategies and A/B testing, signing 100+ new companies and boosting conversion rates. 6. PropTech, EdTech, SaaS: -Guided organisations in business transformation, aligning strategies with current digital trends and creating new value sources within the digital ecosystem. -Designed and developed digital products and services with an agile and collaborative approach, transforming user experiences. -Utilised digital tools and channels for marketing and sales conversion, reducing costs and improving revenue streams.

Holiday SwapHead Of Marketing

Jan. 2018 - Dec. 2021London, England, United KingdomHoliday Swap is the Award Winning Platform, that connects people from all over the world and promotes a social environment for travelers to swap their homes. Users are able to travel more by spending less on accommodations. Holiday Swap currently operates in over 185 countries and continues to rapidly expand globally. - Played a pivotal role in establishing the brand architecture and conception, leading to the successful acquisition of over 435,000 email subscribers through targeted campaigns. - Initiated and executed the company's advertising strategy, attracting over 450,000 new users through innovative and data-driven approaches. - Contributed to the launch of the Holiday Swap app, directly influencing its growth to 95,000 unique monthly visitors. - Enhanced social media engagement, growing the follower base to 2.5 million, by developing relatable content and strategic online campaigns. - Collaborated with the CEO to align marketing initiatives with broader business goals, ensuring effective strategy implementation. - Led influencer partnerships, resulting in a 30% increase in brand engagement and contributing to a 20% uplift in overall bookings. - Managed client communication strategies, boosting lead generation by 40% and enhancing customer nurturing processes. - Designed and standardised marketing materials, establishing a cohesive brand identity across various channels.

Walgreens Boots Alliance, Retail Pharmacy International (Excl. UK & ROI)Head of Media and Communications

Sep. 2016 - Feb. 2018London Area, United KingdomWalgreens Boots Alliance is a global leader in retail and wholesale pharmacy, touching millions of lives every day through dispensing and distributing medicines, its convenient retail locations, digital platforms and health and beauty products. The Company has more than 100 years of trusted healthcare heritage and innovation in community pharmacy and pharmaceutical wholesaling. WBA is one of the world’s largest purchasers of prescription drugs and many other health and wellbeing products. The Company’s size, scale, and expertise will help position us to expand the supply of, and address the rising cost of, prescription drugs in the U.S. and worldwide. - Achieved +40% in earned media vs forecast with the participation of WBA senior executives such as Co-COO Ornella Barra in PR activities. - Managed $50M marketing budget and associated market P&L to develop and execute marketing strategies, budgets, and sales plans for WBA's business segments. - Developed the brand and company strategy for a double-digit year-on-year growth, (Net Revenue 2016 US$ 749M+16% net sales, 1200 stores). - Collaborated with senior c-level executives to create best practices marketing initiatives and media positioning for vertical markets, based on strong analytics (ROI, retention, costs, conversion). - Increased consumer leads by 30% through development of targeted advertisements, user curated content and influencer marketing campaigns. - Successfully launched Boots Global Brands (No7, Soap & Glory, Botanics, Soltan and Tea Tree & Witch Hazel) by developing offline and online campaigns, store exhibitions, promotions and store activations.

VitromexBrand Manager

Nov. 2014 - Aug. 2016Mexico City Area, Mexico- Developed and deepened relationships with key stakeholders by closely monitoring projects, providing information and resolving concerns. - 2 digits profits increase in one year through restructure of business line. (Net Revenue US$250M US$ 2015 +20% net sales). - Targeted both offline and online consumers by designing a multi-pronged and comprehensive marketing strategy. - Coordinated with internal business divisions, agency partners and local vendors to guarantee on time, cost-effective delivery of all marketing communications messages. - Communicated with customers and customer service teammates to develop a deep understanding of the client's needs and current market landscape. - Strengthened the company's business by leading implementation of a successful PR campaign with over 30 top tier Mexican architects.

VitromexTrade Marketing Coordinator

Apr. 2012 - Oct. 2014Mexico City Area, Mexico- Responsibilities included national brand trade merchandising, distribution objectives and strategies for the Vitromex and Arko brands. - Developed, implemented and tracked $40M trade budget and national sales plan. - Responsible for recovery of over $125,000 in "unrecoverable" revenue through savings while organising Expo CIHAC 2013 (the preeminent event for the ceramic tile & natural stone industry in Mexico). - Managed the nationwide rollout of image standardisation of +700 POS over a three month period to meet the demands of stakeholders. - Presented current promotions to the public at events and trade shows. - Design and production of marketing materials for more than 300 clients and 6 key accounts like Home Depot and Lowes. - Managed a team of 6 Trade Marketing Executives.

PeugeotMarketing and Communications Coordinator

Jan. 2010 - Dec. 2012Paris Area, France- Developed and implemented campaigns for email, online advertising, search engines and direct mail. - Planned and launched innovative, creative and effective communications campaigns, such as Mu by Peugeot, which resulted in a 22% increase in sales volume. - Directed a successful SEO and link-building campaign to increase the website's credibility and drive traffic. - Increased website traffic by an average of 30% each month using cutting-edge marketing and social media strategies. - Preserved brand integrity by monitoring the consistency and quality of marketing content. - Organised events, including trade shows and vendor fairs, for clients and partners to attend.

Renault Retail GroupLicensing and Merchandising

Jan. 2009 - Dec. 2010Paris Area, France- Monitored adherence to contractual obligations, highlight risks/shortfalls. - Established brand identity by overseeing development and maintenance of high-profile global relationships with Microsoft the worldwide use of Renault Sport vehicles. - Acted as liaison between licensee and brand management throughout all aspects of product development process. - Building and growing the international market strategy and plan for all licensed Renault brands of the general merchandise category (toys and collectibles, video games, sporting goods, accessories, stationery and clothing). - Executing and driving strong partnerships with new licensees and maintaining existing ones. Driving the integration of Renault licensed products in new territories and markets like Russia and Latin America.