Roberto Escobedo - iron island

Virgin Mobile Latin AmericaCountry Brand Manager

May. 2014 - May. 2016Mexico, Mexico City * I led the brand's nationwide launch and operational rollout, successfully negotiating key advertising spaces with major retailers such as OXXO, Seven Eleven, Walmart, and Circle K. I was instrumental in designing and maintaining retail points across over 1,000 locations, significantly boosting brand visibility and consumer reach. My role included creating detailed presentations to monitor and showcase the company's progress, notably achieving one million users within the first year. * * I managed crisis situations adeptly and established a comprehensive brand voice, conducting training for 80 call center staff which markedly improved customer service operations. My development of a consumer experience cycle identified key intervention points, enhancing user-brand relationships and quickly achieving significant user growth. * * In 2013, I spearheaded an influential body positivity campaign featuring a plus-size model, which greatly improved brand inclusivity and changed tariff perceptions with the slogan "el peso que te va chingón." This initiative not only boosted customer loyalty by 85% but also pioneered inclusive marketing within the industry. * * Collaborating with global platforms like WhatsApp, Uber, Facebook, FreeBasics, Line, Tinder, Waze, and Instagram, I positioned Virgin Mobile as the first mobile operator worldwide to integrate these services into its offerings, significantly enhancing the user experience through strategic data exchanges. This role also included managing all communications and public relations for Virgin Mobile Mexico, coordinating major events such as Richard Branson's visit, and maintaining relationships with agencies like Another Company, Estrategia, and Circus Media. * * I employed targeted digital marketing strategies and implemented Net Promoter Scores and referral programs, which increased customer acquisition by 55% in six months and substantially improved retention rates, marking crucial advancements in brand growth and customer engagement. I led the brand's nationwide launch and operational rollout, successfully negotiating key advertising spaces with major retailers such as OXXO, Seven Eleven, Walmart, and Circle K. I was instrumental in designing and maintaining retail points across over 1,000 locations, significantly boosting brand visibility and consumer reach. My role included creating detailed presentations to monitor and showcase the company's progress, notably achieving one million users within the first year. I managed crisis situations adeptly and established a comprehensive brand voice, conducting training for 80 call center staff which markedly improved customer service operations. My development of a consumer experience cycle identified key intervention points, enhancing user-brand relationships and quickly achieving significant user growth. In 2013, I spearheaded an influential body positivity campaign featuring a plus-size model, which greatly improved brand inclusivity and changed tariff perceptions with the slogan "el peso que te va chingón." This initiative not only boosted customer loyalty by 85% but also pioneered inclusive marketing within the industry. Collaborating with global platforms like WhatsApp, Uber, Facebook, FreeBasics, Line, Tinder, Waze, and Instagram, I positioned Virgin Mobile as the first mobile operator worldwide to integrate these services into its offerings, significantly enhancing the user experience through strategic data exchanges. This role also included managing all communications and public relations for Virgin Mobile Mexico, coordinating major events such as Richard Branson's visit, and maintaining relationships with agencies like Another Company, Estrategia, and Circus Media. I employed targeted digital marketing strategies and implemented Net Promoter Scores and referral programs, which increased customer acquisition by 55% in six months and substantially improved retention rates, marking crucial advancements in brand growth and customer engagement.

Feedback from Roberto’s ex-colleagues