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Work Background
netocervantes.comGrowth Marketer
Jan. 2024MexicoAs an independent consultant, I work with companies focused on lead generation or digital services across Mexico and the U.S., helping them grow through performance-driven ad strategies. I manage multichannel campaigns across Google, Meta, TikTok, Pinterest, and LinkedIn—always focused on full-funnel results, not just surface metrics. My work often extends into conversion rate optimization, site relaunch strategy, and aligning ads with real business goals. Some recent highlights: •Helped Rootmate scale revenue by 57% YoY while maintaining a 13:1 ROAS through multichannel paid media and a conversion-focused site relaunch. •Reduced CPL by over 75% for INOMA A.C., a nonprofit in LATAM, through a full Google Ads restructure. •Advised Integracare (U.S. healthcare) on CRO and site strategy during a full web rebuild to improve lead quality.
MuukTestDigital Marketing Director
Mar. 2023 - Dec. 2023Mexico & USI joined MuukTest as their first marketing hire and helped build the department from the ground up. Over time, I took on a director role, leading everything from strategy to execution across content, paid media, and growth. One of the biggest wins: launching an SEO and content strategy that brought the site from low visibility to over 6,000 monthly users, and building a global community around the brand. I also supported the company’s paid acquisition efforts and laid the groundwork for performance testing on Google Ads. Some key contributions: • Helped drive growth to $1M+ in annual recurring revenue. • Built the company’s content network and managed external creators. • Developed foundational workflows, reporting, and positioning across marketing channels. • Led cross-functional work across product, sales, and leadership.
MuukTestSenior Digital Marketing Manager
May. 2021 - Mar. 2023
ScalablePaid Advertising Lead
Jan. 2021 - May. 2021Guadalajara, Jalisco, MexicoAt Scalable, I led paid media strategy and execution for a portfolio of U.S.-based digital brands (DTC, apps, B2B, subscription, marketplaces). I joined as a Digital Marketing Associate and was promoted to lead the paid ads function, managing a monthly ad budget of $100K+ across Google, Meta, LinkedIn, and Microsoft Ads. What I focused on: • Building multichannel acquisition strategies from scratch. • Setting up processes, testing frameworks, and reporting systems. • Working closely with product, UX, and analytics to align campaigns with growth goals. • Scaling what worked and helping the team grow as performance improved.
Oban InternationalLocal In-Market Expert
Nov. 2020 - Jul. 2022Brighton, England, United KingdomI worked as part of Oban’s LIME (Local In-Market Expert) network, helping global brands adapt and optimize their digital marketing efforts for Mexico and the U.S. Latino market. My focus was on campaign localization—adapting strategy, language, UX, and content to improve relevance and performance in new regions. Brands I supported included DHL, Kaspersky, and IIN (Institute for Integrative Nutrition). Key areas: • Localized SEM, paid social, SEO, and CRO strategies. • Advised UK-based teams on cultural fit, messaging, and funnel optimization. • Helped align global campaigns with local behavior and conversion patterns.
ScalableDigital Marketing Associate
May. 2020 - Jan. 2021Guadalajara, Jalisco, México
ATR | Advanced Technology ResearchDigital Strategy and Growth Marketing
Jan. 2019 - May. 2020Guadalajara y alrededores, MéxicoAt ATR, I led the digital marketing strategy for two in-house brands in the entertainment and experiential marketing space: Zuni and Arión. I developed multichannel campaigns focused on lead generation—combining Google Ads, Facebook Ads, SEO, and email to drive user acquisition. Paid media became the company’s top-performing channel for reaching revenue goals. Highlights: • Designed full-funnel acquisition strategies for the Mexican market. • Implemented HubSpot across marketing and sales, enabling automation and better segmentation. • Consistently hit annual lead targets and improved marketing/sales alignment.
Independent ConsultantDigital Marketing Consultant
Jan. 2017 - Dec. 2018Guadalajara y alrededores, MéxicoWorked with multiple digital marketing agencies in Mexico on regional projects for LATAM markets. My role combined strategic input with hands-on execution across paid media, SEO, email, and web projects. Main areas of focus: • Developed SEM, SEO, and paid social campaigns for B2C brands. • Led coordination for website and landing page development. • Created content and ad strategies tailored to platforms like Facebook, Instagram, Twitter, LinkedIn, and Spotify. • Delivered analytics insights to improve performance and guide decision-making. • Supported email marketing initiatives and CRM integration.
Fhara CollectionMarketing Coordinator
Jul. 2013 - Dec. 2016Guadalajara y alrededores, MéxicoLed the marketing team for this fashion and lifestyle brand, managing promotional strategies and retail activations across department stores in Mexico. Key contributions: • Opened the brand’s first physical store through a partnership with a retail chain—overseeing customer experience and brand concept execution. • Managed annual and seasonal marketing budgets (DME’s), aligning investments with sales cycles. • Coordinated national promotional campaigns and retail initiatives across multiple locations. • Worked closely with leadership on pricing, margins, and product strategy.
FUJIFILMMarketing Assistant
Jan. 2013 - Jul. 2013Guadalajara y alrededores, MéxicoSupported the wide-format inkjet division, leading local marketing efforts and reporting directly to the VP of Marketing in the U.S. Main responsibilities: • Conducted market analysis and identified growth opportunities in the graphic systems division. • Developed and executed national marketing strategies to increase sales and expand the customer base. • Collaborated cross-functionally with sales and product teams to align messaging and market positioning.
The Hershey CompanyIntern Sales Customer Marketing
Oct. 2011 - Dec. 2012Guadalajara y alrededores, MéxicoSupported the customer marketing team during key sales seasons (Valentine’s Day, Mother’s Day, Back to School, Christmas), contributing to trade strategy and execution across major retail channels. Key responsibilities: • Managed the development of POP materials in collaboration with design agencies and suppliers. • Tracked and analyzed sell-in and sell-out performance across formats and retail partners. • Participated in marketing budget planning (DME’s) and seasonal campaign execution. • Built performance dashboards to monitor KPIs and sales impact by season.
Universidad PanamericanaMedia Coordinator
Jun. 2009 - Jun. 2011Worked within the Institutional Communication department, supporting internal and external media efforts for the university. Main responsibilities: • Managed daily press clippings and media monitoring to track the university’s public presence. • Coordinated local distribution and delivery of ISTMO magazine. • Assisted in supplier management and accounting processes within the department. • Contributed to the visual identity and content creation for university-wide communication initiatives.
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