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Work Background
Bridge Communications LtdaFounder
Sep. 2024Gran Santiago, Región Metropolitana de Santiago, ChileInterim Head of Marketing & Communications – ISP US & Canada West Coast - Led marketing and communications for ~12 schools across California, Washington, Nevada and Arizona, overseeing ~US$1.5M annual marketing and media investment. - Implemented weekly cross-functional governance (Marketing–Admissions–Head of School), aligning campaigns with product reality and improving narrative consistency and trust. - Designed and deployed HubSpot dashboards and lifecycle workflows for 11 schools, standardizing funnel visibility and enabling automated re-engagement of stalled leads, driving ~8% higher conversion from nurture sequences. - Re-architected Google and Meta campaigns by school level and intent, aligning keyword and audience structures with value propositions and landing pages to improve efficiency. - Audited marketplace/vendor performance and used CRM attribution to reduce spend from ~US$400K to ~US$116K, freeing budget to reinvest in higher-performing channels. - Built school-level AI copilots and knowledge bases ingesting websites, plans, meeting notes and targets; achieved ~70 uses per month per school user cohort and turned agents into the default prep and execution copilot for marketing and admissions teams. Interim Head of Marketing & Communications – ISP Brazil - Designed and executed the marketing strategy for the Brazilian operation in a context of expansion and brand building. - Organized funnel governance and weekly performance routines, tightly connecting marketing actions to admissions outcomes. - Tripled monthly lead volume from ~80 to 300+ while maintaining ~80% conversion to qualified lead and ~18% conversion to new enrollments. - Trained local marketing and admissions teams on performance, content and CRM discipline to sustain results after the interim mandate.
International Schools Partnership LimitedHead Of Marketing & Communications South America
Jan. 2019 - Aug. 2024Provincia de Santiago, ChileOwned regional marketing and communications strategy and built a funnel-based annual planning and monthly pacing model that linked growth targets to enrollment, lead/qualified lead goals, budgets and channel mix across schools. - Introduced a structured enrollment and retention engine (awareness → inquiry → visit → enrollment → re-enrollment), redefining parent profiles and segmenting demand drivers by market. - Improved regional performance to approx. 13% FTE and 20% EBITDA average year growth over four years, with more consistent delivery across schools. - Designed and implemented a Lead Center model to pre-qualify inquiries and follow up with non-responsive leads, handling 22K+ leads/year and increasing qualified-lead-toenrollment conversion by ~6%. - Mapped the parent research journey and built proof-based content and social strategies, delivering ~23% growth in organic channel lead generation and stronger brand trust. - Created a structured retention and referral program linked to NPS and community sentiment, increasing referrals from ~1–2 per year to ~10–15 per year per school. - Led crisis communications during Covid-19, balancing financial support and value defense, reducing complaints to minimal levels and keeping withdrawals below competitor benchmarks under ~US$2.2M of financial exposure. - Consolidated four digital agencies into a single CRM-accountable partner, standardizing weekly KPI governance and accelerating cross-school replication of winning campaigns. - Built and led a 4-month regional enablement training program on Meta & Google Ads, analytics, and CRM discipline, raising school-level execution quality and reducing dependence on agencies.
Ingeniería DigitalFounder - Marketing & Strategy
Jan. 2013 - Jan. 2019Provincia de Santiago, ChileFounded and led a digital marketing and PR agency focused on driving measurable growth for clients across retail, education, automotive, tech and travel. Built and managed a team of 20+ professionals and a portfolio of 45+ active clients, including brands such as Walmart, Duoc UC, Falken Latam, Dell Corporate and Princess Cruises. Designed a data-driven campaign tracking methodology focused on conversion and ROI for all digital initiatives. Led the agency’s own positioning and new business strategy, ensuring a constant pipeline of qualified prospects and sustainable growth. Structured the organizational model and client service workflows to optimize resources while improving service quality and results. Grew the client base by an average of 10 new clients per year, starting with 5 and reaching 40+ clients in four years. Improved client retention by approximately 15% year over year through ongoing performance reviews, strategic guidance and tailored service. Closed and delivered bespoke projects for major brands, expanding the agency’s capabilities and opening new service lines for future clients.
Advitair S.A.Analista de sistemas
Dec. 2012 - Nov. 2013Práctica profesional. Gestión de sistemas de Booking de diversas aerolíneas, en busca de oportunidades de “Pricing”, evitando sobreventa de vuelos.
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