Chiara Merlo - Head of Marketing & Comms, Penguin Group

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Network Power<100 people

Roles

💸100%

Marketing

✨100%

Business Owner

🔥50%

Startup Founder

Geos

🇵🇾50%

Paraguay

Work Background

Penguin GroupHead of Marketing and Comms

May. 2023 - Jan. 2024Asunción, ParaguayMy previous role expanded to include communications, encompassing the management of internal, external, and corporate communications for the company. I've managed a team of 5 people.

Penguin GroupHead of Marketing

Nov. 2022 - May. 2023In my role, I am responsible for defining and steering the organization's overall marketing strategy. This involves coordinating the activities and efforts of the marketing team, ensuring they work cohesively towards established objectives. My role also encompasses the effective supervision and management of the team, including skill development, task assignment, and performance evaluation, to ensure both marketing and corporate goals are achieved.

Club MediaConsultor Freelance - Directora de Audiencias & Estrategia

Oct. 2021 - Sep. 2022Asunción, ParaguayAs a Freelance Consultant at Club Media, I specialize in developing youth-oriented content strategies. My work focuses on creating authentic connections between brands and youth culture through original, scalable content. I closely collaborate with content creators to design proposals that resonate with what young audiences value and seek, always on the platforms they frequent.

MITIC ParaguayDirector de Comunicación Institucional

Oct. 2020 - Sep. 2021Asunción, ParaguayI am responsible for overseeing and coordinating all communication activities of the institution. This includes managing internal and external communication, developing public relations strategies, supervising content creation, and managing the company's image and reputation. As a critical liaison between the company and the media, I handle crises and official statements. During my tenure at the institution, I collaborated on several campaigns: #Innovandopy: An initiative aimed at identifying innovative technological ideas, inspiring and motivating young entrepreneurs, bridging the private and public sectors, and collaborating in developing digital-based projects with high potential for technology-based entrepreneurship in Paraguay. #Vacunatepy: A communication campaign designed to encourage citizens to get vaccinated during COVID-19 #PortalParaguay: A citizen's folder platform that allows individuals to manage and access their personal information stored in the state's database.

Confederacion de patinaje artisticoConsultor Freelance - Directora de comunicaciones

May. 2020 - Oct. 2021Asunción, ParaguayI was in charge of managing the communication and coverage of the event. This responsibility involved planning and executing all communication strategies to ensure effective and widespread event dissemination. My role was crucial in capturing audience attention, managing information, and highlighting this sporting event at the national level, as well as leading the production of the international streaming. I've managed a team of 3 people before the world cup, and during the world cup a team of 15.

Personal ParaguayLíder en Estrategia de Medios Digitales - Area Marketing

Oct. 2019 - Oct. 2020ParaguayI specialize in the development of digital strategies focused on conversion and results. My responsibilities include planning digital media, as well as the planning, control, and execution of the digital budget. I manage analytical platforms, CRM, and ATC for the digital area and analyze and report the "End to End" inbound marketing within digital channels. Products and services I communicate in digital channels: Club Personal, Billetera Personal, Prepaid and post paid lines, internet, fiber optic and Flow.

Personal ParaguayLíder de estrategia digital - Area Marketing

Mar. 2017 - Oct. 2019España 224 casi Máximo Liraresponsible for planning the digital strategy for the company and its various products. This includes controlling and executing the assigned budget. As a digital account executive, I handle the company's diverse product portfolio. My role involves coordinating with the advertising agency and analysis platforms and liaising among different ATC areas of the company to ensure the correct implementation of the digital strategy. Additionally, I focus on analyzing and reporting digital performance with a sales-oriented approach.

Agencia deBrocaEstratega Digital

Jun. 2016 - Mar. 2017Rca. Francesa 376 e/ 25 De Mayo y Mcal. Estigarribia. AsuncionI am tasked with the planning, development, and execution of Digital Strategies for various clients of the Agency. In my role, I serve as the account executive for key brands, specifically emphasizing digital strategies and advisors. Clients I managed: Pro Desarrollo Paraguay, ADEC, MEC.

PuntopyDirector de Innovaciones

Dec. 2014 - May. 2015I specialize in creating content in innovative formats and researching and implementing cutting-edge services for the company. Additionally, I oversee the execution and planning of digital strategies for various company brands and train the digital team.

PuntopyEjecutivo de cuentas y Community Manager

Aug. 2013 - Nov. 2014My responsibilities include managing social media platforms, engaging with clients, and implementing digital strategies. I actively monitor social media channels and measure performance through analytics. My role also involves clipping, managing crises, and maintaining effective communication on digital platforms. Some of the brands I managed include - Mercedes Benz, Miller Highlife, Yes!, Shopping del Sol, Sony, and Camel.

SENATURAsistente de marketing

Oct. 2011 - Oct. 2013ParaguayMy first job holds a special place in my career, as it was the gateway to the world of marketing and advertising. In this role, I gained a deep understanding of our country's brand from a tourism perspective. It also honed my skills in customer service, particularly in addressing and resolving client complaints and queries. This early experience shaped my approach to marketing and client relations.