Ariel Frias Ducoudray - Head of Demand Generation, ThinkReservations

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Work Background

ThinkReservationsHead of Demand Generation

Mar. 2023Seattle, Washington, United StatesThinkReservations offers digital solutions for independent hotels in the Americas. As Head of Demand Generation, in charge of strategy and execution of commercial initiatives, including Internationalization

GFI SoftwareProduct Marketing Manager

Jul. 2022 - Sep. 2023Austin, Texas Metropolitan AreaTogether with the product development team, in charge of product vision pitches, establishing common customer problems, and creating the vision that explains how GFI products solve them while supporting the product roadmap. Supported by market research, responsible for solution messaging, go-to-market strategy, product releases, competitor benchmarks and product explainers, press releases, and media point of contact.

Alfa LavalDemand Generation Manager, Energy

Mar. 2021 - Jul. 2022Richmond, Virginia, United StatesDeveloping and executing the US Energy Division demand generation strategy, by partnering with Sales, Market Intelligence, and the newly formed demand generation team to execute initiatives across the entire customer journey --from awareness to purchase to advocacy, collaborating across 4 divisions of the US organization. Special focus on the transition from fossil fuel to energy efficiency and clean energy messaging. Focus Areas: Data Centers, HVAC, Refinery, Petrochemical, Renewable Diesel, Hydrogen, Carbon Capture.

KUNAN ConsultingMarketing and Trade Expert Consultant

Feb. 2020 - Mar. 2021Miami Metropolitan AreaAs experts in Global Transport & Logistics, we steer clients to gain more value in container shipping logistics by offering insight, strategic guidance, and revenue enablement tools.

Sealand – A Maersk CompanyHead of Online Channels

Aug. 2017 - Jan. 2020Miami/Fort Lauderdale AreaDeveloped self service go to market strategy and capitalized on platform capabilities, vision and growth strategy. Reporting to Sealand CCO. P&L responsible, with 7 inside sales executives and Marketing function support. Accelerated the self service marketing growth, with e-commerce, demand generation & reach efforts for +20,000 Americas SME's, beating forecasts with 49% YoY volume growth. Spearheaded the platform's digital marketing, modeling its journey from sales dependent to self-service solutions, keeping the organization lean while generating 3X web user growth, knowledge sharing with Asia - Europe partners. Target audience positioning, establishing email marketing and ACM frameworks, consumer insights & qualitative analyses, plus multi language UX review (English - Spanish - Portuguese). Accountable for user engagement, segment profits & driving loyalty, reducing CAC and CS touch-points by 7% YoY. In collaboration with CS leaders standardized communication strategies for web, live chat and mobile channels.

Sealand – A Maersk CompanyDirector / Head of Marketing - LATAM BDV Marketing

Jan. 2015 - Aug. 2017Miami/Fort Lauderdale AreaRelaunched the Sealand brand, materializing board objectives of growth in market share. Led strategic marketing execution. Reporting to Maersk NAM CMO, Sealand CEO and CCO at different stages. 6 direct reports in South Florida & Panama Crafted Sealand as Maersk Group's intra-Americas carrier, expanding the brand's presence to 29 markets across the Americas, achieving double digit market share in 3.5 years, success that helped trigger the Maersk acquisition of Hamburg Sud, consolidating the portfolio presence in the Americas trades. Optimized Sealand’s brand strategy, undertaking brand management efforts from Maersk Line, managing a dynamic team that excelled at marketing plans and operations, product launches, reserarch, business development drives, creative, content marketing, design, web & social media. Delivered and executed customer marketing efforts through high-impact, award winning integrated marketing campaigns, together with local sales teams to cement the brand's presence in Americas. Board member for the Connect Americas partnership with the Inter-American Development Bank (IDB), a joint venture with Mastercard, Facebook, DHL and Google as venture partners, with the goal of enabling SMEs in the region, developing and scaling platform signups/online quotes for several logistics tools. Partnered with Global Communications & Regional Leadership on internal/external communications on Hamburg Sud acquisition & Mercosul divestment project, meeting regulatory approval in 34 markets. Planned and implemented studies to assess market conditions and evaluated results to enhance marketing plans results. Special focus on standalone countries Colombia and Mexico, plus WCSA. Sealand was selected from a brand realignment exercise with counterparts in Asia/Europe based on brand equity/CX, renaming the companies in these three regions as “Sealand - a Maersk Company”.

A.P. Moller - MaerskCaribbean Area Senior Marketing and Communications Manager

Aug. 2011 - Jan. 2015PanamaCreated a world class marketing team with increasing regional communication and brand development roles. Reporting to Head of Product in Maersk’s largest cluster in revenue in Latin America. 3 direct reports + vendor management duties. Bottom line responsible for marketing activities at the Caribbean cluster, with presence in 13 markets and over USD 1.1Bn in revenue (2013), supporting sales, trade and product, finance, customer service & operations with marketing activities, advertising, product marketing, public relations, marketing communications and social media. Established the regional communications role for LATAM, reporting to regional vice-president and Global Communications team. 2012 Cannes Corporate Media & TV “We are Maersk” campaign was adapted to Colombia - Panama - Costa Rica (Spanish) and Brazil (Portuguese) markets. Achieved over USD 5M in brand exposure via PR efforts in Wall Street Journal, Financial Times, BBC, Televisa, Globo, CNN, RTN24, Reuters, Associated Press, NHK, Discovery Channel, History Channel, CCTV. Developed creative sales tools, including presentations, trend reports, kitted assets, and product data sheets. Focus on Asia and Europe trades (key client, refrigerated cargo, auto and electronic segments). Directed marketing projects at all stages, including conceptual planning of the Sealand brand relaunch, schedule management and final implementation.

A.P. Moller - MaerskManager, Human Resources, Caribbean Islands

Jun. 2008 - Aug. 2011San Jose, Costa Rica-Increased productivity by decentralizing HR for Maersk BU's in Costa Rica, Dom. Rep. and Trinidad, streamlining and outsourcing transactional processes. -Groomed 10 Dominican Republic talents during 2010 through a specialized talent development program, with 60% being promoted to regional/global assignments in 18 months.

A.P. Moller - MaerskAssistant Manager Human Resources

Dec. 2006 - Jun. 2008Gothenburg, Sweden-Improved the talent pipeline and employee engagement of Entry Level Programs (ELP's) in Nordic and Baltic Area, by optimizing intake and retention of 25 nordic trainees + 15 expatriates in Scandinavia, Russia & Baltic countries within trade, logistics and energy categories. -Showcased Maersk in 20+ recruitment events each year across the region. As part of these efforts, Maersk Sverige was selected as a top employer by Universum, a global leader in employer branding. -Collaborated with global HR teams in re-engineering the ELP investment strategy by adjusting talent demand planning to business needs.

A.P. Moller - MaerskInternational Management Trainee

Feb. 2004 - Dec. 2006Dominican Republic-Graduate of 2-year global program on international trade, economics & logistics. -Contributed to sales, ecommerce, equipment projects, eliminating non value adding processes and collaborating with sales, marketing, customer service, commercial and terminal operations. -Successfully completed USD 8M port move from public to private terminal.

ConcentrixMarket Intelligence & Quality Assurance

May. 2003 - Feb. 2004Dominican RepublicMarket analysis for the telesales team, accounts follow up, telesales staff training, data quality of sales, compliance with FCC regulations regarding sales calls for a team of 40 + employees.