Ana Lizz Pardo - CMO on demand, Ex Nike, L'Oréal, Founder Institute, Startup ecosystem

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Work Background

InnervoicesCMO & co-founder

May. 2023Barcelona, Cataluña, España · Remote

SMG - Service Management GroupDirector of Revenue Marketing (Contractor)

May. 2023Remote · Remote

Wonder BrandsChief Marketing Officer

Mar. 2022 - May. 2023México, México · Hybrid

MigranteCMO Consultant

Apr. 2021 - Oct. 2022Ciudad de México, MéxicoChief Marketing Officer en Migrante Entre las principales responsabilidades como Directora de Marketing se encuentran: El desarrollo del plan estratégico a corto, mediano y largo plazo. Supervisión, coordinación y desarrollo del equipo de marketing Re-branding y posicionamiento de marca Paid media, performance, y medios tradicionales para adquisición de clientes Campañas de inbound marketing Marketing Automation y lead nurturing Estrategia SEO y contenido orgánico (Social PR) Comunidad y contenido en Redes Sociales Desarrollo de estrategias de precios de forma conjunta con el departamento de ventas, con el objetivo de maximizar los beneficios y la participación en el mercado, mientras mantiene la satisfacción del cliente Identificación de nuevos productos y clientes potenciales Comprensión y desarrollo de presupuestos y finanzas, incluidos gastos, créditos para investigación y desarrollo, retornos de inversión y proyecciones de pérdidas y ganancias. Apoyo a las ventas y los esfuerzos de transformación de leads a tratos creados y créditos cursados. Coordinación de proyectos de marketing de principio a fin.

doctoranytimeCMO

Nov. 2020 - Jan. 2021GreeceDeveloped the strategic plan for a health-tech startup's launch in Mexico & Latam. Oversaw and structured all marketing efforts, including community building through content marketing, social media, and PR, B2C email marketing campaigns, B2B CRM, marketing automation, promotions, customer success, and paid media. The goal of Doctoranytime is to create localized solutions for the Latin American market that improve the online medical experience for patients, facilitating access and increasing the efficiency of the healthcare system.

KeybooCMO B2B / B2C

Sep. 2019 - Mar. 2023Ciudad de México, MéxicoTodos los servicios y proveedores para eventos corporativos, digitales, híbridos y presenciales en un sólo lugar. Eventos de lanzamiento, conferencias, viajes de incentivo, teambuilding, talleres, regalos corporativos y todo lo que necesitas para organizar un evento.

KeybooCMO & Co-founder

Sep. 2019 - Jan. 2022MexicoSAAS B2B2C TECH STARTUP FOR THE EVENTS INDUSTRY SEP Develop the brand strategy and customer experience from scratch Define, measure and report the performance of all paid marketing channels/campaigns and assess against ROI and KPI goals including subscriber acquisition and retention. Full ownership of online presence, building and running inbound/outbound marketing campaigns Led investor relationships and business development Achievements Acquired 2,500 vendors and 9,000 potential clients in 6 weeks Participated in Founders Institute (México City) and Mentor Day (Tenerife, Spain) acceleration programs finishing at 1st place. Early stage round raised $100k usd - pre-revenue Acquired new skills and learned new age growth hacking techniques and business development such as lean and agile methodologies.

Startups LatamCargo Chief Marketing Officer

Sep. 2018 - Jan. 2023Latam · HybridEn tant que professionnel expérimenté ayant travaillé à la fois dans des entreprises de grande envergure et des startups, j'ai développé un ensemble de compétences unique qui me permet d'aider d'autres startups à accélérer l'acquisition de clients. Grâce à une planification stratégique et une prise de décision axée sur les données, je peux aider votre entreprise à atteindre une croissance mesurable et à augmenter son chiffre d'affaires. Mon expertise comprend la mise en œuvre de techniques de marketing scientifique telles que les tests A/B, les MVP et l'automatisation du marketing, ainsi que l'utilisation d'outils à faible coût/faible code pour créer des entonnoirs marketing efficaces. De plus, j'ai un talent pour structurer, recruter et coacher des équipes de marketing internes afin qu'elles atteignent leurs objectifs, tout en coordonnant avec des agences externes, des médias et des fournisseurs. Avec mon bilan prouvé de réussite, je peux aider votre startup à passer au niveau supérieur.

Oyster Financial, Inc.Chief Marketing Officer

Sep. 2018 - Sep. 2019Ciudad de México y alrededores, México · HybridAt Oyster, a smart B2B fintech that simplifies finances for freelancers, startups, and SMEs, our mission is to offer everything an entrepreneur needs to efficiently manage and grow their business. As the Chief Marketing Officer consultant, I developed and executed the marketing and growth strategy for Oyster, creating the marketing playbook from scratch. I was responsible for defining and executing marketing and customer acquisition programs, managing customer segmentation strategy, and developing an intelligent attribution model to ensure that we reached the right audience with the right message at the right time and place. I managed an existing team of three local employees (marketing, social media, and UX/UI) and five remote team members in Pakistan (UX/UI and full-stack development), constantly evaluating new ways to increase efficiency and grow the team. Working with our analytics team, I led marketing analysis and return on investment analysis for campaigns and channels, defining CAC and LTV, while executing ongoing optimization and A/B testing programs. Achievements: Acquired 10,000 users on the waiting list before launch through growth hacking campaigns and Facebook Ads. Developed and presented the launch strategy to potential investors, venture capitalists, and strategic partners in Mexico and San Francisco, leading to a pre-series A round.

L'Oréal GroupChief Digital Officer Latam Zone (CDO)

Oct. 2017 - Aug. 2019MexicoI led the digital transformation strategy for 8 countries in the region, working on B2B strategies for business development across Latin American countries and retailers. I worked with Rappi to create the Beauty category within their marketplace, taking this channel from zero to top 5 in market share for digital commerce. I was in charge of a team from different countries, languages, and time zones, influencing, leading, and working cross-functionally with sales, data, and logistics teams. As part of the Board of Directors, it is my responsibility to execute the digital transformation strategy in 8 Latin American countries through the acceleration of internal adoption and integration of e-commerce and online media into business objectives. Objective #1- to grow e-commerce through a new definition and segmentation of consumers for each division and brand of the group. Guide and supervise the regional omnichannel commerce strategy. Leading a team of 52 people in 8 countries and at the latam HQs, building and executing all marketing functions: Digital + Traditional Media, Direct and Indirect e-Commerce (Marketplaces, Google Shopping...), Content & Influencer Mkt, Business Intelligence, and Analytics. Achievements Regional alliance with Rappi (Introducing the Beauty category and converting the channel into the third source of income for e-commerce). Development and execution of playbooks for Latam teams, standardizing strategies, objectives, and reports.

NikeGlobal Football Brand Director México (Digital Marketing)

Sep. 2016 - Sep. 2017Ciudad de México y alrededores, México

NikeE-commerce Digital Brand Manager

Nov. 2015 - Aug. 2017Ciudad de México y alrededores, MéxicoFor 3 years and a half, I've been leading the digital commerce strategy for Nike in Mexico. On January 2016, we launched the e-commerce platform in Mexico. Since then, I've developed the strategy, and lead my team to plan and executed our social media comms, digital media campaigns, e-commerce brand & performance optimisations & wholesale.com partnerships in order to accelerate the marketplace in physical and digital stores.

NikeFutebol Digital Brand Manager

Aug. 2015 - Nov. 2015São Paulo y alrededores, Brasil

NikeD-Commerce Brand Manager (Running)

Jun. 2012 - Nov. 2015MexicoMy mission: Deliver the best of Nike anytime & on any device for runners. Led the campaign launches for the epic Nike We Run Series, Nosotras Corremos & House of Her along with key retail initiatives like the Nike Run Club at Nike Antara Flagship store. Key responsibilities: To drive and increase the use of the Nike Running app. KPI's: New users, downloads, active users, frequent users, CLTV & ARPU. My main responsibility is to build the complete e-commerce marketing strategy across all digital platforms. Social content, media, analytics are my everyday, working along with retailers to transform the marketplace and e-commerce industry in Mexico.

PrivaliaMarketing Director en Privalia México

Jul. 2011 - Jun. 2012Mejor sitio de comercio electrónico 2012- AMIPCI-Optimizar el CRM para incrementar el ROI del e-Commerce Gestionar las acciones de captación / fidelización de socios- planificación y compra de medios, estrategia digital, acciones on/offline -Desarrollar la estrategia del funnel de ventas y path to purchase para maximizar el tráfico en el sitio y generar el mayor revenue por categorías, marcas y productos. - Llevar las relaciones con la agencia de medios y la agencia de comunicación. - Comprensión de la estrategia empresarial y de la interacción entre estrategia corporativa y estrategia de comunicación - Construcción de la identidad corporativa, reputación corporativa y valor de la marca. - Gestionar el Marketing relacional con Proveedores de retail - Creación de imagen corporativa

Havas DigitalDirectora de Desarrollo de Servicios Digitales

Nov. 2009 - Jul. 2010Santa Fe, México, D.F.Líder de desarrollo de estrategia de comunicación en digital en diferentes plataformas: sitios web, mobile, campañas display, SEM, contextual, virales y experiencia de marca Innovación en productos digitales, gestión de equipos de planeación y operaciones, servicio a cliente. Experiencia en pitch's y desarrollo de plataformas 360° con medios tradicionales. Entre las cuentas que gestioné están: Grupo Bimbo, Volaris, Nike, La Costeña, Office Depot, Sears y Sanborn's

MediaMindMarketing

Nov. 2008 - Apr. 2010Coordinadora de Marketing y Relaciones Públicas. Relanzamiento de marca y cambio de imagen corporativo. Organización de eventos y conferencias. Atención a clientes y medios.

MediaMindDigital Marketing and PR Regional Manager

Mar. 2007 - Sep. 2010Spain & EnglandDesarrollo de estrategia y plan de Marketing y PR para México y España, organización de eventos, relación con prensa, coordinación del blog y redes sociales.

L'Oreal MexicoMarketing Online

Apr. 2006 - Jan. 2008Planificación y compra de medios, desarrollo de estrategias de comunicación online, promociones, redes sociales