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Work Background
MouseflowHead of Growth Marketing
Feb. 2024Madrid, Community of Madrid, SpainI lead the development and execution of comprehensive growth marketing strategies that support the company's overarching goals. Collaborating closely with the CMO, marketing team, and the rest of the departments, I set clear objectives, key results, and timelines to ensure alignment and focus. Some of my responsibilities include: - Crafting and implementing growth strategies in alignment with corporate goals, involving meticulous planning and coordination with the CMO and marketing team. - Leveraging data analysis to unearth trends, insights, and optimization opportunities across the marketing funnel, enabling data-driven decision-making and effectiveness evaluation of growth initiatives. - Spearheading multi-channel marketing campaigns to efficiently acquire new customers at scale, incorporating SEO, SEM, social media, email, and content marketing among other tactics. - Enhancing conversion rates through optimization of landing pages, user experience (UX), and customer journey mapping, improving the transition from prospect to paying customer. - Implementing strategies aimed at boosting customer lifetime value (LTV) by enhancing retention rates and engagement, ensuring sustained business growth. - Ensuring growth strategies are cohesively aligned across the company by fostering strong collaboration with product, sales, and customer success teams. - Overseeing the marketing budget to ensure efficient allocation and maximization of ROI across various campaigns and channels. - Promoting a culture of innovation and continuous improvement by encouraging experimentation with new growth tactics and technologies, driving forward-thinking strategies and solutions. In this role, I am committed to driving sustainable growth, enhancing customer acquisition, and fostering a culture of continuous optimization and innovation within the organization.
MouseflowSenior Growth Marketing Manager
Jul. 2020 - Feb. 2024Madrid, Community of Madrid, SpainWorking closely from the Marketing team with development, sales, business development and stakeholders to unlock growth for the brand. Currently working on setting up growth frameworks, best practices and the infrastructure to support controlled, sustained growth through experimentation in all steps of the funnel. Some of my current projects include setting up programs to generate leads, new sign ups through a revamped, customized referral experience, improving CR across multiple properties including our app, and supporting the company in anything it needs to leap forward!
FreelanceGrowth & Marketing Consultant
Mar. 2020 - Jul. 2020EverywhereGrowth starts from within. That's my motto. People tend to overlook the importance of alignment in a company when bedazzled by the latest growth-hack or growth success in the news. How much growth can you have if you have an uninspired, misaligned company? As a consultant, I identify choke points that prevent a company to kick into growth, or run a growth operation. I develop plans and train people on growth frameworks and coach stakeholders to shift their mindset to make room for experimentation and learning.
upRingGrowth & Marketing Lead
May. 2019 - Mar. 2020Madrid Area, SpainSpearheaded the development and implementation of the app’s attribution and behavior tracking platforms. Developed and executed go-to-market strategy that included identifying potential user niches, launching paid media campaigns on Google AdWords, social media ads on Facebook, Instagram, Twitter, Reddit, designed rich-media assets for the brand, built an editorial for the website’s blog to establish an organic acquisition channel, and wrote blogposts for SEO. Created and executed a multi-channel onboarding strategy for our users through email, push notifications, in-app messages and remarketing channels. Launched influencer activations and affiliate campaigns. Participated in shaping the product’s and company’s vision and culture through UX/UI and product to find product market fit.
PlanandgoHead Of Marketing & Growth
Sep. 2018 - Dec. 2018Madrid Area, SpainIncreased retention rates by 30% through a multi-channel marketing campaign. Set and achieve strategic goals related to platform growth, social media metrics, OOH, advertising and marketing campaign initiatives Design and improve upon marketing campaigns for each aspect of our company Develop the platform's user behavior measurement platform to provide valuable business intelligence and user insights Develop and execute paid marketing efforts focused on growth and retention Negotiate compensation and project details for outside contractors related to marketing and promotions Create and propagate an enthusiastic brand message that will resonate with our target demographic “Listen” to the trends of the market and direct the market research efforts of the company C-Level communications Develop a feasible marketing plan for the department and oversee its day-to-day implementation Plan and organize marketing functions and operations (product development, branding, communications etc.), and ensure they project the company’s unique “voice” Design and coordinate promotional campaigns, PR and other marketing efforts across channels (digital, press etc.) Build a highly efficient team of marketing professionals Create and nurture a solid network of strategic partnerships
AmovensHead Of Marketing
Jul. 2018 - Aug. 2018Madrid Area, SpainPlanned, executed and optimized strategy that led the company to become the leader in the private leasing (Renting particulares) market by selling more than 2.000 cars through performance channels alone. Stakeholder for marketing and product for the Spanish market Collaborated with the company's central marketing team in HQ in Denmark to plan, test and implement new marketing and product tools for 5 markets (SE, DK, FR, ES, NO) Managed a multi-disciplinary marketing and product team Craft strategies for all Marketing teams, including Digital, Advertising, Communications and Creative Responsible for sales leads generation Spearheaded the development of social media's voice and tone, editorial, content calendar, hashtag and engagement strategy. Prepare and manage monthly, quarterly and annual budgets for the Marketing department Set, monitor and report on team goals Responsible for product strategy for the Spanish market Spearheaded the implementation of the multi-attribution tool, LeadsRX Design branding and positioning across multiple business verticals and channels Collaborated in creative direction Ensure our brand message is strong and consistent across all channels and marketing efforts (like events, email campaigns, web pages, and promotional material) Spearheaded the implementation of Mixpanel to analyze consumer behavior and determine customer personas Craft quarterly and annual hiring plans Monitor competition (acquisitions, pricing changes, and new products and features) Coordinate with department leaders to maximize marketing impact and support the departments' growth and objectives Monitor and bolster team morale and professional development through tailored, career planning Responsible for affiliate networks and partnership communications
AmovensDigital Marketing Director
Jan. 2018 - Aug. 2018Madrid Area, SpainBuilding the company’s digital marketing roadmap Planning and execution of digital marketing campaigns Manage all digital marketing channels (Adwords, Facebook, Instagram and Twitter ads, affiliate networks, etc) Supporting creative and art direction to maximize its impact in the digital sphere Supporting social media editorial development Manage and improve analytics, user behavior measurement and attribution platforms (Mixpanel, Google Analytics, Google Tag Manager, Facebook Insights, Facebook Analytics, Appsflyer) Proactively seek digital opportunities to maximize return on advertising spend Liase with Product to make improvements in tracking, user testing, and overall processes Support BI in facilitating data access road mapping and developing solutions to address the needs of the business Support and inspire the team to achieve our collective goal
AmovensDigital Marketing Manager
Oct. 2017 - Dec. 2017Madrid Area, SpainPlan and execute all digital marketing, including SEM, marketing database, email, in-app, in-web, push notification, social media and display advertising campaigns Collaborated with content calendar production for social media and special activations Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs) Built landing page infrastructure and automation of lead processing. Developed, maintained and optimized CRO strategy Identify trends and insights, and optimize spend and performance based on the insights Brainstorm new and creative growth strategies Plan, execute, and measure experiments and conversion tests Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points Created and monitored user funnels, cohorts and event-based user behavior Collaborate with agencies and other vendor partners Evaluate emerging technologies. Provide thought leadership and perspective for adoption where appropriate
Vertigo Music | AppProduct Manager
Apr. 2016 - Jun. 2017Charlotte, North Carolina AreaManaged and prioritized development backlog. Participated in Agile/SCRUM development method for app development for marketing. Leveraged relationship between development team and marketing team to draw tactics that will efficiently fulfill the needs for both teams. Translating business and marketing objectives intro trackable events to provide valuable data. Translating data into consumer behavior insights to be leveraged in marketing campaigns and product development. Audited product development and made recommendations for effective event tracking. Developed branding package and assets for digital distribution. Participated in stakeholders table to provide music industry, app development experience, and key marketing insights. Developed, executed and optimized social media ad campaigns. Provided rich media support for digital-only assets. Oversaw development of content management system for the app. Provided creative oversight and execution of launch campaign that allowed the app to be featured in the Apple Appstore and trend in the Music Category.
Grupo MediaproProduct Manager
Jan. 2015 - Dec. 2015Barcelona Area, SpainResponsible for the successful launch and commercialization of Mediapro’s live-streaming electronic music platform website and app. Developed processes and structural models to guarantee optimal functioning of platform and delivery of product to consumers across the world. Oversaw commercialization and marketing developments. Developed and supervised digital marketing programs and implementation. Executed amplification tactics over social media and other outlets. Conducted re-branding of original website and app. Optimized encoding of video & audio packages for web and app delivery. Provided music industry insight and on-the-ground quality control for live-streaming sessions. Provided audio and music support. Lead the production of the first 360º live-streaming sessions delivered in both app & web.
Tiny Horse / CaballitoDigital Media Manager
Jul. 2014 - Jun. 2017Charlotte, North Carolina AreaRich-media producer for Tiny Horse portfolio of clients that include: The X Factor, Wal-Mart’s "My Country Nation", Wal-Mart’s "VUDU", America’s Got Talent, Paramount’s "Transformers" Franchise, Univision, Dancing with the Stars, The Voice, ESPN Deportes, Fox LATAM "Crackovia América", Maty Noyes, Hopeland, Adaptive Media "The Runner", among others. Social Media Manager for ESPN Deportes #Redes. Live tweeted the 2014 World Cup for ESPN Deportes's #Redes Franchise. Created and curated content for #Redes's digital platforms. Developed content calendars and engaged with fans across #Redes digital platforms. Executed paid media campaigns on Facebook, Twitter and Instagram to increase reach and engagement while achieving cost efficiencies.
Recording/Mixing Engineer - FreelanceRecording/Mixing Engineer
Jul. 2014 - Jul. 2014UbiquitousFour-time Latin Grammy nominee and one-time Latin Grammy winner. Taking the artists' raw vision into a commercially-successful product. Worked with world-renowned artist like:
Willy Chirino
Servando y Florentino
Trece
Alexis y Fido
Roselyn Sánchez
Alejandro Sanz
Belinda
Negroni’s Trio
Ed Calle
Agustín Espina
Doc Wiley
Lewis Pickett Frank Rodriguez
Chaliwa Inc.
Javier Garza
Julio Reyes Copello
Luny Tunes
Chino y Nacho
Eddie Thomas
AB Quintanilla
FANIA
Hispanic GroupAccount Executive
Feb. 2014 - Jun. 2014Miami, FloridaAccount executive for TIGO. Account Executive for Boss Revolution. New business development presentations designer. Copywriter - Producer.
TURKEL BrandsResearcher
Aug. 2013 - Aug. 2013Miami, FloridaConducted research for filming locations for The Greater Miami Convention and Visitors Bureau as part of a future campaign in collaboration with Brand USA. Conducted secondary research for other brands and prospective clients.
NoisematchHead Director - Engineering Staff
Mar. 2011 - Oct. 2012Midtown MiamiOversaw completion of infrastructure development. Audio equipment set-up and maintenance. Developed a state of the art session documentation and recall protocol over Adobe's Acrobat for Tablets and smart-phones. Performed Inventory and studio clerk duties. In-house staff engineer and assistant.
CdA Group LLCIntern
Jan. 2008 - Jun. 2008Miami, FlCompleted more than 500 hours of studio time as an assistant engineer and assistant of administrative duties. In charge of the maintenance of the studio.
Sonic Nerve StudiosIntern
Jan. 2008 - Jun. 2008Miami, FlCompleted more than 500 hours of studio time as an assistant engineer and assistant of administrative duties. In charge of the maintenance of the studio.
Latinum StudiosIntern
Jan. 2008 - May. 2008Miami, FlCompleted more than 300 hours as an assistant engineer and as studio maintenance clerk. Worked on Willy Chirino’s “Pa’Lante” album.
103.5 FM – Onda Radio StationIndependent Producer
Apr. 2003 - Jul. 2004Bolivar, VenezuelaPart of the research team of the radio station that gathered material for the complete programming of the station, wrote scripts, and co-hosted local radio show “Planeta de Concreto”.
103.5 FM – Onda Radio StationPost Production and Broadcasting Engineer
Apr. 2003 - Jul. 2004Bolivar, VenezuelaIn charge of pre-production, production, and post-production of commercials and jingles for radio customers and shows; proper functioning of on-air broadcasting of music, live shows, Ad spots, and patching to the national network.
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