Highlights:I progressed from leading digital marketing in Chile to overseeing LATAM and ultimately advancing to a global role. In LATAM, I drove a 70% database growth, increasing conversion by 25% and earning the "Make the World Award" from Stanley Black & Decker’s CEO. Later, as Global CRM Customer Journey Group Manager, I led impactful projects like migrating NA and EMEA to a new email platform, which resulted in significant engagement improvements and earned me a nomination for the Eagle Award, recognizing exceptional leadership.

Skills:Digital Marketing, CRM, eCommerce, Data, Digital Transformation, Strategy, Branding, Innovation, Coaching

Goal:My career goal is to lead innovative digital marketing and brand strategies in a global role, leveraging data-driven insights and customer-centric approaches to drive growth. I’m also committed to continuous learning and contributing to a company's success by adapting to emerging technologies and trends

Membership:Salesforce Trailblazer Community

Certification:Google Analytics Certification, Facebook Blueprint Certification, Salesforce Marketing Cloud Certification, Iterable Platform Certification, and Customer Data Platform (Treasure Data) Courses

Honor:Winner of the "Make the World 2020" award, one of Stanley Black & Decker’s highest honors, as a recognition to my leadership skills and outstanding results achieved in the LATAM Region. This recognition is provided by the CEO of the company Nominated for an Eagle Award, award that ´s granted for exceptional results and leadership skills.

Digital Marketing Consultant - Business Coach 01/2024 - current
Freelance, Santiago, Chile
Founder and Director of my personal brand, offering consultancy services in Digital Marketing, Digital Transformation & Coaching. Promoter of the Access Bars program for Companies, focused on enhancing employee well-being to increase engagement and productivity in organizations.
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Global CRM Customer Journey Group Manager 02/2022 - 12/2023
Stanley Black & Decker, , Chile
Leads the Global CRM-Customer Journey Team, driving the email customer interaction strategy and optimizing the customer experience across touchpoints. Collaborates with cross-functional teams, including Brand Marketing, Digital & eCommerce. 7 Direct Reports: Sr. Regional Customer Journey Managers & Associate Customer Journey Managers. MarTech Stack: Tresure Data, Iterable, Klaviyo & Salesforce Marketing Cloud.
Achivements: • Leads the first global CRM campaign for the launch of DEWALT Powerstack, executing personalization strategies to increase conversion at different stages of the campaign. Implements on-site website personalization through Interaction Studio/Personalization- SFMC, resulting in a +20% increase in conversions. • Oversees the development and implementation of Foundational Journeys globally, achieving a +60% increase in the number of Journeys compared to previous year, as well as a +10% growth in active users. • Quadrupled the conversion to sale rate through personalized campaigns. • Nominated for an Eagle Award 2022 for exceptional results and leadership. This award is provided by the CEO of the company. • Successful migration of all our North America brands from SFMC to Iterable & Klaviyo • Introduced and rolled out Catalogues & Dynamic Templates in NA & EMEA, both in SFMC & Iterable. Allowing for more automated and personalized journeys, with an increase of +25% in engagement. • Implementation of Preference Centers at sign-up, seeing almost 30% of end users enriching their data when registering. • Nominated for an Eagle Award 2022, award that ´s granted for exceptional results and leadership skills.--
Global Digital Marketing Technology Group Manager 08/2021 - 02/2022
Stanley Black & Decker, , Chile
Collaborates with key stakeholders, such as marketing teams, IT departments, and senior management, to define the marketing technology strategy aligned with the company's overall marketing objectives. Evaluated and selected marketing technology platforms to enhance user-generated content and content development.
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Group Manager Digital Marketing LATAM 11/2019 - 08/2021
Stanley Black & Decker, , Chile
Responsible for planning, developing, implementing, and managing the overall Digital Marketing strategy for the following LATAM markets: Brazil, Mexico, Colombia, Argentina, Chile, Peru, Ecuador and CCA. Collaborates with regional brand marketing, product & e-Commerce team to align digital marketing initiatives with broader business objectives. Leads a team of Digital Marketing Specialists (8 direct reports) Main KPIs: Return on Investment (ROI), Engagement Metrics (CTR, OR, CLV) and end-user acquisition (Leads- CPA).
Achievements: • Winner of the "Make the World 2020" award, one of Stanley Black & Decker’s highest honors, as a recognition to my leadership skills and outstanding results achieved in the Region. • First Party Data Champion: +70% Growth in end users joining our Database compared to PY, positioning LATAM as the region with the strongest and fastest-growing database, representing over 40% of the global database. • Implementation of segmentation strategies that allowed an increase of 25% in our lead conversion rate, with the same budget. • Participates in the implementation of a Customer Data Platform (Treasure Data CDP) in LATAM, a pioneer project for the company • Leads Enrichment Campaigns to improve personalization, achieving 40-50% enriched end users (varies by brand) • Oversees the implementation of Automated Customer Journeys, Email Catalogue & Preference Centers that allowed the Region to improve ROI 4 times. • Leads in-house projects to release dependence on external agencies, generating cost savings of over 60%.--
Digital Marketing Manager Chile 07/2018 - 11/2019
Stanley Black & Decker, , Chile
Established and spearheaded the Digital Marketing department in Chile, focusing on user acquisition and engagement strategies. Collaborated closely with the Regional Team and reported directly to the General Manager.
Key Achievements: • Pioneered the Digital Transformation roadmap for the market. • Surpassed lead acquisition targets by 130%, achieving significant growth. • Optimized CPA by 30% and played a pivotal role in successful eCommerce campaigns. • Orchestrated corporate digital marketing training initiatives.--
Product & Digital Marketing Manager 07/2017 - 07/2018
Electrolux HC & SDA, , Chile
Leads the Marketing Division and is responsible of defining the strategy for the brands Electrolux & Somela, both in digital and offline. Oversees brand positioning, implementation of local and regional marketing campaigns, agency management, POS activations, merchandising, packaging, budget and has P&L responsibility. Strong focus on brand digitization, opening new digital sales channels, and managing relationships with retailers to increase sales and brand visibility. Direct Reports: Marketing Assistant and a Digital KAM in dotted line.
Achievements: • Launched the first eCommerce platform for the Somela brand, achieving profit targets. • Revamped Somela's brand positioning, resulting in increased market share. • Leads the transition to new agencies, achieving a 33% reduction in "non-working" expenses. • Developed new digital sales channels (Mercado Libre and Linio) and strengthened existing ones (Falabella and Ripley), leading to 100% growth in sell-out sales. • Successfully launched the Electrolux "Care" product line, securing partnerships with renowned local designers such as Sergio Arias and Moda Chile. • Obtained free media coverage (earned media) for major brand launches or campaigns, with coverage in media such as LUN and CHV's morning show. • Optimized the packaging process with the product team, reducing time and costs by 30%. • Created and implemented a local campaign for Electrolux vacuum cleaners with a sustainability concept, exceeding the sales target by 30%. • Developed successful incentive plans for promoters, sales staff, and end customers to increase sales. • Monetization of influencers, as well as defining a governance plan in conjunction with our Legal Department.--
Franchise Development 02/2013 - 09/2016
PepsiCo, , Chile
Responsible over sales & profit targets, as well as the growth of our brands: Pepsi, 7Up, Gatorade, Lipton among others. Acts as a liaison between PepsiCo and the Bottler CCU. In charge of developing strategic plans for the brands, implementing regional and local marketing campaigns, market studies, brand innovations (launching new products, limited editions), development of new markets, PR agenda, budget, forecast and P&L management. Main KPIs: Market share, brand awareness, sales volume, net revenue, and distribution
• Appointed as responsible for the most profitable portfolio of the Company, overseeing the brands: Gatorade, Tropicana, Ocean Spray, Adrenaline Red, Sobe Life Water, and Starbucks Coffee RTD. • Developed and implemented the strategy to gain market share with Gatorade, achieving a growth of +5 points and securing absolute market leadership with an average market share of 61 points. • Participated in the negotiation of new brand influencers for Gatorade in local (Arturo Vidal) and global (Alexis Sanchez) campaigns. • Increase TOM of Gatorade, by revamping important sports events where the brand was a sponsor. • Led the Gatorade innovation program, introducing new flavors, packaging and products. • Organized the most important Gatorade brand meeting in collaboration with the Global team, with Chile being the host country for the first time. • Developed local campaigns for the Pepsi brand, increasing consideration and top-of-mind awareness. • Redefined the energy drinks business strategy and led the project to transition from cans to PET packaging. • Developed the Premium Nectar market by launching the Ocean Spray brand in Chile. • Launched the Tropicana Pure Premium brand in Chile in partnership with Walmart, becoming a significant player in the Premium Juice category. • Successfully led the launch of Starbucks "ready-to-drink coffee" in Chile, defining a new business model by bringing the brand to Chile through an external distributor to CCU. • Successfully led formula changes to comply with food regulations. • Implemented the "Better Together" program with the company's Food division to create synergies between both business units.--
CRM & Digital Marketing Analyst 05/2011 - 02/2013
General Motors, , Chile
Responsible for developing and implementing CRM & Digital Marketing Strategies to support brand awareness and consideration. Manages relationships with Media, Digital (social media, SEO and web) agencies, PR agencies, creative agency, and Google.
Achievements: • ACHAP Recognition - Bronze for Best Use of Social Media 2012 and Best Automotive Social Network awarded by Racing 5. • Sustained increase in website traffic and brand/product visibility in the digital channel, reflected in increased brand preference, traffic to dealerships, and growth in fans. • Implementation of the "Vamos a Lolla con Chevrolet" campaign, where reach and participation tripled compared to the previous year. • Inclusion of new features on the website: Maintenance calculator based on mileage, presentation of technical specifications and product information. • Participated in the transition to global agencies, ensuring continuity and efficient handover between teams. • Developed a loyalty program with the Club Spark GT, increasing engagement with fans. • Growth of leads by 160% compared to the PY.--
Project Manager 05/2009 - 01/2011
National Chamber of Commerce, , Chile
In charge of managing public funded projects (CORFO, SERCOTEC) and work with businessmen and entrepreneurs of the Region of Valparaiso. Main Projects: Development of a digital reservation system for Hotels & Accommodations. Created a special training programs for entrepreneurs, to improve their business skills.
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Pontificia Universidad Catolica de Valparaíso 03/2002 - 12/2007
, , Chile
Degree: Bachelor's Degree
Major:Business Administration
Bachelor’s Degree in Business Administration. Exchange student, Örebro Universitet, Sweden.

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