CURRÍCULUM
VMLY&R | LATAM
FREELANCE - STRATEGIC PLANNING SPECIALIST
September 2020 - Actual
Database management: Assessing, Organizing and processing of databases according to each client objectives
Preparing reports: Building brand equity reports for executive leadership that effectively communicate brand status, segment patterns, and category trends using relevant data.
Data analysis and recommendations: Creating appropriate insights that allow stakeholders to understand the results of the study and giving recommendations for brand equity improvement
KEY Facts:
Brand equity Reports for 6 accounts in 3 countries in industries like Automotives, Digital Payments, Fruit and Vegetable drinks, Telecommunications and Insurance.
MISFIT DIGITAL | MELBOURNE
ECOMMERCE TRAINEE - ACADIUM PROGRAM
August 2020 - November 2020
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MERGE PROGRAMS | BRISBANE
MARKETING & ADVERTISING MANAGER
April 2018 - April 2000
Strategy devising: Align the goals of the company's founder with research and advise on the opportunities the brand has in the mental health sector to deliver value to its consumers. Analyse the sales forecast, establish the growth objectives of the company. Focus the positioning of the company, design a unique brand platform and structure the business portfolio.
Plan ideation: Based on the objectives contrive a marketing and communications plan in different touch-points established to create awareness, attract, inform and convince the target audience to make appointments. Shape the brand platform system and conceptualise the brand idea and adapt it into the different content topics.
Project development: Coordinate with the outsourced freelancers the content co-creation for each touch-point. Monitor and support the progress of creative projects until their execution, controlling the investment budget for innovation.
COVER MORE TRAVEL INSURANCE | BRISBANE
TRAINEE - QUT WORK INTEGRATED LEARNING
July 2019 - November 2019
Assisting the team to develop and implement growth strategies. Search, analytics, content, social, email marketing and Optimisation to increase digital sales and achieve revenue targets.
Helping to develop research about voice marketing innovation the current market, the coming trends and the opportunities for the brand.
STARCOM | BRISBANE
TRAINEE - QUT MENTOR PROGRAM
July 2018 - September 2018
Pulling data from the ad spend tracking system, analyse competitors activities and post campaigns results and sending reports to clients.
Training o how to Review and analyse data from Roy Morgan, to build a picture of the consumer.
VMLY&R | BOGOTA - COLOMBIA
STRATEGIC PLANNER
August 2014 - February 2018
Strategic Design: Broadly understand the brands and clients' business goals and objectives, monitor competitors and analyse their strategies. Research and understand the motivations, values and key consumer drivers of purchase. Applying critical and strategic thinking to identify the unique value and role that the brand can play connecting with people's lives better than its competitors. Finding key insights to lead ideation and development of brand platforms and campaign strategies.
Plan development: Focusing on developing and aligning customer experiences with the brands and clients business goals and objectives. Mapping customer relationship journeys, identify new routes and needs that activate new touch-points and generate an interactions ecosystem. Also channelling and conversion models through the communication funnel. Support other team areas in the implementation of the campaign to improve the performance.
Accomplishments:
Creative strategies for 16 different brands in the automotive, abrasives, clothing, education, energy drinks, fintech, food products, insurance, lotteries & gambling, petrol, high-technology and telecommunications industries.
2 Bronze Effie Awards Colombia
2 New Business wins by strategy and creative execution pitch
BAVGROUP PART OF VMLY&R
BRAND STRATEGIST CONSULTANT
August 2014 - February 2018
Researching and brand strategy design: Audit brand performance by identifying challenges in clients' businesses, through development and analysis of brand value studies (BAV®), social listening tools (social studio®), qualitative research (exploring®). Identify opportunities for the clients' companies to create value for their customers, through a deep understanding of the consumer, thus design meaningful brand platforms to improve the business positioning and performance.
Project management: Clients acquisition, methodologies explanation and scopes of work, project customisation and costs. Project management, team task assignment and duties follow-up. Active communication with the clients, presentation of results and strategic proposals to clients' C-level officers.
Main Industries: automotive, abrasives, FMCG, food, utilities, telecommunications, political parties, education and cooperatives (insurance, bank, health and leisure).
PUBLICIS ONE | BOGOTA - COLOMBIA
CREATIVE GRAPHIC DESIGNER (INTERN)
July 2014 - September 2014
Attention to details, aesthetics look and feel and creative thinking by designing and creating the communication ads for ATL, BTL, OOH, print, and digital channels. Digital creativity and communication posts for Samsung social media.