OCT 2013 - PRESENT
In my role, I lead Tigo’s in-house digital marketing operation, which comprises a multidisciplinary team that I built from scratch. From day one, my task was to reduce costs, seek profitability, and assemble an internal team to avoid dependence on any third party for operations
My responsibilities include setting the strategic direction and ensuring our online presence is both dynamic and effective. I manage and lead a team responsible for acquiring digital media through a fully in-house operation. This involves carefully selecting vendors, allocating budgets, and conducting detailed analysis and optimization to maximize our investments.
Additionally, I develop and oversee a cross-channel measurement and attribution system, ensuring that each marketing effort is accurately tracked and evaluated for its contribution to our overall business goals, specifically those related to revenue generation.
Throughout my period at Tigo, I have also gained extensive experience in various aspects of marketing, including: Consumer Understanding, Traditional Media Planning and Buying, Content Marketing, Branding, Predictive Analytics and Ecommerce.
DEC 2012 - NOV 2013
Led integrated marketing teams developing content strategies, digital asset creation, online advertising, performance marketing, traditional media buying, public relations, consumer understanding studies, predictive analytics, and coordination of activations, events, and product launches.
Worked with notable brands including BlackBerry and Claro, successfully increasing brand visibility and driving measurable business growth while optimizing marketing ROI.
SEP 2012 - JAN 2013
I had the privilege of working at what I believe to be the best creative agency in the world, TBWA, one that made me feel the thrill and passion for the world of disruption. Responsible for overseeing the Social Media strategy and Social Media team for multiple brands across multiple channels, develop growth strategies to promote brand awareness based on an idea that involves logistics, supply, opportunity, production and integration.
Coordinate the planning of social media campaigns, ensuring customer acquisition and monetization support. Responsible for all client management, communication, conflict resolution, and compliance on deliverables.
Lead the Community Management team to develop and present weekly content schedules, social images, program wraps, and analytic reports for client review. Develop, review, and present new business proposals for prospective clients.
Worked with notable brands including Caña Real, Dunkin’ Donuts, EEGSA, LANCASCO, Los Cebollines, Meykos, Naturalísimo and Yamaha.
MAR 2012 - AUG 2012
Oversee all brand’s reputation in social networks, find each brand’s best hours to achieve greater impact, formulate ideas to generate maximum possible engagement through content using Social Media management tools.
Identify value-added content based on internal and external content sources, collaborative content (crowdsourcing), generate weekly analysis reports and daily competition monitoring.
Worked with notable brands including Gatorade, La Pradera, Olympia, Ron Botrán Añejo, Ron Botrán XL, Sello de Oro Venado Especial, Serta, SOBE Adrenaline Rush, Tigo, Pollo Campero and TorTrix
FEB 2004 - MAR 2007
GotFrag was founded in the spring 2002 with the intention of providing leading online coverage of competitive gaming. Since launch, coverage expanded to include the most exciting and innovative content online. The core focus was on professional and semi-pro eSports news in the great tradition of sports reporting everywhere.
As the Latin America Head I supervised all the editorial staff in Brazil, Colombia, Guatemala, Panama, Peru and Venezuela, oversaw the online content, wrote feature articles, managed event coverage in the Latin American region and took care of social media presence.
On June 6th, 2007, GotFrag joined the Major League Gaming (MLG) Digital Network, as a wholly owned subsidiary of MLG. GotFrag reached over 1,000,000 unique visitors a month, averaged 10 million page views a month, and had over 1,000,000 registered users.
In January 2016, video game publisher Activision Blizzard announced its acquisition of Major League Gaming.
Recognized by Semana.com, a leading Latin American business media, for AI-driven marketing innovation and highlighting the cultural shifts needed for digital transformation in emerging markets.
First TikTok success case for Central America: Our TikTok campaign to sell residential internet plans was a resounding success, focusing on lead generation.
Featured in a Forbes Article, sharing insights on digital transformation challenges in our region, emphasizing the importance of digital marketing
Our excellent use of real-time data from Social Listening marked the first Brandwatch case study in Central America and the Caribbean
Case Study of Tigo's App as the country's largest e-commerce in terms of transaction volume and sales generated through digital marketing campaigns
Awarded as Google Gold Customer for the best-in-class digital marketing across the region. This prize rewards the Google partner with better development and digital maturity in LATAM.
