Filiberto Becerra
Senior Growth Marketing
Erfahrungen
Nov. 2022 - Bis heute
2 Jahren 4 Monaten Madrid, Spain
Head of Marketing
Meetzy
- Rolled out multi-channel marketing strategies, using AI for better targeting and personalisation, which boosted our leads by 300% and set the stage for ongoing growth.
- Applied AI tools for A/B testing, enhancing conversion rates and the user experience by tailoring content more effectively.
- Presented product strategies and customer needs clearly, using AI insights to meet market demands and fit into our lead management system.
- Developed strategies for acquiring and retaining customers, backed by AI analytics, leading to a 25% increase in converting marketing leads to sales leads and a 15% rise in closed deals.
- Used a data-driven method, supported by AI, to analyse and refine our marketing channels' performance.
- Managed marketing campaigns closely, employing AI for accurate tracking and analysis of key figures like Lifetime Value, Cost Per Acquisition, and ROI, and monitored their progress.
Jan. 2020 - Sept. 2022
2 Jahren 9 Monaten Mexico City, Mexico
Chief Product & Growth Marketing Officer
ePesos
- Led the development and implementation of product strategy, contributing to the acquisition of over 100 new business clients.
- Conducted A/B testing to refine conversion processes, achieving a notable 20% increase in conversion rates.
- Enhanced digital product performance, focusing on user-centric improvements, which resulted in higher user engagement and improved lifetime value (LTV).
- Utilised analytical tools such as Google Analytics and Tableau for informed decision-making, leading to more effective product and marketing strategies.
- Analysed and acted on key performance indicators (KPIs), leading to a 35% increase in overall user adoption.
- Developed new user acquisition strategies, successfully adding over 40,000 users through targeted campaigns.
- Worked closely with UX/UI designers to revamp platform interface, significantly improving user experience and site functionality.
- Managed and directed a diverse team of 10, including business developers, UX/UI designer and product leads, focusing on market expansion and customer base growth.
- Coordinated with cross-functional teams to integrate customer feedback into product development, ensuring alignment with market needs.
März 2018 - Jan. 2020
1 Jahr 11 Monaten London, United Kingdom
Head of Marketing
Holiday Swap
- As part of the founding team, played a pivotal role in establishing the brand architecture and conception, leading to the successful acquisition of over 435,000 email subscribers through targeted campaigns.
- Initiated and executed the company's advertising strategy, attracting over 450,000 new users through innovative and data-driven approaches.
- Contributed to the launch of the Holiday Swap app, directly influencing its growth to 95,000 unique monthly visitors.
- Enhanced social media engagement, growing the follower base to 2.5 million, by developing relatable content and strategic online campaigns.
- Collaborated with the CEO to align marketing initiatives with broader business goals, ensuring effective strategy implementation.
- Led influencer partnerships, resulting in a 30% increase in brand engagement and contributing to a 20% uplift in overall bookings.
- Managed client communication strategies, boosting lead generation by 40% and enhancing customer nurturing processes.
- Designed and standardised marketing materials, establishing a cohesive brand identity across various channels.
Jan. 2018 - Bis heute
7 Jahren 2 Monaten Madrid, Spain
Digital Marketing Specialist
Freelance
- Increased consumer leads by 30% through targeted advertisements, user-curated content, and influencer marketing for an e-commerce brand.
- Implemented data-driven acquisition strategies and A/B testing, signing 20+ new companies and boosting conversion rates for an HR firm.
- Leveraged AI insights to tailor product strategies to customer needs, boosting market alignment by 40% and enhancing lead management efficiency, leading to a 20% increase in repeat business for a company in the utilities and infrastructure industry.
Sept. 2016 - Feb. 2018
1 Jahr 6 Monaten London, United Kingdom
Head of Media and Communications
Walgreens Boots Alliance
- Achieved +40% in earned media vs forecast with the participation of WBA senior executives such as Co-COO Ornella Barra in PR activities.
- Managed $50M marketing budget and associated market P&L to develop and execute marketing strategies, budgets, and sales plans for WBA's business segments.
- Developed the brand and company strategy for a double-digit year-on-year growth, (Net Revenue 2016 US$ 749M+16% net sales, 1200 stores).
- Collaborated with senior c-level executives to create best practices marketing initiatives and media positioning for vertical markets, based on strong analytics (ROI, retention, costs, conversion).
- Increased consumer leads by 30% through development of targeted advertisements, user curated content and influencer marketing campaigns.
- Successfully launched Boots Global Brands (No7, Soap & Glory, Botanics, Soltan and Tea Tree & Witch Hazel) by developing offline and online campaigns, store exhibitions, promotions and store activations.
- Managed a team of 42 (Department Coordinators, Analysts and Interns).
Nov. 2014 - Aug. 2016
1 Jahr 10 Monaten Mexico City, Mexico
Brand Manager
Vitromex
- Developed and deepened relationships with key stakeholders by closely monitoring projects, providing information and resolving concerns.
- 2 digits profits increase in one year through restructure of business line. (Net Revenue US$250M US$ 2015 +20% net sales).
- Targeted both offline and online consumers by designing a multi-pronged and comprehensive marketing strategy.
- Coordinated with internal business divisions, agency partners and local vendors to guarantee on time, cost-effective delivery of all marketing communications messages.
- Communicated with customers and customer service teammates to develop a deep understanding of the client's needs and current market landscape.
- Strengthened the company's business by leading implementation of a successful PR campaign with over 30 top tier Mexican architects.
Apr. 2012 - Nov. 2014
2 Jahren 8 Monaten Mexico City, Mexico
Trade Marketing Coordinator
Vitromex
- Responsibilities included national brand trade merchandising, distribution objectives and strategies for the Vitromex and Arko brands.
- Developed, implemented and tracked $40M trade budget and national sales plan.
- Responsible for recovery of over $125,000 in "unrecoverable" revenue through savings while organising Expo CIHAC 2013 (the preeminent event for the ceramic tile & natural stone industry in Mexico).
- Managed the nationwide rollout of image standardisation of +700 POS over a three month period to meet the demands of stakeholders.
- Presented current promotions to the public at events and trade shows.
- Design and production of marketing materials for more than 300 clients and 6 key accounts like Home Depot and Lowes.
- Managed a team of 6 Trade Marketing Executives.
Apr. 2010 - Jan. 2012
1 Jahr 10 Monaten Paris, France
Marketing And Communications Coordinator
PSA Peugeot Citroen
- Developed and implemented campaigns for email, online advertising, search engines and direct mail.
- Planned and launched innovative, creative and effective communications campaigns, such as Mu by Peugeot, which resulted in a 22% increase in sales volume.
- Directed a successful SEO and link-building campaign to increase the website's credibility and drive traffic.
- Increased website traffic by an average of 30% each month using cutting-edge marketing and social media strategies.
- Preserved brand integrity by monitoring the consistency and quality of marketing content.
- Organised events, including trade shows and vendor fairs, for clients and partners to attend.
Juli 2009 - März 2010
9 Monaten Paris, France
Licensing And Merchandising Assistant
Renault
- Monitored adherence to contractual obligations, highlight risks/shortfalls.
- Established brand identity by overseeing development and maintenance of high-profile global relationships with Microsoft the worldwide use of Renault Sport vehicles.
- Acted as liaison between licensee and brand management throughout all aspects of product development process.
- Building and growing the international market strategy and plan for all licensed Renault brands of the general merchandise category (toys and collectibles, video games, sporting goods, accessories, stationery and clothing).
- Executing and driving strong partnerships with new licensees and maintaining existing ones.
- Driving the integration of Renault licensed products in new territories and markets like Russia and Latin America.
Zusammenfassung
I'm a marketing professional with over 13 years in the field, bringing a practical and results-focused approach to my work. My journey has taken me around the world, from small startups to major corporations, giving me a broad perspective on different markets and strategies. I thrive in diverse settings, and this experience has taught me the value of adapting and learning in any situation.
Leading teams is a big part of what I do, and I believe in a straightforward, collaborative approach. I'm always keen to keep learning, whether it's new industry trends or innovative marketing techniques, to make sure my strategies are as effective as they can be.
At the core, I'm all about getting real results and making a tangible impact in the companies I work with.
Sprachen
Englisch
Muttersprache
Spanisch
Muttersprache
Französisch
Verhandlungssicher
Ausbildung
Okt. 2022 - Juni 2023
ESIC
Digital Marketing · Madrid, Spain
Okt. 2011 - Juni 2012
INSEEC
MBA · International Business · Paris, France
Okt. 2009 - Juni 2010