Filiberto Becerra - Chief Product & Growth Marketing Officer

Q: Where is Filiberto based?

Filiberto is based in Madrid, Spain .

Q: What languages does Filiberto speak?

Filiberto speaks the following languages: Spanish (Native), English (Advanced), French (Advanced) .

Q: How many years of experience does Filiberto have?

Filiberto has at least 16 years of experience. During this time, Filiberto has worked in at least 8 different roles and for 7 different companies . The average length of individual experience is 2 years and 1 month . Note that Filiberto may not have shared all experience and actually has more experience.

Q: What is Filiberto's latest experience?

Filiberto's most recent position is Chief Product & Growth Marketing Officer at ePesos .

Q: What companies has Filiberto worked for in recent years?

In recent years, Filiberto has worked for ePesos and Freelance .

Q: Which industries is Filiberto most experienced in?

Filiberto is most experienced in industries like Retail , Professional Services , and Utility Services . Filiberto also has some experience in Manufacturing , Banking and Finance , and Automotive .

Q: Which business areas is Filiberto most experienced in?

Filiberto is most experienced in business areas like Marketing , Product Development , and Business Intelligence . Filiberto also has some experience in Sales , Supply Chain Management , and Strategy and Planning .

Q: Which industries has Filiberto worked in recently?

Filiberto has recently worked in industries like Professional Services , Retail , and Utility Services .

Q: Which business areas has Filiberto worked in recently?

Filiberto has recently worked in business areas like Marketing , Product Development , and Business Intelligence .

Recommended expert

Madrid, Spain

Experience

Jan 2020 - Sep 2022

2 years 9 months

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.

Mar 2018 - Jan 2020

1 year 11 months

London, United Kingdom

Head of Marketing

Holiday Swap

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 - Present

8 years 3 months

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.

Sep 2016 - Feb 2018

1 year 6 months

London, United Kingdom

Head of Media and Communications

Walgreens Boots Alliance

Achieved 40% increase in earned media vs forecast with participation of senior executives in PR activities.
Managed $50M marketing budget and associated market P&L to develop and execute marketing strategies, budgets, and sales plans for business segments.
Developed brand and company strategy for double-digit year-on-year growth (net revenue US$749M+16% net sales, 1200 stores).
Collaborated with senior C-level executives to create marketing initiatives and media positioning for vertical markets based on 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 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 year 10 months

Mexico City, Mexico

Brand Manager

Vitromex

Developed and deepened relationships with key stakeholders by closely monitoring projects, providing information and resolving concerns.
Achieved over 20% net sales increase in one year through restructuring of business line (net revenue US$250M in 2015).
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 client needs and current market landscape.
Strengthened business by leading implementation of a successful PR campaign with over 30 top-tier Mexican architects.

Apr 2012 - Nov 2014

2 years 8 months

Mexico City, Mexico

Trade Marketing Coordinator

Vitromex

Managed 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.
Recovered over $125,000 in unrecoverable revenue through savings while organising Expo CIHAC 2013.
Managed nationwide rollout of image standardisation of 700+ POS over three months to meet stakeholder demands.
Presented current promotions to the public at events and trade shows.
Designed and produced marketing materials for more than 300 clients and six key accounts including Home Depot and Lowes.
Managed a team of six trade marketing executives.

Apr 2010 - Jan 2012

1 year 10 months

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 communications campaigns, such as Mu by Peugeot, resulting in a 22% increase in sales volume.
Directed a successful SEO and link-building campaign to increase website credibility and drive traffic.
Increased website traffic by an average of 30% each month using advanced marketing and social media strategies.
Preserved brand integrity by monitoring consistency and quality of marketing content.
Organised events, including trade shows and vendor fairs, for clients and partners.

Jul 2009 - Mar 2010

9 months

Paris, France

Licensing and Merchandising Assistant

Renault

Monitored adherence to contractual obligations and highlighted risks and shortfalls.
Established brand identity by overseeing development and maintenance of global relationships for Renault Sport vehicles.
Acted as liaison between licensee and brand management throughout the product development process.
Built and grew international market strategy and plan for all licensed Renault general merchandise brands.
Executed and drove partnerships with new licensees and maintained existing ones.
Drove integration of licensed products in new territories and markets like Russia and Latin America.

Head of Marketing

Meetzy

Industries Experience

See where this freelancer has spent most of their professional time. Longer bars indicate deeper hands-on experience, while shorter ones reflect targeted or project-based work.

Experienced in Retail (9.5 years), Professional Services (8 years), Utilities (8 years), Manufacturing (4.5 years), Banking and Finance (2.5 years), and Automotive (2.5 years).

Retail

Professional Services

Utilities

Manufacturing

Banking and Finance

Automotive

Business Areas Experience

The graph below provides a cumulative view of the freelancer's experience across multiple business areas, calculated from completed and active engagements. It highlights the areas where the freelancer has most frequently contributed to planning, execution, and delivery of business outcomes.

Experienced in Marketing (16.5 years), Product Development (9 years), Business Intelligence (2.5 years), Sales (2.5 years), Supply Chain Management (2.5 years), and Strategy (2 years).

Marketing

Product Development

Business Intelligence

Sales

Supply Chain Management

Strategy

Summary

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.

Skills

Hubspot
Semrush
Moz
Google Ads
Meta Ads
Linkedin Ads
Figma Xd
Canva
Powerbi
Tableau
Mixpanel
Google Analytics
Branch
Amplitude
Revenue Cat
Openai

Languages

Spanish

Native

English

Advanced

French

Advanced

Education

Oct 2021 - Jun 2022

ESIC Madrid

Master Digital Marketing · Digital Marketing · Madrid, Spain

Oct 2009 - Jun 2011

INSEEC Paris

MBA International Business · International Business · Paris, France

Oct 2005 - Jun 2009

ITESM MTY

Bachelor International Relations · International Relations · Monterrey, Mexico

...and 1 more

Profile

Created

January 2024

Last Update

January 2025

Need a freelancer? Find your match in seconds.

Try FRATCH GPT

Frequently asked questions

Do you have questions? Here you can find further information.

Where is Filiberto based?

Filiberto is based in Madrid, Spain.

What languages does Filiberto speak?

Filiberto speaks the following languages: Spanish (Native), English (Advanced), French (Advanced).

How many years of experience does Filiberto have?

Filiberto has at least 16 years of experience. During this time, Filiberto has worked in at least 8 different roles and for 7 different companies. The average length of individual experience is 2 years and 1 month. Note that Filiberto may not have shared all experience and actually has more experience.

What roles would Filiberto be best suited for?

Based on recent experience, Filiberto would be well-suited for roles such as: Chief Product & Growth Marketing Officer, Head of Marketing, Digital Marketing Specialist.

What is Filiberto's latest experience?

Filiberto's most recent position is Chief Product & Growth Marketing Officer at ePesos.

What companies has Filiberto worked for in recent years?

In recent years, Filiberto has worked for ePesos and Freelance.

Which industries is Filiberto most experienced in?

Filiberto is most experienced in industries like Retail, Professional Services, and Utility Services. Filiberto also has some experience in Manufacturing, Banking and Finance, and Automotive.

Which business areas is Filiberto most experienced in?

Filiberto is most experienced in business areas like Marketing, Product Development, and Business Intelligence. Filiberto also has some experience in Sales, Supply Chain Management, and Strategy and Planning.

Which industries has Filiberto worked in recently?

Filiberto has recently worked in industries like Professional Services, Retail, and Utility Services.

Which business areas has Filiberto worked in recently?

Filiberto has recently worked in business areas like Marketing, Product Development, and Business Intelligence.

What is Filiberto's education?

Filiberto holds a Master in Digital Marketing from ESIC Madrid, a Master in International Business from INSEEC Paris, a Bachelor in International Relations from ITESM MTY and a Bachelor in Political Studies from IEP Aix-en-Provence.

What is the availability of Filiberto?

Filiberto is immediately available for suitable projects.

What is the rate of Filiberto?

Filiberto's rate depends on the specific project requirements. Please use the Meet button on the profile to schedule a meeting and discuss the details.