Recommended expert
Filiberto Becerra
Chief Product & Growth Marketing Officer
Experience
Jan 2020 - Sep 2022
2 years 9 monthsMexico 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 monthsLondon, 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 1 monthMadrid, 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 monthsLondon, 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 monthsMexico 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 monthsMexico 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 monthsParis, 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 monthsParis, 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
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
NativeEnglish
AdvancedFrench
AdvancedEducation
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
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