Filiberto B.
Head of Marketing
Experience
Nov 2022 - Present
2 years 10 monthsMadrid, 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 - 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
- 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 - Present
7 years 8 monthsMadrid, Spain
Freelance 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% 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 year 10 monthsMexico 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 years 8 monthsMexico City, Mexico
Trade Marketing Coordinator
Vitromex
- 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.
- 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 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, 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.
Jul 2009 - Mar 2010
9 monthsParis, 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.
Summary
I'm a marketing professional with 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 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.
Languages
Spanish
NativeEnglish
AdvancedFrench
AdvancedEducation
Nov 2022 - Present
ESIC Madrid
Master, Digital Marketing · Digital Marketing · Madrid, Spain
Sep 2010 - Jun 2011
INSEEC Paris
MBA, International Business · International Business · Paris, France
Oct 2009 - Jun 2009
ITESM MTY
Bachelor, International Relations · International Relations · Monterrey, Mexico
...and 1 more
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