Roma Norte, Mexico City, Mexico
benandfrank.com
Built and led 30+ person cross-functional teams spanning Marketing, BI, Product, and CX, aligned under shared OKRs and customer outcomes. Owned growth, customer economics, and data strategy for an omnichannel retail business scaling from 12 to 200+ stores across LATAM, sustaining double-digit YoY new-customer growth while maintaining a healthy CAC Led international market entry (Chile, Colombia), navigating regulatory, supply chain, and unit-economics constraints to achieve product-market fit and profitable expansion. Doubled CLTV in all customer cohorts in less than 48 months and achieved a sustained NPS of 85, using disciplined experimentation, cohort economics, and post-purchase growth loops. Built the company’s centralized data and decision infrastructure, enabling real-time operational and strategic control across teams. Designed and implemented decision systems (MMM, Bayesian Geolift) that reallocated capital and eliminated ~10% inefficient spend. Leading company-wide AI adoption
- Increased conversational commerce conversion by 3.5x (2.7% to 9.5%) by redesigning the sales workflow, pricing strategy, and product mix, resulting in higher Average Order Value (AOV) and margins. - Reallocated marketing investment toward higher-LTV customer segments, reducing CAC by 37% and achieving positive contribution margin on first purchase. - Built the company’s first CRM and lifecycle automation system, shortening replacement cycles from 1.7 to 1.3 years and converting repeat purchase into a predictable revenue lever. - Introduced experimentation and behavioral economics as decision frameworks, replacing intuition-based sales tactics with measured, repeatable systems.
Rebuilt the media buying team into a technical and data-driven team, increasing client’s CSAT from 3.8 to 4.7. Developed and operated the marketing strategy for the transmission of the first ever stream-only Olympics (Rio 2016) for Claro Video achieving 16 MM viewers and a ROI of 4:1 from ad inventory sold. Increased company’s gross margin by 15 p.p. YoY (2016 vs 2017) by developing an internal attribution model that helped reduce operational costs while increasing long-tail conversion rate.