Peru
Brand and Marketing specialist with 10+ years of experience in project management, developing and implementing brand strategies and campaigns. Highly motivated, results-oriented, strong teamwork skills to achieve goals, strategic and creative thinking skills to identify and develop opportunities.
Responsible for the end-to-end strategic management of advertising campaigns for BBVA, covering Retail Banking, Business Banking and Institutional Banking, ensuring alignment between business objectives and brand strategy across all touchpoints.
Responsible for the leadership and management of the agency’s main account, La Positiva, ensuring the strategic execution of mass, tactical and always-on campaigns. ✔️ Supervision and coordination of integrated campaigns across retail and digital channels. ✔️ Oversight of retail asset development (POP, vinyls, billboards, posters, flyers, merchandising) and digital content (mailings, blogs, web banners), ensuring brand consistency and on-time delivery. ✔️ End-to-end account management, including media coordination as a core component of the service, working closely with the digital team in charge of planning and campaign implementation. ✔️ Budget management and control, ensuring efficient administration and compliance with billing and internal processes. ✔️ Direct reporting to the Account Director and leadership of a team of 2 collaborators. ✔️ Cross-functional coordination with creative, production, digital and media teams to optimize workflows and results. ✅ Main results: - Reduced delivery and approval times for retail and digital assets by 70%, optimizing coordination between creative and production teams. - Implemented an operational timeline that ensured timely deployment of always-on campaigns. - Optimized development and review timelines by 33%, improving agility and responsiveness to market and trend demands. - Finalist at Effie Awards 2025 in the category Marketing Innovation – Services, with the campaign “Vida Hipoteca: Elegir es Ganar” for La Positiva Seguros.
Responsible for the strategy and implementation to strengthen brand positioning and lead generation to achieve business objectives. ✔️Development and implementation of the brand strategy in digital and traditional media (TV, Radio and OOH). ✔️ Advertising budget planning and management. ✔️ Sponsorship management planning. ✔️ Management and supervision of photographic and audiovisual productions. ✔️ Analyze the performance report of the campaigns to make decisions in order to optimize the investment and/or planned results. ✔️ Cross-functional work with other areas such as analytics and insights. ✅ 𝗠𝗮𝗶𝗻 𝗿𝗲𝘀𝘂𝗹𝘁𝘀: - Management and implementation of the 2023 brand campaign, achieving +16pp in Awareness and Familiarity vs LY. - Creation of guides with technical and commercial information for product communication, optimizing review times and making more practical the development of content proposals for the agency and sponsors. - Lead campaign management for product and business opportunity reasons, reaching +160% leads vs LY. 📎 𝗠𝗮𝗶𝗻 𝘁𝗼𝗼𝗹𝘀: Oracle, Coupa, DMS, Euromonitor, Miro and Trello.
Responsible of planning and leading digital and research projects for multiple clients across LATAM. ✔️ Development and supervision of project delivery processes, ensuring on-time and high-quality outcomes. ✔️ Coordination between production, creative, media teams and external providers. ✔️ Oversight of digital and audiovisual materials. ✔️ Monitoring and reporting on campaign performance. ✔️ Direct reporting to the Project Director and leadership of a 6-person team. ❇️ 𝗖𝗹𝗶𝗲𝗻𝘁𝘀: Vector, Casa de bolsa (Mexico and Global), Grupo Stiva (Mexico), Grupo Fanafesa (Mexico), Pollo Campero (Guatemala) and Promover (Mexico). ✅ 𝗠𝗮𝗶𝗻 𝗿𝗲𝘀𝘂𝗹𝘁𝘀: - Successfully implemented Objetivo Fintech 2023, exceeding lead generation goals by +50% within just 2 months. - Designed and introduced internal processes that reduced project execution time by -15%, increasing overall team efficiency.
Manage advertising campaigns for different brands, mainly ATL and digital, being the bridge between client and agency. ✔️ Responsible for ATL and Digital campaigns. ✔️ Creation of the strategy together with the planning team for the development of the campaigns. ✔️ Coordination and monitoring of production, creative, media and suppliers areas. ✔️ Creation and follow-up of campaign schedules and budgets. ✔️ Supervision of shoots, photo shoots and creative processes. ✔️ Monitoring and analysis of KPIs. ❇️ 𝗕𝗿𝗮𝗻𝗱𝘀: BBVA, Papa Johns, Bitel, Perú Te Quiero and Moonton (FTW) ✅ 𝗠𝗮𝗶𝗻 𝗿𝗲𝘀𝘂𝗹𝘁𝘀: - Management of the launch of the BBVA Smart Credit Card campaign, from planning to implementation, managing to position it as the #1 credit card in Peru by 2022. 📎 𝗠𝗮𝗶𝗻 𝘁𝗼𝗼𝗹𝘀: COR, Trello y MS Excel.