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Candidate Details
Name :
Mariana Vàzquez Del Mercado Casas
Qualification :
Digital Marketer
Industry :
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Candidate ID:
MVC151
This candidate has been hired.

Digital Marketer

About our Client

Innovative Digital Marketing Leader with extensive experience in e-marketing, e-commerce, omni- channel and strategy development. Expertise in analysing data and insights from users, for developing sustainable inbound marketing strategies. Builds effective trust based relationships, leading teams to achieve business goals, with a Master of Digital Marketing.

Achievements

At Omron Healthcare:

• Developed and launched the “Omron Health Sale” market place & content media plans for marketing BoFu (Bottom Funnel) to boost the sales for Brick & Mortars / Pure Players. We surpassed the KPI: Interactions 620%, Clics Social Media & Display 130%, 55% web unique visitors

• Developed the Customer Archetypes for LATAM through research & data analysis to deliver hyper personalized content across the brand’s online and offline ecosystem, resulting in doubling of KPI’s of SM, Web, and Media Plans

• Implemented monthly Digital Mkt Trainings for the first time across all the Company’s areas and LATAM’s most relevant markets

At Nestlé:

• Led the implementation of SaaS / Omni-channel platforms as the most relevant digital project in the business to provide Personalized Consumer Experiences facilitating the consumer journey throughout the marketing funnel

• Digital Activation Manager, for the strategic planning of the Start Healthy Stay Healthy's Global initiative focused on consolidating the digital ecosystem by accelerating the execution of “inbound mkt – omni channel” projects

• Federated the strategic plan & implementation of the first in-house multidisciplinary digital team of 12 people (Community Managers & Digital Mkt associates) in record time (10 months)

• Planned and developed an end to end GlobalDigital Strategy landed on LATAM markets: website platforms, CRM program & e-mail marketing solutions focused on motherhood journey capitalizing on Acquisition, Engagement and Advocacy by coordinating markets on the proper follow-up as well as finance control

Professional Experience

Pepsico, Digital Marketing Strategist, May 2022 - Present

Food Industry

Overview: Responsible for planning, developing, and managing Inbound Marketing strategies across Digital Platforms and Capabilities in LATAM

• Plan and execute the inbound marketing strategies for LATAM markets

• Develop eCommerce plans by country per business objectives& retailers’ capabilities

• First Party Data (1PD) plan & implementation

• Salesforce Marketing Cloud solution implementation for LATAM markets (CRM)

• Advise LATAM markets on how to improve their local initiatives about Inbound Marketing and eCommerce

• Media plans evaluation and report analyst

• Work with multi-disciplinary teams to bring projects to life(IT, marketing, finance, sales team, agencies)

 

Between Jan 2020 and May 2022 worked as a freelance Marketing (Digital Marketing) Advisor

Omron Health Care, Digital Marketing Manager, October 2018 - December 2019

Health Care

• Planned and executed Inbound Marketing strategies across company’s 3 main business categories

• Renewed digital content by type of audiences across the digital ecosystem

• Brought innovative ways of evolving in the digital space and worked with multi-disciplinary teams

• Advised markets on how to bring to life campaigns in each of their available Social Media platforms

• Evaluated and analysed media plans reports

Achievements

• Developed the Customer Archetypes through research& data analysis so we could manage to deliver hyper personalized content across the brand’s online and offline ecosystem.

• Based on data analysis, changed the current Look & Feel across the digital ecosystem (web, emailing program, Social Media) executed in record time

• For marketing BoFu developed and launched the “Omron Health Sale” market place to boost sales for B&M / Pure Players in MX. KPI:Interactions 620%, Display 130%, 55% web unique visitors

• Implemented for the 1st time SM live transmissions andInfluencer’s content strategies focused on families

Nestlé Infant Nutrition

CRM & Digital Marketing, 2015– 2018

• Digital strategist for Infant Nutrition Brands (MATERNA®, GERBER®,NESTUM®, NAN3®, GOOD CARE®, NIDO®, Comienzo Sano, Vida Sana, BOOST®) responsible for naturally linking the business plans with Inbound Marketing

• Leader of the implementation of SaaS / Omni-channel platforms

• Federated the strategic plan & implementation of the first in-house multidisciplinary digital team (Digital Specialists + Community managers)

• Accountable for launching web platforms

• LATAM & Global Advisory towards Digital Trends,Competitors analysis, Regulations

• Data base and CRM and Social Media content management

• Leader of the implementation of SaaS / Omni-channel platforms as the most relevant digital project in the business to provide Personalized Consumer Experiences facilitating the consumer journey throughout the marketing funnel

• “Infant Nutrition Digital Command Center”, federated the strategic plan & implementation of the first in-house multidisciplinary digital team

Global CRM & Digital Marketing Team, 2014 – 2015

• Digital Activation Manager for the strategic planning of the Start Healthy Stay Healthy's Global initiative focused on consolidating the digital ecosystem by accelerating the execution of “inbound market – omni channel” projects

• Consultant for the Nestlé’s Digital Marketing Communities LATAM, USA, CANADA,AFRICA

CRM & DigitalMarketing, 2005 - 2013

• Planned and developed an end to end GlobalDigital Strategy landed on LATAM markets: website platforms, CRM program & e-mail marketing solutions capitalizing on Acquisition, Engagement and Advocacy by coordinating markets on the proper follow-up as well as finance control

• Social Networks; Strategic planning &implementation in the business by understanding each of the brand's audiences and needs. Outstanding results achieved at a global scale

• Web; Accountable for the launch of the Infant Nutrition brand’s websites leveraging U/I, U/X

• B2C, lifted sell-out through CRM platform over 60% driving positive ROI through cross selling e-mailing strategies

Education

• Masters’ Degree in Digital Marketing

• Bachelor in Business Administration (Marketing)

• Certificate in eCommerce

• Certificate in Social Media

• Google AdWords Certificate

Interests

Skills

Technical Skills

• Media Planning (SEO / SEM, GDN Programmatic, PPC)

• Social Networks strategist, U/I, U/X, CRM (e-mailing)

• DB Management, Data Analysis and Legal Affairs

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