AR Strategy
professional profile
01. highlights
Brand Experience & Loyalty
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Developing Brand experience strategies and campaigns for High-Performance Global Brands (L’oreal, Ab InBev, Nestle, Unilever, etc.).
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Building Brand Identity for Loyalty Programs.
Strategic Marketing & CRM Customer Retention
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Orchestrating Omnichannel Marketing Strategies and Campaigns; increasing from 3% to 8% retention rate in a +2mio customer database.
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Generating CTR of 7.4%, online sales via e-mail 21%, sales made from repeat customers 34%, through Digital Marketing.
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Designing and implementing 360° marketing campaigns across touchpoints (online & digital, offline, & media).
Project Management​
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Global Project Manager (Agile) at Marketing Agency for Global Brands, developing and coordinating Branding and Marketing projects; designing, executing, and evaluating 360° campaigns.
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Promoted from Project Executions to Regional Project Manager, to Global Project Manager.
Leadership
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Leading and training high execution teams: as Regional Project Manager a team of 4 country regions (16 people), and as Global PM a team of 4 Regional Execution Project Managers.
02. Work Experience
March 2025 - Present
Senior Digital Engagement Specialist
UBS Switzerland AG
Banking
August 2022 - August 2023
Strategic CRM A. Manager
Activation, Retention & Loyalty
Peek & Cloppenburg - JC New Retail
Premium Fashion Retail
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Developing 360° Omnichannel Customer-Centric Marketing strategies; increasing retention & loyalty rates, increasing sales, and reducing costs.
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Leading Digital Innovation projects: Personalization and Contact Strategy across Communication touchpoints.
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Designing customer journeys, lifecycle campaigns, segmentation, automation, and Testing.
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Market and Customer Insights analysis.
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KPIs and customer data reporting, analysis, recommendation, and optimization.
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Supporting Global Operations transformation through Digitalization.
June 2021 - June 2022
Marketing, Customer Loyalty & Sales
Business Development Executive
OASEAS AG
Sustainable Fashion E-commerce
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Creation of strategic customer journeys generating an increase in CTR, online sales, and sales made from repeat customers.
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Developing Brand Communication and Digital Marketing strategies.
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Brand Loyalty Program development.
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Digital platform management (Shopify, Gorgias, Hotjar, Google Analytics).
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Defining lifecycle stages and customer segments.
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Leading sales programs execution, evaluation, reporting, and control.
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Market and Customer insights analysis.
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Sales KPIs monitoring, evaluation, reporting, and control.
l
Oct 2019 - May 2021
Brand & Marketing Project Manager
SPC Consulting
Consulting Contract
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Leading Brand, Marketing, and Communications campaigns A-to-Z (design, planning, coordination, execution, evaluation, control, budget management, and reporting) for Premium Accounts.
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Developing Digital Marketing Projects, budget management, and reporting.
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Digital Marketing & Social Media monitoring and control.
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Managing Creative and external Agencies.
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International B2B, B2C, branding, and events management (leading, planning, supervising, and reporting).
- Leading a team of Marketing associates.
Apr 2018 - Sept 2019
MBA Practice - Corporate Hospitality Management - Customer Experience
BHMS, Hotel Falken
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B2B & B2C account management and relationship with business partners.
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Customer experience, communication, and sales for corporate events.
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Controlling inventories/ availabilities/ prices.
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Property Management System PMS and Web agency’s extranet portals.
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Assisting the top management with academic projects.
May 2017 - Oct 2017
Global Brand Analyst
Ab InBev
Premium FMCG
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SAP analysis and reporting, and Market sales evaluation.
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Marketing campaign planning, evaluation, control, and reporting.
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Branding and sponsorship management.
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Managing Creative and external Agencies.
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Budget management: +2 million (USD) per year – Brand Paceña.
May 2015 - Apr 2017
National & Regional Execution Project Manager Marketing & Branding
IMPACTA SRL
Marketing Agency
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Promoted from Brand Campaign to Regional PM to Country PM.
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Branding and marketing campaigns design, execution, evaluation, control, and reporting (sales growth presentations) for high-performance and premium brands (Ab InBev-CBN, Unilever, Nestle, L'oreal, etc).
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Sponsorship budget management +3mio (USD) per year.
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Leading and training high execution teams: as Regional Project Manager a team of 4 country regions (16 people), and as Global PM a team of 4 Regional Execution Project Managers.
e.
Volunteering
2013 - 2021
Project Manager Sustainable Business Development
SolHorizonte & Rotary International Foundation
Sustainable Development
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Business plan design, implementation, evaluation, control, and reporting.
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Leading Marketing campaigns: designing strategies for customer experience, acquisition, and retention.
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Market research and sales reporting.
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Web creation (concept and deliverables) and social media management.
03. Technical Proficiency
SOFTWARE KNOWLEDGE
MS OFFICE 365
Word, Excel, PowerPoint
Publisher
95%
65%
Reporting & Analytics
LOOKER
POWER BI
GOOGLE ANALYTICS
80%
80%
75%
Project Management
JIRA
CONFLUENCE
80%
80%
CRM, CMS & Marketing Cloud
BLOOMREACH
DYNACAMPAIGN
SALESFORCE
80%
75%
60%
Design
ADOBE EXPRESS (AI)
CANVA
80%
80%
Content Management
INSTAGRAM, FACEBOOK, LINKEDIN
TICKTOCK
75%
60%
E-Commerce
SHOPIFY
70%
04. Education & Credentials
2023 - 2024
Currently enrolled
ONLINE course MASTER IN DIGITAL MARKETING
Neetwork | Coursera: University of Illinois at Urbana-Campaign
2017 - 2019
University of Seattle CityU | BHMS Lucerne, Switzerland
MASTER OF BUSINESS ADMINISTRATION IN HOSPITALITY MANAGEMENT (BRAND & CUSTOMER EXPERIENCE)
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Academic Distinctions:
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Postgraduate Graduation Ceremony’s Speech 2019: CityU Switzerland, granted for outstanding academic performance during Master’s Program.
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Highest GPA in Post-graduate programs (3.4).
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Rotary International Global Grant - Sustainability Projects for Superior Education 2017-2019: Master’s in Business Administration.
2008 - 2012
Universidad Privada Boliviana UPB
BACHELOR OF ARTS IN MARKETING & LOGISTICS
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Academic Distinctions:
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University Excellence distinction UPB: Business Plan Thesis for Marketing Bachelor’s degree (Sustainability Business Project).
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University Honor Roll for Academic Excellence UPB: Second half 2009.
