Freelancer profile translated to English.
Back to original languageAbout Carol
If you are looking for a digital marketing expert with extensive experience and a track record in leading companies such as Google, eBay, and PayPal, you have come to the right place. With over 15 years dedicated to this sector, I pride myself on having developed strategic and creative skills that allow me to obtain concrete results.
My focus has always been on understanding the needs of my clients and finding the best solutions for their projects. I am a results-oriented person, which means that I will not rest until I achieve the goals that we have set together.
By collaborating with me, you can take advantage of all my knowledge and experience in digital marketing to boost your business and increase your sales. I have the ability to develop strategies that are effective and attractive to your target audience, and to create content that generates interest and engagement.
If you are looking for a professional with strategic, creative, and results-oriented skills, do not hesitate to contact me. I am here to help you achieve your goals and take your business to the next level.
Spanish
Native or bilingual
Remote only
Primarily works remotely
Experience
- GOOGLEMarketing and Communications Lead, Global Programs, REWSNovember 2018 - Today (7 years and 7 months)- Led marketing and communication efforts for Google's global workplace programs to strengthen the employer brand, advance our sustainability efforts and increase employee productivity and well-being- Managed multiple complex operational and strategic initiatives, from conception to post-mortem, analyzing internal data, generating insights and leading cross-functional, global teams to get work done- Acted as a trusted advisor and thought partner on marketing and communication to leaders, clients and partners while building consensus and influencing decision-making with senior-level audiences- Contributed to crisis incident communications and coordinated employees to safely transition from office to remote work during the COVID-19 pandemic- Defined and implemented the marketing and community strategy of an internal platform to help our global workforce overcome the challenges of working from home, contributing to a 14 ppt increase in comfort with virtual work- Led marketing, change management and communications for a global internal initiative to remove single-use plastic bottles (SUBs), built relationships with internal communities to gain their buy-in and helped the company reach its commitments to reduce SUBs by 35% in 2019 and 50% in 2020
- eBaySenior Marketing Manager Latin AmericaOctober 2015 - October 2018 (3 years)San Francisco Bay Area, CA, USA- Defined the strategy and led content, inbound, brand, social and influencer marketing initiatives for B2C and B2B in LATAM with a special focus on Mexico and Brazil- Co-led PR efforts in the region, finding synergies between projects and establishing cross-team collaboration- Worked closely with the Finance team to manage and efficiently allocate budget- Pitched, negotiated, onboarded and managed agencies according to business needs in Mexico and Brazil- Leveraged cross-team collaboration within Customer Service, Market Research and NPS, identifying opportunities and threats for eBay in LATAM- Spokesperson for PR activities on themes related to consumer communication Key achievements:- Built the Social & Content area, team and strategy from the ground up in 2015- Launched eBay Social platform in Mexico increasing sales by 88% YOY within social channels, incentivized product recommendations and rewarded purchases through User Generated Content (UGC) and influencers- Conducted brand tracker research to understand eBay positioning and brand image; developed a strategic communication plan that helped to increase total consideration of eBay in Mexico by 9pts- Designated as the eBay Spain spokesperson to show the eBay offices in Silicon Valley to a prime-time TV program "Viajeros" with a reach of 1.64M viewers
- PayPalSenior Marketing ManagerFebruary 2012 - August 2015 (3 years and 6 months)Mexico City, CDMX, Mexico- Developed the strategy, execution and expansion of marketing programs delivering on specific consumer and merchant engagement, acquisition, activation and profit targets- Managed trade marketing efforts with PayPal's top merchant clients generating campaigns and digital strategies to increase activation, retention and sales- Customer Driven Innovation ambassador implementing analysis framework that offered solutions focused on the customer persona´s needs and pain points through the complete purchase journey- Managed marketing budget and external agencies (digital, media, activations, events and PR)- Official spokesperson for PR activities on themes related to e-commerce- Co-chair of the Mexico GIVE team in charge of social innovation programs within the company Key achievements:- Promoted from Marketing Manager to Senior Marketing Manager in October 2013- Defined the strategy and marketing plan for "PayPal Fest", the top customer acquisition campaign of the year, increased sales 50%, achieved the highest historical engagement rate and won the AMIPCI 2015 award- Defined and launched the paid search plan delivering 448% in ROI and reducing CPA costs by 364% which was replicated in other LATAM countries- Collaborated on the site redesign project achieving a 237% increase in signup rate- Featured on InformaBTL magazine as one of forty marketing women leaders in Mexico
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Education
- Master in International Management specialized in Digital BusinessIE (Instituto de Empresa)2010Master in International Management specialized in Digital Business
- Interactive Marketing DiplomaInstituto Tecnológico y de Estudios Superiores de Monterrey2007Interactive Marketing Diploma