Freelancer profile translated to English.
Back to original languageAbout Encarna
Expert in designing marketing strategies based on customer experience with the brand. International Marketing Director with 20 years of experience in different industries such as Banking, Construction, Shopping Mall Management, Pharmaceutical Sector, Health and Wellness Sector, Energy, Digital Agency, and Media Agency.
How I work?
- I analyze your digital ecosystem and your sector, providing concrete and tangible improvements.
- I establish the objectives
- I outline the Digital Business strategy across the necessary channels (Social Media, SEO/SEM, Branding, Copy, UX, WEB, CRO)
- I establish the dashboards, tools, and methodology to carry out the project and measure results.
- I prepare a real and concrete Action Plan for execution.
->Areas of expertise:•
• Customer Experience, engagement, integral and holistic vision.
• Alignment of Marketing and Sales teams
• Liaison with IT/Technology teams.
• Omnichannel Strategy.
• Digital Transformation.
• Project Implementation and Management.
• Dashboard Design and Creation
• Technological Migrations.
• B2B B2C Specialist, Sales, Operations.
• Digital Marketing and Communication.
• Loyalty Strategy, CRM Marketing Cloud, Email Marketing Automation Personalization, Campaign Planning, and Content Plan.
• Training for Marketing and Sales teams
My North Star is the achievement of objectives and the increase in sales.
I advise companies on their integration with other companies and on their growth process (scaling up) by providing concrete processes, methodologies, and tools.
Spanish
Native or bilingual
German
Conversational
English
Fluent
Can work on-site
Las Rozas de Madrid (up to 50km)
Experience
- Havas Media GroupStrategic Consulting / Project DirectorDIGITAL AND ITOctober 2020 - Today (5 years and 10 months)Madrid, Spain➢ Design, lead, and manage complex digital marketing strategies (omnichannel) for the company's main clients.➢ Collaborate with cross-functional teams to deliver successful marketing strategies to achieve clients' business objectives.➢ Responsible for business expansion through upselling opportunities within current accounts. (Cross-selling)➢ Work closely with other business units within Havas to create specific processes and expand the joint value proposition.➢ Align technology, Marketing, and Sales teams to achieve business objectives.➢ Design, implement, and execute Omnichannel Marketing campaigns for global brands.(SANOFI, TELEFONICA, HARMAN INTERNATIONAL, ANA MARÍA LAJUSTICIA, AFFINITY, EMBURSE, GB FOODS)
- Ferrer InternacionalDIGITAL BUSINESS PARTNER / CUSTOMER EXPERIENCE DIRECTORPHARMACEUTICALS INDUSTRYOctober 2021 - July 2022 (9 months)Barcelona, Spain➢ Support Product Managers in the Prescription Area to develop brand digital strategies in line with the company's business plan.➢ Design, implement, and execute a 360 digital strategy to reach, nurture, and engage healthcare professionals through digital channels (website, SEO/SEM, social media, branded content, influencers, etc.)➢ Support in the architecture of the company's Data Model, identifying data sources and necessary connections to define a CRM strategy with VEEVA CRM and Salesforce Marketing Cloud.➢ Strategy and implementation of Marketing Cloud campaigns (audience segmentation, templates, selection of technical and strategic partners, etc.) for the company's Business Units (Hospitals, Consumer Health, and Prescription Drugs)➢ Define a Digital Roadmap for new strategic pharmaceutical launches
- WE ARE MARKETINGHEAD OF PROJECT MANAGEMENT (MARKETING)TECHJuly 2017 - April 2020 (2 years and 9 months)Madrid, SpainProject Director and Member of the Executive Committee➢ Creation of a project management department, establishing internal management processes andproviding the necessary tools and techniques to Project Managers.➢ Empowerment of a team of Project Managers from different specialties to control the mainproject constraints (deadlines, cost, scope of work, resources, quality, and risks)➢ Control the quality, efficiency, and effectiveness of project delivery to clients and provide them withadvice on the next steps to achieve their companies' digital transformation.➢ Creation and leadership of processes and services: operations processes, dashboard definition, business metrics per project, KPIs, and reporting systems. (Complex Salesforce projects and the right strategy for thetools: Technology + Marketing)➢ Management with other functional areas of the company to align business processes (Sales, Talent, Corporate).➢ Management of internal sales opportunities within managed accounts to grow the business.ACHIEVEMENTS: Increased account retention from 35% in 2017 to 41% in 2018. Reduced churn ratefrom 26% in 2017 to 17% during 2018.
Reviews
P
Patricia
Ferrer Internacional
Reviewed on 7/1/2022
Encarna is a great professional committed to the assigned objectives. She works with agility and a transformative attitude. She has worked on both the broad strategic lines of digital transformation for brands and their most tactical details.
When faced with challenges, Encarna is resilient and professional, capable of working under pressure and in a team. She has autonomously mediated between agencies and the more technical parts of the company, assisting business colleagues who have less knowledge in the digital area.
She has always been willing to travel from Madrid to Barcelona when necessary and has contributed as if she were a member of the internal team.
Encarna's time at Ferrer represents a "before and after" and leaves a mark of professionalism, agility, and expertise.
Jose
Centro de Ciberseguridad Industrial
Reviewed on 7/14/2021
Encarna is a great digital optometrist, she opens your eyes and provides you with very valuable information to calibrate your organization's vision.
100% recommended to work with her.
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Education
- Excellence in Operations: Key to Business CompetitivenessIESE Business School2019
- Degree in Audiovisual CommunicationUniversidad Complutense de Madrid1999
Certifications
- PROJECT MANAGEMENT PROFESSIONAL PMPPROJECT MANAGEMENT INSTITUTE2013
- INBOUND MARKETINGHUBSPOT2017