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Matias Gaffoglio

Senior Digital Business Director

Madrid, España

  • 40.4167
  • -3.7036
  • Indicative rate €449 / day
  • Experience 7+ years
  • Response rate 100%
  • Response time 1h
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Find out what Matias is looking for

Work location
Can do the missions partially at the client office
Mission location
Looks for missions in Madrid, Barcelona, Valencia
Skills
Looks for missions in Marketing, Digital Marketing, Go to Market Acceleration, Corporate Innovation, Strategic Planning
Project length
Looks for missions Between 1-3 months, Between 3-6 months, ≥ 6 months
Business sector
Looks for missions in the sectors Banking & Insurance, E-commerce, High Tech, Internet of Things, Telecommunications and 2 others
Company size
Looks for companies of 50 - 249 people, 250 - 999 people
Would prefer avoiding companies of 1 person, 2 - 10 people

Matias in a few words

T-shaped & Hybrid professional, entrepreneur and change agent. Broad experience at the intersection of large companies and startups.

I've been helping companies to be transformative rather than incremental, moving Marketing from a cost center to a revenue one by leveraging methods of Business, Technology, and Design. Having deep interest in the circular economy, its impact and how companies ”walk” it's digital transformation.

Strong background in Digital Business, Innovation, e-Commerce, SaaS, Marketing Technology, and Go-To-Market Acceleration. As a consultant, I've worked in different industries, such as IT, FMCG, Retail, Travel, Oil & Gas, and Financial Services. For clients such as Banco Galicia, BNP Paribas, CEMEX, Costa Eyewear, Petrobras, Carrefour, Patagonia, Aerticket, Destinia, IPG Media Brands, Lowe's, Voyage Privé, Privalia, Cencosud, Telefonica, McDonald's, ABinBev, BGH, DirecTV, IBM, Marriott Hotels, Spencer Stuart Consulting, Knauf, Novartis, among many clients.

Key areas:
  • Business Development & Consultative Sales
  • Strategic Planning
  • Digital Transformation Strategy
  • Product Marketing & Go to Market Acceleration
  • Digital Marketing Strategy & Operations
  • Cloud Marketing & Smart Data Marketing
  • DesignOps
  • Service Design & Corporate Innovation
  • Budgetary and P&L Accountability
  • Analysis and Reporting

Portfolio

Experience

November 2017 - Today | Madrid, España

High Tech

Independent

Marketing, Sales & Innovation Consultant

As an Independent Management Consultant in Sales, Marketing, and Alliances. Work with different teams embracing an agile way of working on the 6 key capabilities; Brand & Communication, Demand Generation & Sales Enablement, Product Development, Digital Marketing & Omni-Channel Marketing, and Strategic Sales & Marketing Intelligence, and Digital Transformation.

Key Points:
• Develop in-depth points of view/thought leadership on Digital Marketing/CX.
• Support business development activities across Europe & Latam.
• Participate in client sales pitches with strong knowledge of customer experience, process, and new business models.
• Participate in the blueprint/design phase of projects.
• Acts as subject matter expert in delivery programs.
• Build strong client relationships in the Digital and CX area.

Some projects I've to lead:
  • Fintech B2B for last-mile payments and financial inclusion.
  • Nanotechnology applied to foods for high-performance athletes.
  • IoT irrigation system applied to agriculture.
  • New business model on a Business Intelligence platform applied to Oil & Gas.
  • Energy Retail marketplace.
  • AI, and image recognition to detect early pathologies.
  • VR to track performance on the factory shop floor.
March 2019 - February 2020 | Madrid, España

E-commerce

Different Roads

Chief Digital Officer (eCommerce, Marketing & Sales)

On a mission to convert the organization in a tech company rather than a one that uses technology, I’ve implemented an OKR framework company-wide, as well as agile methodologies to move from a project approach to a process one. Then restructured the marketing team to be aligned with sales, creating from zero the sales team, and IT. Kick-off a new data science practice (after implementing a business intelligence platform) to cover B2B in a new SaaS business model with an omnichannel approach as well as B2C segment in the eCommerce side reducing the cost of acquisition over 75% compared to 2018, boosting the repetition rate from 34% to 41% and implementing cross-channel strategies to cover the entire funnel, having an output of 8x of sales through google increasing 10% on the CTR.

Main duties:
  • Manage the eCommerce and different market places, regarding marketing, sales, audience, business, IT projects, content, branding positioning, etc.
  • Define strategies, prioritize and implement creative business/product solutions
  • Identify new Digital Business Development and partnerships to improve the products and create new opportunities.
  • Support the development and lead innovation and execution of product features.
  • Analyze product results and approach to KPIs.
  • Test new functionalities and applications from the Customer-Centric Perspective and collect insights about them by analyzing key metrics using different tools.
  • Manage Marketing, Sales, Data Science and IT teams, defining and implementing measurement strategies in line with business objectives in order to produce relevant KPI dashboards and marketing performance reports aiming to improve efficiency in digital marketing strategies and increase ROI.
  • Lead, train and motivate the team.
  • Conduct market analysis, recommending and taking actions to remain competitive.

I have direct responsibility for the P&L, new lines of growth and an annual turnover of more than 16M€. Also, manage the relationship of all of our business partners: MakeMeReach, Criteo, IPG Media Brands, ROI UP, Aklamio, Santander Bank, Destinia, Privalia, Voyage Privè, Go Live, Deutsche Bank, AftherShare, PayFit, Caixa Bank, TravelCar, Pipefy, SALESmanago, among others.
November 2017 - March 2019 | Madrid, España

High Tech

Globons | The Digital Innovation Company

Director - Marketing, Sales & Alliances

In this role, I am responsible for designing, developing and implementing Sales, Marketing, and Alliances programs for growing global and European operations. The team organization is arranged around 5 key squads, embracing an agile way of working.

Squads are arranged based on the 5 key capabilities; Brand Management & Communication, Digital Marketing & Omni-Channel Marketing, Product Development, Demand Generation & Sales Enablement, and Strategic Sales & Marketing Intelligence.

Key focal outcomes:
  • Facilitate growth, sales, and marketing strategies at an organization.
  • Increase revenue generation.
  • Reduce costs.
  • Perform risk mitigation.
  • Prepare overall marketing strategy.
  • Develop programs with quantifiable objectives to measure results.
  • Implement and manage marketing budget.
  • Leverage data and analytics to drive insights.
  • Modify or redirect business intelligence strategy.
  • Oversee and direct the efforts of the marketing team.
  • Develop segmentation, competitive analysis/market intelligence, prospecting, lead generation, product and market development, pricing, promotions, communications and budgets, sales force effectiveness, strategic planning, services units, and revenue retention and growth.
  • Oversee the development of new products.
  • Create product roadmap.
  • Develop and measure key metrics around the business including user acquisition, conversion rates, engagement rates, satisfaction and renewal rates.
  • Manage relationships with partners/vendors. (IBM, Microsoft, RedHat, Google, SALESmanago, Pipefy, Unidigital, among others to integrate them into the Digital Transformation Programs).

Working with clients such as Banco Galicia, BNP Paribas, Cencosud, Telefonica, ABinBev, BGH, DirecTV, IBM, Swiss Medical Group, Knauf, Novartis, among many clients.
December 2014 - November 2017 | Buenos Aires, Argentina

High Tech

BGH Tech Partner

Senior Digital Business Manager

Participate in diagnosing the problem, planning and leading the Digital Transformation, Service Design, Customer Journeys, and Omnichannel strategies.
Co-create & Deliver growth by ensuring that brands, products, and services are hyper-relevant and deliver personalized experiences.
Translates the digital strategy direction and digital business objectives into holistic strategies and actions.
Implement programs/interventions that prepare the organization for the implementation of new digital business processes. Helping clients to reimagine storytelling, mobile-first, creative strategy, customer-centric, with more format lengths to match the new moments.
  • Leveraging agile methods, tools, and assets to design and deliver outcomes and conduct end-to-end project management, as well as, cross-functional team coordination (Procurement, Finance, Trade Marketing, Design, and Sales).

  • Liaised strategic partnership with different vendors by collaborating with pre-sales activities in key accounts, growing sales from $250K to $2.1M in three years.

  • Act as an external Product Marketing Advisor, my primary goal is to deliver the right product to the target customer at the right time to ensure customer adoption by cross-functional working with products and solutions on IoT, Cloud, Datacenter, Communications, and Connectivity collaborating with Marketing, Product and Pre-Sales teams in the organization.

Also, I've been involved in the creation of new platforms (iPaaS) identifying the customer unknowns, research, shortening gap learnings and co-creating strategy on the product, business, and operational functions for different clients.
October 2010 - December 2014 | Buenos Aires, Argentina

High Tech

NEORIS

Global Digital Marketing Executive

Provide strategic vision and ongoing Global Interactive Marketing & Communications programs. The position is based in Buenos Aires (Argentina), reporting directly to CMO in HQ (Miami, US).

I was in charge of the strategy, development, and implementation of end-to-end interactive programs for all business units in the United States, Spain, UAE, Brazil, Mexico, Colombia, Chile, and Argentina.

This includes Content strategy, UX and UI as well as acquisition via SEO, SEM, and Analytics, and reporting, also coordinate with marketing devops to maintenance and updating corporate websites. Work with different BU to create, coordinate and launch Lead generation and Email Marketing Campaigns, Define the entire workflow for lead nurturing, segmentation and adding to CRM.

Develop with the corporate marketing and communication team a Thought Leadership program which include Content Management Strategy, webinars, Social Media monitoring in Coordination with IT, commercial, Delivery, HR, among other teams.

Also, I've been involved in pre-sales and consulting for some Neoris' clients and prospects, such as Petrobras, McDonald's, Cemex, Pan American Energy, Walmart, BBVA, Volkswagen, among others focused on Digital Business, Social Relationship Management (Social CRM), Processes Strategy and Customer Experience.

Neoris is the first Latin American company to be an SAP Global Services Partner.
January 2010 - October 2010 | Buenos Aires, Argentina

E-commerce

DDB- DDB

Design & Communication Lead

I was in charge of the design department and production agency. I developed campaigns and projects, especially for Travel industry. Many of the projects were related to developments of 360 º from branding to Digital Marketing actions, also UX / UI for web portals and e-commerce platforms to developing Look and feel for mobile applications, among others.
July 2006 - December 2009 | Ciudad de Mendoza, Argentina

Wine & spirits

Trivento

Product Marketing

I've worked in Marketing Product development area. Working as a Product Designer (First) and Product Marketing in campaigns for the different brands of the Concha y Toro group (FMCG Group), this was the first global experience.

Education

  • Disruptive Strategy & Innovation

    HARVARD BUSINESS SCHOOL

    In Progress

    Harnessing the power of disruptive innovation to craft winning strategies needed to develop executive-level strategy, organize for innovation, and discover customer jobs to be done.

  • Executive Education, Sales Management

    ESADE Business School

    2019

    Focus on Strategy and Sales concepts and understand the importance of aligning the two to reach business goals. Deep B2B sales process and each of the tactics to be correctly executed to achieve predictable results.

  • MBA, Business Administration and Management

    UADE Business School

    2015

    Strategic direction and executive performance at different levels: Executive Management and Performance, Accounting, Human Resources, Finance, Costs and Control as well as Operations, Logistics and Marketing.

  • Executive Education, Digital Product Development

    ITBA

    2017

    From agile methodologies the development of digital products is focused in four stages: the identification of opportunities, discovery from MVPs, delivery, and measurement the impact and its iterations.

  • Postgraduate, Marketing

    UCA Business School

    2012

    The main objective of the program is to provide technical and practical knowledge to develop a successful business strategy in the digital world. Planning, executing and controlling a comprehensive marketing strategy.

  • Bachelors, Graphic Design

    Universidad del Aconcagua

    2009

    Creating visual messages, through which goods and services acquire a personality. This establishes an own code of communication, where commercial strategies acquire a vital importance.

Certifications

  • Business Process Automation

    Pipefy, Madrid

    2017
  • Marketing Automation

    SALESmanago, Madrid

    2018
  • UX / UI Design Fundamentals

    UXER School, Madrid

    2019

Languages

  • Portugués

    Basic

  • Italiano

    Basic

  • Inglés

    Native or bilingual

  • Español

    Native or bilingual

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