About Filiberto
As a multi-cultural and multi-national marketing and communications expert with over 13 years of experience, I bring a unique blend of skills and expertise to the table. My ability to make strategic decisions and forge new paths for leading-edge companies has driven growth through innovative and cutting-edge marketing and communication campaigns.
My areas of expertise include growth marketing, product development, product marketing, influencer marketing, performance advertising, branding, digital marketing, demand generation, events marketing, and email marketing. With a wealth of experience working for companies across the globe, I have a proven track record of developing markets in LATAM, EU, and Asia, and have extensive experience working in various industries, including SaaS, fintech, proptech, edutech, retail & CPG, automotive, pharmaceutical (with a focus on beauty and OTC), travel, and construction.
English
Native or bilingual
Spanish
Native or bilingual
French
Fluent
Remote only
Primarily works remotely
Experience
- Meetzy.ioHead of MarketingOctober 2022 - Today (3 years and 9 months)Madrid, SpainMeetzy is the all-in-one solution to qualify leads in a smart and automated way. Meetzy help sales teams to unlock +20% of new revenue, qualifying, routing and booking sales meetings between your leads and the right sales reps in seconds, not days. At scale.- Build a scalable, effective, and cost-efficient marketing capability.- Develop and execute multi-channel acquisition marketing strategies to build a foundation for long-term growth.- Responsible for the value proposition, messaging and compelling narratives.- Create marketing campaigns and programs to drive the overall demand: write industry-specific content to increase brand awareness, improve marketing efforts and boost sales.- Articulate/message product strategy and customer pain points as it serves the target market and ecosystem of lead management tools.- Develop and implement a strategy for customer acquisition, retention and growth.- Identify and prioritize new audience and channel expansion, leaning on both paid and organic opportunities.-Work with the Senior Management and key team members to refine our understanding of core customer segments, brand/product positioning, and messaging.- Analyse key traffic and conversion trends on relevant business and customer analysis.- Build business cases and advocate for new strategic initiatives to support growth.- Utilise data-driven methodology, analysis, and measurement to improve the effectiveness and efficiency of our performance channels.- Oversee campaign management and reporting, including in-depth analytics of LTV, CPA, ROI, and incrementally.- Develop and oversee the effective planning and execution of content across the different brand channels to ensure efficiency, accuracy, and timeliness of all content publishing.- Partner with senior management and key team members to ensure all relevant organisational goals and implications are factored into expansion projects.
- ePesosChief Growth OfficerJanuary 2020 - January 2022 (2 years)ePesos is a Fintech that allows workers to have immediate access to their paycheck, regardless of the payday, offering this product as a benefit at no cost to the company. Since it is neither a credit nor a loan, the collaborator cannot get into debt. ePesos is a pioneer in Mexico in financial inclusion and is the first company to offer a solution like this in the country.• Implement data-led acquisition strategies, optimizing every part of the sales funnel.• Target Government, SMEs, and Enterprises in Mexico and beyond by identifying and scaling paid and unpaid digital acquisition channels, including PPC, social (paid & unpaid), partnerships & affiliates, SEO, content, email, and more.• Calculate CAC & LTV and optimize campaigns for profitable unit economics.• Work closely with product and operations teams to optimize conversion rates.• Uncover creative, non-traditional, and new methods of acquiring users.• Build and execute brand and competitive positioning strategy.• Test and implement offline marketing campaigns• Execute strategy to scale beyond Mexico and broaden the customer base.
- Holiday SwapHead Of MarketingJanuary 2018 - January 2021 (3 years)London, UKHoliday Swap is the Award Winning Platform, that connects people from all over the world and promotes a social environment for travelers to swap their homes. Users are able to travel more by spending less on accommodations. Holiday Swap currently operates in over 185 countries and continues to rapidly expand globally.• Responsible for all customer facing marketing, branding, and promotional initiatives for the brand.• Development of key brand strategies and marketing plan for the brand.• Research and evaluation of market trends and consumer behavior to identify key opportunities across consumer segments.• Development and execution of integrated marketing campaigns. (Instagram Marketing, Facebook Marketing, E-mail Marketing, Analytics, etc)• Development and execution of social media strategy for the brand.• Development and execution of influencer marketing campaigns (influencer research, contract negotiation and campaign execution).• Development and execution of e-mail marketing communication campaigns.
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Education
- Fintech Innovations Specialization, Finance and Financial Management ServicesUniversity of Michigan2021Fintech Innovations Specialization, Finance and Financial Management Services
- Sneaker Essentials , Fashion/Apparel DesignFashion Institute of Technology2020Sneaker Essentials , Fashion/Apparel Design