Fernanda González CV MARKETING DIRECTOR
- 1. FERNANDA GONZÁLEZ Digital Marketing Manager with over 9 years of experience in driving brand awareness, user acquisition, and customer service in startups and advertising agencies. Skilled in multi-channel distribution, and data-driven insights to optimize campaigns. Experienced in leading teams, managing social media channels, and executing successful marketing initiatives. Seeking a challenging role to leverage my expertise in digital marketing and contribute to the growth and success of a forward- thinking organization.
- 2. Paid Ads for leads, traffic, awareness, clics, reach, sales, downloads, interaction (anything needed). Platforms Instagram, Facebook, Linkedin, Youtube, TikTok, Google Ads (basics) Paid Ads My skills Design of Mockup - Wireframes for e- commerce or websites. Basics of SEO strategy (blog content) Best practices for SEO and good UX Programming in Shopify, Wix, Wordpress and (with the help of a programmer in any type of code). Web Development Planning and execution of marketing campaigns on site, outdoors, with agencies, with hostesses, printed material, activations. Radio, TV, Outdoor. OOH Campaigns Creation and implementation of Strategies to improve user retention - Usability testing - Focus groups - Reward plans Customer Retention Management, creation, organization of usability tests Analysis of results to improve the Usability of platforms UX-UI Creation of content and strategy for social networks focusing on innovative ideas, with high reach in trending formats. Social Media Content
- 3. Digital Marketing Manager, WhereIsMyTransport (Rumbo) 2022 – present | Remote conducted in English based in London •Managed every month to reach the download target with approximately (25,000 first opens per month) within the given budget using paid ads and organic strategies. •Built a digital marketing plan to get brand awareness and new user acquisition KPIs for Rumbo. •Managed multi-channel distribution and creative messaging to take campaigns from idea to execution, while ensuring to always stay within budget 100% to retain the users. •Managed all Social Media, and published according to an agreed schedule on Facebook, Twitter, and Instagram to grow the social media channel by 106% of followers. •Led 15 marketing campaigns (OOH and digitals) on ave with guidance from the Design team, producing relatable assets and materials. •UX: Analyzed data and did user usability tests from other markets paired with a test-and-learn approach to find the best ways to reach new audiences. •Conducted both quantitative & qualitative analysis to continuously deliver insights to the wider Rumbo Marketing team, plus colleagues from other functions like Product, Design, and Operations. •Worked with 3 creative agencies, a designer, and a Community Manager to write localized content and develop visual marketing materials to establish digital marketing campaigns. Marketing Manager Parkimovil 2020 – 2022 | Remote based in Mexico City •Led the entire rebranding process of the brand to attract more investments, including the development of banners and physical materials for (BTL) campaigns. •Managed a team of 25 individuals, leading digital marketing initiatives with a focus on campaign design, and customer service. •Implemented digital campaigns to generate 15 qualified leads on average per month for sales purposes. •Improved customer service response by implementing a chatbot to automate customer interactions reducing response time from 2 hours to 10 minutes. •Restructured the customer service plan, resulting in a 98% reduction in complaints on the app store. •Established NPS, metrics like response monitoring, customer bounce rate reduction, and call-tracking systems. Marketing and Operations Director Cuponerapp 2015 – 2020 | Remote based in Mexico City •Created social media campaigns in collaboration with McDonald's, Krispy Kreme, Starbucks, and Domino's Pizza that generated the highest number of app downloads 61,233 in one day, and set a new record for app visits such as 234,455. •Achieved a monthly growth of 25% in adding new anchor brands as allies on the platform. •Implemented growth marketing strategies to define pricing, conduct market research, and introduce subscription models for monetization, leading to the launch of Cuponerapp PRO. •Led a team of 20 co-workers in different areas such as sales, marketing, promotions, and developers. SKILLS Shopify (Advanced) FIGMA (Advanced) TikTok Ads Ad Manager Meta Trello (Advanced) Semrush (Intermediate) Google Analytics (Intermediate) Microsoft Office 365 (Intermediate) Oracle Eloqua (Basic) Google Workspace (Advanced) Google Adwords (Intermediate) Meta Business Suite (Advanced) LinkedIn Ads (Advanced) Wix (Advanced) Moz: SEO Software (Advanced) CRM Hubspot (Advanced) Hubspot (Advanced) Linkedin Ads Spanish (Native) | English C1 (Advanced) | German B2 (Intermediate) LANGUAGES Digital Marketing Manager, W4Management (Maisonovo) 2023 - June – present | Remote conducted in English based in New York, Canada and Mexico Recruitment, tracking, and payment of influencers and content creators across platforms including TikTok, affiliate networks, Instagram, and YouTube. Execution of paid campaigns on Meta Ads platforms such as Instagram. Facebook and TikTok. Coordination with PR agencies for publishing articles mentioning the brand. Management of social media accounts including post scheduling, message management, and monthly result reporting. Creation and distribution of emails. Coordination of website activities and optimization, particularly on Shopify
- 4. EDUCATION Masters Degree in Transmedia Content, Universidad de las Américas Puebla (UDLAP) 2021 Masters Degree in Communication and Digital Media, Universidad de las Américas Puebla (UDLAP) 2020 Marketing Bachelor's Degree Universidad de las Américas Puebla (UDLAP) 2017 CERTIFICATES Hubspot Marketing Software Certified 2020 Hubspot Inbound Certified 2020 Digital Marketing Optimization, NYU 2020
- 5. MY PROJECTS
- 6. CUPONERAPP Grew instagram channel from 4 followers to 7,899 (1 year) and Facebook from 10 followers to (76,899) PR and digital marketing strategies
- 7. PARKIMOVIL
- 8. RUMBO Social media content creation and digital campaigns for downloads and leads Retention campaign for users with vouchers and use of the website ASO - Onboarding of app design and update - Downloads generation
- 9. Coordinate new shoots, artwork and influencers for paid ads and social media Coordinate and achieve articles published in journals. Paid Ads Campaigns example (Google Ads) Objective: Generate downloads (first opens of the app) Monthly Goal: 13,000 downloads Action: Launch campaigns on Google Ads and Facebook Results: Every month starting in January (2023) CDMX needed to acquire from 11,000 to 13,000 first opens from paid media and the goal was met every month. +9.11% +32% FOLLOWERS GROWTH TWITTER OVERALL ENGAGEMENT +56% +67% FOLLOWERS GROWTH INSTAGRAM 11,000 DOWNLOADS 4 Results Period from January 2023 to March 2023 Campaign Name Platform Conversion avg. Reach avg. Cost per install Download Campaign (6 Running Ads) Instagram/ Facebook 550,000 5,000 $11 per install Interaction Campaign Instagram /Facebook 120,000 5,455 $0.89 Download Campaign Google Ads 750,000 $4 6,000 per install per interaction interactions downloads downloads FOLLOWERS GROWTH FACEBOOK
- 10. W4Management Grew instagram channel from 126 followers to 1,680 (1 year organic only) and Facebook from 2 followers to (2,555) PR Agency media coordination-385 million annual readers article Paid Ads campaigns Videos, UGC, posts (campaign creation from scratch: targeting, budget, goals) UGC influencer content management (Goal achieved: 10 contents generated per month) TikTok Shop, content and Affiliate management (98 buyers in 5 months) I obtained 432 influencers who generated content for us in five months.
- 11. — DANIELA FLORES CX MANAGER - RUMBO "Fer has a great ability to create alliances and establish collaborative and efficient processes with other departments within a company. Not only that, she also excels at building partnerships with companies, media, organizations and partners interested in the brands or products she leads. I would not hesitate to recommend her as her support for community building, facilitating recruitment activities for UX research and for the dissemination of the company's research initiatives was indispensable. She helped the UX area to build bridges with our users and potential partners. Undoubtedly, a great element for any team interested in seeing their projects grow and not only reach goals, but exceed them." — DANIEL CARBONELL - HEAD OF HE PARKIMOVIL "In my 10 years of professional career I have met few people with the dedication and passion that Fernanda puts into her work. She is an extraordinary person, an excellent area leader and has a great technical mastery of how to add value from the marketing area." — PREECHAYA ARCHAKOTCHAKAR GLOBAL MARKETING MANAGER RUMBO "I had the pleasure of working with Fernanda as her Global Marketing Lead on several large-scale projects. Fernanda does not only have great attitude and positive mindset but she consistently demonstrated exceptional leadership skills, effectively managing her team to deliver successful projects on time and within budget. Fernanda expertise in risk management and problem-solving was invaluable, ensuring any issues were quickly addressed and resolved. She effectively communicated with stakeholders, keeping projects on track and ensuring their success. One of Fernanda’s standout projects was Acquisition PPI/OOH campaigns, where she demonstrated excellent project management skills and successfully delivered the project result to the goal. I highly recommend Fernanda for any marketing and project management role. Any company will be super lucky to have her." READ THE REVIEWS "Fernanda has done a fantastic job marketing our consumer app, Rumbo, to commuters in CDMX. She is excellent at covering the full range of activities, from strategy through to detailed execution. She has been a highly respected and trusted member of our global team, leading our marketing efforts in Mexico and working closely with colleagues from Latam across Africa, Europe and SE Asia. I highly recommend her work!" — CHRIS MILLER COMMUNICATION DIRECTOR RUMBO
- 12. Why Me I can say that all the tasks I am asked to do I deliver and execute them in a timely manner. Responsible If there is a task to be "done" I am definitely the person. I am known for executing and making things happen. Design of Mockup - Wireframes for e-commerce or websites. Once I decide to start a project or task I commit 100% to it, I live, talk and dream about it. "Doer" - Compromised If I need to innovate to solve a problem or think of a new campaign, I find inspiration to look for new ideas and make them come true. Innovator I have been leading teams for 7 years with more than 25 people. I believe that a good leader is the one who leads by example. Leadership
- 13. CONTACT +52 22 22 58 19 73 PHONE fergonzalezmartinez1@gmail.com EMAIL Hey, my inbox is always open!