Carlos Rodrigo Segura Cárdenas

Ia+Data+Human

🌍 Regional Digital Marketing Manager | Samsonite Group I lead the digital strategy for Samsonite’s global portfolio of brands across Latin America, driving profitable growth and world-class omnichannel experiences. Key Responsibilities: Define and implement the regional digital marketing & growth strategy aligned with business objectives. Manage 360° campaigns across Paid Media, Retail Media, and eCommerce (D2C & e-wholesale: Falabella, Mercado Libre, Amazon). Optimize advertising investment based on data, performance, and attribution to maximize ROAS and profitability. Develop digital transformation and omnichannel projects, integrating platforms, CRM, marketing automation, and advanced analytics. Coordinate local teams and agencies, ensuring regional synergies and operational efficiency. Lead brand expansion into new digital channels and adoption of emerging technologies (AI, personalization, automation). Impact: Accelerating digital sales, strengthening customer experience, and positioning Samsonite as a digital innovation leader in the region.

Led digital transformation, eCommerce, customer experience, and growth strategy initiatives for top-tier clients across industries, combining consulting, business strategy, data, technology, and execution. Key responsibilities and contributions included: Leading strategic transformation projects focused on digital commerce, omnichannel experience, marketing effectiveness, and business growth. Managing multidisciplinary teams across strategy, experience, technology, analytics, and performance marketing. Acting as a senior client partner for major accounts, aligning business goals with digital capabilities and transformation roadmaps. Designing and implementing growth strategies, customer journeys, operating models, and performance frameworks to accelerate business impact. Connecting brand, commercial, and digital priorities to deliver measurable improvements in acquisition, conversion, retention, and operational efficiency.

Owned the regional marketing agenda for a portfolio of 60+ fullcommerce operations across Latin America, leading growth, media, CRM, analytics, and commercial performance strategies for brands including Coca-Cola, Samsung, Levi’s, Pandora, and others. My role focused on connecting brand ambition with business performance at scale, ensuring that each operation had the right marketing strategy, investment approach, performance framework, and execution model to grow profitably in highly dynamic and competitive environments. Main responsibilities: Led regional marketing strategy across multiple industries, brands, and markets within a large-scale fullcommerce model. Advised clients on growth opportunities, digital investment, campaign prioritization, and eCommerce acceleration strategies. Drove acquisition, conversion, retention, and revenue growth through integrated marketing planning and performance optimization. Coordinated large cross-market teams and partners to ensure consistent and effective execution. Implemented KPI frameworks and executive business reviews to strengthen accountability and improve commercial results. Helped scale a high-volume operation model while balancing customization by brand with regional efficiency and governance.

Supervisor Coordinador Digital para P&G y Multicuentas.