Federico Rivera H.

Multi-product Fintech: crypto on/off-ramp via local banking rails, US virtual account, Mastercard issuance, yield investment module. Operating across Costa Rica, Panama and Guatemala. Permanent role, reporting to the CEO. → Own the full marketing & growth P&L end-to-end — product marketing, demand gen, brand, lifecycle, retention, referral and event programming — managing a $1M annual budget ($500K/semester) across acquisition, activation and viral channels. → Driving 18%+ MoM growth in downloads and activations across CR, PA and GT by orchestrating paid social, ASO, lifecycle automation (OneSignal, SendGrid, Mixmax) and product analytics (Mixpanel, AppsFlyer) into a unified weekly experimentation cadence — improving CAC payback and unlocking compounding lifts in activation-to-funded-account conversion. → Architected a full-funnel growth model spanning Meta, Google, TikTok, ASO, in-app viral loops and referral mechanics, with shared LTV/CAC KPIs across Marketing, Product and CX. → Steward brand equity and Share of Voice across three regulated markets, balancing aggressive growth with fintech compliance, consumer trust and on-the-ground event programming. Stack: HubSpot · Mixpanel · AppsFlyer · OneSignal · SendGrid · Mixmax · Figma · Canva · Slack · Google Workspace.

Owned the full media strategy and execution for P&G's Shave portfolio (Gillette, Gillette Venus, Braun) across 13 Hispanic LATAM markets, with end-to-end accountability for a $30M+ annual budget. Based in Panama (regional HQ). Team of 8 direct reports. Transitioned out as the regional mandate wound down. → Owned $30M+ annual media P&L spanning paid media, SEM, OOH, KOL/influencer, retail activation and events. → Led the regional launch of Gillette's 4-blade platform across all 13 markets in partnership with Publicis, Meta, Google, TikTok and key retailers (PriceSmart), delivering a 17% lift in media-attributed sales across the portfolio. → Co-developed an internal, AI-driven predictive media algorithm correlating media investment with sales effectiveness — enabling real-time cross-market budget reallocation and improving regional media efficiency. → Introduced a Growth Marketing operating model to a traditionally brand-led FMCG organization, embedding test-and-learn discipline and performance metrics alongside classic brand equity building. → Led a cross-functional team of 8 (media, digital, analytics, creative) and orchestrated 5+ agency partners across the region.

Fixed-term engagement (12 months). B2B Tech & CX. United States/Canada market. Direct HQ-level outreach to Fortune-class enterprise accounts in travel, hospitality, retail and leisure. → Architected ABM-led demand generation programs targeting enterprise accounts including Hilton, Booking.com and Marriott — generating 450+ MQLs per semester and a 5% funnel-wide conversion lift. → Reduced CPL by 18% while managing a $150K/month US multichannel media budget across LinkedIn Ads, Meta, Google Ads and programmatic, with Salesforce as the system of record. → Originated Marriott Hotels as a net-new enterprise logo, expanding the hospitality vertical through targeted ABM outreach to corporate decision-makers. → Designed a multi-stage lead nurturing & qualification engine that filtered and enriched leads before handoff to revenue teams, sustaining a high pipeline pass-rate. → Launched a proprietary thought-leadership newsletter that became the program's top-performing lead magnet, fueling top-of-funnel demand.

Fixed-term engagement (12 months) to build the end-to-end demand generation engine for a B2B SaaS selling on-demand executive coaching to C-suite buyers (160+ employees, 500+ certified coaches). USA, UK and France — Remote. Reported to the CEO. Team of 10. → Cut CPL by 50% within the first 30 days through SEO restructuring and Paid Media optimization across LinkedIn Ads, Google Ads and intent-driven channels. → Multiplied qualified-lead volume by day 60. By day 90, deployed HubSpot-based nurture automations that lifted backend conversion and shortened sales cycles. → Implemented a modern B2B SaaS martech stack: · HubSpot (CRM & marketing automation) · 6sense / Demandbase (ABM intent data) · G2 / Capterra (review-driven demand capture) · Mutiny / Unbounce (landing-page personalization) · Drift / Qualified (conversational lead acceleration) → Led a team of 10 across content, paid, marketing ops, SEO and lifecycle, while serving as Acting CMO for the majority of the engagement.

Recruited to overhaul brand, demand generation and AI-driven marketing automation across two distinct entities (Business School + University), spanning 14 LATAM countries. HQ Argentina, with operating presence in Argentina, Costa Rica and Panama. Reported to the President & Founder. Led an integrated organization of 60 (35 direct reports). → Led the institution's full rebrand — new logo, visual identity system and market positioning — a transformation that contributed to ADEN University Panama becoming the #2 ranked private university in the country. → Reduced CPL and scaled MQL volume across both divisions by deploying marketing automation, AI-driven content production and predictive lead scoring into a previously manual demand-gen function. → Drove regional expansion across Central America, opening new acquisition channels and re-activating dormant markets. → Catapulted the Congreso Latinoamericano de Negocios ADEN into a virtual format in the post-COVID era, multiplying its regional reach and re-establishing it as the institution's flagship C-suite thought-leadership event. → Led teams across digital, design, performance marketing, brand, content and events.

Contractor. Colombian based start-up featuring the Vet-Tech industry. Responsible for determining agile-growth strategies to boost-up memberships and e-commerce conversion rate throughout on and off tactics, and structuring the AARRR funnel with focus on Acquisition and Activation fases.

Contractor. Leads a data-driven technical team focused on Growth using Lean Data analytics and multi-funnel Rapid Growth experimentation to discover and optimize the factors most correlated with revenue development. - Led the growth strategy for 10 cross-industry clients in the US helping them increase their revenue, e-commerce conversion rate, transactions and AOV, immediately.

Led marketing strategy across INCAE's full academic portfolio — 160+ programs, including 10 Master's programs (tuition $57K+) and 5 doctoral programs — across Spanish-speaking Central America, Ecuador, Peru and selectively Venezuela. Costa Rica. Reported directly to the Rector. → Co-led the launch of INCAE Online, the institution's first foray into synchronous and asynchronous virtual education — pioneering a digital and e-commerce revenue stream for one of LATAM's most traditional top-tier business schools. → Drove enrollment-attributable marketing performance for the Business School while simultaneously building e-commerce KPIs (CAC, conversion rate, transaction volume, AOV) for INCAE Online from the ground up. → Modernized brand identity and orchestrated cross-team collaboration between Public Affairs, Alumni Relations and Corporate Education to unify the institution's external voice. → Steered the marketing function through INCAE's pandemic-era pivot to digital education, building the operating playbook later adopted across the organization.

Responsible to business/brand growth in the United States and LatAm using growth-hacking tactics aimed to increase revenue and optimize CAC/LTV. - Responsible for SMB strategy in the US. - Led the Paid Media - Paid Search strategy, Marketing Automation and CRM strategy (implemented Hubspot) and articulated the tech stack and innovation using Asana, Slack, Zendesk, Supermetrics, Zapier, etc.

Built and led the digital innovation practice within a top-tier global PR agency (Young & Rubicam network, multi-award-winning), expanding the agency's offering beyond traditional public relations into integrated digital services for blue-chip local accounts. Bogotá. Team of 7. Reported to the General Manager. → Architected digital branding, demand generation, CRM and digital-asset transformation programs for marquee clients including Shell, Peugeot, Harley-Davidson, Adecco and Credibanco — embedding measurement and performance discipline into a historically PR-driven service model. → Designed digital-first narratives for public affairs, corporate reputation and institutional communications, integrating earned, owned and paid channels under unified KPIs. → Regular C-level client exposure across energy, automotive, finance and human capital sectors.

Master in execution of fast and sustainable growth strategies and automation of conversion funnels.

Advance Social Media Marketing Online Diploma

Fundamentals, methodology and procedures of Inbound Marketing to attract, convert, close and delight audiences.

Major in Journalism, Media and Social Communications.

Basics in informatics Diploma: Macromedia Flash, Director. Adobe Photoshop y Corel Draw. 2006

Basic Cycle: I to VII semester