Gabriel Velázquez Herrera

In charge of operations, project implementation, and new client acquisition, as well as the entire marketing department. With sales increases of over 150%, significant operational efficiencies, an increase in the workforce, and the acquisition of several new clients.

In charge of giving impetus and direction to the launch of Femsa's new digital businesses. I led the launch of the Spin Premia brand, which today has more than 30 million users in the market. Responsible for the growth and development of strategic allies, as well as the growth of the loyalty program. I direct and lead the efforts of campaigns and promotions that encourage the growth of our businesses and the development of our allies. In charge of impulsing and promote the connection between Spin by OXXO and Spin Premia. I lead the efforts for users acquistion, growth, retention, churn reduction and transaction rates through the execution of several straetgies.

In charge of planning, developing and implementing the marketing strategies for several clients including strategy, execution, time charts, budget management and forecasting. Heading and leading the digital marketing team and in charge of accomplishing all objectives and goals set for each client. Creation and coordination of the prospect recruitment, deal closing and investment development strategies. Member of the heading board and decision maker for the company strategies. Responsible for develop brand positioning and market according to strategies among the company clients. Creation and coordination of several product and services campaigns.

Creation and coordination of several product and services campaigns executed among the entire Latin America using different strategies and going across all the campaign process, from the market research and campaign planning to the campaign execution and measurements. Developing and implementing the marketing plans quarter by quarter including strategy, execution, time charts, budget planning /management and forecasting. Generation and execution of the media strategies. This includes planning, media buying and negotiation process, creative planning and development, budget management and metrics. Event coordination such as congress, tradeshows, seminars and virtual events going from the planning and budgeting to the execution and measurement by coordinating all kind of agencies and vendors as well as internal support. Responsible for develop brand positioning trough strategic activity among the territory. Generation and execution of go to market and marketing strategies for the sales channel as well as segmented strategies by kind of industry and region. Develop sales and promotion strategies according to market needs and responsible for the lead generation and measurement management. Responsible for all the localized communication tools such as web pages, project yearbooks, brochures, etc.. to support sales strategies and generate visibility of the company. Responsible also for the budget management and strategic allocation based in market strategies

Creation and coordination of several product and services campaigns from the product analysis and market strategy to the marketing plan, media coordination and campaign execution including measurement and second phases. Implementation of market research for the different segments of the business and implementing the research into the marketing plans. Responsible for the media execution and management through controlling and coordinating the advertising and media agencies. All types of event coordination by managing several agencies and going from the BTL plan and strategy to the execution and supervision. Develop of the ATL analysis and plans including budget management to execute campaigns. Develop the sales and promotion strategies for the channel sales force including the media communication strategies trough retail or store marketing activity. Implementation of some of the sales channel advertising and promotional in store plans. In some cases just as a supervising level. Responsible for buying process including media, promo items, BTL strategies, etc. Development of a large number of BTL strategies in line with the ATL plans to support complete plans for external and internal sales channels.

Campaign coordination from the marketing plan analysis to the buying and execution process in all types of media. Generation of strategic ATL planning according to client briefs based on market analysis and media research. Responsible for media research according to client needs to maintain the strategies always at effective and innovative levels of execution. Media relations control and responsible for negotiations to achieve the best level of investment for clients. Client budget management to maintain always healthy executions among the campaign life cycle. Client service and direct attention for accounts like: Telcel, Domecq, Profuturo GNP, Nike, and others.

Sales strategies support based on market analysis and based on innovation for the industry. Development of the new go to market and store opening plan. Responsible for market research at all levels Development and implementation of brand position strategies New sales channel coordination and implementation and also responsible for the store image and communication strategies.