Juliana Hernandez

Role Mission: Drove the overall marketing and go-to-market strategy for a new company during its first year of operations, aligning marketing priorities with revenue targets, pipeline growth, and brand positioning, focused on reaching the technology, fintech, healthcare, and construction industries. Key Achievements: •Achieved 100% of the revenue target in the first year of operations by directing the overall marketing strategy to launch Fully Promoted in Coral Springs. •Achieved 40% of the annual pipeline by building the Account-Based Marketing (ABM) strategy for priority enterprise accounts through multichannel campaigns, including events, personalized content, and email marketing. •Acquired 30 new accounts in the first year by partnering with the sales team to develop engagement strategies and creating tailored value propositions by industry and buyer persona. •Managed digital and performance marketing initiatives, generating 20% of annual pipeline through inbound and outbound tactics, paid acquisition, and performance campaigns.

Role Mission: Drove and executed the regional marketing strategy for LATAM, working closely with regional sales leadership, partners, and BDR teams to support the positioning and sales of enterprise B2B software solutions in cybersecurity, DevOps, open source, and IT operations. Key Achievements: •Generated $38M USD in regional pipeline through field marketing strategies across 6+ LATAM countries, working closely with sales teams and aligning execution with global GTM priorities. •Increased account engagement by 40% by designing and executing ABM-led campaigns for target accounts, collaborating with Sales and BDRs, and localizing messaging, content, and customer success stories from clients such as Grupo Salinas (Mexico), Grupo Aval (Colombia), and Banco Galicia (Argentina). •Built and scaled regional field marketing programs from scratch, generating 150+ qualified leads per quarter and accelerating mid-funnel opportunities through campaigns and initiatives with ecosystem partners in financial services, fintech, education, and healthcare. •Optimized the LATAM marketing budget (MDF), improving cost efficiency by over 20% while sustaining pipeline growth. •Tracked and reported regional marketing performance using Salesforce and marketing analytics, providing visibility into pipeline, ROI, and GTM impact.

Role Mission: Owned the marketing strategy focused on positioning digital identity verification, cybersecurity, and biometric solutions, working closely with sales, product development, and service teams to support pipeline generation and revenue growth.. Key Achievements: •Generated sales revenue growth of +30% in 2019, +40% in 2021, and +30% in 2022 through the regional Go-to-Market strategy for Colombia and Mexico, supporting expansion into regulated and high-growth markets. •Increased new logo acquisition by 30% year over year, strengthening relationships with enterprise clients across telecommunications, financial services, fintech, healthcare, education, and government sectors, including Claro Colombia, Grupo Colpatria, Banco Davivienda, and Bancolombia. •Led the launch of a digital identity verification solution for the notary sector in Colombia, contributing to a 35% increase in enterprise pipeline within 12 months. •Built the digital marketing and sales strategy from scratch for Digital Invoice and Digital Signature products, creating the BDR team and generating over $500M COP in revenue. •Increased brand visibility and market leadership by 60%, positioning the company as a key player in digital identity, cybersecurity, and digital trust. •Monitored regional marketing performance through HubSpot and marketing analytics, providing visibility into pipeline, ROI, and GTM impact.

Role Mission Led the Product Marketing and Go-to-Market strategy for launching a blockchain-based academic certification solution, targeted to public and private universities in Colombia. Key Achievements: •Led the development and market launch of a blockchain-based academic certification solution, introducing digital verification technology to the Colombian education sector. •Designed and executed the Go-to-Market strategy, increasing sales by 20% after the Q3 launch, defining market segmentation, value proposition, pricing, and communication strategy. •Positioned the solution in the education market, acquiring 20+ universities as new customers within the first six months, developing messaging, content, and commercial materials to support adoption. •Worked closely with product, technology, and sales teams to generate demand and accelerate pipeline, capturing 100+ Marketing Qualified Leads (MQLs) through strategic events and regional activations. •Tracked and analyzed the performance of the Go-to-Market strategy using Salesforce and marketing analytics to evaluate pipeline and return on investment.

Role Mission: Owned the end-to-end marketing and growth strategy, integrating demand generation, digital marketing, partner engagement, and communications. I worked cross-functionally to align marketing, sales, and product, building scalable programs to drive pipeline, revenue, and customer expansion. Key achievements: •Drove 40% revenue growth in 2016 and 30% in 2017 by building and executing scalable go-to-market and demand generation programs. •Increased brand positioning by 60% in 2016 and 40% in 2017 through integrated content, digital, and event-driven campaigns focused on customer success stories. •Increased customer retention and repurchase rates by 50% and 40%, strengthening long-term customer value and expansion.

Developed and led marketing and communication plans to enhance customer loyalty and attract new users to the portfolio of services and products. Directed strategies to strengthen customer and product retention, positioning the value proposition through digital media, mobile platforms, sales channels, contact centers, relational marketing, PR strategies, and partnerships. Established a differentiated market proposal through innovative collaborations and targeted initiatives.

Designed and executed marketing and sales strategies for Postpaid Internet, achieving key goals and assessing the market potential of new mobile Internet products through thorough research. Achievements: Delivered 30% category growth, built partnerships with smartphone manufacturers, partners, and distributors, boosted smartphone sales by 50%, user base by 30%, and revenue per user by 12% in 2014.

By introducing a new line of premium monitors in major chain stores across the country, I successfully made LG Electronics the market leader in 3D technology by achieving 100% sell-in and 80% sell-out. Strengthened the trade marketing strategy at the points of sale and developed an innovative communication plan.

I developed and implemented marketing and sales strategies that were crucial for positioning the brand, its products, and its services in the data analytics software market. I provided support to the commercial department during the sales process, starting with contact with the prospect and continuing with marketing activities until the deal was closed. Among my achievements, I highlight the growth in sales by marketing activities of 32% between 2009 and 2010, 21% between 2008 and 2009, and 47% between 2007 and 2008.