Leticia Santoyo

Created and scaled the Global B2B Marketing function, with ownership of global B2B marketing investment, ROI and commercial impact. - Achieved 9x pipeline growth and 11x Marketing ROI growth - Delivered 130–150%+ pipeline target achievement YoY. - Built and led a global B2B Marketing organisation covering Product, Creative, Brand, Content, Digital, Campaigns, Partnerships and Field Marketing, with full ownership of budgets and performance targets. - Defined and executed the global B2B GTM and growth strategy, aligning marketing investment with revenue goals across regions and customer segments. - Developed product positioning, brand narratives and value propositions that improved sales effectiveness and conversion across large enterprise accounts and resellers. - Designed the B2B brand architecture and positioning framework as a growth pillar, driving awareness, credibility and demand. - Designed customer-centric lifecycle programmes driving retention, expansion and cross-sell revenue. - Acted as strategic advisor to senior leadership, consistently exceeding pipeline targets. - Implemented performance frameworks, attribution models and KPIs to optimise spend efficiency, forecast impact and inform executive investment decisions.

Led global marketing operations and growth investment across public-sector and enterprise markets. - Owned global marketing investment across Product, Creative, Brand, Content, Digital, Partnerships, Field Marketing, and PR managing budgets to maximise commercial impact. - Delivered a global GTM and product launch strategy focused on pipeline creation, deal progression and international growth. - Established corporate brand, creative and messaging frameworks across key languages and regions - Implemented operating models and KPIs to improve marketing efficiency, attribution and ROI visibility. - Drove measurable contribution to pipeline growth and revenue acceleration across international markets.

Leading the Marketing department for Europe, Latin America and the Caribbean at one of the world’s top Education Technology companies.

- Structuring a yearly Field Marketing and PR plan covering 12+ countries - Reaching a +40% annual budget optimization and coverage increase - Toping regions in Marketing contribution to deals rates - Accomplishing industry-leading annual goals - Spearheading opportunity creation and progression in liaison with 10+ international channel partners - Boosting customer retention rates, upsell and cross-sell business - Producing 35+ international events per year touring 9 countries - Leading strong regional cross-team stakeholder integration to create and manage client lifecycle programs - Managing a multi-language content localization and creation program

Originated the Loyalty Department, the B2B customer retention program and the Academic Coaching Department for the Hispanic Markets in the United States and Latin America. - Introduced our Academic Coaching Department and compensation program leading a team of 10 Academic Coaches - Structured multi-platform customer outreach programs increasing monthly usage frequency and engagement by 20% - Lead 360º user journey analysis that spearheaded cross-department process overhaul - Conducted persona, behavioural and loyalty data-based analysis to optimize CRM and client onboarding strategy - Produced and hosted EF Englishtown Webinars and Englishtalks series

Guided a high-performance team formed by an academic and a sales department towards the achievement of retention, enrollment and win-back goals. - Led a team of 20+ academic and sales professionals - Exceed monthly national financial sales goals average and accomplished+95% retention rates - Performed quarterly Sales, Field Marketing and Media planning - Managed the administrative and academic payroll - Training and supervision of learning, prevention and correction programs - Closed agreements with +10 regional top-profile companies and institutions to ensure a healthy balance of account-based and volume income

Pioneered an integrated academic journey for students transitioning towards postgraduate education abroad. - Initiated a Cultural Transition Program for Postgraduate and Master’s Degree students - Structuring class curriculum, creating class content and examinations - Specialized in Marketing, Publicity, Business, Human Resources and Politics - Customized cultural onboarding journeys based on target countries

- Linguistic, intercultural and management-focused corporate training - Provided training in Business Topics, Negotiations, Social Situations, Arts & Entertainment, Pronunciation, Email & Business Writing - Provided industry-targeted specializations to private and government institutions (ISNP, Pepsi Co., CFE, IMTA, Freudenberg, Bridgestone Firestone) - Spanish, English, French and Italian

4th World Water Forum (WWC/ CONAGUA) • Information Coordination • International Media Relations and Monitoring NH Hoteles, Grupo Mall • Strategic Communication • Media Events and Monitoring