Liliana Ortiz

Reporting directly to the CEO, since I've joined Job Today I've been leading innovative marketing strategies for Web and App across the US, Spain, and the UK, focusing on driving growth, optimizing B2B acquisitions, and enhancing brand presence through data-driven insights and creative campaigns & initiatives. I've been also mentoring the marketing team in all activities related to performance marketing, acquisitions & growth. Key Achievements (so far): United States: - Led the launch of new paid search & TOFU campaigns in NYC, translating into B2B conversions increase by 102% QoQ, while maintaining a steady CAC. - Created new App campaigns from zero, focused on acquiring higher engagement users by prioritizing valuable conversions, leading to sustainable growth in both installs and Native Applicants. Spain: - Increased B2B conversions in Q3 by 7% YoY - Orchestrated a brand-focused YouTube campaign, achieving a 4.5% lift in brand awareness and a 1% increase in consideration. United Kingdom: Focused on optimizing cost efficiencies and scaling digital marketing initiatives to stabilize and grow our B2B customerbase. By combining data-driven insights with creative innovation, I've led initiatives that not only increase B2B conversions but also solidify Job Today’s position as a leading platform in the job marketplace. My commitment to continuous improvement and strategic thinking ensures that we remain adaptable and ahead of market trends.

I advise startups, e-commerce and entrepreneurs with their growth marketing strategy. You can book a call with me here ---> https://app.growthmentor.com/mentors/liliana-ortiz What companies say about me: "Liliana is a really sharp performance marketer! we went through my adwords account and came out with 3 action items that I implemented right after our chat (2 ad optimization + 1 conversion related) - highly recommend her help!"" "Liliana helped me understand the concept of marketing automation and how to implement it on my overall inbound strategy. Excellent call and wonderful advice!"" "Liliana was a great mentor, straight away she tried to understand the problem and give actionable points that could be tested and implemented right away. She also sent me resources as a base for a better understanding of the approaches she recommended. I highly recommend a session with her, you will leave with points that you can test immediately :)."" "Liliana is able to quickly understand the key points of the performance marketing strategy of a business to spot issues and opportunities to optimize the short term results in a very short time frame. She adds to it a very positive and friendly attitude, thank you for your input."

At Typeform, our goal is simple: help businesses solve everyday jobs with next-gen forms & Make every interaction count! In the demand generation team, I focus on: ● Nail CPA and monthly conversion goals aligned with the Performance Marketing team’s growth targets. ● Overseeing a €7 million euro annual budget ● Creation of acquisition strategy for assigned use cases based on KPIs and main business objectives ● Analyze data on a regular basis, report and identify improvements. ● Experiment constantly to optimize conversion funnels and increase the main KPIs ● Day-to-day optimization and monitoring of key metrics (CAC, LTV, ROI) ● Build, maintain, and scale our paid search campaigns across Google Ads, YouTube, GDN, Microsoft Bing Ads, Capterra... ● Work with our SEO Manager to uncover opportunities and forecast areas of growth. ● Make monthly paid search reports for key stakeholders. ● Collaborate with product owners to create effective co-marketing campaigns. ● Work closely with the lifecycle team creating holistic campaigns across different channels

My goal at Lodgify SaaS is to grow lead & customer acquisition through different paid channels (Google Ads (Google Adwords), Meta Ads (Facebook), Bing, Gartner, Linkedin). Accountable for growth targets and marketing budgets. My responsibilities include but are not limited to: ● Leading the SEM Channel within the Marketing organization (managing different advertising platforms; Google Adwords, Bing Ads, Facebook, Linkedin, Gartner) ● Create and implement strategies to enable Lodgify to meet acquisition targets across the SEM Channels ● Creating, expanding & optimizing campaigns in multiple languages and regions ● Creating lifecycles within Hubspot to make leads to move towards the end of the funnel ● Combine the Inbound Methodology imparted by Hubspot + Performance Marketing (SEM, SMO) ● Running tests using (Optimizely, Hotjar, Hubspot), collecting and analyzing data, identifying trends and insights in order to achieve maximum ROI, ROAS, CPA, CPL, CAC in all paid search/ paid social campaigns ● Tracking, reporting, and analyzing website analytics and PPC initiatives and campaigns (using Google Analytics, Hubspot, Segment) ● Optimizing copy and creating landing pages for paid marketing campaigns ● Performing ongoing paid keyword discovery using diverse tools (SEM Rush, Keyword Planner, Spyfu...) ● Researching and analyzing competitor advertising activities ● Reporting to the COO weekly on all major metrics ● Mentoring the Content Team in Analytics activities

My remit covers the Online Marketing operation, with responsibility to deliver the direct customer acquisition strategy across all Online Channels (PPC, SEM, ASO, SEO, Mobile, Affiliates and RAF). Accountable for growth targets and marketing budgets. • Manage the Digital Marketing team • Overseeing a $2.5 million dollar annual budget • Create and implement strategies and roadmaps to enable Ding to meet acquisition targets across all digital channels • Leading the SEM Channel within the Marketing organization • Innovate and test/trial new opportunities to acquire new customers. • Deliver the cost per new customer numbers in each channel. • Manage and optimize PPC campaigns using Bid management optimization (IntelliAd). • Analytics and reporting on KPIs • Use of machine learning methods to drive improvements on paid search • Identifying areas for improvement and drive necessary changes.

As an Online Communications Specialist my focus was to increase customer retention through the implementation of different strategies across multiple channels: email, push, facebook, adwords & twitter. I was also in charge of the Analysis of Promotional campaings, email tests and push tests.

Ding enables people living or working abroad to instantly top up mobile phones of friends and family back home. Ding was established in 2006 and quickly became the world's largest provider of international mobile phone top-up. Some of my main responsibilities included: - Create and implement communication campaigns to be sent via email, push and in-app messages - Use data to analyse and optimize campaigns - Update and manage promotional content for the Ding website - Work with our website content management system to make changes and improvements to the Ding website - Create new and exciting promotions and promo code campaigns to drive customer retention

I was building GoConqr’s Community through the creation, promotion and management of groups, and through creation, management and promotion of great content. My goal was to increase customer engagement and retention. My responsibilities include but were not limited to: Manage content creation programs including sourcing contributors, reviewing content and publishing Manage groups traffic and ensure an abuse free environment Contribute to the design of solutions and awareness of issues, to help produce a great user experience Create blogs, guides and announcements about new product features and releases Suggest new features and product enhancements to the Management Team Develop and implement growth strategies to expand the community and strengthen customer loyalty

I worked with the Online Marketing, Brand and New Product Development teams to provide them with answers and solutions to questions surrounding consumer behaviors, market trends, website improvements and marketing strategies. I reported directly to the Head of Online Operations and Customer Analytics Manager. I also worked on different projects reporting directly to the CEO. Achievements: - Creation of different customer profiles, based on multiples persona research +2000 customers insights (key markets) used in the rebranding process and web redesign - Aug 2014 - Creation of the processes: Ad-hoc surveys, Customer Interviews and UX testing - Nominated by the senior management team for the Q3 2014 ding* dinner with the CEO - Aug 2014 - Nominated by the CEO to be part of the TV report EOY 2014/RTE Ireland - Oct 2014 Some of my responsibilities included: - Collecting, analysing, interpreting and disseminating data related to customer behaviors and trends -Designing and analysing controlled site experiments using Content Management Systems and Google Analytics. - Driving improvements to the Customer experience team -Carrying out market research and customer surveys to assess demand, brand positioning and awareness - Conducting customer interviews and surveys in Spanish and English to provide the business with in-depth customer insights and feedback. - Monitoring customer trends and market specific examples of these trends in key markets - Coordinating and conducting internal-external Website testing in partnership with Product team - Delivering UX sessions to new employees, and customers via phone and skype

ding* formerly ezetop is the largest, fastest growing international group focused on international and online mobile phone top-up. It's present in 130 countries across the globe, ding* delivers top-up to +3.5 billion phones. Achievements: * Promoted to Customer Analytics Executive (ding*) - Sept 2013 * Winner of Mobile app Competition brainstorming - 2013 * Management's stated recognition of leadership potential * Selected to train new hires (night shift) As an Online Operations Executive - Customer Experience, my focus was to support and assist ding's partners and customers in order to enhance their experience using the company services. I was in charge of educating customers about ding products, to ensure every transaction was successfully completed. I also focused on monitoring electronic data for suspicious activity and possible fraud cases, managing ding* community, analysing trends and researching information security and fraud prevention techniques for improving company’s security posture.

I created a Facebook community for Colombian women passionate about fashion and therefore, decided to create my e-commerce - online store, selling clothes, shoes and accessories for women between 18 and 35 years. I was mainly focused on all the social media and marketing activities such as: -Content creation for Facebook community, twitter and Wordpress blog - Management of the CMS (Prestashop) - Paid Search Campaigns (Google) and email marketing - Facebook campaigns - Meta ads - Market Research within the Colombian territory with the aim to generate new sales and increase brand awareness. It became profitable after only 1 year of investment. The profits of this business helped me in pursuing my dream to travel around the world. This experience gave me a very strong business acumen as well as strong experience in Digital marketing and Community Management.

I was responsible for leading and managing the retention/CS team (4 people). My main function was to maximize member growth through renewals memberships and retention. I reported directly to the General Club Manager. Achievements: *Renewed 120 memberships in my first month, achieving the second position in Spain renewals league. *Exceeded 150% of monthly target on several occasions *Awarded Best Employee of the month in Valencia community, July 2010, April, and October 2011 *Designed new employee motivational program which decreased employee turnover within the CS Team. Key responsibilities included the following: - Renewal memberships on a one to one basis with the aim to reactivate - Member retention - Daily, weekly and monthly progress in terms of goals set and actual turnover & growth for the business - Forecast of renewals (daily, weekly and monthly) - Strategic marketing (managing marketing campaigns to attract new members, guerilla, email marketing, social networking, outdoor activities, flash mob with members, onsite events) - Training sessions to retention team about renewals and CS excellence - Recruiting new members to CS team

Fitness First is the largest privately multinational owned health club group in the world. It consists of more than 360 Fitness First clubs worldwide reaching just over 927,000 members in 16 countries. As a membership consultant, my focus was to convert every new visitor into a new customer. Achievements: * Promoted to Member Services Renewals Manager * Signed 1000+ members between March 2008 and Feb 2010, helping the club to exceed its pre-sales and opening quarter targets. * Lead Generation winner Spain - July 2009 Some of my responsibilities included: - To conceive, develop, and implement an innovative marketing program geared towards the expansion of customer base. - Consistently look for innovative ideas to attract new members. - Prospect for qualified leads and create traffic through mailers, referrals, outreach and events. - Build and maintain a network of contacts through prospecting and referrals. - Determine prospect goals and motivation. - Understand product range so prospects understand the value of Fitness in helping them reach their goals.

Learning outcomes: - Data analysis using MySQL - Data mining using R - Business Analysis and Problem-solving techniques - Statistics (with SPSS and advanced Excel) - Programming for Big Data (Python and R)