Manuel Bautista

I have led the development of marketing consultancy projects in two areas: - SaaS Platform based on Neuroscience + AI to evaluate emotional impact and brand associations of Ad Creatives, UX & Innovation, maximizing the brand impact of advertising - Marketing strategy and digital transformation for SME Key Achievements: - I have led the evaluation of advertising through the SaaS platform for relevant local brands: Telcel, Publicis, Avene, Claro Perú, Toyota, Jumex, Hydrolit, Wild Fork, Splenda, Citi, Banamex, generating for them improvements in purchase intention & emotional impact, specially with non users of the brands - I lead & develop the market research to prepare the entrance of ProMed SC Praha in the pharma gastro industry in Latin America, helping them to define the key countries to participate based on regulation, competitors, channel analysis, and doctors' opinions about different active ingredients - I lead & deploy the digital transformation project for Bento Int to build a digital marketing department and establish a process to generate prospects, evaluate them, and contact them a few minutes after the ad was clicked. - I have developed the marketing strategies and digital campaigns for several SME in the areas of retail, consumer products, BPO & insurances.

As Marketing Director for Latin America, I led the development of a holistic strategy to generate growth in the SME segment, growing sales 20 times in the last 3 years for the SaaS business through a lead generation strategy involving: - I built a digital marketing ecosystem to position Concepto Móvil as one of the top recommendations of organic, paid, and AI search engines based on a coordinated effort including: SEO, SEM, GEO, Performance PR, communications & social - I implemented a GEO/SEO strategy focused on generating content and optimizing it to be seen by Google & AI search engines, developing a systematic review of every article and publication. - I implemented a performance PR strategy to generate backlinks, authority, and qualified traffic - I was the brand ambassador in panels, events & media to generate authority and third party content to be found by AI search engines. - I set up a fast & effective process to attend leads, qualify the quality, and maximize the conversion while reducing the cost per acquisition - For the commercial team, I structured and developed materials, insights, and a training program to build their consultative sales skills and competencies - I developed a CRM strategy for the different stages of the customer to maximize the LTV by defining different approaches for the key stages of the customer: Onboarding and usage tips for the initial 3 months; Success cases sharing, and improvement metrics from 6 to 12 months with the platform; customized strategy sessions to show them the opportunity areas in their processes. Based on this program, we reduced the churn rate by 50%. - Supporting the development of key partners for SaaS platforms, delivering almost 50% of the new customers in 2025 through the development of partner marketing actions.

As Marketing & Call Center director, I was in charge of leading and coordinating initiatives to generate business growth involving massive and digital marketing communication, CRM actions, sales through the call center & support, and involvement of field sales, market research for the development of new products, and improvement of processes for the prospect attention and conversion. Key Achievements: I determined the communication strategy for digital media (Social, SEM / SEO, Programmatic) and mass media, maximizing the combined reach and lead volume generation (+32% lead volume - 600 additional leads per week) I developed a model to segment active customers by their behavior and payment stage to maximize renewals. Thanks to this model, the renewal volume quadrupled (2% to 8% penetration). This was part of the CRM strategy I built for the company. I led the formulation and implementation of the strategy to reach 980,000 clients (+17 % growth in 2018), making it the most important subsidiary for the IPF group globally. I built new processes to reduce response time for customers by field sales, maximize prospect conversion (28% to 50%), reduce complaints by 67%, and achieve a 38% cost reduction using messaging platforms & automation of selected processes.

I was responsible for the strategy to generate prospects for the export of UK products through joint segmentation efforts, public relations, and digital communication actions for the priority sectors: Health, Technology, Luxury and Retail, Automotive, Energy. Key Achievements: I made Latin America the region that generated the highest number of quality prospects, reaching 45% of the total volume of opportunities generated globally in that period, through leading the regional team to: o Structure the value offers and key messages of each sector to offer a relevant offer to companies. o Include new segments of target companies and distributors as targets of communication and public relations campaigns, reaching 800 prospects for export in the region (45% of the global total). o Implement a process for the generation of prospects through digital campaigns and then serve them through events, trade missions, and the generation of appointments with companies in the United Kingdom.

I was in charge of determining the communication strategy to support the turnover of the Latin America North product portfolio & the new brand development of Nokia Asha & Lumia through mass and digital media, public relations, and partner marketing actions with mobile carriers. Key Achievements: I led digital campaigns targeting consumers to achieve a +15 million download volume in the app stores during the launch of the new brands. I achieved 15% of the Smartphone market with the Nokia Lumia and Nokia Asha launches through planning investments at key moments in the purchase process identified for the purchase of a Smartphone I agreed on marketing actions with key carriers in the region to support the development of Nokia phones for B2B, and on training actions with customer service center personnel. I managed to reduce the perception of application unavailability on the Lumia platform to 10% through a consistent Public Relations campaign targeting the points of influence for consumers.

Marketing Director, July 2007 – February 2010 I defined and led the implementation of the strategy to generate profitable and sustained growth for the consumer lubricants division through mass communication, commercial actions in the different channels, development, and launch of product innovation. Key Achievements: I led the development and launch of Synthetic Oil for after-sales under the VW brand, which improved the participation of synthetic oil in the sales mix, improving the margin per liter by almost $ 1 (+ 60%). I implemented a measurement system to evaluate the impact of distributors on distribution in the traditional channel that improved the distribution metric by 21pp (15% to 36%). I led the deployment for Mexico the Global sport sponsorships of Castrol: FIFA WC2010, Real Madrid & Cristiano Ronaldo. We had local activations with media, consumers, and traditional trade retailers, taking them to train with Cristiano in the Real Madrid campus, and taking a record number of retailers to the WC with Castrol.

I raised and proposed the strategy to maximize sales of the line of oils for private cars in Mexico and Latin America Key Achievements: I launched Castrol GTX High Mileage, increasing the SOM to 19% of the total market in one year (+7pp), and today it is the #1 product of Castrol's portfolio in Latin America. I developed commercial actions that allowed an increase of the distribution in the traditional channel from 9% to 15%

Plan and execute marketing and sales actions for the ice cream shop and institutional channels Key Achievements: ∆ I managed to stop the fall of the ice cream store channel from -20% to + 4% with a new business model for stores ∆ Sales of the institutional channel doubled based on the structure of a portfolio for the segments: cost effective, standard, and premium

Responsible for reaching the sales objectives of all the lines in the wholesale channel, the actions to generate a sustained growth of the Raid insecticide line and the point-of-sale actions Key Achievements: ∆ Generate growth in the wholesale channel, going from -12% to + 17% within a year ∆ Obtain record shares for the Insecticides line based on new communication and actions in the traditional channel to improve the numerical distribution