Sebastian Parada

I lead the company’s marketing and growth strategy, connecting brand, communication, and performance to drive demand and positioning across multiple business units (Retail, Horeca, Ecommerce, Cafeterías, and LATAM). Role focus: - Definition and execution of a unified marketing strategy, aligning multiple business units under a shared vision - Development of a full-funnel approach, integrating branding, content, and performance with business objectives - Scaling the brand’s DNA across all key touchpoints Key responsibilities: - Define the 360° marketing strategy, prioritizing initiatives and allocating resources based on growth impact - Lead decision-making in brand communication, defining what to communicate, how, and with what strategic focus - Lead integrated campaigns (digital, social, influencers, PR, and retail media) focused on demand generation - Manage the marketing budget, optimizing investment between brand positioning and performance - Lead external agencies and oversee the internal content team (social media and audiovisual production) - Collaborate cross-functionally with commercial teams to align marketing with growth and profitability - Supervise marketing strategy and execution across LATAM, ensuring consistency with local adaptation Impact: - Led the transition from a decentralized marketing model to an integrated company-wide operation, aligning multiple business units under a shared strategy - Implemented a full-funnel approach connecting brand, content, and performance - Increased brand visibility by doubling monthly content reach within 3 months, strengthening alignment with brand pillars - Strengthened brand positioning and consistency across all touchpoints - Recognized with industry awards, including “Most Clicked Brand – CyberDay 2025” and “Top Seller in FMCG – Mercado Libre 2025”

I led marketing and eCommerce strategies focused on profitable growth, brand positioning, and authentic consumer connection. I coordinated full-funnel campaigns, managed the annual area budget, and optimized media investments. I worked collaboratively with creative agencies, internal teams, and retail partners to execute activations, retail media initiatives, and strategic collaborations aligned with the brand’s DNA. My approach combines storytelling, performance marketing, and KPI analysis (CPA, ROAS, conversion, loyalty), which positioned Marley Coffee among the most searched brands across key marketplaces. In addition, I led continuous improvement projects aimed at enhancing brand visibility, consumer engagement across online and offline channels, and achieving strong commercial results aligned with our positioning goals.

I designed and implemented the ecommerce strategy from the ground up, leading paid media campaigns (Meta, Google Ads) with a focus on performance, conversion, and return on ad spend (ROAS). I developed actions centered on the user experience and aligned them with the brand's desired positioning, integrating customer journey tactics to ensure consistency across all consumer touchpoints. I worked cross-functionally with branding, logistics, commercial teams, and external agencies to align digital marketing efforts with the company’s overall strategy. These initiatives drove steady channel growth, improved brand recognition, and helped consolidate the structure of the department.

I supported the execution of digital campaigns for outdoor and sports brands Lippi and Haka Honu, ensuring creative alignment of content in collaboration with marketing agencies. I participated in UX optimization initiatives for ecommerce, strengthening branding and visual consistency across digital platforms. My role included coordinating graphic assets and audiovisual content aligned with commercial objectives, contributing to increased brand visibility and digital audience engagement.

Market research and consultancy for the wine brand "120 3 Medallas", aditionally we work on proposal for strategic decisions and recommendations to improve the performance of the products.

Internship at Les amis, coffee and pastry shop, with over than 9 years in the market. I worked in the area of Marketing, specifically in Branding, redesigning the shop, analyzing the digital management of the company, among other tasks.

Teaching classes and supporting the professor to carry out the subject.

Installation of welfare ramps on the beach of Papudo that aimed to help people with reduced mobility to reach the sea and enjoy the beach in a better way. The work was carried out in conjunction with the Municipality of Papudo and private companies that helped achieve the project's objective.