Jose Alejandro Alvarez Digital Marketing Manager • Startups • Ex-AB InBev •

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Digital Marketing and Communications Manager

Dondo App

Jan 2022 - Current (4 years 5 months)

Dondo is a social e-commerce platform for Latin America. Our investors: Eric Yuan (CEO at Zoom), Jerry Yang (Founder of Yahoo!, investor in Alibaba), Ryan Smith (CEO at Qualtrics). Created, implemented, and led the Marketing and Communications team within the growth department, achieving 10% MoM growth. Designed communication strategies using the Startup’s Why to generate organic growth and loyalty. Achievements: Ranked Top 4 in the shopping app category in Colombia, surpassing Amazon, OLX, and Fabella in Google Play Store. Implemented AI and Facebook acquisition campaigns that increased app installations by 90% MoM.

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Manager B2B Digital Sales

Cerveceria Nacional - Dinadec, AB InBev

Feb 2021 - Dec 2021 (11 months)

Digital Sales Manager Led digital sales in BEES App, reaching 170,000 monthly users and moving 95% of the company's total billing to the digital channel. Led a team of 8 people, managing logistics, digital marketing, revenue management, loyalty, data analytics, and tech solutions. Achievements: Optimized the digital adoption process, achieving a 17% monthly increase in FMCG sales. Developed predictive algorithms with Big Data and Small Data to anticipate customer behavior, improving NPS to 63/30 and achieving 15% MoM retention growth. Led a successful loyalty program, increasing customer participation by 50% through BEES points rewards. Modified BEES App digital adoption journey to increase client's sales by 17% MoM. (Products: beer, NAB

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Growth Hacking Manager

Telefónica - Movistar, Movistar

Feb 2020 - Current (6 years 4 months)

Head of Digital Marketing Designed and implemented full-funnel digital marketing strategies (awareness, traffic increase, sales) for branding and 8 B2C/B2B business verticals. Optimized digital campaigns by implementing attribution systems to generate insights based on the E2E of the digital journey. Identified and negotiated partnerships with Google, YouTube, Facebook, etc. Coordinated a team of 3 people for implementing social media campaigns (paid and organic), mailing, mobile marketing, programmatic, and owned online channels. Liaised with the global digital team to develop and plan inbound marketing strategies. Managed a digital budget of around $3M annually and distributed it efficiently to meet business objectives. Managed digital a

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Quito Chapter Director

Feb 2019 - Current (7 years 4 months)

Delivered +12% community growth YoY. • Orchestrated contact with the Global team and successfully implement local actions 10/12 rate points. • Mentored the local team to fulfill the objective of connecting, educating, and inspiring entrepreneurs around the world. • Startup Grind is the world's largest independent startup community, spanning 400+ chapters across 130 countries. Make friends - Help others - Give back.

Digital Marketing Manager

Telefónica S.A

Jul 2018 - Feb 2020 (1 year 8 months)

Telefónica Jul 2018 - Feb 2020 (1 year 8 months) • Implemented company-wide data-driven platform with user-friendly reporting, audience planning, and full-funnel tracking with a resulting 55% increase in leads acquisition, a 21% increase in sales rate conversion, and a 74,8% decrease in cost per acquisition (CPA). • Exceeded campaign optimization ads cost by an average of 20% every quarter in 2019. Using innovative programmatic advertising and DV360. • Educate and advocate for Google, Facebook, and digital platforms when presenting to C-level campaign results and performance. • Managed and deployed profitable digital media ad campaigns with a monthly budget of $200k for 6 internal clients. • Reduced time spent on web site updates

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e-Marketing and e-Commerce Manager

Social Networks

Jul 2017 - Jul 2018 (1 year 1 month)

Lead digital transformation of the company, set business goals, and open local and regional digital projects of the brand on the entire digital ecosystem. • Manage the relationship with a top inbound marketing agency in NYC and stakeholders. • Strategic playbook definition and operative model implementation for the principal international markets on a global scale. • Client acquisition consistent ads strategy: SEO, SEM, Paid Media, Social Networks, Email Marketing, OTAs, Tripadvisor, and global tourism affiliates. • Lead Nurturing and Lead Scoring Matrix: Development and execution of a Lead management strategy focused on the "Active Evaluation" phase of the journey. Score of each incoming Lead according to marketing and commercial v

DIGITAL CONSULTANT

Freelancer

Jan 2017 - Current (9 years 5 months)

Advise startups and corporations to accelerate the growth of their digital channels, focusing on key results and building efficient teams. 10 years of experience in digital marketing and e-commerce in Ecuador, Colombia, Argentina, and the United States. Specialize in designing and optimizing conversion funnels for customer acquisition, purchase, and retention on electronic platforms.

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Emarketing Specialist

KleinTours

Jun 2016 - Jul 2017 (1 year 2 months)

Implementation of Inbound Marketing and Sales campaigns and process using HubSpot and Bluleadz as a strategic partners. • E-Commerce strategic plan. Calendar and technical specification of all developments, integrations and cross-department responsibilities. • Web pricing, product selection, and traffic strategies. Web and cross-channel payment, web advertising strategy. • CRM: Strategy and Analysis of the lifecycle and of customer journey for tailor-made itineraries and packages. • New website deployment in Hubspot CMS and UI/UX desing using Material Design techniques. • Evaluating customer research, market conditions, and competitor data. • Review new technologies and keep the company at the forefront of developments in digital ma

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Product Manager | Freelance

Jaacweb.com

May 2015 - May 2016 (1 year 1 month)

• Member of Google Campus London • Makes sure the product goes in the right direction • Coordinates the work of different departments • Maintains proper communication in the team • Deals with budget and stakeholders • SEO - SEM

CEO • Co-founder

BigBang Interactive Agency

Jan 2013 - May 2015 (2 years 5 months)

Tenaciously founded and orchestrated the company, general manager and responsible for the coordination of teams and projects. At the end of his period the company had worked with 30 clients in different industries and countries. • Successfully communicator between departments sales, design and technology. • Senior designer UX + UI and creative thinker, diligently completed projects and innovative campaigns for clients in E.E.U.U. and Ecuador. Developed apps (advergames) for Facebook fan pages of brands that sell products of mass consumption. • BTL campaigns with interactive installations for YAMBAL, Coca-Cola and Televisa. • Successfully participation in Qatar with an interactive installation for tourism as part of the companies tha

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Webmaster

QuitoAmbiente.com

Sep 2011 - Jul 2013 (1 year 11 months)

• Dramatically increased of visits with a peak of 35,000 as a result of a SEO implementation. • Diligently developed the new web site, redesigning the page and creating a solution that helped user to find the information. • Successfully definition of the conceptual ideas and define user flows, visual design, interactions models and UI specifications. • Tecnologies and code language used: CMS Wordpress. frontend JS, CSS, HTML, PHP.

Community Manager

Herman Miller

Jan 2010 - Jun 2011 (1 year 6 months)

Orchestrated a project of developing and redesign of the new web site for the company. The main challenge was redesigning the page following the parameters of the main brand Herman Miller and adapting this to the context of the country. • Promoted on a merit to work as a community manager and general content manager. As a result of the dramatically rise in the trend of likes from 1,000 to 12,000 in 4 months.

Jose Alejandro Alvarez

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Jose Alejandro Alvarez