Pablo Adrián Villanueva Zamora Marketing & Go-to-Market Leader | E-commerce |

Go-to-Market Manager — US Market

Hibrids

Jan 2025 - Current (1 year 10 months)

Lead the US go-to-market strategy and execution for PrettyAC, a consumer home-design product entering the US market.

• Own GTM execution across market validation, positioning, pricing, e-commerce, customer acquisition, analytics and commercial experimentation.
• Built and optimized the Shopify customer journey, including PDP strategy, conversion improvements, product compatibility tools and customer experience initiatives.
• Manage paid acquisition across Meta and Google Ads, including audience strategy, creative testing, conversion tracking and funnel analysis.
• Developed customer research and market-validation initiatives to identify pricing, product-market-fit and purchase barriers.
• Coordinate US fulfill

Demand Generation Lead

InnovaSport

Oct 2022 - Oct 2023 (1 year 1 month)

Led digital marketing and e-commerce growth initiatives for Innovasport and InnVictus, two of Mexico's leading sports retail brands.

• Managed growth initiatives across a large-scale e-commerce operation generating over MXN 1B in annual revenue.
• Contributed to approximately 17–20% YoY e-commerce growth through acquisition, optimization and digital commercial initiatives.
• Managed performance marketing strategies achieving up to 6.0 ROAS.
• Led customer acquisition, conversion optimization, digital campaigns and e-commerce initiatives across multiple online storefronts.
• Worked cross-functionally across marketing, merchandising, technology, CRM and analytics to improve the digital customer journey and comme

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Marketing & Growth Consultant | B2B, B2C

Feb 2021 - Jan 2025 (4 years)

Marketing and Growth Consultant for financial services, technology, SaaS and internet companies, developing and executing Go-to-Market strategies, demand generation programs, digital acquisition and market intelligence initiatives across Mexico, the U.S. and international markets.

Specialized in high-ticket B2B and complex sales environments, developing marketing strategies to generate qualified opportunities, support long sales cycles and reach C-level executives, business owners and senior decision-makers.

Worked across the full commercial funnel, from market research, positioning and customer acquisition to lead generation, pipeline development, sales enablement and conversion, connecting marketing activities with m

Senior Marketing Consultant | B2B & Enterprise Growth

nae

Sep 2019 - Feb 2021 (1 year 6 months)

Senior Marketing Consultant focused on B2B technology and telecommunications, developing marketing, demand generation and Go-to-Market strategies for enterprise clients and high-value solutions.

• Developed marketing and GTM strategies for high-ticket B2B technology and consulting solutions, supporting complex and long sales cycles.
• Designed demand generation initiatives targeting enterprise accounts, C-level executives and senior decision-makers.
• Connected marketing strategy with qualified pipeline generation, sales enablement and commercial opportunities.
• Developed market intelligence, segmentation, value propositions and acquisition strategies for technology and telecommunications solutions.
• Worked

Ferratum — Marketing Manager / Digital Marketing Manager

Ferratum Group

Jun 2017 - Dec 2018 (1 year 7 months)

Led digital marketing and growth initiatives for Ferratum, an international FinTech company focused on digital financial services and consumer lending.

• Developed and executed customer acquisition and digital growth strategies for financial products in a highly competitive B2C environment.
• Managed performance marketing initiatives across paid digital channels, focused on acquisition, conversion and ROI optimization.
• Optimized the customer acquisition funnel using performance data, customer behavior and conversion analysis.
• Developed integrated digital campaigns to drive qualified traffic, applications and new customer acquisition.
• Worked cross-functionally with commercial, product and technology teams

Marketing / Digital Marketing

Prosa

Jun 2016 - Jun 2017 (1 year 1 month)

Led B2B marketing and digital initiatives for PROSA, one of Mexico's leading payment technology and transaction-processing companies.

• Developed marketing and demand generation strategies for B2B financial technology and payment solutions targeting banks, financial institutions and enterprise customers.
• Supported Go-to-Market initiatives for complex technology solutions within the payments ecosystem.
• Developed digital campaigns, content and commercial initiatives aligned with business development and sales objectives.
• Worked with commercial and product teams to translate complex financial technology capabilities into clear value propositions and market-facing solutions.
• Supported lead generation, cust

Country Manager Mexico (B2C)

Orange

Dec 2014 - Jun 2016 (1 year 7 months)

Created and executed the digital marketing plan to drive growth and awareness of the online store (e-commerce), top-up services, and the Orange brand in Mexico.

Developed public relations and content strategies to position the company in Mexico, working with StarMedia and media agencies.

Built the optimal operating structure for the company's expansion in Mexico, organizing and negotiating the integration of payment gateways, logistics providers, agencies, and human resources (trainees).

Managed the P&L and participated in global planning sessions to define growth strategies for the e-commerce and telecommunications businesses in Mexico

Marketing Operations (B2B -B2C)

NEC Corporation

Jan 2011 - Dec 2014 (4 years)

Managed the execution of the B2B marketing strategy to generate qualified leads through product and service offerings at events, sponsorships, trade shows, and specialized forums. Selected and supervised marketing agencies to develop creative concepts, cost estimates, and maximize the ROI of each project.

Managed the prospecting of software companies for integration into NEC and Telefónica's SaaS platform, “Aplicateca,” across Latin America, including commercial negotiations and pricing with Telefónica Latam teams.

Designed and executed the Social Media strategy for Mexico and Latin America, focused on creating high-value content through articles, infographics, PR initiatives, and other digital formats.

Pablo Adrián Villanueva Zamora

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Pablo Adrián Villanueva Zamora

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