Alejandro Escobedo Morales Digital transformation & ecommerce manager

E-Business & digital transformation manager

Whirlpool Corporation

Aug 2020 - Current (6 years 2 months)

- Responsible for the development and strategy of digital marketing & e-commerce at the regional level. Leader of the development and strategy of web content both brand sites and Trade Partners.
- Leader of the development and strategy of mailing strategy at the regional level. Leader of the performace ecommerce team at the regional level.
- Consolidate the digital marketing area including performance & CRM in less than 1 year total 13 ecommerce sites. Sales growth in online channels with a BOS of 8 % total D2C. Double-digit ROAS growth in less than a year

Head of E-commerce

Loreal

Nov 2018 - Jul 2020 (1 year 9 months)

- Development of the objectives to increase sales and position loreal luxury as one of the first online players, focusing on the 360 user experience, optimizing the implementation of digital campaigns in ecommerce and social media.
- Positioning online stores: Lancôme at number 15, Kiehl´s at number 2 and Urban decay at number 1 in omnichannel sales. Sales increase of 125% VS LY
- Development and innovation of processes for the development of an E-commerce.

E-commerce & digital marketing manager

Samsung Electronics

Jul 2016 - Nov 2018 (2 years 5 months)

- Responsible for 4 areas: CMO online, development of the content strategy of Samsung.com, generation of traffic to physical stores through digital social, development of the entire social media strategy.
- Responsible for the objectives in said media, E-commerce: responsible for the development and implementation of E-commerce in Samsung Mexico, as well as the 360 user experience, Command Center.
- Social media monitoring center, focused on the attention of users (complaints) and online sales opportunities. Development of e-commerce platform in 5 months with a 132% increase in sales.
Responsable de 4 áreas CMO Online, Desarrollo de la

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E-commerce & digital manager

Nestlé

Oct 2012 - Jun 2016 (3 years 9 months)

- Responsible for the digital strategy of 85% of the Nestlé Mexico brands, achieving global (internal) positioning of the Purina, Cereals and Chocolates brands.
- Generation of quality traffic on Purina sites, Nestlé Recipes (top 1 Global Nestlé) Implementation of ER strategies in social networks. E-commerce: responsible for the opening of the new channel with Retailers and Pure Players
- Increasing the sale by 54%, in brands such as NDG, Purina, Water, Cereals and Development of the E-Kam manual. Develop and implement the brand personality in social networks and in extended content of brands.

IBM communication specialist

IBM

Aug 2010 - Oct 2012 (2 years 3 months)

- Internal and external communication coordinator, completing the events of the CEO Hugo Santa Ana.
- Development of the digital magazine Link.me reaching more than 3000 employees throughout Mexico.
- Increase the acceptance of internal content by 87% among employees in Mexico

Intern connection planning

The Coca-Cola Company

Apr 2009 - Aug 2009 (5 months)

- Responsible for summer 2009 promotions in flavored soft drinks, implementation of campaigns such as Coca-Cola ZERO
- Monitoring and development of the Coca-Cola Light campaign (Depa Coca-Cola) increasing the acceptance of said product
- Development of the points exchange platform at depa Coca-Cola Light.

Alejandro Escobedo Morales

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Alejandro Escobedo Morales

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