Anna Karina Orbezo

Head of Latam Marketing

Libertex Group

Feb 2022 - Current (3 years 7 months)

- Define the focus countries in the region and implement and define the strategy and budgets for 2022 and 2023, among all countries where we have presence (10+ countries in Latam). - Give cultural visibility, benchmark of competitors, and relevant issues of the region and countries to focus on with the global team. - Define media plan for the region with different objectives (Awareness, acquisition, positioning) Negotiation and execution of partnerships relevant to the region's strategy in events, with influencers, sponsorships, and localized campaigns, among other things. *Search for regional partners to capture leads, constantly evaluating performance to guarantee not only new registrations but also deposits and quality. *Definition of

Marketing Director SP Latam

Bitso

Nov 2021 - Feb 2022 (4 months)

- Develop and deﬁne the 2022 brand strategy and budget for México, Argentina, and Colombia. - Managing current Mexican sponsorship FMF and Tigres UANL, deﬁne actions accordingly to the contract, deﬁne a big promo strategy to give away a Bitcoin. And other topics related the sponsorship. - Deﬁne the strategy for Social Media for 2022 regarding verticals, frequency, CTA, objectives and measurable KPIs. Search and contact potential celebrities for brand actions for 2022.

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Marketing MX & Latam

Condé Nast México & Latinoamérica

Oct 2020 - Oct 2021 (1 year 1 month)

- Develop strategy for consumer marketing projects: subscriptions, editorial launches for Vogue, GQ, Glamour and AD México and Latam, Conde Nast College Americas, events and Vogue Collection project - Responsible of the definition, development and launch of the new subscriptions website, improving outreach in regional level, including all countries in LATAM with local currency and option to launch offers differentiated by country / Product. - Responsible for the Conde Nast College Americas strategy, definition ad follow up. Responsible of the Vogue Collection project, Supplier follow up for the launch with Portugal provider and local supplier search, website development, integration with Sailthru, define user journeys, launch strategy, coor

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Director of strategic planning

Ciudad de México y alrededores

Jul 2018 - May 2020 (1 year 11 months)

- Definition of a long-term marketing strategy offline and digital, and activation plan for B2B and B2C - Lead cross-functional teams to develop solutions and deploy initiatives based on consumer needs - Movistar B2C Website and e-commerce migration and set up of SEO strategy Conducted continuous evaluations of market trends to stay current on consumer and competitor changes. * Coordinated innovative strategies to accomplish objectives and boost long-term profitability. * Implemented marketing strategies which resulted in 200% growth of customer base. * Brands: Movistar (website + E-commerce), Shell (ATL+BTL+Digital), Unilever-Magnum (CRM), Motorola CARICAM 5 países (RRSS), Penguin Random House (Brand), RedFuse (Digital ads). Direct Bos

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Growth Team Marketing Manager

Adriana Veytia Growth Institute, a Gazelles Company

Nov 2017 - Jun 2018 (8 months)

- Creation and development of complex sales funnels - Worked with sales team to collaboratively reach targets, consistently meeting or exceeding personal quotas. - Implemented up-selling strategies, encompassing recommendation of accessories and complementary purchases. Managed revenue models, process flows, operations support and customer engagement strategies.

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Country Manager

Tekka Digital

Jul 2014 - Jun 2017 (3 years)

• Researched Colombia thoroughly to adapt sales strategies accordingly. • Devised promotional and advertising plans to enhance product positioning and global brand marketing development. • Verified appropriately priced products and services to secure competitive advantage and desired returns. • Responsible for business development and product development with carriers, aggregators and media partners. • Marketing monitoring, reports, benchmarking and analysis of potential market in other countries of LATAM. • Organized budgets, oversaw P&Ls and achieved margin targets consistently to stay on track with growth plans. • Applied performance data to evaluate and improve operations, target current business conditions and forecast needs. •

Head of On-going department & clients service director

Backbone LATAM

May 2013 - Jul 2014 (1 year 3 months)

• Creation of On-Going department for clients with monthly fees in the agency. • Creation and management of Customer Service department of the agency. • Structuring processes for On Going and Client Service department. • In charge of cost effectiveness for the departments in charge. • Strategic support for all customers of the On-Going department and guarantee achievement of goals. • Business develop management for new clients. • Developed campaigns and specific marketing strategies for clients. • Brands: Colchones Spring, Lafayette, Virgin mobile, Archies, Siaco, Tcherassi Hotel, Fonnegra Gerlein, Karibana, Independence, Fonseca, Stilotex, and others. Direct Boss: Carlos Fonnegra

Senior Project Manager

DËBRAIN

Feb 2012 - May 2013 (1 year 4 months)

• In charge of the production team for websites, ecommerce, elearning, mobile, and apps in social networks. • Coordinate with the team of LeadDog agency all new digital projects. • Develop production timeline and coordinate all the team. • Define operating systems in which the projects will be developed. • Manage and lead creative committees. • Budgeting and ensuring profitability. • Scrum. Clients in United States: Chivas, Jameson, Amtrak, Bright Farms, Disney, The happy post, Barilla, Among others.

Sr. Account Manager

Proximity Colombia

Nov 2010 - Nov 2011 (1 year 1 month)

• Development and implementation of commercial and creative strategies. • Development in conjunction with clients the annual strategy plan for new releases and promotions. • Direction of creative committees. • Market monitoring, reporting and benchmarking, including regular analysis of the company`s competition and market potential. • Management of the social media team and strategy for the clients in charge. • Manage the day to day task and prioritize tasks. Clients: Federación Nacional de Cafeteros (Colombian Coffee Hub project), Mars - M&M's Latam, Lucker (Chocolate Sol, Chocolate Luker, Cafe New Colony).

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Account Executive

Dasigno S.A.

Mar 2009 - Nov 2010 (1 year 9 months)

• Development and implementation of commercial and creative strategies. • Development in conjunction with clients the annual strategy plan for new releases and promotions. • Direction of creative committees. • Market monitoring, reporting and benchmarking, including regular analysis of the company`s competition and market potential. • Management of the social media team and strategy for the clients in charge. • Manage the day to day task and prioritize tasks. Clients: Cerveza Aguila, Pedigree, Codensa and Cadbury Adams. Direct Boss: Andres Rodriguez

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Project leader and Copy writer

Wunderman

Mar 2008 - Apr 2009 (1 year 2 months)

• Translation of texts from English to Spanish for Colombia, Venezuela and Ecuador. • Develop the first proposal in social networks for Nokia N Series. • Data analysis and social network monitoring. • Development of creative proposals and strategies for different countries. • Structuring and create proposal for contests in different countries. • Support the executive management team with some account management tasks. Client Nokia Colombia, Venezuela and Ecuador. Direct Boss: Miguel Espinosa & Eduardo Calvache

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Principal Art Director

Mar 2006 - Sep 2006 (7 months)

• Develop of the graphic guidelines for the campaign Monica Serrano Belleza, passion y arte. • Creation of the graphic arts for different print medias. • Video editing for the official media presentation in Bogotá. • Coordination of the launch event with the manager of MGM Client Monica Serrano, Rejoneadora. Direct Boss: Mauricio Gamba

Anna Karina Orbezo

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