Guillermo Ascencio Lagunes
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Guillermo Ascencio Lagunes

Guillermo Ascencio Lagunes

About

Detail

Consultor independiente
Mexico City, Mexico

Contact Guillermo regarding: 

work
Full-time jobs
Starting at MXN1.2M/year ~USD61.6K/year
Flexible work
Starting at MXN1.2K/hour ~USD61.6/hour
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Finding candidates
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Finding mentors
Finding co-founders
groups
Networking

Timeline

work
Job
school
Education

Résumé

Jobs verified_user 7% verified
  • Q
    (MARKETING CONSULTING) FOUNDER & CONSULTING PARTNER
    QLEAP MARKETING
    Jan 2023 - Current (2 years 5 months)
    Creation and execution of tailor made off & on Marketing strategies. Growth Marketing: creation of digital Funnels for Marketing performance and acceleration of customer acquisition. Brand Creation and Branding Strategy. MAINACHIEVEMENTS: Consulting and coaching brand creation for branding and sales for Pin-Up Burgers restaurant. KPIS: Monthly weighted growth first 12 months: 15% & / Results: 25.6% Re Branding & boost patient acquisition Proregen Clinic KPIS: Deliver new Brand book & Increase patient monthly on 20% / Results: Brand book delivered & 37% more clients per Month Co-Foundation and creation of the Qleap Marketing brand KPIS: Create a profitable client Acqutition Flow / Results: 14 months of relevant cash flow and significant cust
  • MicroFintech Podemos Progresar
    HEAD OF MARKETING verified_user Verified experience
    MicroFintech Podemos Progresar
    Nov 2020 - Jun 2023 (2 years 8 months)
    MAIN ACCOUNTABILITIES: Marketing & Growth Strtategy Creation of a CRM Strategy Build & lead the team of the new Omnichannel financial Journey Strategy MAIN ACHIEVEMENTS: Creation of the first stage of prospecting funnel automation KPIS: 3% of total growth in digital customer acquisition / Results: 8.5% First Stage of CRM Strategy KPIS: 25% direct communication with clients / Results: 46% Build the Omnichannel team and found Product Market Fit Objective: Product Market Fit in 12 Months /Results: Achived in10 Months ensure the right people on the team
  • Podemos Progresar
    (FINANCIAL) -HEAD OF MARKETING
    Podemos Progresar
    Jan 2020 - Jan 2023 (3 years 1 month)
    Marketing & Growth Strtategy Creation of a CRM Strategy Build & lead the Omnichannel financial Journey Strategy (Customer Acquisition, Activation, Advocacy) MAINACHIEVEMENTS: Creation of the first stage of prospecting & customer acusition funnel automation KPIS: 3% of total growth in digital customer acquisition / Results: 8.5% First Stage of CRM Strategy KPIS: 25% direct communication with clients / Results: 46% Build the Omnichannel team and found Product Market Fit Product Market Fit ensure the right people on the team
  • S
    DIVISIONAL MARKETING & CRM MANAGER
    Sam's group Walmart
    Oct 2019 - May 2020 (8 months)
    MAIN ACCOUNTABILITIES: Development and execution of direct marketing strategy Full personalization and automation of the “upper funnel” Performance and BI for direct Marketing Strategy MAIN ACHIEVEMENTS: Full optimization of direct marketing Journey KPIS: 25% growth in sales attributed to mailing channel / Results: +33.0% Growth Marketing plan implementation; testing like standard on mailing campaigns. KPIS: BR: 0.20% / UOR:19% / CTOR: 10% Results: 0.16% / UOR:27% / CTOR: +16% ensure the right people on the team
  • W
    -DIVISIONAL MARKETING & CRM MANAGER
    WALMART (RETAIL)
    Jan 2019 - Jan 2020 (1 year 1 month)
    Development and execution of direct marketing strategy Full personalization and automation of the "upper funnel" (Awareness, Customer Adquisition) Performance and BI for direct Marketing Strategy Full optimization of direct marketing Journey 25% growth in attributed to mailing channel Growth Marketing plan implementation; testing like standard on mailing campaigns. 0.20% / 10% 0.16% / UOR:27% / ensure the right people on the team
  • C
    INDEPENDENT CONSULTING SERVICES
    Cia. Mexicana de trajes
    Oct 2018 - Apr 2019 (7 months)
    MAIN DELIVERABLES: Digital Marketing Plan, Brand Building plan, Media Strategy, third party info research ensure the right people on the team
  • M
    INDEPENDENT CONSULTING SERVICES
    MEXICANA DE TRAJES (FASHION)
    Jan 2018 - Jan 2019 (1 year 1 month)
    Digital Marketing Plan, Brand Building plan, Media Strategy, third party info research
  • C
    -MARKETING BRAND MANAGER
    CONAGRA BRANDS (FMCG FOOD)
    Jan 2017 - Jan 2018 (1 year 1 month)
    Strategic Plan 2022 (Act II Brand Turn Around) Snacks innovation and U&A leadership. P&L full accountability ensure the right people on the team
  • S
    SR. BRAND MANAGER
    Sep 2015 - Mar 2017 (1 year 7 months)
    MAIN ACCOUNTABILITIES: Creation and execution of the "Low Tier" brand strategy (Nutri Leche, Monarca, Boreal, Mi Leche) Lead market research to define positioning through archetypes Positioning and essence of "Nutri Leche" through the Archetypes vision. MAIN ACHIEVEMENTS: Innovation: "Nutri Leche Lactoseless” Objective: 20 P.P SOM at lactoseless segment / Results: 32.7 p.p SOM First Communication Campaign Nutri Leche o KPIS: TV Link: Above STSL standard / Results: TV Link: +2 p.p above the norm ensure the right people on the team
  • (
    -SR. BRAND MANAGER
    (FMCG FOOD) GRUPO LALA
    Jan 2015 - Jan 2017 (2 years 1 month)
    Creation and execution of the "Low Tier" brand strategy (Nutri Leche, Monarca, Boreal, Mi Leche) Lead market research to define positioning through archetypes Positioning and essence of "Nutri Leche" through the Archetypes vision. ensure the right people on the team
  • Conagra Brands
    -SR. BRAND MANAGER
    Conagra Brands
    Jan 2013 - Jan 2015 (2 years 1 month)
    MAINACCOUNTABILITIES: Pétalo toilet paper category strategy, Vogue, Private Labels and wraps. Continuous innovation Plan Lead & excute CUT (Consumer using Test) and update of the U&A MAINACHIEVEMENTS: Innovation: Through a tissue paper patented technology, we developed 3 new products that match with the promises of each sub brands of "Pétalo" Ultra Care: The softest toilet paper of the tier Rendimax: An stronger and more absorbent paper wich results in longer duration of each roll. Ultra Resistente: A stronger paper on the lower price of the tier. "Category trasformation" strategic plan - realignment of brands KPIS: 58 p.p SOM /Results: 61 p.p SOM ensure the right people on the team
  • K
    -SR. BRAND MANAGER
    KIMBERLY CLARK (FMCG HOME CARE)
    Jan 2013 - Jan 2015 (2 years 1 month)
    Pétalo toilet paper category strategy, Vogue, Private Labels and wraps. Continuous innovation Plan Lead & excute CUT (Consumer using Test) and update of the U&A ensure the right people on the team
  • S
    BRAND MANAGER
    Sabormex
    Sep 2008 - Sep 2013 (5 years 1 month)
    MAIN ACCOUNTABILITIES: Preparation and execution of the annual Marketing P&L Generate innovation along the strategic line. MAIN ACHIEVEMENTS: INNOVATION: We develop Innovation based on three strategic pillars: Package, congruent categories, and new flavors. Package: Processed beans on flexible Pouch, Microwavable container. Congruent Categories: Raw beans. And Instant Mexican food “Pork Rind on green sauce” New Flavors: “Enfrijoladas Sauce” and “Low Fat processed Beans” Results: We reactivate the brand achieving growth in volume that the business didn’t have it since 2009. •Stabilization processed beans business “La Sierra” KPIS: +3% Volume Growth / +7% Value Growth (Vs. LY) Results: +3.2% Volume Growth / 7% Value Growth (VS. LY) Positionin
  • S
    -BRAND MANAGER
    SABORMEX (FMCG FOOD)
    Jan 2008 - Jan 2013 (5 years 1 month)
    AIN ACCOUNTABILITIES: Preparation and execution of the annual Marketing P&L Generate innovation along the strategic line. MAIN ACHIEVEMENTS: INNOVATION: We develop Innovation based on three strategic pillars: Package, congruent categories, and new flavors. Package: Processed beans on flexible Pouch, Microwavable container. Congruent Categories: Raw beans. And Instant Mexican food “Pork Rind on green sauce” New Flavors: “Enfrijoladas Sauce” and “Low Fat processed Beans” Results: We reactivate the brand achieving growth in volume that the business didn’t have it since 2009. •Stabilization processed beans business “La Sierra” KPIS: +3% Volume Growth / +7% Value Growth (Vs. LY) Results: +3.2% Volume Growth / 7% Value Growth (VS. LY) Positioning
  • Kimberly Clark
    INTERN
    Kimberly Clark
    Jan 2007 - Jan 2008 (1 year 1 month)
    MAIN ACHIEVEMENTS: Support for the MAS brand (liquid detergent). Control and analysis of financial closings of the brand monthly. Coordination of Promotions with trade marketing.
  • H
    -MARKETING INTERN
    Henkel
    Jan 2007 - Jan 2008 (1 year 1 month)
Education verified_user 0% verified
  • E
    Master E-Commerce & Digital Marketing
    Escuela de internet
    Jan 2019 - Dec 2019 (1 year)
  • I
    Licenciado en Mercadotecnia
    ITESM Campus Santa Fe
    Jan 2003 - Dec 2008 (6 years)
    Bachelor in marketing
  • I
    ROI MARKETING
    INTITUTE
  • M
    Certification Advanced Excel & VBA
    MONTERREY CAMPUS CIUDAD DE MÉXICO
  • T
    Marketing Degree
    TECNOLÓGICO DE MONTERREY CAMPUS SANTA FE
  • E
    Master E-Commerce
    Escuela de internet
  • R
    ROI Marketing bootcamp
  • C
    Certification: BOOTCAMP Innovation Day
  • M
    Marketing Degree (ITESM)