Juan Pablo Anzola Digital Marketing & E-commerce | Data Analysis | Business

Marketing & analytics manager

Experian

Sep 2021 - Feb 2023 (1 year 6 months)

- Leader of the Marketing and Analytics teams, responsible for the Acquisition and Activation strategies, generating quality traffic for each asset through statistical modeling and CRO optimization - Alignment with Product to visualize biggest drops in the conversion funnel, establishing cross-strategies that enhance growth of the bottom-line

Growth marketer

Millicom (Tigo)

Apr 2021 - Sep 2021 (6 months)

- Coordinated and pushed forward a sales-related tactic, focused on increase sales of mobile phones to the Home segment to generate convergence through a dripping SMS campaign, with dynamic comms - Developed and implemented a Social Media Listening (SML) strategy to bring in competitor's customers, increasing our gross adds - Created attribution models to stablish the brand campaigns sales lift and check how off-line improves on-line conversions Newly Established Unit in charge of developing data-driven insights (Consultant-like) to produce growth strategies and products, generating additional profitable results to the P&L across Business Units and channels within the company. • Carried on the advanced segmentation of the B2B unit, to s

Tuccán head of acquisition - alternative channels

Frubana

Sep 2020 - Jan 2021 (5 months)

- Developed alternative channels, to maximize Leads that contribute positively to sales and margins - Ran Cost/Benefit analysis to developed and improve growth in revenues, establishing WhatsApp as the most profitable channel (+15% in just 1 month) - Set-up the paid digital strategy, leading the design, UX and product teams. Strong focus on improving operational margins, CAC was reduced around 10% through differentiated treatment to most profitable segments Start-up within a Start-up, developing a direct sales Agro-business to take cheaper food to end users (Frubana ended the business in January because of an upcoming investment round). • Managed Analytics analysis to reduce acquisition costs, bringing more profitable customers. Develop

Guest speaker - environmental economics - volunteering

Camara de Comercio de Cali

Oct 2019

E-commerce Colombia

Belcorp

Feb 2018 - Jul 2020 (2 years 6 months)

- Oversaw analytics strategies to increase sales through innovative insights, maximizing up-selling per user - Set all local acquisition and retention tactics with Agencies. CPA reduction was above 60% for the last Q of 2019, while income rose more than 80%. For 2020, better segmentation also led to an increase of 20% in the Average Monthly Ticket - Managed external alliances and closed deals to reduce Paid Media dependency, generating First Party Data (FPD) In charge of the E-commerce channel in Colombia, working on the consumer strategy to help her through the entire journey, implementing acquisition and retention tactics, enhancing the post-purchase experience through Demand Generation and Inbound Marketing. • Steadily closed deals with

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Strategy consultant - founding partner

Propiedad Horizontal de Colombia

Mar 2016 - Nov 2018 (2 years 9 months)

- Built strong relationships with clients, to transform digital Leads into sales through a RoPo model (Research Online, Purchase Offline) - Sales indicators rose 20% steadily the first 12 months of operation - Monitored of Market trends through time series analysis (Mostly seasonality) to innovate new growth tactics through Agile Process Real Estate undertaking. Partner and Consultant for finance, business intelligence and marketing plans. Negotiation through commercial interaction with clients to deliver better sales indicators. Optimization of investments, encouraging innovation to maximize profits. • Created and directed the digital marketing strategy, enhancing market development and penetration. Reduction of Cost per Lead (CPL) along

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Guest speaker - environmental economics - volunteering

ProCAT Colombia

Jan 2016

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Account manager

Orsonia Interactive Ideas

Jun 2014 - Oct 2015 (1 year 5 months)

- Led the digital team of the "Cornetto Love & Music Fest" in 2015. Results were above goals in 160% by crafting a whole engagement strategy with CX by clusters - Coordinated the digital strategy for Magnum Ecuador, to bring consumers into the store through engagement. The campaign "Tienda Magnum" won a silver BTL Effie in 2015 - Received a recognition from Davivienda for the job done Organizing the Social Media team of DaviPlata. A succinct and clear communication through Social Media increased engagement (33%) and reduced complains (40%) from users Director of the Foods vertical for Unilever Middle Americas (Foods & Ice Cream in Colombia, Ecuador and Venezuela), leading a group of more than 15 people. Previously managed the Fundación Boli

Strategic account executive

Indexcol

May 2012 - Jun 2014 (2 years 2 months)

- Performed Performance Optimization Analysis for the Ecommerce Que Buena Compra from El Tiempo (CEET) Sales margins improved across categories 12% in 2013 with Data Base Analytics and A/B Testing CPA decreased by 6% after just 3 months - Took the initiative to create the Digital Crisis Manual for Telemetro (Panamá), after the Backslash for the TV sitcom "Los Brownies" in 2014 - Direction of quantitative models, leading to results optimization. In 2013, goals indicators were above 45% through seasonality and scenario modeling Coordination management of a multidisciplinary team of more than 5 people for brand development and media strategy, supervising the implementation of Analytics and quantitative breakdown of different verticals in Colom

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Research coordinator

CORPORACIÓN VIVAMOS HUMANOS

May 2008 - May 2012 (4 years 1 month)

- Adviser in Defense and Governability-related articles and books of former Colombian government members. Two articles published in Revista Escenarios and in Poliantea, from the Politécnico Grancolombiano - Economic modelling for Papers presented by the Corporation - Moderator in the Biarritz Forum 2010 for the Energy and Environment panel Coordination of research (2011), analysis and production of background papers presented in the Biarritz Forum. Leading analyst in politics and international economics along with important actors of the international system such as DNP (in Colombia), and associations of former presidents across the region. ° Supervision of conjuncture analysis of Europe and Latin America Relations, along with important ac

Research analyst

IBI Group

Apr 2005 - Sep 2006 (1 year 6 months)

- ForEx investments and Hedging through derivatives. Average returns of +10% in comparison to previous year - Economic analysis and market watching. Analysis of economic news generation of basic forecasts for commodities - Account Management, with a monthly increase of 4% in billing for the portfolio Market research analyst and ForEx trader. Commercial responsibilities with clients for up-selling, and main content generator of articles for an e-learning finance site, leveling-down complex economic concepts for average-joes.

Juan Pablo Anzola

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