Luisa Fernanda Tobón Ruiz Gerente de Mercadeo y Comunicaciones

BRAND MARKETING DIRECTOR ANDES & CARIBE

HBO Max

Apr 2021 - Current (5 years 1 month)

Lead the local Go To Market execution of content and brand campaigns to position and grow HBO Max and its titles in the Andean and Caribbean entertainment markets In June 2021, executed the Go To Market strategy of HBO Max in Andean and Caribbean markets, reaching the subs launch goal. Also, lead the launch of 3 title campaigns in the first 2 operation months, doubling the brand's awareness national and regionally.

SR. MARKETING & COMMS MANAGER

iFood Colombia

2019 - Apr 2021 (2 years 4 months)

Led a team of multidisciplinary professionals in Marketing to plan and execute brandformance and comms strategies & campaigns. - Archived growth of 2X in orders and 3X in new users in 6 months. - Built the marketing team and centralized its operations for the Colombian market. - Created and executed the first iFood brand's strategy for the Colombian market. - Hired the first creative external agency for iFood in Colombia. - Positioned iFood as the first most downloaded delivery app in Colombia during Q4, 2020, and the second most known delivery app in the country by 2021, growing 40% in ToM, by working with internal teams and creative agencies in the planning and execution of a variety of brand campaigns and initiatives.

LATAM DIGITAL BRAND STRATEGIST

Uber

Jun 2018 - 2019 (8 months)

Produced region-wide, scalable brand content and creative campaigns, strategies, and frameworks for Uber brand digital channels in 14 LATAM markets. - Achieved a growth of 10X in reach within the social media channels by redefining the strategy and optimizing the budget for production and amplification. - Centralized the social media operation for 14 countries in Uber LATAM. - Designed a branded and non-branded blog strategy to be implemented in 14 countries for Uber LATAM, based on SEO optimized content. - Managed the relationship with 2 different agencies for content operation and optimization in Uber LATAM. - Supported the launch of several product and markets across LATAM. - Supported global campaigns implementation and

LATAM SOCIAL MEDIA MANAGER

Uber

May 2017 - Jun 2018 (1 year 2 months)

Planned and executed the social media brand strategy for Uber and Uber Eats in 14 LATAM markets. Hired the first content/creative agency for Uber in LATAM, and set up a regional process for scalable content production and operation, with several regional internal clients and projects.

MARKETING MANAGER

Uber

2014 - May 2017 (3 years 5 months)

Served as creative producer, content strategist, copywriter, and customer experience specialist for local and national marketing campaigns as UberCERO, #ElSueñoDeMiMama and #15DiasDeFiesta. Launched products such as cash payments, and operation in cities like Cartagena. Positioned Uber as the 5th most downloaded app in Medellin, Colombia, working with a cross- www.linkedin.com/in/luisaferto functional team of Marketing and Ops professionals.

Luisa Fernanda Tobón Ruiz

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Luisa Fernanda Tobón Ruiz