Marcela Patiño Castillo

Marcela Patiño Castillo

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Bogotá, Bogota, Colombia

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Résumé

Jobs verified_user 0% verified
  • B
    Event Coordinator (Volunteer)
    BCAMA
    Jan 2024 - Current (2 years 10 months)
    Currently, I hold the position of Event Coordinator for the Vision Conference, BCAMA's flagship event and BC's longest-running marketing conference at 35 years. This year's theme, "Where Do We Go From Here?", reflects the dynamic energy pulsing through the marketing landscape. Technological advancements, shifts in consumer behaviors, and innovations in AI, AR, smart tech, and media channels are reshaping strategies, careers, and skill sets. Our conference will help mid-senior level marketers answer the question: Where do we go from here?
  • Contactar Microfinanciera
    Innovation lead
    Contactar Microfinanciera
    May 2021 - Nov 2023 (2 years 7 months)
    • Collaborated with other departments to facilitate successful project completion.
    • Spearheaded innovation projects for digital transformation.
    • Forged strategic alliances for online product development and customer value enhancement.
    • Led asset product (Loans) development projects, including a successful 100% digital credit model
    • Contributed to analytics and customer segmentation initiatives.
    • Orchestrated data-driven marketing campaigns for acquisition and customer loyalty.
  • Crea
    Strategy & Marketing Manager / Senior Consultant
    Crea
    Mar 2021 - Current (5 years 8 months)
    At CREA, we help Colombians understand their pension situation and take the right path to prepare for when the time comes for retirement. We not only accompany you to understand your pension situation but also the financial situation and your entrepreneurial options to the future.
  • scotiabank colpatria
    Marketing Director
    scotiabank colpatria
    Jul 2018 - Oct 2020 (2 years 4 months)
    • Devised marketing plans using digital strategies, print advertising, and word-of-mouth tactics.
    • Coordinated and executed successfully a wide range of events, demonstrating expertise in handling logistics, budget management, and vendor coordination.
    • Spearheaded email marketing initiatives to drive customer acquisition and loyalty.
    • Executed data-driven campaigns, resulting in elevated Credit Card billing by over 20% through promotions, alliances, and communication campaigns.
    • Collaborated with cross-functional teams to develop and implement email marketing strategies aligned with business goals.
    • Conducted A/B testing and analyzed performance metrics to optimize email campaigns continuously
    • Mana
  • Citi
    Marketing Manager- Assistant VP
    Citi
    Jul 2009 - Jul 2018 (9 years 1 month)
    - Develop marketing strategies and advertising campaigns, focused on the acquisition and usage of products.
    - Design strategies for the acquisition of new clients through digital media, in order to increase the share of sales channels and improve the cost-efficiency KPI.
    - Development the bank's strategic approach in social media networks.
  • Colfondos SA
    Product Analyst
    Colfondos SA
    Nov 2003 - Jun 2009 (5 years 8 months)
    Generate and execute sales, maintenance and customer loyalty strategies, as well as structure incentive plans for the sales force to achieve the company's business goals.
Education verified_user 0% verified
  • University Canada West
    Master of Business Administration - MBA, BUSINESS ADMINISTRATION
    University Canada West
    Sep 2023 - Apr 2024 (8 months)
  • Kellogg Executive Education
    Digital Marketing Strategies: Data, Automation, AI & Analitycs, Digital Marketing strategies
    Kellogg Executive Education
    Jan 2020 - Dec 2021 (2 years)
    COMPETENCIAS / CONOCIMIENTOS
    Marketing, Digital Marketing, AI, Brand Storytelling, Customer Journey Mapping, Segmentation, Customer Insights
  • Universidad de la Sabana
    Diploma in Business Management, Management
    Universidad de la Sabana
    Jan 2004 - Dec 2004 (1 year)
  • Universidad EAN
    Specialization in Marketing Management, Marketing
    Universidad EAN
    Jan 1999 - Dec 2000 (2 years)
  • Universidad EAN
    Marketing Manager, Marketing
    Universidad EAN
    Jan 1999 - Dec 2000 (2 years)
  • Universidad Pedagógica y Tecnológica de Colombia
    Business Administration, Management
    Universidad Pedagógica y Tecnológica de Colombia
    Jan 1992 - Dec 1997 (6 years)
Projects (professional or personal) verified_user 0% verified