Melina Florencia Fernández

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Expert | Business development B2B | Naranja X

NaranjaX

Nov 2023 - Current (2 years 6 months)

I am Responsible for B2B customer development in the Small & Medium Merchant Acquiring business. Key projects with impact in main kpi´s such as MAMS, TPV and NPS: • Strategic management of customer development, cross selling and retention digital campaigns • Definition of the Customer journey with the aim of improving the profitability of each user, optimizing the effectiveness of communications/campaigns across different channels, and implementing NPS-related actions • Creation of a omnichannel customer service models as a value proposition

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Manager Business & Marketing | B2B Hispam

Movistar Empresas Hispam

Aug 2021 - Oct 2023 (2 years 3 months)

• I lead the acquisition & engagement global strategy of Hispam region, considering the local-market dynamics and priorities to achieve marketing objectives leading a team of 19 people • I am responsible for the product portfolio strategy (Bundles of Fixed &, Mobile communication, Television, Cloud and Security Services), the go to market and the client life cycle. Furthermore, I colead the regional commercial agreements • I am in charge of the digital channels strategy and the campaigns performance optimization. Main achievements: • The accomplishment of the annual income goal of € 1,100 MM, reached by the acquisition and retention of the products portfolio, Cloud Services, Security Services, Fixed wireless Internet, mobile Communication

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Marketing & Product Sr. Lead B2B

Movistar Negocios y Empresas Argentina

May 2019 - Oct 2021 (2 years 6 months)

• Product Manager of Broadband wireless internet, Mobile & Television • Responsible for defining the acquisition, engagement and retention local strategy for: o Mobile – accomplishment of an annual Budget of $25.000MM o Internet - accomplishment of an annual Budget of $4.000MM o TV - accomplishment of an annual Budget of $800MM • Responsible for managing and developing the product portfolio and go to market of Broadband wireless internet, Mobile, Television and cloud Services products) • I lead a team of 10 product managers • Definition of the digital communication local strategy, paid and non paid media Main achievements: • Product development, and go to market of Television product • I achieve a higher income per customer +5% and reduce

Sr. Analyst campaigns planning marketing B2C

Movistar Argentina

Jun 2018 - Apr 2019 (11 months)

• Responsible for the acquisition, engagement and retention management and strategic planning of mobile, internet and television campaigns in the B2C segment. • Implementation of automated Management Dashboards (Kpi's, Alarms and Diagnosis) • Lead the CPA Project, analysis of campaign acquisition costs, comparative between the different Digital channels, IN and OUT telemarketing, contemplating the impact on the quality of sales and NPS

Sr. Analyst marketing and Bundle product Manager B2C

Telefónica Argentina

Dec 2011 - Jun 2018 (6 years 7 months)

• Product Manager of Internet and television bundle in partnership with DIRECTV • Referent for the management and planning marketing campaigns for the acquisition, engagement and retention strategy and responsible for the product Budget

ANALISTA DE DESARROLLO Sr - SERVICIO AL CLIENTE Y OPERACIONES

Telefónica Argentina

Nov 2010 - Dec 2011 (1 year 2 months)

Responsable de identificar las necesidades del negocio, coordinar reuniones con las partes interesadas y necesarias a fin de definir y obtener las soluciones a los requerimientos planteados. Responsable de la construcción, gestión y seguimiento (trazabilidad) de Desarrollos de Sistemas. PMO - Participación en Gestión de Proyectos.

ANALISTA PROCESOS Sr

Telefónica Argentina

Feb 2006 - Oct 2010 (4 years 9 months)

Durante este período, me desempeñé como: * Responsable del relevamiento y confección de los Procesos de la Compañía (procesos de Facturación, Cobros, Ventas, Desarrollo de productos, Mantenimiento/ Red y procesos soporte de Telefónica. * Mantenimiento del Mapa de Procesos, actualización constante de los mismos frente a cambios en la gestión. * Participación en Proyectos Six Sigma, Certificaciones y Auditoría SOX, * Participación en el desarrollo y lanzamientos de Productos, Mejoras y Reingenierías de procesos.

Representante de Atención de Speedy

Telefónica Argentina

Jul 2004 - Feb 2006 (1 year 8 months)

Me desempeñe como representante de atención telefónica enfocada en las campaña de Speedy - Servicio de Internet Banda Ancha que ofrece Telefónica de Argentina. En esta tarea pude comenzar a desarrollar habilidades de venta y negociación, a demás de empatía y resolución eficiente de problemas.

Ventas y Atención al Cliente

Blockbuster

Jan 2004 - Mar 2004 (3 months)

Atención y responsable en caja.

Melina Florencia Fernández

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