CRM Automation Specialist

Key Responsibilities:
Targeting & Data Segmentation: Executed advanced customer segmentations using SAS Customer Intelligence and SQL, ensuring maximum targeting precision and full compliance with global data protection regulations.
Data Visualization & Reporting: Translated complex datasets into intuitive Power BI dashboards, transforming raw data into actionable marketing strategies that could be monitored in real time.
Workflow Management: Coordinated and prioritized campaigns via Jira, ensuring strict adherence to deadlines and the smooth management of requests from diverse international cross-functional teams.
Performance Optimization: Resolved structural bottlenecks within the data ecosystem to ensure system stability and maintain high performance during seasonal traffic peaks.
Key Achievements:
Targeting Efficiency: Refined segmentation criteria to achieve high-precision targeting aligned with business objectives; this initiative maximized the relevance of global communications and significantly reduced the unsubscribe rate.
Data-Driven Decision Making: Implemented a centralized reporting system that empowered stakeholders to reduce analysis time and make decisions based on real-time data, ultimately improving the marketing department’s strategic agility.
Data Infrastructure Modernization: Led the complete migration of the targeting workflow from SAS Customer Intelligence to a 100% native SQL system, eliminating previous platform constraints and maximizing both accuracy and autonomy in data extraction.

Key Responsibilities:
Marketing Automation & Journey Mapping: Design and implement complex automation sequences (nurturing, re-engagement, and sales handoff) via advanced HubSpot workflows, optimizing every stage of the funnel.
CRM Architecture & Sales Enablement: Customize sales pipelines and deal stages based on specific client sales cycles; automate critical tasks to eliminate operational bottlenecks.
Data Governance & Adoption: Manage data integrity, execute tool integrations, and drive platform adoption through comprehensive training sessions, ensuring a seamless transition from fragmented systems to a centralized ecosystem.
Key Achievements:
Increased Lead-to-Opportunity conversion rates and accelerated deal velocity by 10% through a newly implemented acquisition strategy.
Conceptualized and launched a “Marketing Health Check Quiz”—an interactive lead generation tool that qualifies prospects based on their responses and automatically routes them into a nurturing workflow designed to sell strategic mentorships and ongoing consulting retainers.
Achieved 100% platform adoption by successfully migrating all fragmented client interactions into a single, centralized HubSpot database.
Ensured complete reliability in sales forecasting and implemented automated tasks to prevent deal stagnation within the pipeline, guaranteeing a consistent and trackable sales flow.

Key Responsibilities:
Digital Strategy: Developed and executed comprehensive, 360-degree digital marketing strategies.
Team Management: Managed developers, designers, and content strategists to build out campaign websites and automation flows.
Performance Tracking: Defined KPIs and generated data-driven reports to enhance CRM integration and measure effectiveness.
Stakeholder Alignment: Facilitated strategic planning sessions with global stakeholders in fast-paced environments.
Key Achievements:
Campaign Success: Led the launch of 10+ regional cross-channel campaigns. Notably, conceptualized and executed the lead generation and registration campaigns for New Balance races in Argentina and Colombia, achieving a complete sell-out in under a month.
Brand Positioning: Increased brand awareness and market penetration for New Balance across the LATAM region through integrated digital campaigns targeted at the sports community.
Lead Nurturing & Lifecycle Marketing: Designed and implemented a series of cross-brand lead nurturing campaigns for the Procter & Gamble portfolio. Leveraged advanced segmentation based on purchasing behavior to optimize the customer journey, significantly boosting customer loyalty and end-user engagement.