About me

I am an energetic, analytical and team player Brand Marketing Manager, with 8 years of experience in the field, crafting authentic and compelling brand stories. I combine creativity, technology and strategy into plans and executions that drive growth and have the user always at the center. I am the coolest head in the room (when everyone else is overloaded). An entrepreneur at heart and a music, art and coffee enthusiast.

PostsProjectsExperienceTeam

Projects

• How to spend $0 and achieve +10K daily incremental downloadsThe importance of a well designed banner. Marketing & UX/UI experiment in Mercado Libre Ecommerce APP with +150% CVR & +133% downloads.
• A world without labels - Genderless FashionGenderless clothing and beauty, for all & just one click away in the largest marketplace of LATAM. The campaign was filmed in Barcelona. It won an Effie award in 2020.
• Mercado Pago - Ties against growth360° platform campaign to raise awareness and consideration of the fintech Mercado Pago in Latin America.

Projects credited in

• 1

  Ellie Goulding X PANTENE - Strong is beautiful TVC

Work history

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Brand Marketing ManagerMercadoLibre (LATAM)
Jun 2020BrazilFull Time
Driving Mercado Pago brand awareness in Brazil and promoting financial inclusion throughout LATAM. • Launched the biggest & successful Branding campaign: top of mind by +3pp, awareness of being a digital account instead of a wallet by +14pp and consideration by +5pp. • Created a financial education program to teach about saving and investment. • Defined the positioning strategy for the brand across all channels • Carried out big commercial actions creatives together with Field marketing team. • Managed a budget of almost 30MM USD for working and non-working media. Mercado Pago is the Fintech BU of MELI, one of the most valuable companies across LATAM in 2021 and Top 10 in Great Place to Work.
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Product Marketing Strategist SupervisorMercadoLibre (LATAM)
Jun 2018 - Jun 2020ArgentinaFull Time
Created and developed Marketing strategies for Mercado Libre APP, Fashion and FMCG categories. Also, orchestrated acquisition and retention channels, branding, product, and BI. Some milestones: • APP Mercado Libre: organic & paid strategies to grow downloads. I created a squad to change a web mobile banner, which produced +10K incremental daily downloads with $0 investment. • FMCG: Planned and executed the marketing strategy to launch the biggest Supermarket in LATAM with an MVP stage product. Sales: Brazil 3x vs goal and Mexico +35%. • Fashion & Beauty: launched a gender neutral section with a brand campaign: +2pp in consideration and an Effie award. • Private label: brand creation of +30 new brands, strategy and execution for growth. Mercado Libre is the leading e-commerce & fintech company in Latin America, which stands out for being the first most visited retail site in Latam and the eighth in the world.

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Skills

• Branding
• Project Management
• Ecommerce
• Brand Strategy
• Digital Marketing
• Public Speaking
• Advertising Campaign
• Business Development
• Entrepreneurship
• Team Development
• Budget

Education

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Digital Business Management MasterUniversidad de San Andres
Mar 2019 - Jul 2019Argentina
https://mindersgroup.net/programas/mind/
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Digital Marketing StrategyDigital House
Feb 2019 - Jun 2019Argentina
https://www.digitalhouse.com/ar/curso/marketing-digital

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Awards

Effie Award SilverEffie Awards
Genderless Fashion Campaign for a massive Ecommerce Link to campaign: https://verogusberti.com/work_2.html