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Lima - Peru EDUCATION 2004 - 2006 1996 - 2001 IESE BUSINESS SCHOOL – Full Time English MBA Master of Business Administration UNIVERSIDAD DEL PACÍFICO Bachelor Degree in Business Administration EXPERIENCE 2009 To date
BARCELONA, SPAIN LIMA, PERU
E-HOLDING Lima, PERU GENERAL MANAGER – Online Advertising Sales E-Holding is a leading company dedicated to online advertising sales. It operates portals such as www.adonde.com, www.adondevivir.com, www.peruautos.com, www.adondejuegos.com as well as a network of 20 portals in Latin America www.y20network.com. Up to date (Sept-2011) EHolding manages a traffic volume of 4 millions of visits per month, and according to Certifica.com, it is the independent network with the highest traffic in Peru, and overall lies 6 th in the country regarding total traffic. Responsible for the implementation of the company since it was legally created (Aug-2009), raising the necessary capital from Business Angels and then from a venture capital fund in the United States, hiring of personnel, registration of brands, planning and development of new portals and improvement of the existing ones, design and implementation of the marketing plan and direct supervision of the daily commercial operations. Constant use of Search Engine Optimization (SEO) and Search Engine Marketing (SEM) advanced techniques, marketing in social networks, e-mail marketing and banner advertising. Advanced user of Google Analytics, Google Adwords, Google AdSense, OpenX Adserver. In the first 18 months of operations an increase of 120% in traffic was achieved (beating by 60% the market growth within the same period), which allowed us a 22% increase in our market share (from 9% to 11%) and to quadruple the monthly turnover. INTERACTIVE ADVERTISING BUREAU (IAB PERU) VICE PRESIDENT – Member of the Board of Directors Lima, PERU
2012 - 2013
The Interactive Advertising Bureau (IAB) is comprised of more than 60 leading media and technology companies that are responsible for selling 80% of online advertising in the Peru. The IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend and is the most representative body of the Peruvian digital industry.
2006 - 2008
IMPRIMAONLINE Barcelona, SPAIN GENERAL MANAGER Internet Start-Up. Online printing company based on an innovative “Low Cost” business model • Developed Business Plan, presented it to potential investors, negotiated capital premium and completed the company's fund raising in only 3 months. Presented the project and obtained several government grants and soft-loans at regional and state level (see details below). • Raised 280,000 EUR€ of capital, achieved annualized sales of 500,000 EUR€ 12 months after starting operations (average quarterly growth of 30%). • Responsible for all the implementation of the start-up, from fund raising and legal set-up of the company, to personnel hiring, design of logistics, website architecture and development, pricing algorithms, contracts with developers and printing companies, and running day to day operations. Directly responsible for a yearly budget of over 400.000€.
• Prepared and implemented the overall marketing and advertising strategy. A multi-channel plan
with offline media (print, direct mailing, PR and trade marketing) but with a special emphasis on online media, including CRM, SEO, SEM, weekly e-mailing campaigns, and display advertising. Achieved customer base average quarterly growth of 39%. • Google Adwords, Google Analytics and SEO Tools user on a day to day basis. 2005 BERTELSMANN - CIRCULO DE LECTORES Jun.05-Sep.05 MBA INTERNSHIP Bertelsmann AG is a multinational media corporation operating in 63 countries • Developed a feasibility study to open a new online book-selling company in Spain. Specific tasks included extensive market research supervision, defining competitive strategy, creating business model and developing financial projections working significantly with direct marketing measures. 2001 - 2004 GRUPO APOYO – Headquarters Mar.03-Aug.04 PROJECT MANAGER - Strategy & Planning Headquarters Grupo APOYO is Peru's largest business services group (450+ personnel) consisting of the Headquarters office and nine subsidiaries: Consulting, HR, Accounting, Publishing, Fund Management, Market Research, Image and PR, Web Services and an NGO (www.apoyo.com) • Fast-track promotion from Analyst to Project Manager after 1.5 years in the company (instead of the normal 3-4 year program). EMPLOYEE OF THE YEAR AWARD (2003) • Participated in the design and implementation of a turn-around marketing plan for the Business Publishing subsidiary, converting a 3-year consecutive 20% loss into a 5% profit in 11 months. • Led the initiative to open a new Internet Consulting subsidiary, which successfully launched market at the beginning of 2005 (APOYO Virtual) and today has annual revenue of over one million USD. Developed the initial Business Plan and drove the project to create and launch its first product: a Website evaluation tool. • Formulated short/long term strategy plans for each of the operating subsidiaries, working in small teams reporting to CEO. Contributed to develop the core tasks of the newly formed corporate HQ, such as brand management, Internet services, internal auditing, business development, corporate social responsibility strategy and conflict mediation at senior management level. • Led a team of 5 IT professionals from development to launch stage of a website www.20enmate.com, a mathematics portal targeting children between 10 and 15 years old. Had project responsibility for personnel hiring, market research, budget control, supervision of scheduling and delivery, web design and programming. Completed with a budget under 15,000 USD, to date the website has more than 500,000 registered children. Website winner of 5 prestigious awards (below). Jul.01-Mar.03 ANALYST - Strategy & Planning Headquarters • Analysed each subsidiary’s core task to redesign and develop a Web based Balanced Scorecard (BSC), constantly reviewing strategy and performance measure alignment. The BSC is currently the key decision tool used by the General Managers and board room level meetings. • Structured a fund-raising marketing campaign for NGO project "Matemáticas para Todos". Funds were raised from more than 20 leading Peruvian companies in 2002/03 (over 100% above initial objectives) and were used to provide text books to Peru's poorest children.
- Professor at the Universidad del Pacífico and Universidad de Piura for the Online Marketing
postgraduate courses (2010 to date)
- Online Marketing Blogger: http://mbainternetmarketingmanager.blogspot.com
- Bonsai Gardening aficionado - Member and Treasurer of the Peruvian Chapter of UPA (Usability Professionals Association). - OTHER QUALIFICATIONS: Professional Web Designer, CEPI BASE, Barcelona SPAIN 2006. - “Google AdWords Expert - Search Advertising Advanced Exam Certificate”, issued by the Google AdWords Learning Center, June 2011 - Fluent in written and spoken English. TOEFL CBT score: 293 (0-300). - AWARDS received for www.adondevivir.com: "Best Media Innovation DIGI Award 2010”, awarded by the Interactive Advertising Bureau of Peru. -Financing and Government funding obtained for www.imprimaonline.com:“Capital Genesis” (nonrefundable grant, Regional Government of Catalonia); “CEIPAR” (non-refundable grant, Technological Parks Association), “Avanza Plan” (soft loan, state-owned corporate entity attached to the Ministry of Economy of Spain). -AWARDS received for the development of www.20enmate.com: -International: "Crystal Obelisk Award for Social Responsibility" (For profit campaign under $100,000 Category). Project chosen and presented at the "Education and Information Systems, Technologies and Applications: EISTA 2004" and "Cybernetics and Information Technologies, Systems and Applications CITSA 2004" technology conferences, Orlando, U.S.A. July 2004. - In Peru: "PC World 2003, Best Technological Initiative with Social Responsibility" (PC World Magazine); "Entrepreneurial Creativity 2003" (Communications Category); ”Best Educative Website 2003” (Top IT Magazine); “Best Educative Software Development, 2004” (IT Users Magazine), “Best Peruvian Website of 2004” (Education and Science Category ADEPSEP).