Mexico Experience
Dealer Content Lead LATAM
Management and Implementation of IT solutions providing support the brand communication Strategy and Marketing Automation for LATAM. Responsible to lead and implement smart solutions to support Dealer Marketing Plan and Brand Advertising.
⦁ Provided automation and standardization for Marketing process for John Deere’s Latin america Dealer Network.
⦁ Implemented on-line creative configurator and repository for advertising materials for Brazil and also provided customization for specific Latin america countries.
⦁ Designed the cooperation media plan for the Corporate and Brasil Dealer Network in coordination with both media and legal agencies.
Creative Strategy Lead US, Canada, MX and Central America
Responsible to bring to life the strategic vision for Small Agricultural segment (US, Canada, Mexico and Central) segment through the day-to-day advertising and communication plan. Assure alignment with internal stakeholders, cross-functional divisional and Corp Brand Teams on metrics to develop successful campaigns and optimization opportunities across Strategy development and media.
• Managed and developed branding guidelines utilizing critical insights from both are customer’s and client’s that supported John Deere’s strong creative advertising campagins.
• Implemented over 30 national advertising campaigns per year. Each campagin had a unique product, financing, promotional content, and targeted region within; from across the USA, Canada, Mexico and Central American consumer domains. Further, all content often required being launched in multi-channel media including written, video, and digital content for each campagin. During each campaign I was also responsible to define, track and mange marketing Key performance indicators (KPIs).
• Under my management our department acheived a yearly savings of a mínimum of 20 million pesos in media buy and tactical actions for Sales Funnel.
• Further duties included Managing workload, relationships, negotiations and general performance for advertising agency, media, digital and other providers.
Advertising and Digital Manager for Mexico and Central America
Plan, implement, and monitor a marketing communication plan for John Deere Mexico and Central America. Collaboration with internal and external contacts on strategies to maximize effectively and minimizes costs. Maintains an ongoing relationship with assigned agencies to monitor and improve advertising and digital brand performance.
• My core responsibilities focused on the developement and management of multiple multimedia advertising campains for Mexico and central America. We would utilize print, Television, and various social media platforms, including Facebook, YouTube, and instagram. I also tracked critical KPIs for each advertising campaigns and coordinate with other team members any required adjustments to each campagin depending on objectives and life cycle of the campagin.
• Coordinated multiple multi-national digital advertising campaigns, typically greater than 30 per year, including the KPI’s for each campaign.
• Participated in John Deere’s yearly national multimedia advertising campagin contributing primarily in the planning and budgeting areas.
• Contributed to the bid and Placement, negotiation and managing subcontracts both digital, print and video production content to support the various advertising campagins.
• Performed as film director for greater than 180 videos per year in both studio and on-location settings, working in collaboation with film production companies to achieve high audience levels on brand channels and TV.
E-business and Digital Media Supervisor for Mexico and Central America
• Defined, procured and launched different digital media channels for various John Deere product branding. Managed multiple digital media platformes with duties included the following: Content creation, approval, publication, community management, legal review and rapid response process for any social media crisis.
• Delivered brand training for more than 1500 people between employees and dealer network in Mexico and Central America.
• Managed more than 40 corporate web sites achieving alignment to best global standards and SEO, SEM best practices for the agricultural segment according John Deere’s Strategy.
IS Advisor for Dealers
• Implemented John Deere Univertisty and on-line courses for Mexico and Central America dealer network. These changes resulted in a savings of at least $2 million pesos yearly vs face to face courses and according training requirements for the year.
• Implemented Extranet, interface for Content Management and On-line equipment Configurator providing automation for ordering process for all dealer networks from Mexico and Central America.
• Implemented Content Management tool for Dealer’s Web Site providing automation and standardizing for more than 200 sales points in Mexico and Central America. The Content Management Tool allowe John Deere to better alignment designs, brands and legal requirements across the Mexico and Central American market space.
Assistant/Teacher – LSCA/LATI
• Performed as teacher assistant supporting principal of the LATI study program. This included gathering all required data for audit process and certificate of the study program.
• Participated actively in Well-Being programs for ITESM obtaining 2 sport certificates.
Project Manager - Web Designer
• Implemented an on-line platform for Spanish lessons for Serbian citizens.
• Produced different multimedia contents for Spanish courses.
• Designed user interface (UI) and documented user cases, test cases for different platforms.
UX Designer
• Designed user interface that was aligned to medical personnel requirements.
• Designed different monthly reports and metrics to support the decision making process for medical personnel.
• Redesigned and added automation for data entry of medical information content by medical and administrative personnel.
