ARIANA BECERRA MÁRQUEZ

• Annual paid offline media and PR /Comms strategy development and budget management for both Mexico and LATAM.
• Local media, events, activations and influencer marketing planning and implementation aligned to global guidelines to exceed PR KPI while increasing traffic to POS.
• Expanded regional presence by researching potential media and influencers alliances and developing strategic partnerships.

Developed, supervised and executed digital media ad campaigns planning and implementation in Meta, TikTok, Google for the Crédito y Cobranza and BIG Empresarial Banco Azteca's BU. Digital marketing annual planning and budget management. Overall digital performance assessment and campaigns/SEM optimization analysis vs KPI. Audiences generation in alliance with BI for customer retention and potential acquisition. Marketing automation (CRM-Mailing) content and segmentation strategy planning and implementation for Elektra. Elektra e-commerce, social media channels and newsletter digital content assessment, planning and revamp strategy. Digital marketing, design and social media agency management.

• Elektra.mx visual and graphic line revamp strategy.
• Ricardo Salinas Pliego Buen Fin initiative on social media with 10% discount promotional code to redeem in Elektra e-commerce: +298% sales increase vs last hour = $31.3mdp total sales.
• Banco Azteca's Credit BU, 2022/23 AON digital paid media annual strategy with +20% KPI goal (2022)

Implemented communication/content, social media and influencer marketing strategies aimed to improve the brand's digital presence and reputation across social media channels in order to meet commercial goals. Supervised social media operation. Established customer support communication and processes. In store activations with social media amplification. Crisis management.

• Elektra, baz súper app, and Banco Azteca (Cobranza) influencer marketing and social media strategy. +250 influencers SOW.
• @ElektraAyuda Twitter strategy and launch for customer support focus. +30% complaints solved.
• Ricardo Salinas Pliego social media initiatives for Grandparents Day, Buen Fin + CyberMonday, Christmas and Elektra Anniversary: +4.4m interactions +17.1m impressions +12.7 followers on IG.

IM, Digital Marketing and PR regional strategies development aligned to stakeholders and local retailers needs in alliance with local fashion houses. Regional Marketing plan execution and third parties briefing: photoshoots, local campaigns, in store events and commercial activities coordination. Luxury Fragrances: Gucci, Lacoste, Calvin Klein, Hugo BOSS, Marc Jacobs, Tiffany & Co. and Burberry; Consumer Brands: Max Factor and Covergirl for Peru, Panama, Costa Rica, Colombia.

• 8 page non-paid coverage for BOSS Bottled on Esquire.
• 9 page non-paid coverage for Marc Jacobs in InStyle.
• +50% organic social media support through content creators.
• +15% impressions vs forecast for BOSS Father's Day social media campaign in alliance with local retailer.

Annual budget management for the region. Liaised with sales, e-commerce and external digital teams to meet commercial goals. Retail oriented PR strategies to drive sales, increase reach and engagement through their social media and e-commerce to ensure costumer growth. In-house Influencer Marketing SOW development, processes and own database.

• Influencer Marketing division with 50% increase vs 2017 database.
• In-house PR development model with $3mil annual budget efficiency for the company.
• Flower Beauty launch with Drew Barrymore PA coordination and logistics: overall coverage ROI 18:1
• DECIEM Valentine's Day in store event with 25 non-paid top influencers: 150+ instastories coverage + $110,000 MXN sales.
• Lacoste L.12.12, 2018 Christmas and 2019 Panache shootings with $100,000 USD and $350,000 USD ROI each. (6:1/5:1)
• e.l.f. Cosmetics e-commerce IM launch with 15% coupon redemption and 60 local influencers reached.

Implemented PR and Digital aligned with global brand strategies focused on commercial goals, KPI and ROI objectives to increase both awareness and drive sales. Supervised digital paid media campaigns implementation in social media and programmatic platforms to meet any stage funnel KPI. Events coordination and production for the entire company portfolio (50) in alliance with local retailers, third parties and boutiques. Business partners (Liverpool, El Palacio de Hierro, Sears) support to meet commercial needs such as in-store events and manage stock priorities to increase store traffic while strengthening stakeholders relations.