Kalia Casandra Martínez Castro
CRM Marketing Coordinator
Las Bugambilias
Summary
Highly accomplished CRM Marketing professional with 9 years of progressive experience in optimizing customer lifecycle, analyzing behavior, and crafting innovative, data-driven campaign strategies. Proven expertise in significantly enhancing user engagement, driving substantial revenue growth, and leading cross-functional teams to deliver exceptional results in dynamic, diverse markets. Adept at leveraging analytics to inform strategic decisions and foster customer loyalty.
Overview
10
10
years of professional experience
1
1
Certification
Work History
CRM Marketing Coordinator
HP Canada Store
07.2023 - Current
- Develop and manage comprehensive email and push notification strategies, executing high-impact campaigns across English and French markets.
- Lead the design and implementation of CRM workflows for automated campaigns, collaborating cross-functionally with data teams and developers to ensure seamless execution.
- Optimize session and conversion rates by conducting in-depth audience segmentation and performance analysis, identifying key areas for improvement.
- Oversee creative development and asset production with design teams, ensuring brand consistency and high-quality visual execution for all CRM initiatives.
- Initiate and execute strategic programs to expand the customer database through innovative email and push acquisition strategies.
Email Marketing Development Specialist
HP Inc.
04.2021 - 07.2023
- Directed email marketing programs for LATAM and Canada, consistently achieving quarterly performance goals through strategic merchandising and campaign optimization.
- Enhanced user experience and email deliverability by implementing HTML/CSS improvements and adhering to email marketing best practices.
- Conducted rigorous A/B testing and comprehensive performance analysis utilizing Google and Adobe Analytics to inform data-driven decisions.
- Automated complex email marketing campaigns with lifecycle triggers, significantly improving key customer engagement metrics.
Automation Marketing Specialist
OCESA
09.2019 - 06.2020
- Executed Salesforce-based email marketing campaigns, achieving a significant increase in open rates from 18% to 35%.
- Designed and implemented automated email journeys for high-profile events (e.g., Vive Latino 2020), successfully driving higher audience engagement.
- Developed emotional branding strategies leveraging audience archetypes to enhance campaign resonance and effectiveness.
Marketing Manager
Market for You
05.2018 - 08.2019
- Led the successful launch and promotion of the "Market for You" project, providing strategic mentorship to entrepreneurs on brand development.
- Designed and executed comprehensive multichannel marketing campaigns and digital advertising initiatives to achieve client objectives.
- Managed the creation of high-converting landing pages and curated engaging social media content, significantly driving audience growth for clients.
Multichannel Marketing Analyst
GlaxoSmithKline
05.2017 - 05.2018
- Planned and optimized multichannel campaigns, successfully increasing traffic and engagement on medical content platforms.
- Collaborated with international teams to enhance data accuracy and improve overall website performance.
- Conducted competitive benchmarking of pharmaceutical marketing practices to identify opportunities for enhanced market positioning.
Account Manager / Office Manager
Busca Corp
07.2015 - 03.2017
- Expanded the LATAM client portfolio by successfully acquiring and reactivating key accounts, contributing to business growth.
- Streamlined sales operations, resulting in cost reductions and maximized administrative resource utilization.
- Prepared and presented comprehensive monthly sales performance reports, providing critical insights for strategic decision-making.
Education
Bachelor's Degree - Marketing
La Salle Mexico University
Skills
Salesforce Marketing Cloud
Veeva Systems
Tradable Bits
Pushly
Push Engage
Google Analytics
Adobe Analytics
Power BI
Tableau
Jira Software
Trello
HTML
CSS
Strategic Planning & Execution
Data-Driven Decision Making
Customer Journey Optimization
Cross-functional Team Leadership
Performance Marketing
Effective Communication
A/B Testing & Optimization
Certification
ADCX Advanced Customer Experience Certification
Accomplishments
- Achieved a 20% increase in email open rates by implementing strategic segmentation and rigorous A/B testing, optimizing campaign performance.
- Drove a 15% uplift in CRM campaign conversions through the successful deployment of lifecycle automation and comprehensive customer journey optimization.
- Significantly enhanced weekly revenue for HP Canada Store by designing and implementing performance-driven CRM workflows, directly impacting sales.
- Elevated push notification engagement by introducing highly targeted and personalized content strategies, fostering stronger customer connections.
Professional Interests
- Staying abreast of cutting-edge Digital Marketing Trends
- Innovating in Customer Experience (CX) Optimization
- Developing impactful Creative Strategy
Timeline
CRM Marketing Coordinator
HP Canada Store
07.2023 - Current
Email Marketing Development Specialist
HP Inc.
04.2021 - 07.2023
Automation Marketing Specialist
OCESA
09.2019 - 06.2020
Marketing Manager
Market for You
05.2018 - 08.2019
Multichannel Marketing Analyst
GlaxoSmithKline
05.2017 - 05.2018
Account Manager / Office Manager
Busca Corp
07.2015 - 03.2017
Bachelor's Degree - Marketing
La Salle Mexico University