Summary
Overview
Work History
Education
Skills
Certification
Languages
Timeline
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Manuela Castro Lozano

Manuela Castro Lozano

Mexico City,MEX

Summary

Analytical Marketing Professional with solid background in data analysis and business intelligence. Known for translating complex data sets into actionable business insights and contributing to strategic decision-making processes. Demonstrated expertise in statistical analysis and data visualization.

Overview

6
6
years of professional experience
1
1
Certification

Work History

Analytics & Insights Data Analyst

P&G
02.2024 - Current
  • Got certified in Python, PowerBI SQL and Knime data processing tools in three months
  • In charge of data crunching, process optimizing and dashboard creating for Brand Operations and Media
  • Extracted insights and opportunities for better measurements and optimizations to make the whole regional report more efficient and usable for our non-data audience
  • Presented results in quarterly reviews both for IT function as well as Analytics and Insights
  • Used to translating data and technical language into actionable insights for the leadership team
  • Utilized data visualization tools to effectively communicate business insights.
  • Produced monthly reports using advanced Excel spreadsheet functions.

Measurement and Optimization Specialist

Unilever
01.2023 - 01.2024
  • Created the area for measurement and digital website tagging and tracking of metrics and analytics that allowed for marketing campaigns to be properly tracked and optimized
  • In charge of website personalization and optimization with Adobe Target as well the Performance Marketing Dashboard in PowerBi which gave the whole commercial and DMC areas visibility of Performance Marketing campaigns
  • Helped create and implement the global measurement strategy for the Mexican Market as well as Report and Design insights and Benchmarks for Marketing campaigns across Latin America
  • Tagged websites and marketing campaigns with Adobe Analytics to report on traffic insights and consumer journeys along the campaign.
  • Collaborated with cross-functional teams to develop comprehensive solutions for clients' needs.
  • Implemented conversion rate optimization initiatives that led to increased revenue generation for clients.

Digital Technology Analyst

PepsiCo
01.2022 - 01.2023
  • Project management in relation to Sector IT digital marketing assets for PepsiCo North America and Canada
  • Coordinated vendor and agency relationship with the business to plan and execute the Digital side of Marketing Campaigns for the Foods portfolio
  • In charge of domain acquisition, SSL certificate expedition, pointing DNS and managing Google Analytics and Google Tag Manager pulling occasional reports
  • Also, in charge of Facebook Business Manager access
  • Participated in the implementation of a Cookie Consent campaign and part of the Org Health Communications group for IT

Student Channel Marketing Manager

Intel
01.2021 - 01.2022
  • Planned and executed campaigns for channel and distribution within the business unit, always close in hand with Sales
  • Used to managing client expectations, delivering fast actionable results, and managing external agencies
  • Developed my professional training and continuous learning profile
  • Constantly developed skills such as: Growth Marketing Strategy, Advanced Excel, Basic Power BI, SCRUM, Project Management
  • Spearheaded successful product launches within the channel, driving awareness and generating interest among potential customers.

Brand Communications Intern

PepsiCo
01.2019 - 01.2021
  • Planned and led over 4 PR MKT campaigns, from strategizing to tactic execution of influencer MKT pillar
  • Constantly designed and translated global analytic reports and presentations from English to Spanish and vice versa, as well as working with other strategic documents
  • Certified in basic SAP training and Google Ads
  • Experience with Influencer MKT campaigns
  • Knowledgable in strategic communications
  • Project Management
  • Aided Corporate Sustainability for the period of Summer 2020 on a virtual community service project
  • Participated in brainstorming sessions for campaign ideation, contributing innovative ideas that aligned with business objectives.
  • Helped with photo and video production and performed visual and sound editing tasks.

Education

Bachelor of Arts - Digital Communications

Universidad Iberoamericana
Mexico City, Mexico
01.2022

High School Diploma -

Colegio Monteverde
Mexico City, Mexico
01.2016

Skills

  • Strategic Marketing Communications
  • Data visualization and presentations
  • Data analysis
  • Python programming
  • Excel functions
  • Analytical problem solving
  • Report preparation
  • Google analytics
  • Vendor Management
  • Marketing Strategy
  • Digital Marketing
  • Teamwork
  • Social Media
  • Website Administration
  • Project Management
  • MS Suite Intermediate / Advanced
  • Google Suite & Analytics
  • Knime
  • PowerBI
  • Python Beginner
  • SQL
  • Adobe Design Suite Basic
  • Canva
  • Adobe Analytics / Target

Certification

  • Data Analytics for Executives, edX ,2024, Aug
  • Friends of Data Science, DataCamp, 2024.
  • We Digital Latam Ambassador, PepsiCo, 2022.
  • Google Tag Manager Fundamentals, Google, 2022.
  • Advanced Google Analytics, Google, 2023.

Languages

Spanish
Bilingual or Proficient (C2)
English
Bilingual or Proficient (C2)

Timeline

Analytics & Insights Data Analyst

P&G
02.2024 - Current

Measurement and Optimization Specialist

Unilever
01.2023 - 01.2024

Digital Technology Analyst

PepsiCo
01.2022 - 01.2023

Student Channel Marketing Manager

Intel
01.2021 - 01.2022

Brand Communications Intern

PepsiCo
01.2019 - 01.2021

Bachelor of Arts - Digital Communications

Universidad Iberoamericana

High School Diploma -

Colegio Monteverde

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Manuela Castro Lozano