Tania Susana farrera tolumes
Marketing And Advertising
Benito Juárez,Ciudad de México
Summary
Driven marketing executive with +25 years of experience with Fortune 100 firms. Offers extensive background in all aspects of marketing and marketing management, easily moving from vision and strategy to hands-on implementation. Successful performance in many organizations.
Overview
20
20
years of professional experience
1
1
Certification
2
2
Languages
Work History
Head of Marketing
Grupo Gayosso
10.2022 - Current
- Management of 7 multidisciplinary team in the planning and execution of digital campaigns, advertising, public relations and events, mostly in-house
- Responsible for marketing budget (FY efficiency 35%) management, market analysis and ROI >8x
- Close collaboration with sales and product development to align strategies and optimize business results
- Development of new digital business units and channels such as PETS Funeral House with a market potential of +200M
- Full funnel strategy building with results of 20% increase
- Performance campaigns and new sales channels resulting in traffic increase of 35% and conversion of up to 14%.
- Led a team of marketing professionals for successful product launches and promotions.
- Implemented data-driven decision-making processes to guide innovative marketing strategies.
- Improved lead generation efforts by implementing targeted inbound marketing strategies that attracted high-quality prospects.
- Analyzed competitive landscape, identifying potential threats and opportunities for strategic positioning in the marketplace.
Wavemaker - Strategy Director & Product Leader
01.2017 - 01.2022
- Leading NB process achieving 60% win including full digital agency service such as eCommerce, media, content, etc
- Responsible for strategy development for all agency brands local and LATAM
- Data analysis for relevant Insights generation and strategies for brands and NB
- Responsible for overseeing the integration process between strategy and media plans
- In charge of the trainings of the operative system in MX and in some cases for LATAM.
Marketing and Communications Consultant
01.2009 - 01.2017
- Strategic marketing and communications development for Adidas, Buffingtons, Profuturo GNP
- Campaign development for SAGARPA in US and Mexico markets
- From strategy development, concept, creativity, and production of materials.
Grey Group - Regional Account Director
01.2014 - 01.2015
- General management of regional brands from GSK (Skin, Oral and Wellness LATAM hubs)
- Management of supplies, scope of work and communication strategies
- Brand strategic development for new products
- New business development.
Naranja Dulce Comunicaciones - Account Director
01.2011 - 01.2013
- Integrated campaigns implementation for Daewoo, Axa Seguros, Gelcaps, Officemax.
Terán/TBWA - Account Director
01.2004 - 01.2008
- Strategic platforms construction, creative ideas development, new business identification and agency team coordination for GNP, AstraZeneca, URBI, Jumex, Home Depot, Bticino, Sigma Alimentos.
Education
Bachelor's Degree in Advertising
Centro De Estudios En Ciencias De La Cominocación
Mexico City 05.2001 -
No Degree - Digital Marketing StrategiesData, Automation, AI
Northwestern Kellogg
05.2001 -
No Degree - Business Coaching
Universidad IberoAmericana
Mexico City, Mexico 05.2001 -
Skills
Marketing
Strategic marketing
Data analysis integration
Digital strategy
New business development
Advertising
Product marketing
Customer Segmentation
Creative Direction
CRM Management
Performance metrics analysis
Certification
HUBSPOT / Marketing in Social Media Certification
Timeline
Head of Marketing
Grupo Gayosso
10.2022 - Current
Wavemaker - Strategy Director & Product Leader
01.2017 - 01.2022
Grey Group - Regional Account Director
01.2014 - 01.2015
Naranja Dulce Comunicaciones - Account Director
01.2011 - 01.2013
Marketing and Communications Consultant
01.2009 - 01.2017
Terán/TBWA - Account Director
01.2004 - 01.2008
Bachelor's Degree in Advertising
Centro De Estudios En Ciencias De La Cominocación
05.2001 -
No Degree - Digital Marketing StrategiesData, Automation, AI
Northwestern Kellogg
05.2001 -
No Degree - Business Coaching
Universidad IberoAmericana
05.2001 -