Sprinklr
Victor A. Arce
Senior Digital Marketing & Social Media Strategist | Performance Media Expert | Brand & Business Growth Leader
Ciudad de México,CMX
Summary
Results-driven Digital Marketing Leader with 14+ years of experience designing and executing 360° strategies across B2B & B2C industries. Strong background in strategic management and organizational growth. Skilled in developing and implementing effective business plans, optimizing processes, and driving team performance. Proven expertise managing multimillion-dollar budgets, and navigating complex client ecosystems. Known for adaptability, effective collaboration, and delivering measurable outcomes in dynamic environments. Strong communication and problem-solving abilities, coupled with focus on fostering productive and positive team culture.
Overview
14
14
years of professional experience
3
3
Certifications
2
2
Languages
8
8
years of post-secondary education
Work History
Director, Field Social Media
Marriott International
02.2019 - Current
- Led social media and digital strategies for 150+ hotels and 22 brands across Caribbean & LATAM, ensuring brand consistency, and client satisfaction.
- Appointed as Regional Social Media Ambassador for CALA, representing the discipline at key events such as the "Owners, Franchisees & GMs Conference (on-site)" and regional webinars (300+ attendees/session) to educate on Marriott's social media impact, brand standards and measurable business results.
- Reversed low stakeholder satisfaction cases (annual surveys), implementing corrective action plans and transforming at-risk hotels into brand advocates who renewed and expanded service agreements.
- Scaled paid media investment by 80-100% YoY, maximizing visibility in key seasons ("Buen Fin", "Hot Sale") while leading the development of regional toolkits and improving campaigns' ROAS.
- Prepared quarterly and annual performance reports, aligning insights with client objectives and growth strategies, using Sprinklr, Adobe Analytics and other internal Marriott’s platforms.
- Directed crisis communication strategies in high-risk properties, collaborating with Corporate Crisis Comms and on-site executives to mitigate reputation damage and protect brand equity.
- Forged key partnerships with agencies and platforms elevating team skills via advanced trainings and enabling data-driven social campaign management.
- Developed high-performing team by providing mentorship, guidance, and opportunities for professional growth. Scaled remote team by 110% in 4 years, fostering a culture of accountability and innovation.
- Navigated company through periods of significant change (pandemic, restructuring processes), maintaining focus on long-term strategic goals.
Social Media Manager
PR Consulting Global
02.2018 - 01.2019
- Developed social media strategies for Maersk Line, generating annually 2M+ impressions and 100K+ interactions across multiple platforms.
- Managed multiple social media platforms, ensuring a consistent brand voice and message.
- Delivered executive-level reporting and insights to guide paid media investments and strategic decisions.
- Implemented and performed campaigns in different social media platforms: Meta Ads, LinkedIn Ads, Twitter Ads (currently X).
- Partnered with key Maersk Line LATAM leaders to align regional priorities and business goals.
- Led a 10+ team of multimedia creators to produce high-impact multimedia content increasing brand visibility and engagement.
- Delivered performance-driven executive reporting that influenced strategic investment in paid media and content creation.
- Utilized analytics tools to track performance, adjusting strategies to maximize effectiveness.
Director, Digital Marketing
Basico FM
09.2014 - 01.2018
- Built and led the agency’s digital marketing department, managing a team of 10+ creatives and strategists.
- Implemented targeted paid media campaigns, improving client reach and engagement.
- Provided strategic consulting for high-profile clients in entertainment, entrepreneurs, startups, politics & media.
- Collaborated in bringing new clients and led the overall digital marketing strategy for them.
- Enhanced stakeholder satisfaction with timely and transparent communication strategies.
- Established team priorities, maintained schedules and monitored performance.
Education
Bachelor's - Communications (specialty: Audiovisual Production)
UNAM – FCPyS
Mexico City, MX 09.2005 - 12.2009
Specialization - Executive Management
UNAM – FCA
Mexico City, MX 01.2024 - 06.2025
Specialization - Marketing
UNAM – FCA
Mexico City, MX 01.2018 - 06.2019
Diploma - Digital Marketing and Social Media
Tec De Monterrey
Mexico City, MX 06.2013 - 06.2014
Skills
360 Digital Campaigns (Display, Programmatic, Paid Social, etc)
Paid Media Strategy & Optimization (Meta, Google Ads, etc)
Media Buying & Budget Management
Client Relationship Management & Business Growth
Team Leadership & Talent Development
Market Research & Consumer Insights (Google Trends, Comscore, etc)
Cross-functional & Agency Team Leadership (M1M/Publicis, Ogilvy, etc)
Data Storytelling (Power BI, Google Data Studio)
Problem-solving
Business development
Project management
Certification
Google Digital Garage
Accomplishments
- Outsourced Community Management and Customer Care, which led to increase team's bandwidth and scale the quality and time response in our social media channels.
- Led the social media team in a time of changes and difficulties going through the COVID19 pandemic.
- Retained 90%+ of new hotel accounts, by implementing proactive stakeholder engagement, expectation alignment, and issue resolution protocols, converting at-risk clients into advocates and repeat investors.
- Supervised a team of 31+ staff members and boosted team engagement through improved communication frameworks, coaching, and recognition programs.
- Delivered 20+ strategic webinars to over 300 leaders per session, aligning regional teams on social media ROI, brand voice, performance metrics and digital innovation.
Software
Adobe Analytics
Meta Business Manager
Google Ads
Digital Tools & Platforms
- Google: GA4, Google Ads, Google Tag Manager
- Meta Ads
- LinkedIn Ads
- Project management: Monday, Asana, Trello
- Sprinklr
- Power BI
Timeline
Specialization - Executive Management
UNAM – FCA
01.2024 - 06.2025
Director, Field Social Media
Marriott International
02.2019 - Current
Social Media Manager
PR Consulting Global
02.2018 - 01.2019
Specialization - Marketing
UNAM – FCA
01.2018 - 06.2019
Director, Digital Marketing
Basico FM
09.2014 - 01.2018
Diploma - Digital Marketing and Social Media
Tec De Monterrey
06.2013 - 06.2014
Bachelor's - Communications (specialty: Audiovisual Production)
UNAM – FCPyS
09.2005 - 12.2009