an ATN company https://www.atni.com/

an ATN company https://www.atni.com/

Latinas in Tech is a non-profit organization with the aim to connect, support, and empower Latina women working in tech.

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Manage overall marketing initiatives for the financial services products, such as MyCash, MonCash, Paymaster, CellMoni, Magna Rewards, and the Digicel Diaspora Business. Act as in charge of GTM plans including offering definition and analysis. Lead marketing operations across numerous markets, such as the US, CAN, UK and SP. Liaise with multiple banking partners and all third parties. Develop, train, and guide a high performing team from scratch in less than six months. Direct a team of 14 resources located between HQ in St. Lucia, the US, and the South Pacific. Ensure execution and effective cross sale across all markets while working with all local marketing teams. Increase business revenue by developing and executing marketing and corporate strategy.• Drove customer acquisition and retention across the business in numerous jurisdictions by creating marketing plans.• Enhanced business revenue by developing marketing plans across brands and territories.• Devised and applied best marketing strategies and ensured the lowest cost per acquisition and the achievement of the retention targets.• Streamlined marketing operations by executing all marketing activities in line with regulatory and compliance requirements.• Championed all operations associated with product marketing, channel marketing, and brand.• Worked with the GMs of each business unit/market to develop strategic commercial plans to deliver solutions to enhance the consumers’ payments experience and support growth of their business.• Collaborated closely with Products, Design, Development, and Partnership leaders to set ambitions growth goals and support them to achieve them through the marketing function. • Provided clear direction to the marketing team on what products we are marketing and to whom. Define clear targets and messaging that speaks to our users’ needs.

Steered marketing operations across all countries in Latin America, besides Brazil. Controlled a team of 12 resources located in market (Guatemala, Mexico, Colombia, Chile, Peru, and Miami). Oversaw the strategic marketing planning for each one of the countries and clients. Increased brand awareness through global campaigns. Managed P&L growth and optimisation in complex environment and situations. Cooperated with VP of sales and sales directors in region to establish KPIs and sell through objectives for each market, channel, and client.• Identified new growth opportunities by liaising with other regions, such as Europe, EMEA, USA, and China.• Supervised the TMK operation across the region, including contract negotiations with TMK vendors, POP materials production, sales force KPIs, and placing and promoters achievement of sales targets (over 100 people).• Owned responsibility for go to market strategy for each one of the products/markets/clients.• Met open market (distributors/retailers) objectives by collaborating with the commercial directors.• Developed partners marketing portal to make communication smooth between the parties and meet guidelines across all executions.• Performed as in charge of working with products in accessory bundle proposals, and portfolio selection for LATAM (NPI)• Built deep partnership with the GMs of each market and clients to identify growth opportunities for the business and develop new innovative products and solutions to improve adoption

Led all operations associated with all marketing investment throughout the region, including media investment (Digital & ATL), social media management, TMK teams, POS executions, and rebates and subsidies. Established sell-through and branding goals, budgets and marketing plans for the entire region (Colombia, Dominican Republic, Central America, Puerto Rico, and the English speaking the Caribbean). Played an integral role in ensuring brand consistency throughout all marketing initiatives across all markets. Interacted with the different agnostic regional and global marketing teams for the planning and implementation of all product campaigns.• Maximized efforts and created multimarket platforms for key launches while working with other sub-regions within Latin America.• Achieved all set business profitability targets and objectives through implementation of best marketing management strategies.• Oversaw all marketing operations and reported directly to the Commercial Director of the region and the Marketing Vice President for LATAM.• Managed four direct reports, distributed between Colombia, Guatemala, and Miami.• Enhanced business efficiency by building and strengthening relationships with retail partners and key customers across the region.• Oversaw forecasts to ensure planning accuracy and appropriate inventory levels.• Reduced excess inventory levels by working along with commercial teams and customers as well as developing effective marketing plans.• Identified cost reduction opportunities and ensured adherence to all procurement policies.

Negotiated and approved all commercial/marketing programs directly with the carrier’s Commercial and Marketing Directors when it comes to subsidies, offers, services and funding in general (MDF and COOP).Provided dedicated marketing support to the Alcatel business partners within the Caribbean & Central America, as it specifically relates to the Alcatel products & promotions related to it. Including Orange, Claro, Viva, BTC, Tigo, Telefonica, Digicel & Lime.Acted as In charge of the development and execution of strategic marketing programs and promotions tailored to each one of the CAC markets &/or partners to ensure successful sell thru of the Alcatel products.

Engaged internal teams such as channel, enterprise, sales, alliances, and brand, depending on the program, to be able to comply with the carrier needs and execute successful programs within all different business fields.Provided dedicated marketing support to the Alcatel partners within the Caribbean, as it specifically relates to the Alcatel products & promotions related to it. Including partners like Orange, Claro DR, Viva, BTC, Digicel & Lime.Negotiated and approved all commercial/marketing programs directly with the carrier’s Commercial, Procurement, Products, Sales and Marketing Directors and VPs when it comes to subsidies, offers, services and funding in general (MDF and COOP).Tracked results and performed ROI analyses on marketing initiatives to ensure programs are successful.

Owned responsibility for the sales and marketing relationship with Digicel Group and the introduction of BLU to their portfolio, having successfully launched already within 6 of their markets with ATL campaigns for Q4 2012 and sold more than 300K units in only six months, as of February 2013. Led marketing operations for the entire organization, including Latin America and US. First person to hold this position for BLU Products. Developed brand guidelines from scratch, including the agency recruitment and the actual development of the brand book and remake of the brand image. Re-launched all BLU Products communication channels from the corporate website to Social Media channels.Developed the finance marketing procedures manual along with the CFO; from establishing guidelines for the COOP generation and percentages to be assigned to each one of the product categories based on the products margins; to the MDF/COOP usage guidelines, rules and regulations for carriers and other partners of the organization.