Aída Guerra Email and Phone Number
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As eCommerce Experience Manager, I work to provide the best-in-class web experiences, continuously look for ways to increase digital sales, improve the customer journey and optimize all pages with the support of SEO, accessibility, content and design strategies.At Scotiabank, I collaborate with other teams to ensure scotiabank.com provides relevant content in an easy to navigate platform, where customers can always find the information on financial advice, products or services they are looking for. With a customer first mindset, I help optimize pages, improve the experience for mobile, desktop and tablet and do A/B testing and personalization activities.Before joining Scotiabank, I worked as Digital Marketing freelancer in Toronto, helping entrepreneurs build their digital presence using various channels (websites, social media and email). Before migrating to Canada in 2013, I worked in Mexico City in the audio-visual production industry, as a financial journalist and marketing manager in the governmental sector.When not helping Scotiabank customers be financially better off, I share delicious recipes in my food blog, encouraging Canadian readers to try new flavours and add a little bit of heat and spices into their lives.QUALIFICATIONS• Strong background in Web Development and Digital Marketing.• MBA • Bachelor’s Degree in Communication Sciences• Languages: English, French and SpanishTECHNICAL HIGHLIGHTS• Adobe Experience Manager (AEM), Adobe Target, WordPress, Shopify, Joomla, Magento, Drupal & Wild Apricot. Html & CSS; Adobe Dreamweaver • Adobe Photoshop, basic: InDesign & Illustrator• Adobe Analytics, Google Analytics, Tableu• User: SiteImprove, ContentSquare• Workfront, Atlassian (JIRA and Confluence),Trello, MailChimp, MS Office (Word, Excel, Outlook & Power Point)• SM: Hootsuite, Facebook, Twitter, Linkedin, Instagram, Pinterest and Youtube SEO & Paid Search course - George Brown College (2020)Google Analytics Beginners Certificate ( 2019) Google AdWords Certificate - Search Advertising and Fundamentals (2016 - 2017) Google Analytics Certificate (2016 - 2018) Google Digital Garage Certificate (2017)
Scotiabank
View- Website:
- scotiabank.com
- Employees:
- 95207
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ScotiabankCanada
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Senior Managerr, Commerce Experience - .Com Journey.Scotiabank May 2024 - PresentToronto, Ontario, Ca•Create and manage a roadmap of tactics and milestones to bring benefits for the business and the Commerce Experience team.•Collaborate with Commerce Experience leaders and other teams at Scotia Digital to build operational and technical processes, as well as revise and refine existing processes to facilitate the delivery of customer experiences and bring operational efficiencies for Digital Experience Managers.•Drive platforms’ efficiencies and enhancements that support Digital Experience Managers authoring web pages for the delivery of campaigns, projects, A/B tests and personalization initiatives.•Identify technical training needs and partner with subject matter experts to design, deliver and facilitate onboarding and upskilling training programs for a team of +20 Digital Experience Managers. Platforms include: AEM, Adobe Target, ContentSquare and SiteImprove.•Create, update and socialize documentation related to operational and technical processes, management of various platforms, training materials and best practices.•Provide technical platforms assistance and guidance to end-users, offering consultation to resolve issues and challenges. •Support Senior Managers and projects Delivery Leads on providing project estimates for resources, budgeting, and timelines from an author point of view.•Support the overall governance, hygiene, and performance of Scotiabank’s global Commerce platforms and maintain site health metrics.•Partner with Commerce Operations to monitor technical site health and continually work with Digital Experience Managers to prioritize solutions aimed at enhancing site health excellence across public websites. •Partner with Commerce Technology, Product, Engineering and Web developers to prioritize user interface optimizations and component enhancements in platform backlog and deliver software solutions that meet and exceed business needs.
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Digital Experience Manager, Commerce Experience - .Com JourneyScotiabank Jan 2017 - Apr 2024Toronto, Ontario, Ca•Responsible for driving the strategy, delivering and maintaining best-in-class digital experiences for the assigned portfolios.•Obtained ample experience by managing web pages of key portfolios, including retail and non-retail business lines: Chequing, Savings, Investments, Credit Cards, Loans and Lines of Credit, Small Business Banking, Commercial Business Banking, Scotia Women Initiative and Advice+.•Published campaigns, projects and optimized web pages authored in Adobe Experience Manager (AEM). Followed best practices for SEO, Accessibility, Analytics and site health.•Collaborated with SMEs, and used first-party and third-party data sources to analyze web pages, identify and deliver web page optimizations aiming to increase products' awareness, traffic and digital sales. Optimizations included content, layouts and UX, with a customer centric, mobile-first approach.•Led and coordinated the launch of diverse A/B tests, rule-based personalization and cross-selling initiatives using Adobe Target platform to drive incremental traffic and sales and improve customer journey across pages.•Responsible and accountable for maintaining portfolios’ site health. Leveraged SiteImprove platform to scan web pages, identify and fix technical errors and coordinate with other teams at the bank when support was needed.•Participated in projects with cross-functional teams using the Agile / SCRUM methodology.Achievements: •Supported business digital sales goals, traffic and engagement to assigned portfolio web pages (increase in primary calls-to-action click rates, time spent per page, exposure time, etc.)•Maintained portfolios’ site health scores above 90% across all metrics.•Received various recognitions through the HR Applause system for: “Performance Orientation: raising the bar”, “Accountability: Making it happen” and “Passion: being your best”. •Three times winner of the “Best of the Best” Award in the category of Top Individual Performance. Trip winner in 2023.
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Digital Marketing ManagerAnima Creative Jan 2013 - Dec 2016Anima Creative, Digital Marketing boutique agency, main services: e-commerce and informative websites building, copywriting, content management, social media accounts management, in-page Search Engine Optimization (SEO) and analytics. • Managed the day-to-day administrative operation of the business.• Worked with clients to understand their requirements and determine projects’ scope. • Submitted projects progress for feedback and ran tests to meet specifications and usability standards before moving to production.• Coordinated social media advertising and Search Engine Marketing (SEM) campaigns.• Managed Online Public Relations.
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Digital Marketing And Public Relations ConsultantFreelancer Jul 2012 - Feb 2013Key Responsibilities:Provided consultancy in Public Relations and Digital Marketing strategies to owners of small businesses.
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Assistant Manager Of Marketing And CommunicationsConocer, Ministry Of Public Education, Mexico Jun 2011 - Jun 2012As part of the Ministry of Public Education in Mexico, CONOCER is the institution in charge of developing the National Skills and Competencies system, as well as testing and certificating workers through its provincial centres.Key Responsibilities:- Planned and executed the Communications and Public Relations Plan for 2011-2012. - Led a bid for an outdoor advertising campaign (billboards; bus stops; airport and coach terminal). - Worked with the creative agency and key stakeholders to ensure the campaign was aligned with the organization's marketing goals and target audience needs.- Collaborated with the IT and graphic design teams in different projects: website redesign (new look to improve users’ experience, new microsites and sections: Press, Mobile and English versions), collateral marketing printed materials, annual reports and videos. Ensured that each project met the business as well as the end-to-end user experience standards before moving into production.- Pitched stories to journalists, scheduled interviews and provided recommendations on Public Relations to upper management. - Managed the Social Media accounts, measured performance and optimized content to increase followers. - Created materials for internal and external communications: press releases, newsletters, informative synthesis, articles and procedures manuals.- Team and financial resources management. Helped in the recruitment of new collaborators.
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Business News Reporter, Finance And Business SectionEl Universal Newspaper, Mexico Apr 2006 - Jan 2009Mx -
EditorManagement Today Magazine Oct 2005 - Mar 2006
Aída Guerra Skills
Aída Guerra Education Details
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Universidad Nacional Autónoma De MéxicoGeneral -
Tecnológico De MonterreyCommunication And Media Studies
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Tecnológico De MonterreyHigh School Diploma
Frequently Asked Questions about Aída Guerra
What company does Aída Guerra work for?
Aída Guerra works for Scotiabank
What is Aída Guerra's role at the current company?
Aída Guerra's current role is Senior Commerce Manager | Digital channels, .COM journey.
What is Aída Guerra's email address?
Aída Guerra's email address is ai****@****tive.ca
What is Aída Guerra's direct phone number?
Aída Guerra's direct phone number is (647) 648*****
What schools did Aída Guerra attend?
Aída Guerra attended Universidad Nacional Autónoma De México, Tecnológico De Monterrey, Tecnológico De Monterrey.
What skills is Aída Guerra known for?
Aída Guerra has skills like Social Media, Public Relations, Corporate Communications, Blogging, Marketing Communications, Digital Marketing, Social Networking, Advertising, Press Releases, Leadership, Internal Communications, Newsletters.
Who are Aída Guerra's colleagues?
Aída Guerra's colleagues are Soriano Hernandez Victor, Ingrid Barreto, Espie Kwok, Alejandro Quintero, Shayne Cherubin, Carlos Legrand, Naresh R..
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