Allan Hernández Email and Phone Number

Set up and implementation of SF Marketing Cloud in Digital@FEMSAMKT leader for migration of +20 M of users from OXXO PREMIA to Spin Premia digital and owned media strategy for national launching: +22k OXXO stores, OXXO GAS, and other comercial partners.Digital Marketing Intelligence for Spin Premia loyalty programDeveloping and set up of all Martech tools on Spin PremiaActivation focused on 1st time users inside Spin Premia ecosystemManage, administration and comms plan… Show more Set up and implementation of SF Marketing Cloud in Digital@FEMSAMKT leader for migration of +20 M of users from OXXO PREMIA to Spin Premia digital and owned media strategy for national launching: +22k OXXO stores, OXXO GAS, and other comercial partners.Digital Marketing Intelligence for Spin Premia loyalty programDeveloping and set up of all Martech tools on Spin PremiaActivation focused on 1st time users inside Spin Premia ecosystemManage, administration and comms plan activation on SF MKT cloud for +25M of users Data enrichment always on strategy and execution for Spin Premia’s users Show less

Marketing digital performance leader for: Corona, Victoria, Modelo, Stella Artois, Michelob Ultra, Bud Light, Becks, Vicky’s, Cucapá, and e-comm (Beerhouse, Modelorama Now and Cerveza Siempre)Leader of Digital performance self-service MX project (-50% time to get ABI brands insights, on Datorama live digital dashboards)For first time in ABI digital performance, we launch a live social behavior forecast that helped brands to make opportune adjustments in digital advertising (optimizing… Show more Marketing digital performance leader for: Corona, Victoria, Modelo, Stella Artois, Michelob Ultra, Bud Light, Becks, Vicky’s, Cucapá, and e-comm (Beerhouse, Modelorama Now and Cerveza Siempre)Leader of Digital performance self-service MX project (-50% time to get ABI brands insights, on Datorama live digital dashboards)For first time in ABI digital performance, we launch a live social behavior forecast that helped brands to make opportune adjustments in digital advertising (optimizing 25% budget allocation)Improvement and automation of audience segmentation for B2B2C National Campaigns. (-80% time to build cohorts per each consumer brands and each B2B clients)Leader of Dashboard Automation and Data Integration (Google Cloud Platform, Salesforce Datorama, ETL,Power BI, Looker, Tableau, Oracle MOAT & Google Data Studio) E-commerce measurement : Digital KPI’s, Sales, PromotionsData acquisition / activation CDP & CMP big data queriesDigital Marketing advisory for ABI MAZ zone Data science initiatives for 1p data collection & ecomm sales Show less

Marketing Performance measurement (ROI, CAC, CPL, Social Media & Conversion rate)SQL big data analysis for Privalia MX NPS follow up & Survey Design for Customer InsightsModeling-Forecast (R-Studio, ARIMA, Multivariate Regressions & econometrics)Lead strategies that involve buyer growth, revenue and new membersFinancial Budget Control (P&L)CRM & Communications plan for push notifications, email marketing and Social

Digital Marketing Strategy (Social Media Management & Digital Ads)Lead for business strategy for channels and vertical markets.Develop of cost strategy and risk evaluation for IT Industry.Specialist for data warehouse and interactive dashboards (Tableau and Power BI)

Main activitiesDevelop of methodology to measure market size and share per vendorDevelop of interactive analytics dashboards in Tableau | Qlik ViewData Mining.Advanced Tools in excel and google sheets queries Projects:1) Study of Satellital Market Deals in Mexican Government 2011-2015. Research was developed with Compranet data (official mexican platform for gov adquisitions). Historical deals by player. Classified by hierarchy… Show more Main activitiesDevelop of methodology to measure market size and share per vendorDevelop of interactive analytics dashboards in Tableau | Qlik ViewData Mining.Advanced Tools in excel and google sheets queries Projects:1) Study of Satellital Market Deals in Mexican Government 2011-2015. Research was developed with Compranet data (official mexican platform for gov adquisitions). Historical deals by player. Classified by hierarchy of amount and # of Services installed2) Market Size for VSAT Market (historical and forecast)Scope:Shipments of Satellital Routers by Brand and technology. Antennas was classified by brand and technology. Routers was classified by brand and technology. To get more accuracy, the units was matched with all public deals data (main projects in . Mexico)3) Companies Profiles. Executive summaries by Vertical Markets. Organigram mapping by potential buyers to lead the sales. Presales analysis.4) Sales Analysis Salesforce analysis. Leads to increase the sales level. 5) Investment analysis Forecast, IRR ROI, Hit Rate & Loss Rate. Show less

IT Services:As an Associate Analyst I have developed: Modelling for Historical and Forecast Market Size by country & as total of Latin América | Gathering data for research by vendor | Analysis for all tracked foundations markets | Research of goverment & private deals

Markets: Smartphones, Monitors and IT ServicesPrice modelling, Desk research, Mozenda screen clipping for prices in e-tailers and digital retail, Forecast Assumptions & Historical data.

Análisis de Mercado Cuantitativo y Cualitativo // Consultoría macroeconómica LATAM // Modelado en Excel // Elaboración de Herramientas en Excel // Análisis Económico // Pivot Tables, Macros, construcción de DB con información de Estados Financieros | Cuantificación del mercado de telecomunicaciones en México a partir de información de fuentes oficiales de cada operador | Estimación de impactos en el mercado de nuevas tecnologías como IoT y Over the TopProyectos.Conectividad de… Show more Análisis de Mercado Cuantitativo y Cualitativo // Consultoría macroeconómica LATAM // Modelado en Excel // Elaboración de Herramientas en Excel // Análisis Económico // Pivot Tables, Macros, construcción de DB con información de Estados Financieros | Cuantificación del mercado de telecomunicaciones en México a partir de información de fuentes oficiales de cada operador | Estimación de impactos en el mercado de nuevas tecnologías como IoT y Over the TopProyectos.Conectividad de Hoteles a nivel regional en México. Con base a la DENUE de INEGI | cuantificación de Unidades Económicas a Nivel Nacional y estimación de universo de mercado de telcosColaboración en Estudio ¨Mercados asequibles por Municipio, para Hughes Satelital¨ - Abril 2015.Colaboración en Estudio de Participación de mercado de CISCO a nivel Regional (CANSAC, Centro y Sudamérica, Brazil y MCO) | LATAM | clasificación por tecnología (Routers, Routers SP, Collaboration apps, Email Applications, Servers Rack and SP). Crecimientos YoY and Shares Mayo 2015 Show less

Consultoría Externa

I worked as an IT | Paralegal | Economics intern, the main activities that I have developed was:IT activities;Design and develop of LN´s Website.Social networks administration.Internal and external security appliances.As a paralegal I have reviewed the NDA (non-disclosure agreements) and privacy policy files for clients and internal people.Economics and numerical analysis;Macroeconomics advisory worksRisk evaluationsDevelop of investments… Show more I worked as an IT | Paralegal | Economics intern, the main activities that I have developed was:IT activities;Design and develop of LN´s Website.Social networks administration.Internal and external security appliances.As a paralegal I have reviewed the NDA (non-disclosure agreements) and privacy policy files for clients and internal people.Economics and numerical analysis;Macroeconomics advisory worksRisk evaluationsDevelop of investments recommendations.Financial analysis.Projects:Collaboration in “Sustitución de regaderas convencionales por ahorradoras” delivered to SACMEX (Sistema de Aguas de la Ciudad de México). This project was an external audit which won by GLANA.Calculations to estimate the water save per time of use and real decrease of payment of use service rights per household. Forecast to measure the amount of water saved to be redistribute across the Mexico City´s water system. Colaboration with Ernesto Cárdenas Gómez in “Proyecto Integral Morelos I & II for Comisión Federal de Electricidad (CFE)”. Collection data concerning internal files and proceedings envoys to Subdirección de Desarrollo de Proyectos (SDP) of CFE regarding to bids that contain the Gasoducto Morelos I & II activities in Electric Generation project in Guaymas.I did the xls deliverable file containing hyperlinks for each proceeding-incidences for above mentioned electrical projects Show less

IT solutions specialist