As the Chief Operating Officer (COO) at Rafiico Creative Studio, I manage daily operations to ensure efficiency and promote growth. With a solid background in team leadership, I guide and develop high-performing teams to meet our strategic goals. My business development expertise helps me recognize and leverage new opportunities. My creative problem-solving skills enable us to tackle challenges effectively. Through strategic planning, I ensure our operational activities align with our long-term vision, promoting innovation and maintaining our competitive advantage. I am passionate about improving performance and am committed to boosting our operational excellence and reaching our business objectives.

I interpreted and developed design briefs based on client needs, determining their specific requirements. I addressed challenges and proposed solutions to enhance client communication with their customers. Leveraging my understanding of graphic design's commercial value, I planned and created various design elements, ranging from social media posts to comprehensive branding projects. I also developed a variety of social media content aligned with the client's brand voice. This content was promoted according to a social media calendar while tracking engagement and ad performance using Meta Suite.

I managed a diverse team of marketers at Rumbo in Lima, CDMX, and BKK to secure and maintain quality users. I was responsible for marketing campaigns, including segmentation, testing, tracking, and analysis, and I provided guidance to my team. I created global marketing strategies and resources for brand consistency, leading to a 35% lower bounce rate and a 45% increase in active weekly users. I established key performance indicators (KPIs) and regularly reviewed performance. I identified trends, tested theories, and expanded successful strategies. Additionally, I planned and managed the budgets for the Marketing and Consumer Experience departments to effectively allocate resources.

I spearheaded the creation and management of global programs, designed for easy localization to enhance valuable learning. An infrastructure was developed to convert successful local campaigns into global initiatives. I also authored accessible playbooks for non-marketers, which facilitated swift go-to-market success for Rumbo in new cities. Additionally, I initiated an MVP global referral program to boost customer acquisition through word-of-mouth. I shared these insights with the Product team to aid future in-app enhancements.

I established robust processes and content pipelines, producing compelling marketing materials to enhance the impact of ads, social media, content initiatives, and out-of-home (OOH) materials. I spearheaded cross-functional creative briefings, devising a brand strategy for entering the Bangkok (BKK) market that acquired 10K users within the first two months. I also visually depicted brand concepts, presented creative ideas to stakeholders, and set up a scalable design library using Figma. In addition, I oversaw campaign execution, launch timelines, and an ad agency, ensuring a feedback loop for ongoing enhancement.

I was the driving force behind the Ralunar brand, building it from the ground up. We made waves on social media, boosting our Facebook and Instagram following by 150K in just five months - a feat that put us at the top of the online watch marketplace in Thailand. As a manager, I led a skilled team of Graphic Designers and Content Creators by fostering independence and used the Scrum method to delegate tasks effectively. My responsibilities extended to overseeing the daily workflow of the department, allocating projects, and keeping a close eye on deadlines and budgets. In terms of creativity, I was instrumental in shaping the Ralunar brand identity. I developed concepts, guidelines, and strategies for diverse creative projects, collaborating with the UX/UI and development teams to incorporate effective engagement, retention, and referral mechanics into our product.

I directed the creative team, overseeing the brand aesthetic, tone of voice, and art direction across all campaigns and channels, including the website, in-app banners, Facebook ads, GDN, social media, EDM, third-party marketplaces, and partnerships, to engage the right audiences and build brand awareness for ShopSeason. I created executive brand pitch decks and presentations, assessing and improving existing ones to visually communicate a compelling story. Additionally, I led brainstorming and creative sessions to generate ideas, strategize campaign plans, target audiences, and manage budgeting. I planned and oversaw a content strategy aligned with marketing targets, growing followers on the ShopSeason page to over 200K in 4 months, with 80% of published content going viral. Furthermore, I initiated a brand book for internal and external use, and continually analyzed campaign performance to drive improvements.

I assisted in setting directives and goals for the Editorial Team's content development across all social media platforms. I wrote and edited Thai copy for advertisements and social media posts, ensuring adherence to the Pomelo brand voice. Additionally, I produced creative briefs to translate strategies into creative execution options and helped develop and oversee campaign implementation across online and offline channels. I led inter-departmental projects from conceptualization to reporting and analysis, while also writing product descriptions and names for each style to ensure cohesive and error-free output. Moreover, I kept the Pomelo site updated with fresh and engaging fashion content that met business objectives and enhanced the overall brand image.

I was responsible for creating and updating records and databases with various data, such as personnel and financial information. This involved organizing office operations and procedures, managing correspondence, designing filing systems, overseeing supply requisitions, and coordinating clerical functions. I supported the smooth running of company operations by maintaining office systems and supervising staff. On a weekly basis, I conducted visits to seven branches of Rosa's Thai Cafe to monitor food preparation, handling, storage, and transportation processes. I documented the results in checklist forms and provided feedback to the manager. In addition, I managed the inventory of office supplies and placed orders when needed.

I developed engaging visual designs and marketing materials spanning homepage features, landing pages, digital campaigns, social media, site banners, packaging, and newsletters. In partnership with diverse teams, notably marketing campaign managers, I converted project needs into compelling graphics, illustrations, and layouts that consistently align with Zalora's brand guidelines. My role also extended to supporting pre- and post-production for fashion lookbooks and video editorials. I stayed informed about fashion and e-commerce trends, industry peers, and competitors to adopt new techniques and designs and guide the team. My expertise includes a variety of media such as Adobe suites, photography, video, and other design tools.