Francisca Mena V. Email & Phone Number

Provincia De Santiago, Chile

RESPONSABILITIES: • Financial and payment products development for B2B2C and B2B market, with focus on their value proposition.• Strategy design and development of the marketing plan.• Develop communication strategies (offline, digital and PR).• Lead demand generation through acquisition campaigns.• Project manager for product launches, coordinating multi-disciplinary and regional teams.• Marketing budget development and management.• Working closely and collaboratively with global and regional marketing teams.• Negotiations with banks, agencies and strategic vendors.• Management of advertising, digital and PR agencies.ACHIEVEMENTS:• Launch best in class super premium credit card in the market (The Platinum Card®) for Santander's private banking, with a powerful and differential value proposition for the Chilean market.• Development and implementation of innovative B2B payment project. Project leader coordinating the partners teams, as well as the regional/global teams of Amex. Coordination of B2B Enterprise digital platform development and successful negotiations to implement the value proposition. Commercial management of the sales pipeline and development of the communication plan.• Lead negotiation and development of important strategic benefit for the brand in Movistar Arena. Construction of new American Express Lounge, unique in the region, as a platform to approach our customers.

Las Condes, Santiago

RESPONSABILITIES:• Development of the new business plan.• Billing and budget control. ACHIEVEMENTS:• Enlargement of customer portfolio achieving a double-digit sales increase in the third month of management.• Development and implementation of more efficient sales processes and digitalization of the company.• Generated 15% extra traffic through implementing a Google AdWords campaign.

Santiago Province, Chile

RESPONSABILITIES:• Define marketing strategy and communication plan.• Development of new financial products, working closely with payments and segment departments.• Digital marketing.• Budget control and agencies management.• Event planning as a loyalty and launching strategy.ACHIEVEMENTS:• Launch of four new plans/products for SMEs, with an innovative value proposition.

Vitacura, Santiago

RESPONSABILITIES: • Develop the marketing plan, communications plan and positioning strategies for Ski La Parva, both in summer and winter operations. • Coordinate and supervise agencies: advertising, PR, digital, BTL and audiovisual.• Manage the marketing budget and expense control.ACHIEVEMENTS:• Summer event communication improvement by increasing social media engagement, outperforming previous year’s total revenues achieving sales growth of 32%.• Development of customer loyalty program, increasing winter season ticket sales over 10% in December.• Positioning the ski resort by establishing unique campaigns and promotional /sponsoring events (with brands such us: Entel, Movistar, Powerade, Acer/Intel, Nespresso, La Tercera, Snickers, Sony, Jack Daniels, Casas del Bosque Wines, Valdivieso, etc.).

Santiago, Chile

RESPONSABILITIES: • Development and implementation of the marketing plan, aligned to the regional brand guidelines.• Coordination, development and implementation of trade marketing activities (promotions/activations) to achieve sales targets.• Supervision of advertising, PR, digital, media and BTL agencies.• Management of the marketing budget and expense control.ACHIEVEMENTS:• Design and implementation of new corners for product display in several retailers, increasing presence and brand recognition.• Development of communication strategies for traditional and digital media, achieving increases in sales, market share, Top of Mind, Share of Mind and purchase intention, which led to improve the profitability of the operation (ROI).• Successful launch campaign for the Mabe AquaSaver washing machine, achieving stock depletion in the first month of sale.

Peñalolen, Santiago

RESPONSABILITIES: • Implementation of advertising campaigns and promotions to increase sales in distribution channels.• Market and consumer analysis, identify trends and develop new creative concepts for campaigns and launches.• Event planning and BTL activities for B2C and B2B2C.• Coordination of digital, media, advertising, BTL and PR agencies. ACHIEVEMENTS:• Successful product launch (Erosfil) outperforming forecasted revenues in the first month with sales growth of 300%. • Development of new products and line extensions (Hipoglos and Fittig) improving category’s market share.

Huechuraba, Santiago

RESPONSABILITIES:• Innovate in products launches pursuing brand awareness and loyalty.• Conceptualization and downstream of regional campaigns for new product releases.ACHIEVEMENTS:• Successful design and implementation of promotions for multiple products, with innovative marketing campaigns.• Creative launch of new products (e.g. Huggies Jeans) for inclusion in retailers, achieving great brand awareness.• Innovative stands, corners and BTL activities for ‘Expo Bebé 2008 and 2009’ and main retailers in the market.

Master Of Business Administration (Mba), Business Administration And Management, General

Designer, Graphic Design

High School, High School

Activities and Societies: 1st XI field hockey team