Francisco Illescas Email & Phone Number

As Head of Marketing at Play Business, I lead a dynamic team to drive significant growth and brand recognition in the competitive fintech landscape. My role encompasses strategic planning, campaign management, and data-driven decision-making to enhance overall marketing performance, helping to grow from 0 to 125k+ usersHighlights:+Growth Strategy: Spearheaded a comprehensive marketing strategy that 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗲𝗱 𝗼𝘂𝗿 𝗧𝗶𝗸𝗧𝗼𝗸 𝗽𝗿𝗲𝘀𝗲𝗻𝗰𝗲 𝗳𝗿𝗼𝗺 𝟬 𝘁𝗼… Show more As Head of Marketing at Play Business, I lead a dynamic team to drive significant growth and brand recognition in the competitive fintech landscape. My role encompasses strategic planning, campaign management, and data-driven decision-making to enhance overall marketing performance, helping to grow from 0 to 125k+ usersHighlights:+Growth Strategy: Spearheaded a comprehensive marketing strategy that 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗲𝗱 𝗼𝘂𝗿 𝗧𝗶𝗸𝗧𝗼𝗸 𝗽𝗿𝗲𝘀𝗲𝗻𝗰𝗲 𝗳𝗿𝗼𝗺 𝟬 𝘁𝗼 𝟮𝟲𝟮,𝟬𝟬𝟬 𝗳𝗼𝗹𝗹𝗼𝘄𝗲𝗿𝘀, establishing it as our primary conversion channel 🔥 despite industry regulations, through a targeted content marketing approach and data-driven advertising.+Cost Reduction & Efficiency: Managed a multichannel marketing strategy that 𝗿𝗲𝗱𝘂𝗰𝗲𝗱 𝗖𝗔𝗖 𝗯𝘆 𝟱𝗫 𝘄𝗵𝗶𝗹𝗲 𝗰𝘂𝘁𝘁𝗶𝗻𝗴 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗲𝘅𝗽𝗲𝗻𝘀𝗲𝘀 𝗯𝘆 𝟰𝟬%. This strategy also increased investment frequency by 140% and grew the number of new investors per round by over 60% 💸.+Introduced AI-supported Standard Operating Procedures for content production, analysis, and customer support, 𝗿𝗲𝗱𝘂𝗰𝗶𝗻𝗴 𝘁𝗶𝗺𝗲 𝗲𝘅𝗽𝗲𝗻𝗱𝗶𝘁𝘂𝗿𝗲 𝗯𝘆 𝗼𝘃𝗲𝗿 𝟰𝟬𝟬%. This initiative significantly enhanced operational efficiency and effectiveness in our marketing campaigns.+Led direct sales efforts targeting VIP customers, resulting in a 𝟯𝘅 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗲 𝗶𝗻 𝗮𝘃𝗲𝗿𝗮𝗴𝗲 𝗶𝗻𝘃𝗲𝘀𝘁𝗺𝗲𝗻𝘁 𝗮𝗺𝗼𝘂𝗻𝘁. These investments now represent 26% of total investments and 19% of recurring monthly investments, showcasing our ability to attract and retain high-value clients.+Brand Development: Developed and executed strategic marketing plans that positioned "Segundo Sueldo" as our flagship product, driving its recognition as the main generator of investments through impactful advertising campaigns.+Public Presence: Face of the company for social media presence and public events, leveraging excellent communication and public speaking skills to enhance brand visibility and engagement. Show less

As a founding member and Brand Manager at Play Business, I played a pivotal role in the establishment and growth of the first Mexican equity-based crowdfunding platform, which become the most active venture fund in Latin America with over (at the time) $330 millions raised through 23,000 successful investments. My responsibilities encompassed brand development, strategic marketing, and fostering strong relationships with companies raising capital.Highlights:+Strategic Marketing:… Show more As a founding member and Brand Manager at Play Business, I played a pivotal role in the establishment and growth of the first Mexican equity-based crowdfunding platform, which become the most active venture fund in Latin America with over (at the time) $330 millions raised through 23,000 successful investments. My responsibilities encompassed brand development, strategic marketing, and fostering strong relationships with companies raising capital.Highlights:+Strategic Marketing: Developed and executed comprehensive brand awareness campaigns, including ATL & BTL activities, digital marketing, and social media strategies. These efforts significantly boosted brand visibility and engagement, driving investments for specific projects.+Advertising Initiatives: Implemented targeted advertising campaigns that effectively reached potential investors and promoted individual projects, resulting in successful funding rounds and increased investor participation.+Negotiation and Relationship Management: Served as the head negotiator for the team, focusing on securing favorable terms and building long-term relationships with companies seeking capital. This required strategic negotiation skills and a deep understanding of market dynamics.+Project Supervision: Directly supervised over 100 entrepreneurial projects, providing guidance and support to help them implement effective business strategies and achieve their funding goals. This hands-on involvement was crucial for ensuring the success of these campaigns.+Growth and Impact: Contributed to the growth and impact of Play Business by developing and maintaining a strong brand presence in the market, positioning the platform as a leader in equity crowdfunding and venture funding in Latin America.+Cross-Functional Collaboration: Worked closely with product development, sales, and customer support teams to align marketing initiatives with overall business objectives, fostering a cohesive and effective strategy. Show less

Mexico

Founder of a private equity real estate fund focused on developing multi-apartment residential buildings.Highlights:+Conducted marketing research and strategy, analyzed financial and commercial feasibility, and managed capital raising and allocation.+Designed and implemented marketing strategies for two new developments, leveraging market insights and data.+Achieved a 25% reduction in sales times and a 5% profit increase within 6 months by incorporating customer feedback… Show more Founder of a private equity real estate fund focused on developing multi-apartment residential buildings.Highlights:+Conducted marketing research and strategy, analyzed financial and commercial feasibility, and managed capital raising and allocation.+Designed and implemented marketing strategies for two new developments, leveraging market insights and data.+Achieved a 25% reduction in sales times and a 5% profit increase within 6 months by incorporating customer feedback into the design process and optimizing pricing and sales strategies. Show less

Co-founder of a cybersecurity company providing Software as a Service (SaaS) solutions for the Mexican financial ecosystem.Highlights:+Built and led the sales and marketing departments, overseeing price structures, sales processes, budget control, and marketing strategy.+Achieved yearly sales goals within the first 5 months of operations and increased gross sales by 300% in the second year, reaching over $8 million USD in sales by Q3 2019.+Developed long-lasting… Show more Co-founder of a cybersecurity company providing Software as a Service (SaaS) solutions for the Mexican financial ecosystem.Highlights:+Built and led the sales and marketing departments, overseeing price structures, sales processes, budget control, and marketing strategy.+Achieved yearly sales goals within the first 5 months of operations and increased gross sales by 300% in the second year, reaching over $8 million USD in sales by Q3 2019.+Developed long-lasting relationships with relevant institutions by growing brand awareness and consistently identifying key business opportunities.+Analyzed market opportunities and implemented aggressive marketing strategies to capture niche markets across the country. Show less

Mexico

Responsible for developing and implementing BTL and ATL strategies for Dunkin’ Donuts and Little Caesars brands under an American restaurant administration company.Highlights:+Developed and executed local store marketing strategies, identified trends, analyzed data, and enhanced social media presence, leading local teams to meet brand objectives within budget constraints.+Grew sales volume by 10% in under two months by adjusting brand focus, refining social media strategy… Show more Responsible for developing and implementing BTL and ATL strategies for Dunkin’ Donuts and Little Caesars brands under an American restaurant administration company.Highlights:+Developed and executed local store marketing strategies, identified trends, analyzed data, and enhanced social media presence, leading local teams to meet brand objectives within budget constraints.+Grew sales volume by 10% in under two months by adjusting brand focus, refining social media strategy, and implementing new in-store campaigns supported by data-driven analytics.+Utilized collected data to understand business dynamics, establishing strategies that resulted in significant growth in complementary product sales.+Designed and implemented an off-site selling system and strategy based on consumer behavior studies, increasing local store sales by 7%.+Negotiated with external suppliers to achieve an 8% cost reduction in store advertising elements. Show less

Mexico

Manager for the Construction Development Department within a multi-brand restaurant administration company, overseeing international logistics, architectural plans, construction, and equipment/material supply between the USA and Mexico.Highlights:+Achieved a 100% success rate under S.M.A.R.T indicators, opening 36 new stores within a 13-month period, and accomplished savings of 7% versus budget through supplier negotiations and process optimization.+Proposed and implemented… Show more Manager for the Construction Development Department within a multi-brand restaurant administration company, overseeing international logistics, architectural plans, construction, and equipment/material supply between the USA and Mexico.Highlights:+Achieved a 100% success rate under S.M.A.R.T indicators, opening 36 new stores within a 13-month period, and accomplished savings of 7% versus budget through supplier negotiations and process optimization.+Proposed and implemented a new store design that addressed consumer needs and the company’s desire for an updated look while adhering to brand requirements.+Played a key role in site selection strategy in collaboration with Development and Marketing departments. Show less

Mexico

Responsible for project development logistics and control from early design stages to substantial completion for residential and commercial architectural projects.Highlights:+Achieved 100% of department’s goals by effectively managing project development logistics and control throughout all project stages.+Created and led an investment attraction project for architectural development, securing over $1.4 million USD in capital through high-profile negotiations with clients… Show more Responsible for project development logistics and control from early design stages to substantial completion for residential and commercial architectural projects.Highlights:+Achieved 100% of department’s goals by effectively managing project development logistics and control throughout all project stages.+Created and led an investment attraction project for architectural development, securing over $1.4 million USD in capital through high-profile negotiations with clients, suppliers, and external supervisors. Show less

Mexico

Head of development for architectural projects with several multi-disciplinary firms focused on housing within Mexico City’s area. Partner in charge of creating commercialization processes and marketing strategies.Highlights:+Achieved an additional 4% in profits compared to the average and reduced average sale time by 10% through effective commercialization processes and marketing strategies.+Led design teams and construction crews through all stages of project development… Show more Head of development for architectural projects with several multi-disciplinary firms focused on housing within Mexico City’s area. Partner in charge of creating commercialization processes and marketing strategies.Highlights:+Achieved an additional 4% in profits compared to the average and reduced average sale time by 10% through effective commercialization processes and marketing strategies.+Led design teams and construction crews through all stages of project development, from conception to construction, maintaining a 100% satisfaction rate. Show less

Jr. Architect reporting directly to Senior Partners, trusted with the design and development of the firm’s main projects.Highlights:+Managed to grow the firm’s income by over 25% through sales prospecting and investment management.+Implemented administrative practices that restructured company management, resulting in a reduction of over 30% in staff turnover.

Master’S Degree, Business Administration And Marketing

Architecture, International Exchange In Australia

Architect, Architecture