As the Head of Loyalty & CRM at YPF, I lead the strategy and execution of the YPF Serviclub program, which aims to increase customer loyalty, retention, and satisfaction. With over 2 years of experience in this role, I have successfully implemented innovative marketing campaigns, digital and personalized solutions, and partnerships that have enhanced the value proposition and engagement of the program.I have a strong background in marketing, with a Master's degree in Business Administration, a certificate in Strategic Marketing from IAE Business School, a Bachelor’s degree in Marketing & CPA, and several other certifications in digital marketing, retail management, and digital business. I have also worked as a Marketing Manager and a Brand Manager at YPF, overseeing the convenience store and lubricants business units respectively. In these roles, I have developed and executed effective marketing plans, launched new products and services, and increased market share and profitability. I am passionate about creating and delivering customer-centric solutions that generate value and growth for the company and the industry.