Gerardo Santiago Olmos Email and Phone Number

- In charge of coordination, planning, execution and analysis of all the commercial activities for the loyalty program Hello H&M Member.- Launched the loyalty program in Mexico, coordinating Media campaign, production of assets and materials in store and HM.COM, setting parameters & goals with H&M Global, and planning Staff training in 5 regions of the country.- On 2020 we overpassed recruitment by +26.5 K new members vs the goal.- Support for the Online team (based in NY, US) on copywriting for communication in the site including email, banners, and push notifications.- Planning and control of the full Marketing 2020 budget, including Loyalty.

- In charge of the CRM strategy (e-mail campaigns, promotions & CRC campaigns), data management and analysis.- Implemented the first SMS campaigns on January 2019, increasing traffic into our boutiques by +12%.- Managed the ROMA campaign on February 2019, leading communication on social media, e-mail & SMS, with great results: +73% increase in capsule sales, and +101% increase in orders.

- In charge of the data analysis division for CRM Mexico, including campaign analysis, club member segmentation, and financial evaluations.- Extracted and delivered all clusters and lists of club members for both e-mail & CRC campaigns.- Estimate of Limited Edition coffee varieties, with a 93% accuracy during 2018.- Implemented promotions & sales campaigns for both active & inactive club members, with a +3.8% increase in Average Basket Size, and a 1.1 p.p. reduction in global abandonment from 2017 to 2018.- Managed both Nielsen & NPD information for portioned coffee and espresso makers to deliver insights for the Operations division (Boutiques, CRC & B2C Commercial teams).

- Developed a methodology for correct financial evaluation for product promotions & marketing campaigns to determine the most profitable activities, improving campaign ROI by +11 pts.- Built statistical simulators to evaluate price increments by geographic zones and products (beverages & food), improving portfolio profitability by +14% during 2017.- Analyzed food portfolio according to product exhibition and space in store to remove low-performance SKUs, reducing waste by 18%.

One of the main projects I carried out was the data mining of 160 mio. data for the right implementation and architecture of data bases for category/product sales per store in a SQL environment.I was also in charge of campaign analysis for food products, beverages and merchandising, reporting results for both Starbucks Mexico marketing division and Starbucks Coffee HQ.

I was part of the team who ensured quality of Retail Index information to report market share, weighted distribution, unit and value sales, among other KPIs.I built numeric algorithms in a SAS environment to identify outliers within outputs from master samples (projected stores) by manipulating over 500 mio. of data.

I learned methods to evaluate risks for earthquake, inundations and hurricane risks. I was also in charge of daily financial reporting of prime subscription and casualties for Enterprise division management of P&C insurance.I worked on the enhancement of prime calculation for Transport insurance for 2013.