Okori Digital is a Micro Agency that, together with partners, provides services on digital marketing. From Strategy to Growth, focused on PPC, Tech and Content SEO (including programmatic), CRO, channel activation and Analytics. Current and recent clients: Puntilla Music, Withlocals, Ebioro / OrunPay, Destino Investments, Travel Impact Lab, The Solar Moose. Current focus areas: Paid Campaing Management (Google Ads, Meta Ads: Facebook & Instagram, LinkedIn, Twitter, Tiktok); Programmatic SEO; GA4 implementation and migration to Server Side Tagging; Meta CAPI migration, Digital Asset management and monetization, CRO.Exploring: Game promotion and distribution, AI generative technologies, VR visualization.

💼 Brand and Product Contribution: In charge of shaping the brand, product, and adoption of Ebioro's crypto wallet and the Trilobyte lending platform, leveraging fintech solutions to promote financial independence in Latin American markets.🌐Brand Website Development: Spearheaded the development of Ebioro's brand website.📱 Content & Social Media Strategy: Led the content and social media initiatives, creating and executing strategies that amplified brand reach, engagement, and conversion across various platforms.📊 Analytics Infrastructure: Designed and implemented the analytics infrastructure for both the website and the Ebioro wallet, enabling data-driven decision-making and performance optimization.🚀 Crypto-focused Advertising Campaigns: Orchestrated advertising campaigns specifically tailored for the crypto vertical, capturing niche audiences and enhancing brand visibility in a competitive market.🙌 User Onboarding Success: Successfully onboarded users during the beta testing and pre-launch phase of the wallet, ensuring valuable feedback and setting the stage for a successful public rollout.⭐ Stellar Community Fund Grant: Actively contributed to Trilobyte's recognition and funding via the Stellar Community Fund grant, cementing the company's position in the fintech space.🌍 Impact Strategy on UN SDGs: Conceptualized and executed an impact strategy aligned with the United Nations' Sustainable Development Goals (SDGs), underscoring Ebioro's commitment to sustainable and impactful financial solutions.📢 Circle’s Solutions Pitch Competition: Crafted pitch decks and videos for the Circle’s Solutions Pitch Competition, leading to Ebioro's selection as one of the top six finalists.🎨 UX/UI Wallet Redesign: Redesign of the Ebioro wallet, enhancing usability, visual appeal, and overall user experience, ultimately driving increased user engagement and retention.

🎵 Cuban Music ChartsDesigned, coded, maintained, and published the first Cuban Music Charts utilizing streaming data from YouTube and Spotify. This initiative provided insights into listener preferences and artist popularity, influencing strategic decision-making in promotion and artist development.💰 Royalties and Catalogue ManagementOversaw the royalties processing for the label until December 2021, ensuring accurate and timely compensation for artists. Optimized the music catalogue for streaming services and created business rules based on contractual terms in the online music management platform Revelator, enhancing overall operational efficiency and compliance.🎬 Generative AI content creationProduction of music videos and visualizers using Generative AI technologies.📈 Lead Campaign ManagementAssumed the role of Lead Campaign Manager, overseeing all ad campaigns across Google, Meta, and TikTok. Responsibilities span from campaign creation, optimization, dashboard development, to detailed reporting, ensuring transparent and data-driven strategies. Manages a six-figure annual budget, strategically allocating resources to maximize reach and return on advertising spend (ROAS).🌟 Promotion campaignsFor a varied range of artists, from Grammy Awarded (Gente de Zona, Van Van, Fonseca, Leoni Torres, Descemer Bueno) to rising stars (Nesty, Pututi, Beangel, Diana Fuentes).

Early-stage co-creation and execution of the Entrepreneurial Operating System (EOS), including defining its traction components, articulating vision and mission, establishing KPIs, and developing rollout plans.Collaboratively managed the creation and implementation of the brand identity, overseeing and directing creative partners to ensure the embodiment of organizational values, goals, and character in all branding elements.Design, development, and implementation of the company website, ensuring it is reflective of the brand identity and facilitates user engagement and conversion.Scripted, and produced compelling video content for company presentations, ensuring alignment with brand identity and effectively conveying Travel Impact Lab’s mission, values, and initiatives.

Co-managed six-figure budget Google Ads campaigns, successfully increasing ROAS by 1.5x through strategic use of tools like Optmyzr and Channable.Engineered and launched an automated system designed to streamline the localization of content, ensuring SEO readiness across various languages and regions. Developed and proposed UX/UI and Conversion Rate Optimization (CRO) strategies for new category pages, enhancing user engagement and conversion pathways.Designed and implemented A/B testing using Google Optimize, Analytics, and Tag Manager, refining marketing approaches through data-driven decision-making.Co-managed the migration to Server-Side Tagging for Google Analytics 4 and Meta CAPI.Developed dashboards to visualize Key Marketing Metrics, integrating monitoring systems with internal CRM metrics to produce a comprehensive view of marketing performance and CRM status.Conducted market research for city expansion utilizing Google Travel Analytics via Partnerdash, providing data-driven insights to inform strategic market entry.Innovatively designed a human-reviewed system for AI content creation, blending technological advancements with human oversight to produce accurate and engaging content.Spearheaded SEO initiatives through monitoring and optimization, leveraging tools like Google Search Console, SemRush, and Screaming Frog SEO Spider to enhance search visibility and user acquisition.Co-designed an automated bidding system for Google Ads, basing bid strategies on internal revenue metrics to align financial investment with revenue performance.Collaboratively co-created new user personas and customer journeys, employing a data-driven approach to identify and address pain points based on Conversion Rate Optimization (CRO) data.Expansion of affiliate marketing channels by identifying, onboarding, and nurturing relationships with new partners, contributing to broader and more diversified customer acquisition strategies.

Responsibilities: - Customer acquisition through SEO, SEM, and Social. - Online Lead generation, routing and scoring. - Customer Journey design and implementation - Brand reputation management. - Conversion Optimization for the main brand site and booking process pages on 4 product segments: Tours, Hotels, Excursions, and Car Rental - Web analytics for a network of 20+ multi-language sites. - Content creation and PR management.Results: - Contracting, management, and coordination of a joyful marketing team comprised of two FTEs, one intern, two freelancers, and three native translators. - Achieved high levels of traction, as measured by the Entrepreneurial Operating System (EOS), the business management system adopted by the organization. - Implementation of the web redesign process for the main brand site (6 languages, 4 travel categories, 400+ products, 5000+ pages). Design of the new Information Architecture, User Personas, Conversion Funnels for both Lead Generation, and Direct Online Booking. Along with the UX/UI specialist conducted the detailed design of page templates, and technical requirements for IT development. Executed the user testing phase and the implementation of the A/B & Multivariate testing using the VWO platform. - Successful launch of GranCar.com, a digital platform for online booking of Classic Car tours in Cuba, with the largest availability of cars and drivers in the destination (200+). - Ads campaigns restructured to reflect changes on markets, products and offers. CPA reduction of +40%, Cost per Lead halved and ROI for the key product of the company increased x2.5

Responsible for Customer Acquisition and advertising, including: - Search Engine Optimization for a network of 20+ sites in 6 languages. - Google, Bing, and Facebook advertising campaigns full lifecycle, from audience research to conversion tracking and ROI/ROAS optimization. - Contracting and management of external providers, creatives, agencies for branding, and upper-funnel level campaigns. - Transforming web and campaign analytics into commercial insights.

Responsible for the brand creation, website platform and domain migration, coordination of web development, editorial management, advertising, traffic growth, social media management. Lahabana.com was a destination focused platform that included a city guide, events calendar, and a monthly magazine.

Web development team leader, web site quality assessment, search engine optimization, social media strategy planning, web analytics.

Undergraduate Courses lecturer on different topics including: Materials Science, Concrete Technology, Marketing and Statistics. Research activities on projects related to Sustainable Construction, Ecological Cement based Binders and Digital Image Processing on Concrete Applications.

Worked as Assistant with Senior Editor Pedro Suárez. Music DVDs, Video Clips, Documentary and Movie Trailers.

Hidraulics Research Group developing virtual labs on channels simulations. 2000-2003Geoscience Research Group. Forest Fire Risk and Expansion Modeling trough GIS. 2004University Media Group. 2004-2005