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I'm a Fortune 500 Marketing Executive who drives double-digit sales growth for national and global brands. Known as a brand builder, my expertise is strategically directing omnichannel digital, email, and retail marketing to launch new products, increase awareness and adoption of competing products, and engender customer loyalty.What I do is build retail and digital marketing campaigns targeted to influence multicultural audiences. I have proven performance in leading the execution and optimization of customer marketing strategies, driving customer engagement through sophisticated segmented campaigns and behavioral triggers.The added value I bring to the table is my experience leading major ad and media agency partners. Additionally, I have successfully led large teams across three countries. I am an expert in using Salesforce, Tableau, Branch.io, and HubSpot to identify consumers’ key drivers to reduce CPC, CPI, and CAC and amplify customer retention.CROSS INDUSTRY EXPERIENCE: CPG | Finance | Automotive»»» EXPERTISE »»»☑ Strategic Marketing Leadership☑ Omni-Channel Marketing☑ Brand Communications☑ Email & Direct Mail Marketing☑ Digital & Social Media Marketing☑ Retail Marketing☑ Go To Market Strategy☑ Campaign Planning & Execution☑ Customer Journey Mapping☑ New Customer Acquisition☑ Customer Loyalty & Retention☑ Market Share Growth☑ Behavioral Triggers☑ Audience Segmentation☑ Marketing Cadence Management☑ Strategic Market Planning☑ New Product Launch☑ Media Planning & Management☑ Brand & Reputation Management☑ Metrics & Dashboard Development☑ Agency Management
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Marketing DirectorWestern UnionUnited States
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Group Leader, MarketingWestern Union Sep 2023 - PresentDenver, Co, UsResponsible of the GTM strategy in a business that manages 6.5B in revenue in the US. My day to day is driven by customer acquisition, retention and grow market share through media, advertising, CRM & Sports Marketing. Leading high-performance teams, developing marketing strategies and driving significant revenue growth in the US & for 20 corridors and 100 partners in LACA. Lead a team of marketing professionals in developing and executing integrated marketing campaigns driving up to 20% increase in revenue. Implemented data-driven marketing strategies, resulting in 10% increase of acquisition and retention. Managed a marketing budget of $9M+, working the investment from LACA into the U.S. marketing tactics ensuring optimal allocation of resources to maximize ROI. Established and maintained strategic partnerships with top sports organizations that are a natural fit for our consumers passion points with the objective to enhance brand visibility, engagement, and motivate the purchase of our service. Oversaw the planning and execution of large-scale sports events with an attendance of +60K & Media distribution to +20M fans, elevating the marketing strategy to make it more transactional for consumers.
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Director, Digital & Retail MarketingIntermex Wire Transfer, Llc Sep 2020 - May 2023Miami, Florida, UsInitially recruited to lead the digital business in a $100B US industry, to drive customer acquisition and grow market share. Executive leadership shifted direction; tapped to take ownership of the entire marketing department based on success stewarding brand transformations. Articulated objectives as defining Intermex’s marketing position, brand architecture, and communications strategy. Omnichannel marketing scope encompassed retail, digital, and email marketing, as well as the loyalty program, all in cohesion and alignment, to transform how Intermex communicated the primary value proposition of offering convenience for customers. Defined media plans, leveraged owned and paid channels, and delivered exceptionally cost-effective CPI and CAC.► Delivered consistent double-digit growth YoY and remarkable market share expansion in both retail and digital channels, leveraging promotions through agent retail POS locations and digital campaigns.► Slashed cost per acquisition and cost per install from $16 to $6 through strategic segmentation, strong creatives, compelling CTAs, and effective defense of search words against competitors.► Led company email campaigns with targeted offers, skyrocketing open rates from 3% to 28% in 30 days. A/B tested through content franchises, optimizing headlines, images, and offers to drive consumer engagement. -
Head Of Hispanic MarketingWestern Union Mar 2011 - Sep 2020Denver, Co, UsInstalled in a newly-formed position following an organizational restructuring, to take ownership of Hispanic marketing, covering Latin America and the Caribbean, core markets for the company. Worked in the US planning and executing campaigns, and worked with Latin America. Developed a best-in-class marketing function and defined a data-driven marketing strategy to fuel market share expansion and business profitability. Led pioneering market initiatives targeting diverse ethnicities in the US, Latin America, Africa, India, and Asia, transforming the marketing department into a trend-setting business unit. Focused on driving customer acquisition in the digital channel, creating awareness of the digital platform, and collaborating with the business development team to grow multiple regions; loyalty team to promote the benefits of the loyalty program.► Provided instrumental strategic leadership driving the digital transformation that advanced the digitalbusiness from $100M to $1B.► Strategically drove double-digit growth by conceptualizing and structuring ground-breaking consumer, retail, and sales promotions.► Implemented retail strategy to position key messaging outside the Western Union counter and around retail stores like Kroger to build awareness. Campaign drove 7% incremental acquisition at participating stores.
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Senior Marketing ManagerWestern Union Feb 2011 - Mar 2015Denver, Co, UsTook ownership of 2 acquired brands targeting mom-and-pop stores for the Asian, Indian, and Hispanic segments. Spearheaded strategic marketing initiatives to drive double-digit growth in market share, surpassing industry averages and outpacing competitors. Revitalized brands by executing innovative consumer, retail, and sales promotions. Developed and executed media plans, marketing campaigns, and research. Managed 3 external agency partners, conducting advertising, media, and experiential marketing.► Orchestrated grassroots campaigns with agents and distributors, resulting in a 2% increase in market share for Vigo within a span of 2 years, equating to a $100 million growth in revenue in the $50 billion remittance market.► Led a research-driven content strategy, driving an 11% increase in engagement, with one viral video garnering global attention with millions of views, appearing on major news platforms in the US, UK, Mexico, and Brazil.
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Senior Brand Manager, Alen UsaAlen Usa Jan 2007 - Jan 2011Houston, Texas, UsStrategically directed a diverse portfolio of 5 brands, catering to various ethnicities in the U.S., encompassing the Hispanic, African American, Caribbean, and Anglo populations. Proactively identified and pursued untapped market channels, driving successful new product development initiatives. Led cross-functional teams in the product and marketing departments, leveraging consumer insights, competitive analysis, market trends, and market analysis to drive the development of innovative products. Implemented impactful advertising and promotional campaigns, utilizing both traditional media and below-the-line (BTL)/guerrilla marketing strategies, resulting in incremental market share growth in the U.S. and Caribbean markets.► Wholly revitalized Xtra Pine, unleashing a TV campaign featuring ending with a cliffhanger, then inviting viewers to the web to see more. Garnered millions of web visitors and free US national media coverage.► Conceptualized creative strategies to introduce brands across Tier 1 US mass retailers including Walmart, Kroger, Home Depot, and Sam’s. -
Brand Manager, Alen MexicoAlen Mexico Jul 2003 - Dec 2006Santa Catarina, Nuevo León, MxGenerated $350M in new revenue by reimaging the bleach category, one of the most traditional categories in the world. Collaborated with R&D to introduce scented niche products, based on consumer insights, and skyrocketed sales by reintroducing consumers to the category. Re-launched Cloralex, gaining a 9-point market share gain over Clorox, P&G, and Colgate. Also developed a new bleach gel formula to answer consumer concerns about bleach splashing. Partnered with research agencies, and leveraged research as the primary tool to uncover consumers’ needs.
Javier Santos Skills
Javier Santos Education Details
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University Of DenverNew Media & Digital Marketing -
The Athena GroupOrganizational Leadership
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Tecnológico De MonterreyMarketing
Frequently Asked Questions about Javier Santos
What company does Javier Santos work for?
Javier Santos works for Western Union
What is Javier Santos's role at the current company?
Javier Santos's current role is Marketing Director.
What is Javier Santos's email address?
Javier Santos's email address is ja****@****hoo.com
What is Javier Santos's direct phone number?
Javier Santos's direct phone number is +172021*****
What schools did Javier Santos attend?
Javier Santos attended University Of Denver, The Athena Group, Tecnológico De Monterrey.
What are some of Javier Santos's interests?
Javier Santos has interest in Creative Campaings From Around The World.
What skills is Javier Santos known for?
Javier Santos has skills like Advertising, Launch Of New Products, Product Development, Marketing Strategy, Promotions, Spanish, Forecasting, Social Media, Marketing Communications, Event Management, Budgeting, Retail.
Who are Javier Santos's colleagues?
Javier Santos's colleagues are Toby Siler, Chloe Green, 张劲超, David Arakelian, Marra Manuel, Nettie Vila, Oleg Snegiriov.
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