Lina Obregón Urdaneta (She/Her) Email & Phone Number

Mexico City, Cdmx, Mx

Mexico City Metropolitan Area

As an external consultant I work closely with different clients, adapting to their communication needs, either creating and/or executing a communication strategy, developing contents or giving guidance to support their sales, marketing and awareness efforts. I've worked with companies like SoftBank, Yalo, Eva Center, FIMER, W1N the Moment, ESPL, Quantum Talent and Mercado Libre, on different capacities.I have provided Media Trainings to C level executives from AT&T, Hyundai and DiDi, giving them knowledge on how the media works, how to create talking points and practical abilities for different interview scenarios.

As PR Manager for Kushki, a payment paytech, I was in charge of the positioning and external communication strategy. This includes all public relations activities, as well as the paid content strategy.Among the main results of my work are:• 210% increase of the T1 coverage of Kushki for the markets I was in charge in 2023 vs 2022• Led the strategy and execution of the Billpocket acquisition announcement for Mexico and the United States, with an ROI of $250K USD• Led and developed the strategy for the announcement of Kushki as an acquirer for Mexico and Chile, with an ROI of $50K USD and the record for the most publications in Chile in the company’s history.

As Communication and Content Manager at Yalo, the leading conversational commerce platform in emerging markets, I've worked to continue positioning the company in the thought leadership category, by coordinating the strategy to develop amazing content, as well as external and internal communications. I lead the communication strategy for Mexico, Brazil, Colombia, Peru and Chile. Among the main results of my work are: * I've led the global communication strategy for the announcements of 2 investment rounds, superseding $2 Million dollars in ROI for each * Development and execution of a social media strategy focused on LinkedIn. In 18 months, we increased 930% our followers and for the last 6 months we've had an average engagement rate of 4.25%* Coordination of PR and Content Generation agencies in Colombia, Peru, Brazil, Chile and Mexico

I was in charge of creating the communication strategy for Yalo's series B, with a ROI of over $2 million dollars and publications on T1 outlets in Mexico, Brazil, Colombia, India and the United States. I created the company's 2021 Conversational Commerce status report.

Mexico City Area, Mexico

In charge of the communication strategy for Mexico, Colombia, Perú and Ecuador, focusing on the knowledge Viajala has of the travelers of each country as well as from a regional point of view. Creation of reports and analysis of travel trends, the industry and current topics. Communication strategy for the coronavirus crisis.

Mexico City Area, Mexico

PR Lead for Viajala, one of the most important metasearch engines for the travel industry in LatinAmerica. I developed the strategy for the introduction and awareness strategy for Mexico, going from practically zero brand coverage to an average of 40 media publications, 10 on Tier 1 outlets. Also, Viajala know is regularly organically mention by Tier 1 outlets like El Universal, Milenio, Reforma, Excélsior and Forbes.

I lead the Digital, Tourism & New Business division at Eureka & Co, I oversee digital strategies for clients like Las Vegas Convention and Visitor Authority, Orangetheory Fitness, Nokia Mobile, HMD, Google Play, Hot Sale, Asociación Mexicana de Venta Online and Cornershop. I’m also in charge of coordinating the proposals created for new clients. One of my goals is to go beyond the traditional outlets that cover each brand and boost their narrative potential, developing storytelling actions for their outlets, influencers and even digital actions that traditionally wouldn't cover their stories. For example, for the city of Las Vegas I have been in charge of a strategy that aims to go beyond the tourism and life&style outlets; developing narratives for sports, women, gourmet, music and other types of outlets.

Mexico City Area, Mexico

Managing the Retail and Consumer team at the agency that groups brands like Uber, Renault, Zurich, 54D, Google for Work and Terra; leading the implementation of the strategies for each client; participation on the new business activities at the agency and overseeing administrative matters of the accounts.

México

Account director for Google Mexico, Central America and The Caribbean. Development and coordination of the execution of communication strategies.

Ciudad De México Y Alrededores, México

Development and coordination of the execution of communication strategies for diverse companies such as Microsoft, Monsanto, Kansas City Southern Mexico, Amespre, Concanaco-Servytur, Volaris and First Cash. Daily relation with the clients. Team coordinator. Preparation and realization of media training for spokespersons. Preparation and realization of crisis management and strategic negotiation courses. Research activities to establish political scenarios, analysis of political current events. Contact with technology, agricultural, education, business, social responsibility and transportation media.

Mexico City Area, Mexico

Development and execution of communication strategies for diverse companies such as Microsoft, Monsanto Mexico, Monsanto LAN, Kansas City Southern Mexico and First Cash. Coordination of corporate and public affairs accounts. Organization of events, press conferences, product launches, programs and initiatives. Preparation and realization of training sessions for spokespersons on crisis management, media contact and effective negotiation. Research activities to establish political scenarios, analysis of political current events. News analysis and media monitoring. Management of interviews and contact with technology, education, business, social responsibility and transportation media.

Development and execution of communication strategies for diverse companies such as Microsoft, Monsanto, Kansas City Southern Mexico and First Cash. Organization of events, press conferences, product launches, programs and initiatives. Preparation and realization of media training for spokespersons. Preparation and realization of crisis management and strategic negotiation courses. Research activities to establish political scenarios, analysis of political current events. News analysis and media monitoring. Management of interviews and contact with technology, education, business, social responsibility and transportation media.

Research, writing pieces for the website lanota.com and Mundo Negocios Magazine. Coverage of press conferences and business events. Research for Libro Empresarial Platinum 2008 about brands and products of 1215 companies in Colombia.

Research, writing pieces for the website lanota.com and Mundo Negocios Magazine. Coverage of press conferences and business events.Research for Libro Empresarial Platinum 2008 about brands and products of 1215 companies in Colombia.

Strategic Consulting and development, media monitoring, preparation for Media Training. Qualitative and quantitative statistical analysis for different clients in the public and private sectors. Specifically in Public Affairs, political feasibility analysis and investigations. Constant support to the Media Vice presidency, writing Press releases, organizing press conferences and doing media analysis.

English teacher for primary students in one of the most prestigious schools of India. Improvement of the pronunciation, knowledge of the English lenguage and Anglo-Saxon cultural elements. Increase knowledge and awareness of the students and teachers about Colombia.

Intern for the International Segment in the evening and night broadcast. Job description and Achievements: Produce (write and edit) voice over pieces, daily review of international agencies wires, newspapers and other media. Presentation of international analysis and information to the International Segment Editor.

Private assistant for the thesis of Doctoral Candidate Pilar Marulanda. Job description and Achievements: Research Assistant for the doctoral thesis of Pilar Marulanda based on the construction of drug policy between Colombia and the United States. Research and analysis of drug policy of the government of Bill Clinton; . Presentation of an analytical report about the drug policy of the government of Clinton, which helped achieve one of the chapters of the dissertation.

Master, Political Analysis And Media

Specialty, Journalism

Bachelor, Polticial Science

Activities and Societies: Editor and reporter at the university Newspaper, Teacher Assitant at several classes.

Redes Sociales Y Marketing De Contenidos, Social Media And Content Marketing, Curso