Lorena Castañeda Copello Email & Phone Number

Mexico City, Mexico

Mexico

Responsible for designing and executing the digital strategy for Mexico, Guatemala, Costa Rica, Honduras, El Salvador, Nicaragua, and Panama, developing content for product campaigns, integrated automated lead nurturing campaigns, and always-on campaigns, ensuring proper performance and optimization of investment for lead generation.In charge of building and maintaining the territory's websites (7), as well as managing commercial data and maintaining SKU information and its correct… Show more Responsible for designing and executing the digital strategy for Mexico, Guatemala, Costa Rica, Honduras, El Salvador, Nicaragua, and Panama, developing content for product campaigns, integrated automated lead nurturing campaigns, and always-on campaigns, ensuring proper performance and optimization of investment for lead generation.In charge of building and maintaining the territory's websites (7), as well as managing commercial data and maintaining SKU information and its correct integration into the website and webshop. Additionally, responsible for creating specialized content (courses and webinars) for the brand's digital academy. Show less

Latam

Responsible for developing the digital strategy for Latin America, aligned with Europe and Asia, enhancing the organization's global capabilities, optimizing digital investments, including actions in CMS, CRM, PIM, Lead Management, and Social Networks.

Mexico

Analyze water and tailings management system on Las Cuevas Fluorite Mine and its possible impacts on operations when changes are made

Czech Republic

Develop a material Database across Duraline plants, getting a global picture and evaluating each of them under the same parameters for future comparisons

Peru

• Optimized the welding portfolio, reducing the cost by more than 20% and doubling the available varieties, expecting to triple revenue• Developed the PP Fusion category, reducing the cost by half, allowing Pavco's participation in new markets• Analyzed and designed the Business Case for three investment projects to increase competitiveness, improve our relationship with customers and generate new sales, obtaining budget approval of over $500K• Evaluated more than 15 new products… Show more • Optimized the welding portfolio, reducing the cost by more than 20% and doubling the available varieties, expecting to triple revenue• Developed the PP Fusion category, reducing the cost by half, allowing Pavco's participation in new markets• Analyzed and designed the Business Case for three investment projects to increase competitiveness, improve our relationship with customers and generate new sales, obtaining budget approval of over $500K• Evaluated more than 15 new products for the local market, generating new business opportunities Show less

Peru

• Led team of two analysts in the design and management of the marketing strategy of the categories, evaluating their behavior by city, increasing sales by +30% • Identified regional seasonality opportunities through on-site market studies, managing to develop +20 campaign products• Evaluated new pastry suppliers considering critical factors for the operation, reducing the cost in -15% and the waste in -25% • Conducted workshops with Colombia for the implementation of a new category… Show more • Led team of two analysts in the design and management of the marketing strategy of the categories, evaluating their behavior by city, increasing sales by +30% • Identified regional seasonality opportunities through on-site market studies, managing to develop +20 campaign products• Evaluated new pastry suppliers considering critical factors for the operation, reducing the cost in -15% and the waste in -25% • Conducted workshops with Colombia for the implementation of a new category in the country, launching the project in the main stores of Bogotá Show less

Peru

• Launched the new 2014 line to media and customers, designing and implementing the introduction campaign, achieving to go live on time • Recommended to modify the obsoletes policy by presenting a detailed action plan to increase effectiveness, reducing expenses in -50% in two months

Peru

• Market development through a comprehensive work plan, maintaining a market share over 50%, with annual growth of + 15% • Effective design and application of habit-change strategies and product testing, increasing the penetration of the category to 45% nationwide • Developed of 5 new ad hoc products, allowing entry into new specialized segments • Finalist in the Concurso de Creatividad Empresarial - UPC 2013, with customer development project

Peru

• Identified trends to enter new markets, creating detailed plans to develop 3 new products • Segmented clients to improve the approach with focused actions for their need

Peru

• Active participation in project with Cargill for the correct understanding of the market, resulting in a detailed 10-year plan

Master'S Degree, Marketing, Magister En Marketing

Master'S Degree, Marketing Science

Digital Marketing

Digital Marketing

Leading With Finance

New Leader Program

Diplomado En Gestión De Marketing Estratégico, Marketing, 17

Engineer'S Degree, Industrial Engineering

Education record