Rafael Macias Email & Phone Number

Mexico City, Cdmx, Mx

Mexico

Responsabilities:- Increase Revenue Growth by driving Digital Transformation in the Retail Sector- Develop & Execute innovative digital and omnichannel marketing strategies for major retailers across Mexico, fostering successful digital transformations and driving significant revenue growth and client expansion by leveraging Strategic Leadership- Key Client Partnerships: Successfully managed high-profile relationships with leading global and local companies collaborating closely to achieve their business objectives.- Leverage a deep understanding of online and offline media, combined with strong analytical skills, to craft and implement effective marketing solutions that deliver measurable results.- Constant Build and nurture strong C-level relationships within client organizations, ensuring alignment and maximizing impact across all channels and markets.- Team Leadership & Mentorship: Collaborated effectively with diverse teams to define strategic vision and develop creative marketing plans that exceeded client expectations and achieved ambitious goals.

Responsibilities: - Develop consulting sales and digital marketing strategies with trend analysis and first party data (1PD) impacting business objectives and customer KPIs throughout the conversion funnel.- Increase revenue, through implementing Marketing Campaings through platforms & strategies such as: SEM, YouTube, and DV360, optimizing through Google Ads and Programmatic.- Negotiate annual Joint Business Plans (JBP) for automotive, tourism, finance (traditional banking and fintech), retail and education clients for global markets, focused on: brand awareness, consideration, lead generation, omnichannel strategies, online sales and customer engagement.- Lead and develop sales teams, on a culture based in: Constant Communication, Motivation, and KPIs Setting.- Manage & Allocate resources by evaluating criteria within: Opportunity and Revenue, account needs and seller skills, long-term business development.- Present industry trends, by planning in advance the generation of correct content to the correct audiences.- Analyze results, to evaluate, recommend improvements and optimizations using AI that guarantee the fulfillment of the planned KPIs.Achievements:- I exceeded SPLA benchmarks in revenue, with a focus on their business goals, analysis of the competitive market set, increasing Google's Share of Wallet (SOW) towards digital and traditional media (Open and Pay TV)- I successfully implemented data-driven marketing plans for a regional client portfolio, with annual negotiations exceeding $50M USD over the past 6 years.- I contributed to the professional development of the team through individualized coaching, achieving a 40% promotion rate in two years.- I implemented a quarterly sales forecasting system with a high degree of accuracy (discrepancy range of +-2%).

Mexico City Area, Mexico

Responsibilities:- Develop and present media plans, focused on increasing or improving the KPIs proposed by clients such as: Lead Generation, Online Sales Increase, omnichannel strategies and reach and frequency strategies, all this taking care of relevant metrics towards business efficiency such as: CPC, CTR, CPC, CPL, Impression Share.- Respond to the needs of the client and their products or services, leveraging and connecting with current market demand through digital marketing strategies.- Contribute to the Best Practice Sharing and success stories in the region, through a system of culture of achievement between sales teams and cross-functional support teams.- Implementation of a constant monitoring system of market trends and consumer behavior to improve brand positioning, increase sales tickets and ROI for Google customers.- Develop marketing strategies for branding (top and middle of the funnel) and performance (middle and bottom of the funnel) according to the campaign objectives that clients let us know through a media brief.Achievements:- Established strategic relationships with clients, exceeding quarterly sales targets by 101% and 106% in 2015 and 2016, respectively, achieving continuous & sustainable growth in client verticals.- Designed media campaigns that exceeded client expectations, achieving a 15% higher reach with video vs. TV, with efficiency and constant optimization.- Contributed to the growth of Google Latin America (SPLA) through the generation of incremental revenue in Mexico, a priority market, representing close to 14% of the region.- Positioned Google through the launch of new marketing technologies in Beta Phase, training client and agency marketing teams, increasing for example an average of 18% in conversions.

Responsibilities:- Develop the portfolio of strategic accounts (highest revenue) in different verticals: CPG (Unilever, Nestlé, P&G, Pepsi, Coca Cola), Technology (Microsoft, Samsung), Finance (American Express), Retail (Sears, Sanborns), Automotive (General Motors).- Manage the Sales CRM with pitches & opportunities towards our clients, taking care of metrics such as: Coverage, closing and implementation percentage, revenue projections.Plan and execute mass reach campaigns through our main digital properties such as: Prodigy MSN, Xbox, Skype, and Outlook.- Increase the monetization of our media properties, by increase the digital share of wallet against the largest competitors: Google and Facebook.- Develop the launch strategy for three Microsoft products: Xbox LIVE Ads, Skype Ads, and Outlook Ads, as well as Go to Market strategies from a product functionality perspective.- Train sales teams & customers, creating best practices with different digital advertising methods, communicate new features of our platforms and develop customized solutions according to their challenges.- Implement monetization plans that are aligned with Microsoft's strategy and the use of new technologies and personalization at scale.- Negotiate and identify new business models for each client, facilitating longer-term negotiations for sales teams, modeling plans under CPM and CPC schemes.Achievements:- I trained clients and agencies on the use of new media platforms such as Xbox, where topics such as: audience reach, key audiences and platform usage depending on the need and campaign metrics/KPIs were covered.- I increased sales and exceeded annual targets by 40% compared to the same period last year. Maintain year-over-year growth above a benchmark of 45%.- Create a better relationship and dynamic between the marketing product team and our advertising sales team, united under the same front, the same “Microsoft”, improving 12 points in the satisfaction survey. (CSAT)

Responsibilities:- Evaluate, plan, and approve media and marketing campaign budgets for each product (Over $7M USD ATL & BTL). - Generate market demand for the different business lines, based on a strategy with 3 pillars: Promotions, discounts, and media campaigns.- Forecast units according to objectives, planning and execution of multiple launches and their metrics in terms of mass reach and sales. Objectives based on: Sell In, Sell out & Sell Thru.- Represent the brand (Xbox) as Official Spokesperson to the media, specialized journalists, customers, and industry events.- Plan marketing strategies, event participation, activities and media through several agencies, Marketing Research such as Nielsen or ID.- Analyze promotions and strategic alliances with other companies, as well as activations and events. Activities include negotiation, ROI analysis, execution and monitoring.Achievements:- I contributed on a record launch for a video game (More than 45,000 units sold on the first day of pre-sale vs a benchmark of 30,000 units), developing a launch plan that involved: Media agencies, sales teams and unit projections for each retailer, creative agencies and BTL agencies- I contributed on growth of the local market share for the video game line above 35% and Xbox Live (Users playing online) for more than 2 years.- I organized and negotiated participation in different industry events such as EGS (Electronic Game Show) in Mexico, with more than 100,000 attendees.- I led the CRM strategy to grow the users of our social media fanpage over the rest of Latam countries, increasing the followers by about 1.2 million in a period of 7 months, and turning social media into a new communication channel for the brand and its users.- I negotiated a Strategic Alliance with the FIFA World Hall of Fame in Mexico. (The only FIFA Hall of Fame worldwide), where Xbox high-tech products were displayed, cooperating with the hall with Innovation.

Responsibilities:- Negotiate the purchase with local distributors of Consumer Packaged Products (FPP) in Mexico, and the transportation and logistics model (FOB) after the importation of products.- Supervise production through inventory analysis in the United States warehouse. Monitor common metrics such as: Stock Out or Over Stock, days of inventory and implement actions that are efficient in the best way.- Provide support to the countries of the central region in Latin America where we do not have commercial offices.Achievements:- I negotiated, trained, and launched a new distributor for Colombia, replicating and implementing the Mexican model, in a period of 15 months.- I contributed to the launch of the Kinect accessory for Xbox without delays for the distributor, consumer or retailer. The complexity of the launch came in: new product with different dimensions for logistics and transportation, NOM review for entry into the country as a new SKU.

Responsibilities:- Generate editorial content focused on the SEAT automotive brand.- Generate sports editorial content for Mexican racing driver Michel Jourdain Jr. competing in the WTCC Championship.- Manage relationships with specialized media and journalists, seeking to increase messages through press releases.Achievements:- I negotiated and received permission from the Mexican Government on trademark permission to place the National Flag on Michel Jourdain's car after several meetings with different government agencies.- I achieved this by sending out bi-weekly press releases, publishing them in specialized media, with race results and images of the car and the driver.

Maestría, Mercadotecnia

Licenciatura, Ingenieria Industrial