When it comes to advertising on social, its very challenging, since products are cheap. This made it difficult to make it profitable with ads when targeting directly to individuals (B2C) instead of business owners (B2B). They are more profitable when they get bulk orders from businesses or organizations. Targeting a cold audience on Facebook/Instagram was challenging to stay profitable at scale.

• Defining the global media strategy and playbook based on business goals for Existing and New customers through direct and indirect channels using ATL-BTL media. Supervising the execution of media campaigns to drive growth for the business through media, launching new products and services across 16 different markets integrated with CRM and Sales. 
• Defining customer segmentation and audience-data strategy; identifying personas, and segments, user journey and selection of media-data-channels to target.
• Driving growth and improving conversion rate by planning testing roadmaps through paid and owned channels and data sources: Paid social / Facebook and Linkedin, Programmatic display, ABM, Paid search, email marketing automation (Pardot) and landing pages.
• Reporting and success measurement: Standardizing ways to measure success through the whole funnel, identifying metrics and set of media and performance reports.
• Driving digital transformation by developing media training, generating content and presenting it live and via mobile app formats, focused in 2 main areas: Media planning (process-focused) and media strategy (strategy-focused) delivered to 22 local markets.

As the marketing manager supporting the work of the main account manager, I was tasked with improving their website UX/UI, and content, I was in charge of their social media and helped create more content for their blog. The main challenge was to increase social media engagement and create a better understanding what Gaviti has to offer.

It was a New Brand with no brand recognition in a very competitive market.