Alex Frates
Verified Expert in Marketing
Marketing Expert
Tampa, FL, United States
Toptal member since September 9, 2019
Alex blends unique skills that connect business, technology, and people to create engaging and transformative digital experiences. He brings leadership and vision to global digital engagement teams, integrating marketing, sales, technology, and business development assets into new business value. Alex has delivered excellence in B2B and B2C initiatives, from small businesses to Fortune 500 clients.
Project Highlights
Expertise
- AI Marketing
- Artificial Intelligence (AI)
- Business Intelligence (BI)
- Digital Marketing
- Digital Strategy
- Go-to-market (GTM) Strategy
- SEO with AI
- Startups
Work Experience
Chief Product Officer | Co-founder
CareNexis, Inc.
- Architected, developed, and guided the strategy and vision of disruptive technology, consumer, and healthcare SaaS platform from idea inception through go-to-market.
- Delivered excellence to early-stage, critical customers, including pre-sales, technical architecture, and project management post-contract.
- Designed and developed the marketing strategy and marketing mix materials for a SaaS platform across several channels, effectively acting as the chief marketing officer (CMO) in partnership with the chief executive officer (CEO).
- Set up and optimized end-to-end daily business operational infrastructure, from basic digital properties to phone lines to customer relationship management (CRM), search engine optimization (SEO), and marketing tools.
Global Director for the Digital Center of Excellence
Attends Healthcare Products (Domtar Personal Care)
- Led the global digital services team serving over 20 markets, more than 18 locales, and over 100 digital properties.
- Established a new digital center of excellence responsible for defining, architecture, and operating digital capabilities.
- Ran cross-functional product, marketing, and sales support with digital expertise, consulting, and services.
- Developed digital capabilities into competitive differentiation, leading to over $400 million in new business over 18 months.
- Envisioned and implemented a framework for success in digital.
- Managed enterprise-wide digital transformation initiatives with a focus on consumer marketing.
- Architected and supervised the execution of new business and technology projects implementing a global digital platform, including content management, marketing automation, eCommerce, business intelligence and analytics, and relationship management.
- Oversaw the delivery of digital services to both internal and external customers, establishing a pattern of innovation.
- Achieved dramatic profitability upswings in eCommerce by streamlining operations, automation, cost savings, and efficiencies.
Principal Consultant
MicroStrategy, Inc.
- Revitalized a mobile services practice focusing on high-value, high-impact mobility and data projects.
- Led high-profile customer engagements, delivering mobile business intelligence capabilities to the C-suite.
- Achieved a top three worldwide performer consultant status.
- Established a team that operated at higher billable rates by delivering high-value, cross-functional expertise beyond business intelligence and into marketing, mobility, and sales enablement.
- Performed consistently at a top level, ranking high quarterly in billable engagements and value services.
Partnership Manager
Unity Mobile
- Oversaw and executed expansion projects in key strategic accounts (ISP, Telco, Digital Agency).
- Introduced product innovation by assessing customer feedback, conducting market and product research, definition, go-to-market strategy, and development.
- Delivered high-profile, strategic growth projects integral to the company's health.
- Conceptualized and delivered partner training, including market positioning, best practices, and product capabilities.
- Created and implemented a developer support platform with tools, use case analysis, code snippets, and administrative guides.
- Managed all partner integrations from technical requirements to the end-user experience packaging and marketing.
Project History
CareNexis Platform
Contributed to a SaaS platform startup from ideation to strategic exit.
A unique consumer health digital enablement technology for consumers, caregivers, brands, and healthcare providers. I combined AI and ML with clinical and health education, consumer health products, and services.
Personal Care Brand Mobile First Activation Campaign
Delivered a $12.5 million incremental revenue contribution through a local, mobile-first, on-pack, and on-shelf mixed media campaign in personal care CPG to secure a long-term contract in a $350 million line of business.
I worked on a unique strategic digital business development project to prove the value of excellence in digital execution and impact for a globally recognized consumer packaged goods (CPG) retailer. I set a best-in-class example of a multi-channel, mixed-media campaign delivered by a tiny team in record time with a minuscule budget for Walmart + DreamWorks, CVS, and Walgreens.
eCommerce Optimization
Led digital transformation initiatives directly responsible for a 100% increase in ARR and a 17% profitability swing in 18 months in eCommerce.
Implemented end-to-end eCommerce operations and comprehensive digital strategies to rescue a sinking eCommerce operation. Set the vision and led the implementation of a digital-first organization focused on delivering business value where digital could make a difference, including:
• Packaging design
• Product management
• Product data architecture
• Digital content syndication
• Multi-channel brand optimizations
• Pricing strategy
• Cross-channel conflict resolution
• Shipping, delivery, and returns
• Customer services
• Marketing and remarketing
• Loyalty
• Sales tracking
• Accounting and profitability analysis
Education
Bachelor of Science Degree in Computer Science
Eckerd College - St. Petersburg, Florida, USA
Certifications
Digital Product Management
University of Virginia - Darden School of Business
Skills
Core
Digital Marketing, Marketing Automation, Go-to-market (GTM) Strategy, AI Marketing, Agile, Generative Artificial Intelligence (GenAI), Natural Language Processing (NLP), Brand Strategy, Agile Transformation, Digital Campaigns, Digital Marketing Strategy
Business Models
SaaS, Business to Business (B2B), Business to Business to Consumer (B2B2C)
Platforms & Tools
OpenAI GPT-4 API, Business Intelligence (BI) Platforms
Technical
JavaScript
Other
SEO with AI, Startups, Product Management, Consumer Health, eCommerce, eCommerce SEO, Artificial Intelligence (AI), Leadership, Digital Systems, Global Digital Marketing Strategy, Digital Strategy, Data Strategy, Business Intelligence (BI), Computer Engineering, Software, Algorithms, Business Development, Social Impact, Entrepreneurship, Sales Enablement, Healthcare, Software Development, Cloud, DevOps, Team Management, Java, React, Node.js, OpenAI, Machine Learning, Classification, Technology, Digital, Digital Media, CX Strategy, Enterprise SEO, International SEO, International Business, International Projects, Digital Agencies, Analytics, Agile Product Management, Project Management, Agile Project Management, Account Management, Go-to-market Plans, Go-to-market Optimization, Web Product Management, Mobile First, Mobile Apps, Consumer Technology, Consumer Behavior, Market Intelligence, Agency, eCommerce Strategy
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