Daniel Restrepo
Verified Expert in Marketing
Marketing Expert
Madrid, Spain
Toptal member since July 18, 2023
Daniel is an experienced marketing manager in the tourism, technology, entertainment, and cultural industries. He has led successful marketing strategies for HBO Max, Electrolux, Skyscanner, and Platzi—driving substantial growth. Proficient in content marketing, SEO, lifecycle marketing, and advertising, Daniel is committed to forging meaningful customer connections through marketing and team leadership.
Project Highlights
Expertise
- Adobe Campaign
- Advertising
- Braze
- CRM Systems
- HubSpot
- Metabase
- SEO Tools
Work Experience
Marketing Automation Lead
Platzi in
- Increased a conversion rate by 30% through strategic implementation of CRM tools and product iterations, effectively converting free students into paid subscribers.
- Boosted engagements and retention among free students at Platzi by developing and automating personalized customer journeys and workflows in Iterable.
- Improved click-through rates by 20% and overall conversions by 15% through daily A/B testing across multiple channels, leading to data-driven optimizations.
- Reduced implementation time and increased overall efficiency by collaborating with cross-functional teams, including engineers and developers, to integrate CRM tools seamlessly, streamlining the process.
Lifecycle Marketing Manager
HBO Max
- Drove increased customer engagement and loyalty by collaborating cross-functionally to execute engaging CRM campaigns across multiple channels.
- Improved click-through and conversion rates significantly by translating data science models into actionable marketing initiatives—delivering personalized experiences.
- Implemented effective A/B and multivariate testing, optimizing campaign performance and contributing to a notable increase in customer acquisition and retention.
- Utilized Looker, Amplitude, Braze, and Stripo to analyze campaign metrics, generate insightful reports, and drive data-driven decision-making for improved campaign effectiveness.
- Automated retention programs, leveraging personalized emails and push notifications to reduce churn and enhance customer satisfaction. Applied data science models to at-risk audiences, resulting in better retention rates and overall business growth.
Digital Strategy Lead
Goethe-Institut
- Planned, developed, and executed Conexión Humboldt, a program that selected and took the most sustainable and innovative projects in Latin America to Germany for training from leading green institutions.
- Coordinated the digital communications of the largest art exhibition on Humboldt in Latin America.
- Managed press relations with influential media partners in Latin America.
- Participated actively in commemorating Alexander von Humboldt and Latin America in 2019, contributing to the international thematic season known as Humboldt y las Américas.
- Drove various projects related to promoting cultural exchange and networking between Germany and Colombia through Goethe-Institut, Colombia.
Content Lead
Skyscanner
- Managed content across app platforms, ensuring optimal display on web and mobile.
- Increased organic traffic and improved search rankings by developing an SEO-focused strategy.
- Led a team of content creators across Latin America, fostering collaboration and delivering high-quality content.
- Participated in the migration from WordPress to Contentful, streamlining content management processes.
- Designed and executed a comprehensive content strategy, conducting keyword research for effective targeting.
- Built a complete travel blog from scratch with a group of content creators, publishing over 50,000 articles.
- Curated top-ranking SEO destinations, contributing to increased engagement and website traffic.
Project History
HBO Max | Personalized Campaigns for Super Fans in Latin America
https://www.braze.com/customers/hbo-max-latam-case-study/Achieved 35-50% survey participation among fans, boosting CRM communications performance by 40% and engagements by 15% and preventing churn rates in Latin America.
Leveraging in-app message (IAM) surveys and follow-up messaging from Braze, HBO Max targeted highly passionate fan bases in three content offerings to collect zero-party data and better tailor user experiences.
HBO Max | Interactive Cross-channel Campaign for 6x More Engagement
Led a personalized Hogwarts House survey campaign that resulted in a 3.36% lift in recommended title viewership, a 3.12% increase in session starts, and a 6x higher click rate to the in-app message than the benchmark.
Implemented a personalized survey campaign for HBO Max’s Fantastic Beasts release, increasing viewership and engagement. I leveraged zero-party data to deliver tailored content recommendations—driving a lift in viewership and session starts and a significantly higher click rate to the in-app message.
HBO Max | Movie Debuts Cross-channel Campaign for 18% More Viewers
Increased the weekly premieres' viewers by 18% and decreased churn by 13%.
By leveraging the Snowflake and Braze partnership, HBO Max sent personalized movie recommendations and premiere reminders through push notifications and in-app messages. The result was an 18% increase in viewership and a 13% decrease in churn for their weekly premieres.
Education
Bachelor’s Degree in Advertising, Digital Design, and Communications
University of Medellin - Medellin, Antioquia, Colombia
Certifications
Business Analysis for Data Science Course
Platzi
Web Development Bootcamp
Le Wagon, Inc.
Proyect Management P.M.I
Universidad de los Andes | via UNIANDINOS
Skills
Core
Product Marketing, Digital Marketing Strategy, Growth Hacking, Digital Marketing, Lead Generation, SEO Tools, SEO Audits, Content, Social Media
Platforms & Tools
HubSpot, Braze, Adobe Campaign, Adobe Suite, Amplitude, CRM Systems
Other
Web Content, Analytics, Growth Marketing, Growth Strategy, Startups, Design, Web UX, Advertising, Full-stack, Customer Relationship Management (CRM), Email, Metabase, Push Notifications, Software Development, Project Management, Data Science, Data Analysis, Lifecycle Marketing
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