Felipe Garces, Marketing Expert in Bogotá, Colombia
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Felipe Garces

Verified Expert  in Marketing

Marketing Expert

Location
Bogotá, Colombia
Toptal Member Since
November 29, 2022

Felipe is a marketing and advertising professional with 20+ years of experience in service, general management, communication, marketing consulting, strategy design, creation of ad campaigns, and direct or relational marketing. Having worked on planning, statistics, research, public relations, and below-the-line advertising (BTL), Felipe is highly sensitive to consumers and brand management aptitudes and has a remarkable ability to design marketing plans according to the needs of a given brand.

Project Highlights

New Colombia.co Campaign
Created, designed, and developed a digital strategy for the new Colombia.co campaign.
Digital Agency Growth Plan
Led the design of a growth plan for an independent digital agency.
Crusardi Group Digital Transformation Project
Planned and sold a digital transformation strategy for a furniture multi-brand group in Colombia.

Expertise

Work Experience

Digital Marketing Consultant | Independent Consultant

2021 - PRESENT
Self-employed
  • Planned many B2C digital strategies and account-based marketing (ABM) campaigns within the marketing communications (MarCom) framework, leveraging ad networks to align with clients' chosen themes and boost targeted outreach and customer acquisition.
  • Executed website optimization and development, including WordPress SEO, and handled brand activation, ASO, and social media. Worked with freelancers on products and helped clients with surveys, user stories, launches, personas, and follow-ups.
  • Planned and delivered in-house agencies to clients who were no longer satisfied with traditional agencies.
  • Handled customer journeys and cross-channel marketing strategies, including content management via HubSpot, social media strategies, and campaign planning for LinkedIn, Facebook, Instagram account management, YouTube, TikTok, and Pinterest marketing.
  • Provided strategic direction for eCommerce marketing initiatives, SMS marketing, demand planning, market research, and AI content creation. Increased visibility with link building, such as guest posting.
  • Designed and meticulously executed viral and loyalty marketing programs as part of a startup marketing product strategy, encompassing comprehensive programs focusing on retention, upselling, cross-selling, and client retention.

Marketing Expert

2023 - 2023
Nexia Wellness LLC
  • Designed a go-to-market (GTM) strategy that includes SEO, local SEO, keyword research, paid media, and social media.
  • Conducted an on-page SEO diagnosis and implementation plan.
  • Created a content strategy that included a cascading plan for implementation.
  • Delved into consumer insights to craft a tailored go-to-market strategy aligned with the audience's needs and preferences. His strategic planning ensured a well-informed approach to launching the product and maximizing its market potential.

Marketing Expert

2023 - 2023
Primo Management Group Inc.
  • Acted as the chief marketing officer (CMO) and revolutionized the advertising strategy, resulting in the reduction of the cost per acquisition (CPA) from over $700 to an impressive $90.
  • Increased cost-effective traffic to the website and generated new leads through website optimization.
  • Resolved issues with Facebook advertising, ensuring seamless linking to the website.

Senior Account Director

2019 - 2021
Ariadna Communications Group
  • Managed a client with 25+ stakeholders using a multi-task team. Helped create and improve branding through community management.
  • Drove internet marketing collateral development, including written, multimedia, and social media content.
  • Handled inbound marketing design, development, and analytics; on and off-page SEO; surveys and data analysis; data visualization; account planning; and administration of social networks.
  • Conducted competitor analysis and profiling. Designed, planned, and developed a wide range of B2C marketing projects in 20+ countries, including website optimization and social media marketing.

Customer Relationship Manager (CRM) | Retail Director

2017 - 2019
Mass Digital (lowe Colombia)
  • Led Amarillo's digital transformation project, including lead acquisition, lead nurturing, drip marketing, sales, pricing strategy, and CRM. Amarillo is a top construction developer in the country.
  • Oversaw an acquisition project for Kyoto Mazda, Fab Washing Club project online shop, and other retail projects.
  • Managed comprehensive 360 advertising campaigns for Mazda, encompassing outdoor advertising initiatives.
  • Completed the mergers for two group companies, including clients and human resources.
  • Led multiple B2C and B2B marketing initiatives, including several surveys and drip marketing campaigns.

Account Director

2014 - 2016
TXT Agencia Transmedia
  • Oversaw communication planning. Led my team to win several pitches for the company through a well-planned digital strategy and market research. Conducted desk research to gather information from existing sources like databases and cold calling.
  • Accompanied the company to becoming one of Colombia's most relevant independent agencies. It was nominated as an agency of the year in 2014 and 2015.
  • Led and mentored the team to become strategically oriented for our B2C clients.

Account Director

2010 - 2014
Wunderman Thompson
  • Planned, sold, and led the rewards program for Casa Editorial el Tiempo, the biggest news holding in the country.
  • Ideated and sold various digital strategies for Diageo Colombia, achieving and surpassing planned KPIs.
  • Led a pitch that landed the Hyundai account for the company and the team that managed this B2C marketing. Managed comprehensive 360 advertising campaigns for Hyundai, encompassing out-of-home (OOH) advertising initiatives.
  • Collaborated with a prominent news brand and engaged in outdoor advertising for a flooring and tile company. Executed outdoor communication strategies via bus stops, large billboards, and other OOH mediums.

Account Manager

2003 - 2007
BBDO Worldwide
  • Learned to manage accounts, including managing clients, understanding their needs, and translating themes to a strategic plan and then leading it.
  • Planned and oversaw advertising campaigns and copywriting efforts, working with the different creative teams to land great campaigns.
  • Worked with many local and international brands, understanding different needs and administering teams to develop and handle great B2C and D2C work.

New Colombia.co Campaign

https://www.colombia.co/

Created, designed, and developed a digital strategy for the new Colombia.co campaign.

This campaign included the development of digital assets, content, social media, and advertising. It started as an investigation of what people from other countries thought about Colombia. We found out that people believe Colombia is one of the most welcoming countries in the world.

Digital Agency Growth Plan

Led the design of a growth plan for an independent digital agency.

A well-established digital agency working in Colombia, USA, and other countries needed to create a growth plan to understand better its future and where it should make effort. The goal was to focus less on the market and become more of a consultant digital agency. It also started focusing less on social media.

Crusardi Group Digital Transformation Project

Planned and sold a digital transformation strategy for a furniture multi-brand group in Colombia.

A retail brand with no digital experience hired me to create a digital ecosystem for all its brands. The project was set into two phases. Phase 1 has already been finished, involving every little shop's online page and ecosystem. Phase 2 is a multi-brand webpage, which is in development. Its goal is to try and become the "Wayfair" of Colombia.
2009 - 2010

Master's Degree in Business Administration

University of Palermo - Buenos Aires, Argentina

2003 - 2003

Specialization in Humanistic Communication

Grancolombiano Polytechnic - Bogota, Colombia

1998 - 2003

Professional Degree in Marketing and Advertising

Grancolombiano Polytechnic - Bogota, Colombia

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