Felipe Garces
Verified Expert in Marketing
Marketing Expert
Bogotá - Bogota, Colombia
Toptal member since November 29, 2022
Felipe is a senior marketing and growth strategist with 20+ years of experience leading GTM, performance marketing, and digital transformation for SaaS, eCommerce, and service brands. He has managed client portfolios, built onboarding and activation flows, and coordinated cross-functional teams to ensure measurable value. Felipe is known for designing clear, data-driven strategies that strengthen acquisition, engagement, and long-term customer experience.
Project Highlights
Education Highlights
Expertise
- Advertising
- Business Strategy
- Client Management
- Communication
- Digital Marketing
- Digital Strategy
- Marketing
- Web Marketing
Work Experience
Spanish-speaking Content Creator
Delivery Hero - Vendor
- Developed and executed a regional B2B content strategy for 10 LATAM markets, enabling the company to improve restaurant partner acquisition and SEO visibility through localized industry content.
- Built a multi-layer Content Cascade framework that aligned brand messaging, category narratives, and local country nuances, reducing content production time by >45% and improving reuse across channels.
- Conducted country-level keyword research and audience segmentation across 10 markets, identifying priority opportunities for B2B search demand that fed into SEO content planning and copywriting.
- Defined a visual and storytelling style guide for B2B content, improving brand consistency across web, social, and outbound channels, and supporting internal teams with templated assets.
- Collaborated with product, marketing, and SEO teams to integrate B2B content into partner activation funnels, improving educational touchpoints for restaurants' onboarding to delivery operations.
Digital Marketing Consultant | Independent Consultant
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, brand activation, ASO, marketing materials, and social media. Worked with freelancers on products; 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.
- Boosted user engagement by providing 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.
- Ran TV advertising for brands in Colombia, including HP, Nestle, and several local brands.
Go-to-Market Strategist
My TC Concierge
- Designed and executed a multi-channel go-to-market campaign that accelerated early paid user acquisition for a new SaaS platform, achieving conversion rates 2x the initial benchmark during pilot testing.
- Optimized onboarding and subscription conversion flows through funnel instrumentation and iterative UX improvements, boosting activation-to-trial completion rates by 38% within two months.
- Implemented structured paid media experiments across Meta and Google to validate positioning, messaging, and offer mechanics, enabling the team to identify a profitable CAC path for scaling.
- Led development of marketing analytics and cohort reporting, enabling data-driven pricing decisions and ROI tracking across acquisition, retention, and subscription upgrade funnels.
- Built the company’s initial marketing operations stack (attribution, tagging, reporting, and remarketing audiences), reducing manual campaign reporting time by 70% and improving signal quality for optimization.
Marketing Expert
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
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
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
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 real estate marketing, crowdfunding, surveys, and drip marketing campaigns.
BTL Dirtector
Publicaciones Semana BTL
- Closed and managed large-scale sponsorship and integrated content packages for major national brands, driving new revenue streams for the editorial and events division.
- Coordinated commercial planning and negotiated contracts with event suppliers and production partners, ensuring on-time delivery and budget compliance across multiple simultaneous projects.
- Led business development efforts targeting C-suite decision makers at top Colombian companies, expanding the client portfolio and strengthening long-term commercial relationships for Publicaciones Semana's TTL unit.
- Planned, coordinated, and executed BTL events and activations for Semana, managing end-to-end logistics including venue coordination, supplier negotiation, staffing, and on-site execution for high-profile brand experiences across Colombia.
Account Director
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
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
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.
Project History
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.
Education
Master's Degree in Business Administration
University of Palermo - Buenos Aires, Argentina
Specialization in Humanistic Communication
Grancolombiano Polytechnic - Bogota, Colombia
Professional Degree in Marketing and Advertising
Grancolombiano Polytechnic - Bogota, Colombia
Skills
Core
Marketing, Digital Marketing, Branding, Digital Marketing Strategy, Search Engine Optimization (SEO), Paid Advertising, Social Media, Content Marketing, Email Marketing, Marketing Mix, Go-to-market (GTM) Strategy, Product Marketing, Ads, Advertising Campaigns, Content Strategy, Marketing Communications (MarCom), Social Media Management, Content, Writing & Editing, Copywriting, Marketing Leadership, Omnichannel Marketing, Marketing Campaigns, Marketing Strategy, Sales, Digital Campaigns, Digital Advertising, Online Marketing, Inbound Marketing, Google Ads, Audience Targeting, Lead Generation, Customer Segmentation, Campaign Management, Market Research & Analysis, Social Media Strategy, Pay-per-Click (PPC), Conversion Rate Optimization (CRO), Search Engine Marketing (SEM), Facebook Marketing, Google SEO, Organic SEO, SEO Content, Funnel Analysis, Ad Campaigns, Facebook Ads, Influencer Marketing, A/B Testing, Digital Marketing Best Practices, Content Creation, Brand Marketing, Brand Strategy, Marketing Analytics, Funnel Marketing, Product Positioning, On-page SEO, SEO Audits, Social Media Campaigns, Social Media Content, Social Media Design, Social Media Marketing (SMM), Instagram Marketing, YouTube Ads, Affiliate Marketing, Performance Marketing, Marketing Automation, Marketing Research & Analysis, Social Media Analytics, Organic Social Media, Chief Marketing Officer (CMO), Funnel Optimization, Email Campaigns, Marketing Operations, Facebook Video Ads, Google Paid Ads, Landing Pages, Content Marketing Strategy, Social Media Posting, Keyword Research, SEO Keyword Research, Marketing Collateral Development, Campaign Strategy, Customer Engagement, AI Marketing, Web Marketing, Marketing Technology (MarTech), Google Advertising, SEO Marketing, SEO Tools, Email Marketing Automation, Off-page SEO, Growth Hacking, Public Relations (PR), App Store Marketing, App Store Optimization (ASO), TikTok Marketing, Community Management, B2C Marketing, Display Advertising, TikTok Ads, LinkedIn Ads, WordPress SEO, Account-based Marketing (ABM), Link Building, Local SEO, Pinterest Marketing, Brand Activation, ASO, Drip Marketing, Out-of-home (OOH) Advertising, LinkedIn Marketing, SMS Marketing, Desk Research, TV Advertising, Mobile Strategy, Interactive Advertising, Brand Consulting, Blogging, Below The Line Marketing (BTL)
Business Models
Business to Consumer (B2C), B2C, Business to Business (B2B), Business Models, Market Positioning, B2B, SaaS Product Marketing, Software as a Service (SaaS)
Platforms & Tools
Google Analytics, Instagram Ads, Marketing Platforms, Facebook Ads Manager, Google Ad Manager, Acquisition Channels, Content Management Systems (CMS), Google Data Studio, CRM Systems, Amazon SEO, Advertising Tools & Platforms, TikTok, HubSpot, SendinBlue
Technical
Google Search Console
Other
Client Management, eCommerce, Growth Marketing, Sales Strategy, Agency, Channel Management, Strategic Planning & Execution, Paid Search, Content Management, Client Services, Client Relationship Management, Spreadsheets, Marketing Channel Strategy, Customer Experience, Customer Experience Management, Customer Support, Relationship Building, Communication Strategy, Marketing Consulting, Brand Awareness, Digital Strategy, Advertising, Communication, Direct Marketing, Customer Relationship Management (CRM), Websites, Business Development, Conversion Rate, Consulting, Launch Strategy, Leads, Reporting, Startups, Key Performance Indicators (KPIs), Google Maps, Website Traffic, Competitor Analysis & Profiling, Digital Marketing Product Manager, Brand Guidelines, Go-to-market Plans, Web Design, Data Analytics, Brand Positioning, Promotion, Product Launch, Project Management, People Management, Paid Media, Direct to Consumer (D2C), Sales Growth, Digital Agencies, Calendars, Product Management, Product Strategy, Product Roadmaps, Instagram, Customer Acquisition Cost (CAC), Storytelling, Editorials, Marketing Plans, Banking & Finance, Mobile User Acquisition, Digital Product Management, Customer Acquisition, Metrics, Customer Journey, Advertising Technology (Adtech), YouTube Marketing, YouTube, Consumer Packaged Goods (CPG), Digital Asset Management, Website Management, Dashboards, User Engagement, Lifetime Value (LTV), Implementation, Product Branding, Google, Demand Generation, Market Segmentation, Content Writing, Customer Research, Affiliate Programs, Website Audits, Data-driven Marketing, Surveys, Communication Planning, Loyalty Marketing, Loyalty Programs, Multimedia Planning, Brand Identity, Thought Leadership, Customer Retention, eCommerce Marketing, Competitive Analysis, AI Content Creation, Marketing Materials, Team Leadership, Sales Pitches, Value Proposition, B2B Marketing, Buyer Personas, Brand Management, Naming, Digital Brand Identity, Performance Optimization, Team Management, Google Shopping Ads, Agile Project Management, Relationship Management, Audience Segmentation, Affiliate Management, Market Intelligence, Event Marketing, Event Management, Strategy Development, Global SEO, Programmatic SEO, Fractional CMO, Offline Marketing, Multilingual SEO, International SEO, Brand Building, Revenue Strategy, Commercial Strategy, Meta Ads, Social Media Content Writing, Technical Writing, Writing, Marketing Optimization, Strategy, Creativity, Administration, Business Strategy, Web Development, Service Design, Analytics, Data Strategy, Digital, Food & Beverage, Product Growth, Web Analytics, Marketing Attribution, Market Research, Growth Strategy, Edtech Design, Conversion, Monetization, Google Display Network, Subscriptions, User Experience (UX), B2B Partnerships, Partnerships, Law, Remote Team Leadership, Program Management, Statistics, Data Analysis, Data Management, Sales Enablement, Pricing Strategy, Travel & Leisure, Semrush, Data Visualization, Market Entry, Programmatic Marketing, Direct Response, Gambling, Monetization Models, Artificial Intelligence (AI), Shopify, Audits, Salesforce, YouTube SEO, B2B Lead Generation, Website Optimization, Facebook Pixel, Landing Page Optimization, Music, Messaging, Roadmaps, Personas, Rebranding, Go-to-market Optimization, Marketplaces, Healthcare, Drip Email, Retail Strategy, Team Development, Growth Strategy Consultants, Integration, Internal Communications, Guerrilla Marketing, eCommerce Development, Startup Marketing, User Stories, Guest Posting, Ad Networks, Lead Nurturing, Technical SEO, Campaign Planning, Instagram Account Management, Outdoor Advertising, Internet Marketing, Demand Planning, Brand Books, Viral Marketing, WordPress, Crowdfunding, Consumer Insights, Pitch Decks, Cross-channel Marketing, Cold Calling, Real Estate Marketing, MarTech Solutions, Fundraising, Marketing Mix Modeling, Web Trends, Radio Advertising, Content Personalization, Taglines, Telecom Sales, Bulk Marketing, Community Marketing, Lifecycle Marketing, Product Listings, Sales Optimization, Interim CMO, Market Assessment, Fashion, Nonprofits, AI Agents, Real Estate, Spanish, Blogs, Blog Posting, SEO Writing, Article Writing, Events, Generative Engine Optimization (GEO)
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