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, 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.

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 real estate marketing, crowdfunding, 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

Core

Marketing, Digital Marketing, Digital Marketing Strategy, Search Engine Optimization (SEO), Paid Advertising, Marketing Mix, Go-to-market Strategy, Product Marketing, Ads, Advertising Campaigns, Marketing Communications (MarCom), Marketing Leadership, Omnichannel Marketing, Marketing Campaigns, Marketing Strategy, Sales, Digital Campaigns, Branding, Digital Advertising, Online Marketing, Inbound Marketing, Google Ads, Audience Targeting, Lead Generation, Customer Segmentation, Social Media, Content Marketing, Email Marketing, Campaign Management, Market Research & Analysis, Social Media Strategy, Pay-per-Click (PPC), Google AdWords, 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, Content Strategy, Product Positioning, On-page SEO, SEO Audits, Social Media Campaigns, Social Media Design, Social Media Marketing (SMM), Instagram Marketing, YouTube Ads, Social Media Management, Affiliate Marketing, Performance Marketing, Marketing Automation, Marketing Research & Analysis, Social Media Analytics, Writing & Editing, Organic Social Media, Chief Marketing Officer (CMO), Funnel Optimization, Email Campaigns, Marketing Operations, Facebook Video Ads, Google Paid Ads, Copywriting, Landing Pages, Content Marketing Strategy, Social Media Posting, Keyword Research, SEO Keyword Research, Marketing Collateral Development, Campaign Strategy, Web Marketing, Marketing Technology (MarTech), Google Advertising, SEO Marketing, SEO Tools, Email Marketing Automation, Off-page SEO, Social Media Content, Growth Hacking, Public Relations (PR), Content, 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

Business Models

Business to Consumer (B2C), B2C, Business to Business (B2B), Business Models, Market Positioning, B2B, SaaS Product Marketing, Software as a Service (SaaS)

Technical

Google Search Console

Platforms & Tools

Google Analytics, Marketing Platforms, Facebook Ads Manager, Google Ad Manager, Acquisition Channels, Instagram Ads, Google Data Studio, CRM Systems, Amazon SEO, Advertising Tools & Platforms, TikTok, HubSpot, Amazon Vendor Central, SendinBlue

Other

Client Management, Growth Marketing, Sales Strategy, Agency, Channel Management, Client Services, Client Relationship Management, Spreadsheets, Digital Strategy, Advertising, Communication, Direct Marketing, Customer Relationship Management (CRM), Websites, eCommerce, 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, Strategic Planning & Execution, Calendars, Product Management, Product Strategy, Product Roadmaps, Instagram, Customer Acquisition Cost (CAC), Editorials, Marketing Plans, Banking & Finance, Mobile User Acquisition, Digital Product Management, Customer Acquisition, Metrics, Customer Journeys, Advertising Technology (Adtech), YouTube Marketing, YouTube, Consumer Packaged Goods (CPG), Digital Asset Management, Website Management, Dashboards, User Engagement, Lifetime Value (LTV), Paid Search, Content Management, Implementation, Product Branding, Google, Demand Generation, Market Segmentation, Content Writing, Customer Research, Website Audits, Data-driven Marketing, Surveys, Communication Planning, Loyalty Marketing, Loyalty Programs, Multimedia Planning, Brand Identity, Thought Leadership, Customer Retention, eCommerce Marketing, Competitive Analysis, Marketing Materials, Team Leadership, Sales Pitches, Value Proposition, B2B Marketing, Buyer Personas, Brand Management, Naming, Digital Brand Identity, 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, Storytelling, 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, Affiliate Programs, Growth Strategy Consultants, Integration, Internal Communications, Guerrilla Marketing, eCommerce Development, Startup Marketing, User Stories, Guest Posting, Ad Networks, Lead Nurturing, Technical SEO, Marketing Channel Strategy, Campaign Planning, Instagram Account Management, Outdoor Advertising, Internet Marketing, Demand Planning, Brand Books, Viral Marketing, WordPress, Crowdfunding, Consumer Insights, AI Content Creation, 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, Visual Merchandising, Fulfillment

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