Miguel Tokumoto
Verified Expert in Marketing
Marketing Expert
Madrid, Spain
Toptal member since August 18, 2024
Miguel has 16 years of experience driving exponential revenue growth through innovative marketing strategies, building bridges with engineering teams, and directly operating paid media strategies. He has a track record of delivering remarkable results across diverse industries. Miguel's approach has empowered teams to thrive, yielding a 40% surge in revenue growth and a 60% increase in new customer acquisitions within just 12 months.
Project Highlights
Expertise
- Brand Strategy
- Customer Acquisition
- Digital Marketing Strategy
- Growth Strategy
- Marketing Strategy
- Media Planning
- Paid Media
- eCommerce Marketing
Work Experience
Paid Advertising Expert (Google Ads)
Airlocum Limited
- Ran a technical SEO audit on the website to identify what content is being searched organically and develop a content strategy around those results. Key indicators are organic CTR of 20% and a higher organic ranking (15th to 11th place) in 30 days.
- Created the first email retention campaign, using Klaviyo and previous customer data and leveraging existing content and proven KPIs to re-engage cold clients into using Airlocum.
- Developed ABM strategies to identify the top 5 clients and create tailored content and engagement strategies to increase Airlocum's penetration in clients' accounts.
Performance Marketing Specialist
RealWear - Main
- Developed and deployed ABM strategies with key distributors globally (Japan, MENA, the UK, and South Africa). Directly built marketing strategies, content, and campaigns for new lead acquisition.
- Built end-to-end acquisition campaigns from scratch on LinkedIn. Created new industry-related content (white papers, case studies, ads, forms), distributed globally.
- Created a $200,000 business opportunity in the sales pipeline from a product upgrade. Leveraged the RealWear app data to identify EOL product usage ready for upgrade.
Data Analyst
Simon, Kucher & Partners, Strategy & Marketing Consultants, LLC
- Collaborated with senior executives on US pricing strategy using conjoint choice analysis.
- Built multiple pricing scenarios using conjoint choice customer data to find the optimal pricing point for two products.
- Derived insights from conjoint choice data and proposed actionable pricing tactics based on the data.
Marketing Manager
Spartan Coffee
- Conducted a thorough category competitive analysis using AI tools and NLP models for nine coffee brands' websites in the US. The findings informed a new product development roadmap, improved brand positioning, and revamped marketing strategy.
- Developed and implemented a go-to-market plan for beverage eCommerce, leveraging new traffic from SEO and inbound channels.
- Led Spartan Coffee's content creation for social media. Leveraged regional content creators and productions in LATAM for the US market.
- Built a field-marketing partnership with Spartan Race for US northeast events. We were recognized as the most innovative brand at the events, increasing our social media exposure by 500% since the start of the partnership.
- Redesigned the brand's eCommerce website using Replo, a Shopify website builder, into a more modern, user-friendly UX, which increased conversion rates by 35%.
Fractional CMO
VitaRx
- Reduced blended CAC by +50% within the 1st 45 days by running an iterative paid media optimization process.
- Led a complete overhaul of the marketing tech stack to optimize and simplify data ingestion and delivery to paid media platforms. Increased Meta's EMQ by 30% in less than two months.
- Built the 1st own media (emailing) growth engine from the ground up, developing acquisition flows and resurrection campaigns, increasing daily new customers by 10% in the 1st 30 days.
- Bridged engineering with marketing to improve data quality and delivery to advertising pixel platforms. Resuming Meta investment via a layered approach through the customer funnel. Decreased CPAs by 40% from the campaign launch in six weeks.
- Built enduring partnerships with leading data infrastructure providers like BlotOut to ensure the end-to-end correct 1st-party data ingestion and handover from VitaRx's custom headless app, through Shopify checkout back end, and ad platforms.
- Launched an AI product to boost conversion rates in our funnel by ingesting quiz data and summarizing it into clear explanations of our recommendations and the benefits.
- Launched custom landing pages based on search terms' intentionality. The 1st test is a women's landing page, based on women-related queries. This resulted in a 100% increase in CR versus the main campaign and a 50% decrease in CAC ($45 on average).
Strategic Marketing Advisor
Visioneer Consulting, LLC
- Built a 12-month sales forecast from scratch, leveraging market research, historical data, and sales driver analysis. Developed a robust forecast model, validated it with stakeholders, and refined it for accuracy.
- Designed and executed the go-to-market plan. Defined objectives, structured incentives, and tracked performance. The first step, a referral program, increased net sales month-over-month by 20%. All new revenue was created from net new customers only.
- Spearheaded minimum viable martech implementation, integrating Klaviyo and Afflr, deploying Google Analytics 4 and Tag Manager. Defined requirements, configured data streams, and validated implementation.
Head of Digital Marketing
EssenceMediacom
- Improved new program launches for SENATI (trade school) by 50% by developing and implementing innovative tactical media planning based on daily CPA tracking across all marketing channels.
- Increased Juan Valdez's returning customer revenue by 40% through multi-cohort campaigns based on aggregate repeat purchase data and conversion rate optimization based on purchase and historical data.
- Led LATAM growth marketing strategy for Sony Electronics account. Improved revenue by 20% YoY and ROAS by 35% within the year 2022, optimizing demand gen strategies for regional market expansion.
- Implemented an owned and paid media measurement system (marketing mix modeling) for adidas that improved accuracy by 30%, as measured by channel ROAS, the first globally for adidas.
- Built Alquería's first media customer journey for the FMCG brand, pinpointing pain and pleasure points and providing creative guidance into effective product messaging. Increased social media content CTR by 35% within six months.
- Created new ad-hoc digital analytics tools for SENATI, using Google Analytics and Google Adwords data to monitor performance, provide insights and recommendations, optimize conversions, scaling qualified lead generation by 40%.
- Led agency team of 25 people to increase average client KPIs by 25%, demonstrating strong strategic leadership and operational oversight, leading to increased team performance and client satisfaction.
- Headed distributed teams across LATAM, resulting in a 20% boost in conversion rate and 30% more sales, significantly growing the company's revenue by 25%.
Strategic Account Director
Ariadna Communications Group
- Drove a 25% boost in social media content engagement by pioneering customer mappings for Cencosud Retail (supermarkets) and identifying interaction opportunities during daily routines, which led to a change in creative direction.
- Achieved a 10% increase in eCommerce conversion rates attributed to sponsored social media content by transforming content creation with funnel stages in messaging.
- Developed digital advertising strategies that increased qualified leads by 25%—optimizing campaign budgets and improving overall performance KPIs by 15%—driving significant business growth.
- Improved campaign performance KPIs by 15% and optimized budget allocation by streamlining campaign management processes and establishing best practices.
- Boosted top-of-mind awareness by 5% and expanded market presence by revitalizing the brand architecture and reinforcing brand differentiation through engaging storytelling in social media.
- Transformed agency into a high-performance team, leading them to work independently and be self-motivated, driving a 50% increase in client satisfaction and reducing employee churn by 35%.
- Established repeatable processes and best practices for campaign management for Cencosud Retail, leading to a 20% improvement in campaign delivery time and 25% less campaign rework.
Digital Marketing Director
MullenLowe Group
- Drove a 25% boost in demand generation efficiency and effectiveness by pioneering the creation of a digital media planning team and establishing best practices for campaign management to optimize performance and ROI.
- Led content creation for retail brands, increasing content engagement by 25%.
- Enhanced SEM performance by 25% through strategic media synergy, elevating demand generation efforts and improving conversion rates.
- Pioneered the creation of a digital media planning team, driving a 25% boost in demand generation efficiency and effectiveness. Established best practices for campaign management, resulting in optimized performance and ROI.
Media Planner
Media Marketing Lab
- Executed digital media strategies for multiple brands, increasing lead generation by 30% and sales-qualified opportunities by 25%.
- Boosted hospitality eCommerce revenue by 30% YTD (USD 1 million) through new paid search strategies, improving conversion rates and sales-qualified opportunities from external sources.
- Achieved a 25% increase in ROI by managing digital media campaigns' performance and branding and establishing repeatable processes for campaign management and growth.
- Improved performance KPIs by 25% by establishing repeatable processes for campaign management, which streamlined operations and increased efficiency.
Project History
Media Strategy & Execution | Sony Electronics eCommerce Store
Drove a media strategy overhaul that increased regional sales in the eCommerce channel in 12 months.
Sony Electronics is a subsidiary of Sony Corporation, one of the world’s leading consumer electronics companies. Sony develops, manufactures, and markets various electronic products, including TVs, cameras, and audio.
I led a regional strategic redesign in media strategy for customer acquisition and sales growth. I revamped the media strategy with data-driven targeting and relentless customer acquisition cost optimization for Meta and Google. I also implemented personalized ads across social, search, and video and optimized ad delivery and effectiveness with A/B testing.
HIGHLIGHTS
• Targeted audience segmentation and lookalike modeling
• Dynamic ad creative and messaging optimization
• Cross-channel attribution and performance tracking
• Continuous campaign refinement and scaling
Media Strategy & Execution | adidas Originals Campaign
Led the regional planning and rollout of the global adidas Originals relaunch in LATAM, increasing sales in eCommerce channels.
adidas Originals is known for its iconic designs, which often feature classic adidas silhouettes, such as Superstar, Gazelle, and Ultraboost.
I led the regional planning and rollout of the global brand relaunch. I developed a tailored marketing strategy for the LATAM audience and executed an omnichannel approach across social, email, influencer, and paid media. I also created engaging content showcasing local sneaker culture.
HIGHLIGHTS
• Localized messaging and visuals for the LATAM market
• Collaborations with regional influencers and artists
• Interactive experiences and events driving brand engagement
• Data-driven optimization for maximum ROI
Growth Marketing Strategy & Execution | Juan Valdez eCommerce
Increased ROAS and revenue significantly in 12 months after leading the redefining of the commercial and media strategy for the eCommerce channel.
Juan Valdez is a brand created in 1959 by the National Federation of Coffee Growers of Colombia to promote Colombian coffee globally. Juan Valdez represents the country’s coffee farmers and embodies the values of Colombian coffee culture, such as tradition, quality, and warmth.
For this project, I redefined the eCommerce channel’s commercial and media strategy by conducting deep data analysis of customer cohorts, product purchasing, and operating channel costs. I implemented data-driven customer cohorts audience segmentation and targeting for maximum ROAS. I also optimized ad creative, messaging, bidding strategies, and optimization processes and leveraged social and search channels for maximum ROI.
HIGHLIGHTS
• Personalized customer experiences through dynamic ad content
• Advanced analytics and attribution modeling for informed decisions
• Cross-channel campaign optimization for maximum impact
• Continuous testing and refinement for sustained growth
Data Analytics | SENATI Market Mapping
Designed and launched an innovative data tool to map brand recognition and intention based on share of search (SOS) data for an educational institution.
SENATI, or Servicio Nacional de Adiestramiento en Trabajo Industrial, is a public institution that provides vocational training and technical education in various industrial fields. It was established in 1961 to promote industrial development and improve the skills of the Peruvian workforce.
In this project, I used SOS data to track brand performance and map brand recognition in the target audience. I mapped the competitor landscape, identified growth opportunities, and provided actionable insights for marketing strategy optimization. I also devised a new product portfolio marketing strategy by identifying key aspects to push in perceiving different careers and the brand itself.
HIGHLIGHTS
• Proprietary data model combining search, social, and web analytics
• Real-time brand tracking and competitor benchmarking
• Customizable dashboards for stakeholder visibility
• Data-driven storytelling for executive buy-in
Growth Marketing | PeruRail
Grew YoY revenue after leading an out-of-the-box strategy to boost eCommerce global revenue through extensive data analysis on media spend by market.
PeruRail is a railway company that operates tourist trains in Peru, South America. It offers scenic train journeys to popular tourist destinations in the Andean region, including Machu Picchu, Cusco, and the Sacred Valley.
In this project, I spearheaded an unconventional data-driven strategy to amplify global eCommerce revenue. I conducted an in-depth analysis of media spend by market, identifying optimization opportunities and reassigning budgets by potential annual revenue. I also implemented targeted advertising initiatives, leveraging market-specific insights.
HIGHLIGHTS
• Cross-market data analysis and benchmarking
• Customized advertising strategies for high-growth markets
• Continuous campaign optimization and ROI enhancement
• Collaborative approach with global teams for aligned execution
Education
Mini MBA in Marketing
Marketing Week (owned by Centaur Media plc) - Online
Bachelor's Degree in Economics
Universidad del Pacífico - Lima, Peru
Certifications
LLM Engineering: Master AI, Large Language Models & Agents
Udemy
Retention and Engagement
Reforge
Growth Series
Reforge
Growth Marketing
Reforge
Google Analytics Certification
Google Ads Search Certification
Content Marketing Certification
HubSpot Academy
Sales Enablement Certification
HubSpot Academy
Skills
Core
Google Ads, Marketing, Brand Strategy, Strategic Marketing, Marketing Strategy, Digital Marketing Strategy, Social Media Content, Lead Generation, Marketing Analytics, Digital Advertising, Digital Marketing, Brand Marketing, Branding, Conversion Rate Optimization (CRO), Pay-per-Click (PPC), Search Engine Marketing (SEM), Paid Advertising, Go-to-market (GTM) Strategy, Social Media, Omnichannel Marketing, Facebook Ads, Content Marketing, Email Marketing, Market Research & Analysis, Audience Targeting, Ad Campaigns, Marketing Leadership, Marketing Technology (MarTech), Social Media Analytics, Social Media Marketing (SMM), Content Creation, Marketing Campaigns, Performance Marketing, B2C Marketing, Content Strategy, SEO Keyword Research, Content Marketing Strategy, Social Media Management, Google Paid Ads, Channel Strategy, Email Campaigns, Media Buying, Copywriting, Funnel Marketing, Google Advertising, Social Media Advertising, SMART Social Media Marketing, Campaign Management, Marketing Budget Management, SEO Marketing, Campaign Strategy, Marketing Operations, TikTok Ads, LinkedIn Ads, Marketing Research & Analysis, Growth Model, Customer Engagement, Product Marketing, Display Advertising, Marketing Automation, Affiliate Marketing, Search Engine Optimization (SEO), Growth Hacking, LinkedIn Marketing, Influencer Marketing, Sales, Landing Pages, Funnel Optimization, Google SEO, SEO Content, On-page SEO, Social Media Strategy, A/B Testing, Marketing Mix, Organic Social Media, YouTube Ads, Chief Marketing Officer (CMO), Marketing Budgeting, TV Advertising, Inbound Marketing, Email Marketing Automation, Google Tag Manager, SMS Marketing, SEO Tools, Content, Account-based Marketing (ABM)
Platforms & Tools
Acquisition Channels, Instagram Ads, Facebook Ads Manager, Google Ad Manager, Microsoft 365, Google Analytics 4 (GA4), Google Analytics, CRM Systems, TikTok, Content Management Systems (CMS), X (formerly Twitter) Marketing, Klaviyo, R, HubSpot, HubSpot Marketing Hub, Google Data Studio, Looker Studio, Facebook Shops
Business Models
Business to Consumer (B2C), B2B, Business Models, Business to Business (B2B), B2C
Technical
SQL, JavaScript
Other
Slack, Meta Ads, Growth Marketing, Growth Strategy, Customer Acquisition, Digital Media, Project Management, Media Planning, Paid Media, Paid Search, eCommerce Marketing, D2C Branding Strategy, eCommerce, Direct to Consumer (D2C), Brand Awareness, Market Assessment, Market Research, Instagram, Sales Strategy, Business Proposals, Pitch Decks, Solution Design, Presales, Buyer Personas, Digital Brand Identity, Brand Positioning, Brand Management, Messaging, Google Shopping Ads, Campaigns, Competitor Analysis & Profiling, Data Collection, Web Analytics, Digital Strategy, Audience Segmentation, Cross-channel Marketing, Digital, Digital Agencies, Awareness Campaigns, Data Analysis, Outbound Marketing, Execution, Ad Optimization, Analytics, Advertising, Marketing Mix Modeling, Statistical Analysis, Data Analytics, Storytelling, Keyword Analysis, Marketing Plans, Demand Generation, Data Analysis, Brand Building, Campaign Planning, Reporting, Digital Asset Management, Brand Partnership, Marketing Channel Strategy, Budget Management, Strategic Planning & Execution, Strategic Planning, Brand Identity, Consumer Research, Research, Customer Research, Consumer Insights, eCommerce Strategy, Spanish, Campaign Design, Campaign Analysis, Multichannel Campaign Management, MarTech Solutions, Agency, Microsoft Excel, Fractional CMO, Marketing Management, Roadmaps, Marketing Reports, Data Analytics (Marketing), Performance Management, Performance Analysis, Creative Testing, Media, Strategy, Go-to-market Execution, Customer Retention, User Retention, User Research, Incrementality Testing, Team Leadership, Team Management, Team Building, Negotiation, Customer Acquisition Cost (CAC), Search Engines, Stakeholder Management, Mentorship & Coaching, Shopify, B2B Marketing, Go-to-market Plans, Go-to-market Optimization, Retail & Wholesale, Business Development, Email Marketing Strategy, Customer Journey, Dashboards, Consumer Packaged Goods (CPG), Web Content, Email Content, Marketing Attribution, Hotjar, Management Consulting, Vendor Management, Growth, Launch Strategy, Affiliate Management, Online Sales, Web Trends, Tourism, Lifecycle Marketing, Financial Modeling, Market Intelligence, Market Intelligence, Market Research & Analysis, Product Marketing, Facebook Pixel, APIs, Brand Development, Artificial Intelligence (AI), Machine Learning, Technology, AI Content Creation, Documentation, Business Strategy, User Journeys, Loyalty Marketing, Shopify Design, Agile Project Management, Product Launch, Data Science, Economic Analysis, Economics, Monetization Models, Global Digital Marketing Strategy, Change Management, Radio Advertising, Project Scoping, Data Scraping, Sentiment Analysis, Sales & CRM Platforms, Customer Relationship Management (CRM), Apps, B2B Lead Generation, Google Optimize, Startup Marketing, Pitch Deck Consultant, SEO Copywriting, Pricing, Automation, Product Lifecycle Management (PLM), AI-based Content SEO, Afflr, Affiliate Programs, Microsoft Power BI, Large Language Models (LLMs), AI Prompts, Shopify SEO, Quality Assurance (QA), Product Development, Marketing Consulting, Shopify Marketing, Data Visualization, Surveys, Survey Development & Analysis
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