Pablo Gonzalez

In an effort to benefit from the profitable opportunity presented by the 300 million Paytm users in India, we introduced the Paytm Mobile Wallet service through MoneyGram. The goal was to cater to US and Canadian customers, offering them a no-fee option to send money back home to India. As a senior marketing manager at MoneyGram International, I led a multi-department team that included legal, finance, product, marketing, and data/BI.

The challenge was spreading the word about this new service to our target audience. We tackled this by devising a comprehensive campaign that included paid social, paid ads, influencer marketing, email, SMS, content creation, and SEO. At the same time, we offered special pricing when using the mobile wallet as a delivery method. These efforts effectively communicated the benefits of using the Paytm Mobile Wallet and drove transactions using this new delivery method.

The project yielded fruitful results. We saw a 30% increase in user transactions through Paytm within the second quarter post-launch, indicating a successful penetration in the market.

By observing high site traffic and increased browsing times during peak seasons, we saw a golden opportunity to expand our sales avenues and make a foray into eCommerce.

The mission was to introduce a new sales channel for our health equipment, including blood pressure monitors, nebulizers, thermometers, therapy devices, and body composition monitors. We aimed at a diverse audience, from new customers to existing patients and physicians, all seeking reliable health-tracking devices.

I played a pivotal role in this project, coordinating with teams across legal and regulatory, sales, finance, product, marketing, and data. Delivered an eCommerce website that not only allowed us to sell our products online but also acted as an information hub, with personalized content and blogs for each product category.

Raising awareness about this new sales channel and driving customer acquisition and revenue volume was formidable. To tackle this, I led the development of a multi-pronged campaign strategy incorporating paid social, organic marketing, blogging, personalized content marketing, paid ads, email, and SEO.

By the end of the year, we had generated an impressive $1.5 million in sales, affirming the new channel's success.

While at MoneyGram, a challenge arose in the form of high bounce rates and low conversion rates on our website. We received substantial traffic, but visitors left quickly, indicating issues with user experience.

The target audience was primarily customers sending money to key APAC markets. Given the diverse demographic groups and varied financial needs across the region, optimizing the user journey required a data-driven, meticulous approach.

To dissect the problem, we leveraged A/B testing tools and user feedback alongside heatmap analysis to study user behavior. The findings were revealing; the users found it hard to navigate through the site due to the excessive number of clicks required to complete tasks, confusing CTAs, incomplete currency displays, and an unclear fee structure at checkout.

Following the insights, I embarked on a rigorous process of website optimization. We streamlined the user journey, simplified the CTAs, and made the fee structure more transparent, among other improvements.

The overhaul led to a substantial 37% drop in bounce rates and a 13% increase in conversion rates across both regions combined. The insights gained during this project further equipped me to tackle similar challenges in the future.