Sebastian Loaiza, Marketing Expert in Dubai, United Arab Emirates
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Sebastian Loaiza

Verified Expert  in Marketing

Marketing Expert

Location
Dubai, United Arab Emirates
Toptal Member Since
September 22, 2022

Sebastian has 17+ years of experience in digital marketing as a general manager focused on growth, performance, marketing, sales and management, business operations, and strategy. He has consulted for brands worldwide on their growth efforts as a country manager, global marketing director, head of performance, and growth director in numerous industries, including iGaming, retail, entertainment/gaming, affiliate network, edtech, and healthtech.

Project Highlights

Black Friday 2013
Introduced Black Friday in Africa, tripling orders during a two-day, last-minute event.
Successful Funding Rounds
Directed multiple million-dollar funding rounds as a key stakeholder.
Optimizations
Achieved huge optimizations for numerous metrics, KPIs, and user experience.

Expertise

Work Experience

Consultant

2014 - PRESENT
Self-employed
  • Established a firm and wore multiple hats, including country manager, global marketing director, director of acquisitions, chief marketing officer (CMO), and growth director.
  • Managed strategies, including app store optimization (ASO) and gamification and pricing strategies, to achieve different goals as the owner, ranging from hyper-growth to profitability and LTV optimization.
  • Helped with pitching and acquiring several funding rounds that depended on the client. I was a key stakeholder and team member.
  • Led huge optimizations and customer engagement increases, including 300% FTD, 270% registration, 1,200% net revenue, 140% paid subscribers, 27% CR, 1,450% in-app conversion, 98% CPA decrease, and key partnerships.
  • Drove results for 360VUZ, a video entertainment app; Camper.com, a global premium footwear retailer; BetWarrior, a LATAM and Canadian iGaming operator; Chessplus International, a West Africa iGaming Operator; and uLesson, a West African edtech.
  • Delivered marketing solutions under NDAs for leading game operators in Africa, India, and the United States; healthtech and ad tech platforms; and affiliate networks.
  • Used loyalty marketing within various brands and clients for incremental retention and LTV. This included points schemes and cumulative spending opportunities, leading to long-term success.

Country Manager (Africa)

2016 - 2020
Criteo
  • Managed a market and expansion strategy, conducted market research, remarketing, and brand activation on focus groups, localized and optimized our product offering, and circumvented regulatory and payment service provider limitations.
  • Grew our live numbers from four clients to around 74, a medium-to-large customer base with numerous others signed with integration in progress.
  • Led direct interactions and became a trusted advisor with C-levels, technical, and marketing teams from numerous industries, verticals, GEOs, and ad agencies. Agencies included FMGCs, fintech, banking, travel and airlines, and other services.
  • Handled account planning and management for numerous affiliate and client accounts, including creating targeting lists, reaching out and launching, optimizing performance, and ensuring top-level service while growing the relationship.

Head of Digital

2014 - 2016
Konga
  • Owned the P&L of a 7-figure monthly budget for startup marketing.
  • Oversaw target allocation across various channels, including mobile advertising, mobile sales, social media marketing (SMM), SMS marketing, email marketing through SendGrid, Salesforce, AWeber, customer service, and operations.
  • Increased ROI by over 400% on major channels while maintaining a relatively stable budget.
  • Performed massive optimizations, including a 99.6% CPO decrease, 92% bounce rate decrease, and 2x CR increase.

Head of Online Marketing

2013 - 2014
Jumia
  • Owned P&L responsibility for a high 6-figure (EUR) monthly budget: managed the budgets and target allocations for online and offline marketing departments, sales force, customer service, and operations.
  • Utilized sales management and demand planning strategies and introduced Black Friday to the Africa region despite pushback, which tripled field sales during a 2-day event in the first year. It has exponentially increased ever since.
  • Achieved significant optimizations, such as a 77% gross revenue increase while maintaining relatively stable budgets and 135% gross orders.
  • Gained experience in TV ads and YouTube Ads, including video and display ads, strategically placed within YouTube content. Achieved a significant increase in brand recognition and audience engagement throughout campaigns.
  • Collaborated with agencies to create radio advertising jingles for campaigns like Black Friday, Christmas, and St. Valentine's and standard branding to produce teasers and reinforce brand recognition.
  • Handled landing page optimization for promotions, campaigns, or general website pages with high traffic to increase the conversion rate, UX, and, ultimately, conversions, leading to higher revenue.

Black Friday 2013

http://www.jumia.com

Introduced Black Friday in Africa, tripling orders during a two-day, last-minute event.

The concept of Black Friday for this region and the brand Jumia was unknown or resisted by numerous team members and stakeholders.

Nonetheless, I went around to the different category team leads, including fashion and general merchandising, and we improvised a plan. With little prior notice in marketing and preparation, we built out a two-day event, which brought in three times the number of orders of our highest days and provided the stepping stone for years to come with exponential increases in orders and gross revenue with higher customer engagement.

Successful Funding Rounds

Directed multiple million-dollar funding rounds as a key stakeholder.

I led successful funding rounds worth millions for several brands. Each involved growth strategies and tight deadlines, which I delivered with excellent results. Depending on the client, it also involved numerous projection and forecast models, P&L collaboration with the CFO, and pitches and introductions.

Optimizations

Achieved huge optimizations for numerous metrics, KPIs, and user experience.

I drove optimizations for numerous brands, covering key metrics, KPIs, and UX, leading to stronger brands, customer engagement, performance, and profitability.

OUTCOMES
• 300% FTD increase
• 270% registration increase
• 1,200% net revenue increase
• 140% paid subscribers increase
• 27% CR increase
• 1,450% in-app conversion increase
• 98% CPA decrease
• Key partnerships
• 400% ROI increase on major channels while maintaining a relatively stable budget
• 99.6% CPO decrease
• 92% bounce rate decrease
• 2x CR increase
2004 - 2007

Bachelor of Commerce Degree in Marketing

Concordia University - Montreal, QC, Canada

Core

Affiliate Marketing, Search Engine Optimization (SEO), Performance Marketing, Marketing, Digital Marketing Strategy, Digital Marketing, Web Marketing, SEO Audits, Digital Campaigns, Ad Campaigns, Lead Generation, Marketing Strategy, Organic SEO, On-page SEO, Marketing Technology (MarTech), Marketing Mix, Paid Advertising, Pay-per-Click (PPC), Omnichannel Marketing, Marketing Campaigns, Marketing Analytics, Sales, Funnel Optimization, Conversion Rate Optimization (CRO), Mobile Marketing, B2C Marketing, Mobile Advertising, Social Media Marketing (SMM), Digital Advertising, Campaign Management, Google Ads, Growth Hacking, SEO Tools, Search Engine Marketing (SEM), Go-to-market Strategy, Content Marketing, Customer Segmentation, Chief Marketing Officer (CMO), Funnel Analysis, Audience Targeting, YouTube Ads, Marketing Leadership, Facebook Ads, Facebook Marketing, Product Marketing, Google Paid Ads, Marketing Operations, App Store Optimization (ASO), Social Media Strategy, Copywriting, Marketing Automation, A/B Testing, Brand Marketing, Email Marketing, Social Media, Branding, Customer Engagement, Brand Activation, SMS Marketing, TV Advertising, Field Sales, Account Planning, AWeber, Inside Sales, Software Sales, Mobile Strategy, Sales Analysis

Business Models

Business to Consumer (B2C), B2C, Business to Business (B2B), B2B, SaaS, Business to Business to Consumer (B2B2C), Software as a Service (SaaS), SaaS Product Marketing

Technical

Google Search Console

Platforms & Tools

Google Analytics, Facebook Ads Manager, Google Data Studio, HubSpot

Other

Growth Strategy, Optimization, Business Development, eCommerce, Growth Marketing, Digital Strategy, Channel Management, Partnerships, Customer Acquisition, Startups, Mobile User Acquisition, Retargeting Pixels, Conversion Rate, Strategic Planning & Execution, Customer Acquisition Cost (CAC), Gambling, Affiliate Management, Affiliate Programs, Web Analytics, User Experience (UX), Expansion Strategy, Management, Advertising, Commercial Strategy, Reports, Budgeting, Team Development, Team Management, Team Leadership, User Retention, Go-to-market Plans, Digital Media, Marketing Plans, B2B Partnerships, Paid Search, Direct to Consumer (D2C), Landing Page Optimization, Product Launch, Revenue Strategy, Monetization Models, Content Writing, Growth, Consulting, Gaming, Gaming Platforms, Market Entry, Programmatic Marketing, Launch Strategy, Monetization, Cryptocurrency, Crypto, Paid Media, Sales Funnel, SaaS Sales, Customer Journeys, Revenue Optimization, Business Strategy, Commerce, Design, Market Research, Sales Growth, Project Management, Creative Strategy, Fundraising, Pitch Decks, Key Performance Indicators (KPIs), Customer Relationship Management (CRM), WordPress, Edtech Design, Pricing Strategy, Focus Groups, Remarketing, Gamification, Loyalty Marketing, Startup Marketing, SendGrid, Radio Advertising, Sales Management, Demand Planning, Account Management, Mobile Sales, Customer Service, MarTech Solutions, MLM, Client Services, Retail Sales, Sales Promotion, Web Trends

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