Sebastian Loaiza
Verified Expert in Marketing
Marketing Expert
Dubai, United Arab Emirates
Toptal member since September 22, 2022
Sebastian is a leader with 19+ years of experience in digital and growth across diverse industries and geographies. Skilled in strategic and hands-on roles, he excels in driving revenue growth and optimization in high-stakes environments. His expertise covers sales, business development, partnerships, account management, performance marketing, and growth strategy. Sebastian has experience in iGaming, adtech (B2B), retail, entertainment, affiliate networks, crypto, and subscription-based models.
Project Highlights
Expertise
- Conversion Rate Optimization (CRO)
- Growth Strategy
- Marketing
- Optimization
- Performance Marketing
- Sales
- Search Engine Optimization (SEO)
- eCommerce
Work Experience
Business Head of Growth
FreedX
- Crafted and executed the growth strategy across key markets (Africa, LATAM, UA) and various efforts, including marketing, rewards hub, design, product, and CRM.
- Led a global team of 11 with up to a mid 6-figure monthly budget.
- Transformed the company’s performance from nearly non-existent to a fully set-up, performance-focused growth strategy with strong brand perception.
Consultant
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 African 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.
Meta Ads Specialist
iGaming/Gambling (NDA)
- Optimized Meta ads for lead generation and FTD efforts for an offshore licensed operator in the iGaming/gambling space, using a non-RMG landing page to convert leads via WhatsApp.
- Reduced CPA (FTD) from around $200 to around $112, with potential for further optimization over time.
- Implemented a process that involved capturing user data via WhatsApp, tracking conversions, and uploading the data to Meta, alongside optimizing the ad account structure to enhance performance.
CRO and ASO Expert
Hypnopulse, UAB
- Performed various Apple Store product page AB tests through screenshot creatives and app preview (video) creatives.
- Achieved improvements of around 5% in conversion rates for some of the tests.
- Set up standard operating procedures and guidance for their team to follow moving forward, so they know how to perform tests, what to look for, what ideas to test, and more.
Senior Growth Manager
Yango Ads
- Identified and executed growth opportunities across sales, account management, product, development, sales ops, legal, and third-party partnerships, as well as through clients and agency partners. This included initiatives such as content, training, sales, growth, GTM strategy, and competitor analysis.
- Served as a GTM strategist for new markets and product releases/updates, focusing on emerging markets such as LATAM, MEA, TR, PK, and the Balkans.
- Achieved highlights, including 85x growth in app launches and 28x increase in revenue.
Go-to-market Expert
Sportto, Inc
- Developed the GTM strategy for a prediction market startup.
- Optimized the founder's business plan and strategy.
- Helped with both the GTM plan and the business and strategy plan, as well as general partnership ideas for his launch.
Google Search Console Expert
FlashingBlinkyLights.com, Inc.
- Identified issues and listed out the needed fixes for the website's SEO decline.
- Conducted a Google Search Console audit and outlined a plan for the client's team to follow, step by step.
- Trained the team on how to use, understand, and act upon Google Search Console's information to strengthen SEO efforts.
Marketing Strategist
Ellipses 100 LLC
- Developed and implemented a comprehensive go-to-market strategy for wagerbird.com (startup).
- Implemented marketing tactics, which may include email marketing, social media, SEO, and paid ads.
- Leveraged industry expertise to identify key market trends, customer needs, and competitive advantages.
Mobile Marketing Expert
Launch Agent Limited
- Optimized UX and CRO for various apps focused on maritime topics, including PredictWind and PredictCurrent.
- Assisted Launch Agent Limited in setting up proper Appsflyer (MMP) tracking for both Android and iOS (SKAN).
- Enhanced their acquisition efforts and strategy.
SEO & ASO Expert
Decision Point Weather Corp
- Optimized the weather app and website's SEO and ASO efforts.
- Enhanced GTM strategy, growth strategy, as well as UX and CRO efforts.
- Developed an improved plan for the project's pipeline in line with priorities and big and easy wins.
Google Advertising Expert
AVIAGAMES INC
- Developed their partnership (affiliate) program. Oversaw the integration and GTM plan for their various Social Casino Games (apps) for the US market.
- Developed, executed, and optimized their Black Hat (BH) efforts via paid media (traditional top digital channels).
- Created and launched various growth strategies in line with their requirements: paid (ppc) channels and affiliate marketing.
Marketing Expert
Algo Software DMCC
- Developed a full business plan and GTM strategy for a soon-to-launch poker training software (SaaS).
- Included all possible aspects in the plan: marketing, projections, financials, GTM, competitive analysis, UX, CRO, partnerships, and more.
- Guided the team toward a more robust launch plan and strategy, ensuring greater success.
Fractional CMO
Glimpse FZE
- Acted as the Fractional CMO for a luxury jewelry rental eCommerce, with a focus on marketing optimization.
- Performed a full audit of their current marketing efforts, business model/plan/pricing, as well as their existing marketing team.
- Guided the team and founder towards best practice efforts and actions to take moving forward.
Marketing Expert
Media Backoffice, Inc.
- Developed an exhaustive business and GTM plan for the photo editing platform (SaaS).
- Included all possible aspects in the plan: marketing, projections, financials, GTM, competitive analysis, UX, CRO, partnerships, and more.
- Guided the founder towards a full plan of action and decision.
Country Manager
BetWarrior
- Delivered successful organic growth for Canada as country manager via affiliate marketing, SEO efforts (onsite and offsite), third-party partnerships, and UX/CRO.
- Ensured regulatory compliance in collaboration with legal firms to support the Ontario and overall Canadian strategy.
- Oversaw Free to Play (F2P) website and project, as well as the digital transformation, marketing strategy, and local team training for the LATAM division.
- Managed analytics, business intelligence (BI), and segment integration and setup in collaboration with BI consultants.
Global Marketing Director
SportyBet
- Held full user acquisition growth responsibility with direct ownership of all paid and organic media channels, including Google, Meta, Snap, X, app networks, ad networks, app marketing, SEO, and ASO.
- Established analytics, tracking, and reporting systems from scratch to ensure a data-driven and performance-based approach focused on CPA and LTVs.
- Crafted and executed the go-to-market (GTM) strategy for 3 additional geographies, 2 operating system environments, and a non-real-money project (Sporty.com) that focused on sports streaming, peer-to-peer chatting/payments, and sports news across Pan-African and 3 different environments.
Growth Director
VUZ
- Spearheaded the full growth strategy, including a business model shift, user acquisition, monetization, and affiliate/influencer partner programs across MENA/SEA and other regions.
- Executed multi-channel campaigns via Google, Meta, Snapchat, TikTok, programmatic, email, SMS, SEO, ASO, and app networks, achieving hyper-growth in 6 months and profitability within the first year.
- Optimized UX/CRO, CRM automation, analytics/BI, and pricing; achieved 1,200% net revenue growth, 2,200% paid subscriber increase, and 98% CPA reduction.
- Served as a key stakeholder in successful Series A and Series B funding rounds.
Country Manager (Africa)
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
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
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.
Project History
Black Friday 2013
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
Education
Bachelor of Commerce Degree in Marketing
Concordia University - Montreal, QC, Canada
Skills
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 (GTM) 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, Influencer Marketing, Link Building, App Store Marketing, Google SEO, WordPress SEO, Local SEO, LinkedIn Marketing, Product Positioning
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
Platforms & Tools
Google Analytics, Facebook Ads Manager, Android, Google Data Studio, HubSpot, Lead Capture Pages, Magento SEO
Technical
Google Search Console
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 Journey, Revenue Optimization, Sales Strategy, Apps, Go-to-market Optimization, Fractional CMO, Enterprise SaaS, iOS, 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, Bulk Marketing, Content Personalization, Fractional CGO, B2B Lead Generation, Product Management, Sales Training, Onboarding, Client Presentations, Agency Relationship Management (ARM), Client Relationship Management, Strategy, Regulatory Compliance, Reporting, Business Intelligence (BI), Mobile Apps, App Growth, Go-to-market Execution, Promotion, Training, Facebook Pixel, Meta Ads, Search Engines, Marketing Attribution, eCommerce SEO, Mobile Games, YouTube Marketing, Artificial Intelligence (AI), Minimum Viable Product (MVP)
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