Carolina Gama
Summary
Marketing Executive skilled in creating and implementing marketing strategies, increasing brand awareness and developing customer-centric communications initiatives.
Spearheaded strategic marketing campaigns by developing custom events and engaging digital content. Effectively handle all support needs with skill and accuracy by tracking milestones and promoting cross-functional collaboration. Demonstrated history of successfully planning and executing multi-channel approaches to market diverse brands.
Overview
6
6
years of professional experience
Work History
VP of Marketing
AstroPay
05.2023 - Current
- Lead the Marketing and Communications Global team (UK, BR, AR, PE, CO, IN, MX, SP).
- Developed overall marketing strategy and support implementation.
- Developed corporate sponsorships and worked with industry thought leaders to expand public relations. (Tottenham Hotspur FC, Wolves FC, U de Chile, Roland Garros)
- Developed new branding strategies and marketing collateral to foster business development and achieve revenue targets.
- Managed relationships with key industry partners and implemented promotional initiatives to maximize marketing program performance.( Mastercard - launched Messi's card in Argentina/ Visa -Launched Tottenham Hotspurs Card )
- Managed influencer campaigns to support product adoptions and improve brand awareness.
- Developed the AstroPAY affiliate program.
- Developed the VIP AstroPay experience program for Black and Diamond users.
- Analyzed consumer usage patterns to identify trends and target key demographics.
- Led the team to execute our brand and find the right product fit in our markets
- Collaboration with the Product team to improve the product features that impact on engagement and activation.
- Redesigned the user's lifecycle process to improve conversion and retention rate.
- Driving the acquisition team to focus on quality users and focusing in profitability
- Brand and Growth marketing activities, events and affiliates meetups.
- Automate marketing reports to provide close follow-up of marketing budget spend vs customer acquisition.
- Continually evaluated marketplace trends and oversaw competitive intelligence gathering within markets and across service lines.
- Developed and implemented targeted digital strategy to improve business performance. (CAC, Payback period, COAC)
Latin America Head of Marketing
Binance
06.2021 - 05.2023
- Responsible for the brand activation in all countries in LatAm that Binance operated, over 15 countries, including South and North Latam (Mexico and Colombia included) and the Caribbean region.
- Binance regional speaker for company and non-company events.
- Binance Record Guinness challenge speaker (Monterrey, Oct 2022. Biggest Crypto Conference)
- Lead the regional event team to organize over 40 meetups focused on community during 2022
- Managed the Binance LatAm influencers program.
- Adapt and coordinate global initiatives with the Global Marketing team to localize them for better fitting into LatAm
- Managed sponsorship activations, both local and globally signed, adapting them to the region (AFA, Santos, Lazio, Torneo de Fútbol Argentino, Alpine F1)
- Managed relationships with key industry partners and implemented promotional initiatives to maximize marketing program performance (Launched Binance Card in Argentina, Brazil, and Colombia with Mastercard).
- Launched marketing activities for new product lines and market penetration.
- Worked with the communications/PR team to take advantage of each event or relevant regional activation run.
- Planned and executed marketing campaigns to target groups, areas, and the wider community.
- Managed relationships with key industry partners and implemented promotional initiatives to maximize marketing program performance(Launched Binance Card in Argentina, Brazil, and Colombia with Mastercard).
- Researched industry and marketplace trends to develop marketing solutions and enhance business operations.
- Identified target audiences and devised campaigns to match target demographics and optimize results.
- Identified industry benchmarks to measure the success of key digital strategy areas.
- Identified value propositions and key messages for company marketing campaigns.
- Implemented key initiatives and activities aligned with brand strategy and brand advocacy.
- Traveled to promote current programs and drive marketing through trade shows and industry conferences.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
- Continually maintained and improved the company's reputation and positive image in markets served.
- Launched successful digital marketing campaigns that achieved goals for increased website traffic.
- Managed budget allocation and resource utilization to maximize marketing ROI.
- Led a team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
Marketing Manager
Altius Group
01.2018 - 06.2021
- Responsible for developing brand strategies, demand forecasting, launching new products, promoting brand growth and expansion, implementing brand plans to drive volume and profitability focused on achieving brand business objectives in the short and long term
- Planning, developing, implementing, and monitoring traditional and digital marketing strategies
- Altius Group is the leading Real Estate company in Uruguay with projects and offices in Paraguay, Mexico, Argentina, Panamá, and the US.
Education
Bachelor's Degree in Marketing -
Universidad de la Empresa (UDE)
Master in Marketing And Commercial Direction - Marketing
Instituto Directivos De Empresas Business School (IDE-CESEM)
Madrid, España03.2020
Skills
- Market Research
- Advertising Campaigns
- Public Relations
- Creative Direction
- Event Planning
- Brand Management
- Digital Marketing
- Cross-functional Collaboration
- Team Leadership
- Budget Management
- Influencer Marketing
- Product Lifecycle Management
Skills
Microsoft Excel - Advanced user, Google Sheets - Advanced user, Microsoft Power Point - Advanced user, Primavera Project - Intermediate user, SAP - Intermediate user, Power BI, World Guinness Record biggest crypto conference: Host and speaker, Blockchain Land Monterrey Mexico - Speaker: "Blockchain and web 3 applied to marketing", Campus Party Paraguay - Speaker: "Blockchain and crypto applied to Business", Campus Party Argentina - Speaker: "How to buy your first crypto safety", Talent Land Mexico - "The future of crypto in Latan", Universidad de Montevideo MBA's Alumni day (Uruguay) - "How crypto and blockchain is changing the way to make businesses", Campus Party Uruguay 2023 - "Leaders panel - How to adapt to changes"
Languages
Spanish
Native language
English
Proficient
C2
Portuguese
Advanced
C1
Timeline
VP of Marketing
AstroPay
05.2023 - Current
Latin America Head of Marketing
Binance
06.2021 - 05.2023
Marketing Manager
Altius Group
01.2018 - 06.2021
Bachelor's Degree in Marketing -
Universidad de la Empresa (UDE)
Master in Marketing And Commercial Direction - Marketing
Instituto Directivos De Empresas Business School (IDE-CESEM)
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