Regional Digital Marketing Assistant Manager
Sony Latin America, Inc.
Web Merchandising and User Experience (UX)
•Head of Web Merchandising (optimization of websites to increase sales) and UX activities (optimization of website navigation and user-friendly experience) across the region in product marketing and eCommerce sites. Creation of landing pages optimized for sales (conversion) and product branding.
•Increase of sales by improving branding and product communication by coordinating local team members, regional category managers and agencies.
•In charge of all online marketing activities for BRAVIA (TV) and VAIO (computers) categories: online campaign management in 360°, KPI definition and monitoring and online content management.
•Curating content for home page in all countries.
•Execution of traffic generation activities, such as SEM, Social Media, Display Network and CRM.
•Focus in ROI for campaign activities. Achieved a campaign ROI above market average. With reduced budget, achieved considerable amount of total revenue from such campaigns. •Establishment of new guidelines in campaign management, KPIs and metrics, based on ROI and performance.
•Successfully implemented ROPO (Research Online, Purchase Offline) metric: customers that saw an online campaign and bought in offline store can now be identified. Revenue measured in online campaigns now includes offline sales.
Web Analytics & Insights
•Leading web analytics activities, monitoring user behaviour in websites, KPI campaign performance, giving insights of execution and highlighting areas of improvement.
•Establishment of standard dashboards to track KPIs in all websites as part of regular operations on marketing sites and eCommerce.
•Leverage of web metrics and campaign metrics, to quickly identify opportunities and correct deviations in objectives.