Juan Carlos FDZ Yépez

Juan Carlos FDZ Yépez

TI Marketing Specialist

Professional experience

Experiencia profesional
may 2014 - presente

Senior Marketing Analyst

ESET Latinoamérica
  • Represent of the local marketing team in country leadership meetings
  • Execute of the portfolio marketing calendar and launch innovations strategies
  • Development of B2B and B2C marketing area within the company at México
  • General Local Marketing Mexico Management
  • Lead Generation (B2B)
  • Manage and control of budget and expenses
  • Events (ESET Security Day, Sponshorhips, Trade shows),
  • Relationship marketing strategies
  • Marketing Retail Management (Office Depot, Office Max, Compudabo)
  • Country Partner Support
  • Planning and Execution of local initiatives
  • Detection of need for new communication materials
  • Institutional Relations/RSE (ESET Social Responsibility)/Mexico Ciberseguro


  • Implementation of the Loyalty channel program "COMPRA Y VUELA CON ESET"
    • 263 distribution channels registered
  • Launch of the christmas campaign "COMPRAS EN LÍNEA" at different points of sale
  • Launch of the educational initiative: Mexico Ciberseguro
    • Partnerships with Santillana, UNICEF, UVM, UNAM Cert
ene 2013 - abr 2014

Marketing Manager

Dicofra Security Consulting
  • Dicofra is a business partner of manufacturers such as VMWare, Trend Micro, Palo Alto Networks, Blancco and Netscout.
  • Development and implementation of B2B marketing area within the company through a consulting scheduled for three months in its first phase.
  • 2013  Marketing plan proposal, based on demand generation, positioning, branding andrelationship marketing strategies conducted through tactics such as: SEO, SEM, remarketing, behavioral targeting, content marketing (newsletter, email marketing, social media, webinars), events, sponsorships, ATL andtelemarketing.
  • 2013 communication plan proposal based on branding strategies (brand wareness) to complete communication strategy integrating the corporate image element to the company.
  • Reporting directly to the CEO.


  • Internal Communication (Management and development of corporate intranet)
  • Management and development of the website www.dicofra.com
  •  Management and development of the corporate blog noticias.dicofra.com
  • Marketing content (videos, notes, whitepapers)
  • Strategy Consolidation of the social networking platform
  • Participation as a sponsor of the World Business Forum 2013
oct 2010 - dic 2012

Marketing Manager

Avantis - SAP Gold Partner
  • Marketing B2B Activities
  • Lead Generation, Coordinating a Sales Team of 2 people
  • Projects tracking / conducting all the activities and projects related to the segment
  • Control and monitoring of sales opportunities (CRM)
  • Development and Implementation of the annual Marketing Plan
  • Development and Implementation of Digital Marketing activities within the Marketing Plan as Webinars, Google AdWords Campaigns, Landing Pages, Social Media and emailing campaigns
  • Strategic alliances with Clients such as Grupo Editorial Gasca
  • Coordination and Organization of Corporate Events for Clients and Lead generation events
  • Relationship Marketing
  • Innovation, Leader of the process of generating new ideas, Development of Creative Concepts for Advertising and Communications Campaigns
  • Strategic planning and budget management, identifying areas of opportunity
  • Coordination of the development and optimization of corporate web page www.avantis.mx
  • Creation, development and implementation of the referral program called "Referral Rewards" since June 2011
  • Agencies Management (Harrenmedia, CALLS; Marketing 911, Immeetingplanners, Burson Marsteller and ACmocion)
  • Knowledge of market and consumers; identifying key drivers of purchase
  • Development and Creation of Creative Pieces (Photoshop, Illustrator, Indesign, Flash)
  • Direct Report: General Director


  • In 2011 a ratio of acceptance by the sales team 17.65% of leads generated
  • In 2012 a ratio of acceptance by the sales team of 33.49% of total leads generated with 68% of the total investment in 2011
  • Return on Investment in 15 000 USD in MDF's
sep 2006 - jul 2007

Marketing Coordinator

Finsol Financier
  • Image and Corporate Indentity
  • Brand Activation of Finsol Financier in 80 points of the Mexican Territory
  • Media Plan for Finsol Financier in 80 branches using ATL and BTL strategies
  • Coordination and implementation of communication strategy for Endomarketing events in different points of Mexico (Veracruz, Monterrey and Puebla)
  • Coordination and purchase of printed and POP material
  • Agencies Management
  • Suppliers Price Negotiations
  • Coordination of the communication strategy for launching new products (Remittances, Savings, Insurance)
  • Inventory and Supply Channel of printed and promotional items to all branches inside Mexican Territory
  • Event Organization (From 550 to 700 people)
  • Direct Report: Marketing Manager
abr 2004 - ago 2006

Marketing Coordinator

Sports World Corporative
  • Monitoring and implementation of the Image and Corporate Identity of the Company
  • Coordination and execution of brand loyalty strategies like the development and implementation of the event called "Evolution Challenge" in its first emission
  • Brand Activation at different points in Mexico City
  • Sports World Anniversary Events Organization for clients (from 600 to 2000 people)
  • Coordination and purchase of printed and POP material
  • Direct Marketing Strategies
  • Coordination of creative pieces to Launch New Products (B4Life, Evolution Challenge)
  • Coordination of sales promotion campaigns
  • Coordination of strategic alliances with Pontiac, Nutrisa, Nike, Gatorade, etc..
  • Suppliers Price Negociations
  • Sponsorships
  • Inventory and Supply Channel of of printed and promotional items to all clubs in Mexico City
  • Direct Report: Marketing Director
sep 2003 - mar 2004

Internship at Heatlh Department

Burson Marsteller
  • Schering (Yasmín, CELSAM, Betaferon), Allergan (BOTOX), Roche (Xenical), Aventis (Lantus), GSK (Levitra)
  • News Monitoring
  • Media Tours Coordination inside of the Mexican Territory
  • Media Interview Coordination
  • Event Coordination
  • Administrative Support


Formación académica
feb 2012 - may 2012



nov 2010 - ene 2011







SAP Business One


Adobe Photoshop Elements


TOM Micro

Microsoft Office

Social Media

Adobe Flash

Adobe Illustrator

Adobe Photoshop



Software Marketing SAP Certification


Social Media Academy 2010

ene 2013 - ene 2014

InterScan Web Security 5.5

Trend Micro
ene 2013 - ene 2014

Data Loss Prevention 5.5

Trend Micro
ene 2013 - ene 2014

Deep Security 8.0

Trend Micro
ene 2013 - ene 2014

VMware Sales Professional Program

ene 2013 - ene 2014

OfficeScan 10.6

Trend Micro
ene 2013 - ene 2014

SafeSync for Business

Trend Micro
ene 2013 - ene 2014

ScanMail for Microsoft Exchange 10.2

Trend Micro
ene 2013 - ene 2014

Mobile Security 7.0

Trend Micro
feb 2010 - feb 2012


International House