ALEJANDRA FREGOSO

Experienced Marketing Executive

+1-469-***-**** ad0lrl@r.postjobfree.com www.linkedin.com/in/alefregoso Irving, Texas

SUMMARY

Multicultural Marketing Expert with over 10 years of experience in strategic planning and campaign development and implementation based on data-driven principles. Highly motivated leader with experience managing cross-discipline teams. Fully bilingual in English and Spanish, with deep knowledge of U.S. Hispanic and Latin American markets. Proven results at optimizing campaigns, negotiating endorsements and managing media campaigns resulting in positive brand perception and revenue metrics.

STRENGTHS

Strategic Planning

Built and led an in-house team of 20+ creative, marketing and production talent to execute omnichannel customer outreach campaigns and led programs designed to reach and persuade consumers at all stages of the purchase funnel

Bilingual Multicultural Marketer

Deep understanding of the U.S. Hispanic and Latin

American markets and cultures, with proven results crafting multi-cultural, in-language campaigns

EXPERIENCE

09/2017 - 07/2023

Irving, TX

Senior Marketing Director

Tricolor Auto Group / Tricolor Holdings

Tricolor specializes in affordable vehicle financing, particularly targeting credit-invisible Hispanics in the U.S., making car ownership accessible and helping customers build credit. Orchestrated and led a 20+ member in-house agency/marketing team to execute 360 omnichannel online/offline customer purchase-cycle experiences. Spearheaded the strategy and implementation of product launches featuring a web chat-bot and AI-driven automated advertising chats, exceeding sales targets by an impressive 36%. Drove data-driven marketing initiatives, achieving a 30% improvement in customer engagement and conversion rates.

Collaborated with cross-functional teams to ensure alignment between marketing strategies and overall business objectives.

Developed targeted digital advertising strategies reaching Hispanics, 1st and 2nd generation customers through Google (Search & Ads), YouTube, TikTok, and OTT. Designed a new digital customer journey, enhancing online and in-store UX for a faster and more efficient experience.

Conducted endorsement and sponsorship agreement negotiations, securing top Mexican artists and athletes for Tricolor advertising.

Optimized broadcast TV and radio placements, resulting in a 30% increase in sales YOY and 2x ROI across all regions.

Expanded digital marketing capabilities by implementing an omnichannel customer journey, leading to a remarkable 35% sales increase from 2019 to 2020. Planned and coordinated brand participation at large-scale events with up to 30,000 attendees for Tricolor Holdings sub-brands.

11/2015 - 08/2017

Adisson, Texas

Marketing and Social Media Manager - Latin America Nerium International (Now: Neora)

Nerium International is a global multilevel wellness and skincare company dedicated to science-based solutions for a healthier, more youthful life.

Devised strategies and managed business growth initiatives targeting the Hispanic community. Oversaw content strategy for social media pages for the United States, Canada, and Mexico, achieving a 170% increase in overall engagement.

Coordinated with international agencies to oversee content creation for social media pages in Australia, Japan, Colombia, South Korea, Canada, and Mexico. Conducted quality assurance for marketing material translations, including webpages, video scripts, subtitles, printable materials, and packaging to ensure linguistic accuracy and alignment with brand standards.

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EXPERIENCE

04/2015 - 10/2015

Irving, Texas

Account Representative

Estrella Media

Estrella Media is a leading Spanish-language entertainment company, delivering top-rated TV and radio content to diverse audiences across the United States. Launched successful multi-channel marketing campaigns targeting the Hispanic market in the US, elevating brand awareness and driving sales to assigned accounts. Acquired new advertising clients on local and national levels using exceptional sales skills, contributing significantly to company growth.

Developed and executed radio and TV advertisements, overseeing the entire process from strategic conception to creative production for key accounts. 04/2013 - 01/2015

Irving, Texas

Marketing Specialist

Tricolor Auto Group

Tricolor specializes in affordable vehicle financing, particularly targeting credit-invisible Hispanics in the U.S., making car ownership accessible and helping customers build credit. Conceptualized and executed consumer contests and grassroots campaigns, exceeding goals while staying below budget.

Redesigned and implemented new in-store branding and merchandising materials and guidelines for consistent brand image and usage across all stores. Managed digital, print, and OoH marketing projects from concept to execution. 03/2004 - 08/2010

Irving, Texas

Project Manager / Travel Specialist

Nokia

Nokia is a global technology company at the forefront of innovations in the telecommunications and networking industry, connecting people and businesses worldwide. Designed and created content for the Nokia's Travel intra-company website for the USA, Canada & Latin America incrementing engagement over 70% YOY. Successfully increased the adoption rate of the online reservation tool from 10% to 45% internationally and 15% to 65% domestically.

Organized and managed successful Marketing Events, Trade Shows, and Public Exhibitions. EDUCATION

1992 - 1994

Monterrey, Mexico

Graphic Design / Advertising

Universidad de Monterrey

SKILLS

Digital Advertising Content Marketing Media Planning Project Management Campaign Planning Event Planning Creative Thinking Data Analysis Social Media Management Leadership Google SEO/SEM Sales

ACHIEVEMENTS

Reputation Management

Implemented a reputation management strategy to

improve brand perception in Texas and California,

resulting in a 70% increase in positive reviews and a 300% increase in Google My Business rankings for 46 stores Client Retention Rate

Achieved a client retention rate of over 90% throughout my career, demonstrating my commitment to client

satisfaction.

Team Leadership

Successfully led diverse and remote teams including disciplines such as creative, analytics, production and community management, fostering collaboration, high productivity and favorable campaign outcomes at all levels Brand Visibility

Consistently created campaigns resulting in brand

awareness and positive perception metrics far above benchmark, securing coverage in top-rated media outlets and augmenting with grassroots and digital initiatives

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