Maricela Moreno Cardenti

Mobile: 52-55-541*-**** e-mail: addlc3@r.postjobfree.com

PROFESSIONAL BACKGROUND

Marketing experience Director in: Financial Services (banking and insurance); Aviation, Travel and Tourism; IT; e-Commerce; Health and Wellness. Leading the marketing strategies: Digital, ATL and BTL to generate brand positioning, demand generation and customer engagement. B2B and B2C. Head of marketing areas: Digital, Advertising, PR, Market Research, Branding and Events. Proven success in Brand and Advertising strategy to communicate the value proposition with innovative campaigns. Strong focus on digital. Creative thinking and problem-solving skills. Teamwork and customer centricity oriented. Excellent written and verbal skills.

PROFESSIONAL EXPERIENCE

TRAVELPORT

Marketing Director Latin-America Jun 2016 – to date Direction of the digital, BTL and ATL marketing strategy and implementation in Latin-America countries (8 countries) to increase brand awareness and positioning. Head of PR. Managing a budget of 1MMUSD through the direct leadership of 4 Regional Managers (Southern Cone, Andean, Brazil and Mexico). External team 7 persons.

Design and implement the digital social Media strategies for LATAM, increasing from 56 to more than 22,000 followers in two years. 90% organic 10% paid. Average engagement rate 3%.

Increased Brand awareness 60% vs forecast, through the launching of 2 landing pages in Spanish and Portuguese to show our value proposition in the proper languages. Page views and Average page time 60% above forecast.

Increased customer interaction with special campaigns, (cross sell, training) Open rate growth from 11% to 22%

Increased mcustomer satisfaction in all the región through the training of 150 executives on NPS methodology, achieving homogenization. In two years the NPS went from 19% to 35%.

Creation of the first Customer Advisory Board with the most important executive clients in the region to generate better synergies in strategies and actions considering the industry trends and commercial priorities. The action generated 100,000 new segments.

GRUPO MARTÍ

Marketing Director Mar 2013 – May 2016

Sport City repositioning. Direction of digital strategy (social networks and site). Positioning Grupo Martí (Emoción Deportiva, Tiendas Martí, CityCafé and Sport City, as a unique group providing wellness and health. Direction of BTL, ATL, Social Networks and Market Research. Leading a team of 7 persons direct and 15 indirectly.

300% growth in social networks and engagement through the implementation of content and actions focused on users with a segmentation per message.

Development of a new concept for the Sport City site which increased visits 22% against previous year and lead generation in 14%.

Revenue growth 12% through the lLaunching of METRIC, a DNA study to improve results in fitness programs. Adoption among customers 40% in the first wave.

Development of a BTL and ATL strategy to communicate the synergies among the different brands of the group, during special events such as Marathon of Mexico City, Spartan Race and others, obtaining NPS of 85%

Increased revenue in CitiCafe 12% in one year, launching a cross selling campaign offering CityCafe meals in an internal media communications (e-mailings, screens and displays). METLIFE Jan 2012 – Feb 2013

Market Research Director (Market Research and Strategic Planning) Lead the market research agencies to generate market intelligence, data and insights for brand positioning and high impact sales strategy. Develop and implement a change of culture within the company, focused on the client, with the NPS methodology (Customer Centricity).

Internal campaign to communicate Customer Centricity culture obtained 80% adoption among employees in Mexico City during the first 6 months.

Implementation of Customer Centricity program (NPS) nationwide, which reduce complaints by 6% against previous year in Mexico City, through the qualitative analysis and closing the loop follow up, as well as improving business processes.

Implementation of the Customer Centricity Board with strategic areas to obtain diverse support to invest in opportunity areas. Obtained $250,000 USD to invest in the branches image, and NPS automation. Maricela Moreno Cardenti

Mobile: 52-55-541*-**** e-mail: addlc3@r.postjobfree.com INTEL CORPORATION

Marketing Director Jan 2011 – Dec 2011

Responsible for the Brand strategy and execution of the marketing plan. B2C and B2B Marketing. Optimize Marketing budget.

Launch Ultrabook concept of ultra-thin laptop. Ultrabook knowledge from 0-17% in three months.

Improved marketing budget with a redesign of budget allocation concepts and defining new rules for expenses. SAFETYPAY

Marketing Consultant Feb 2010 – Nov 2010

Define the marketing plan for short and medium term. Expand the sources of income through the generation of alliances with partners. B2C and B2B

Increased sales in 4% and transactions 10% in a market that was not culturally ready for internet transactions, thorugh BTL strategy.

Generated three alliances with banks (Santander, Bancomer and Scotiabank) and two with online stores (Geelbe and Inova), increasing the platform usage 20% against previous year. GRUPO AEROMEXICO

Vice-President Marketing 2001 - 2009

Started as Advertising and Brand Director and in 2004 I was promoted to Marketing Vice-President Lead the advertising, branding, market research, sponsorships and events areas. Responsible for worldwide budget. Representing AeroMexico in SkyTeam alliance (11 international airlines)

In 5 years, the top of mind increased 13 points with less investment (23 points above its nearest competitor)

Optimizing media budget 30% due to negotiations with strategic partners such as Boeing and financial institutions

Increased Skyteam brand awareness among AeroMéxico customers from 0 to 20 points in one year

Acknowledgments by Millward Brown in 2008 as one of the best brands in Mexico, winning first place in the category of Tourism and Transport.

Increased advertising recall 36% (15 points ahead of the nearest competitor) in a highly competitive environment, through a strategy of gradual change in communication with a call to action more inspiring than aspirational: VUELA.

Optimization of advertising budget 35% revisiting commercial department needs, analyzing the previous negotiations and renegotiating media investments.

CITIBANK, N.A. (Consumer Bank)

Vice-President Marketing 1991- 2000

Started as Branding Marketing Manager. Promoted to Marketing Director and promoted to Vice-President Responsible for Advertising, Market Research, Branding, and Events areas. In charge of the development and implementation of the marketing plan 360 for the launching and positioning of products and services.

Launching of CitiGold concept (investment banking), with previous analysis of CitiGold best practices worldwide and considering competitors weaknesses, to adapt and improve the concept in the Mexican market. Growth in revenue 180% VS forecast.

Developing a cross sell campaign to offer insurance in a very creative way, generated revenue for $250,000 USD in the Bankassurance business, when traditional products did not achieve revenue in three years.

Leading a communication strategy based on consumer knowledge and market needs, based on customer journey: launched 6 products: Citplus, CitiCuenta, Citinvest, CitiOne, Time Deposits and traditional DDA) with 8% market penetration.

Advertising campaign for Photocard, the most successful product. Due to operational capacity, the campaign was removed from media.

Opening of 5 branches. Mexico had the first model branch in Latin America.

Launch of ATMs and service terminals with a different concept to differentiate among the competitors, demand generation and customer attraction. Work developed in conjunction with the California and Florida technology areas. Maricela Moreno Cardenti

Mobile: 52-55-541*-**** e-mail: addlc3@r.postjobfree.com MULTIBANCO COMERMEX

Director Internal Communications 1983 - 1991

Started as Private Bank Executive. Selected to be Communications Coordinator, promoted as Manager Internal Communications anf finally promoted to Internal communications director Responsible of Internal Communication area to informa ll employees about new porducts, process, training, benefits and other relevante information. Leading a team of 5 persons. EDUCATION

MBA: IPADE Business School – México 1996 - 1998

Graduate Studies in Marketing: ITESM - México 1993 - 1994

BS Communications Sciences: Universidad Del Tepeyac - México 1983 - 1987 EXTRACURRICULAR INFORMATION

Fundación JAB 2016 - 2019

Together against child cancer

Volunteer

La Gaviota IAP 2016 - 2018

Centro de atención a la discapacidad infantil

Volunteer

Fundación Quinta Margarita 2012

Story Teller

Contact this candidate