Digital Marketing Social Media
Resume:
ALEXANDER LACAYO
Orlando, FL 32837
Mobile 407-***-****
e-Mail: adep3h@r.postjobfree.com
Professional Profile
Professional with an extensive education and experience developing marketing strategies to deliver business goals, under a business management vision. Expert in Advertising Strategies, SEO, CRM, Web Analytics and ecommerce with a vast experience in leading, managing, motivating and developing marketing teams with the highest degree of excellence. My specialty includes working with a range of industries, mainly in the hospitality and entertainment industry in USA and Latin America, with a strong background in theme parks and lodging, and a high capacity to develop in multicultural environments.
Professional Experiences
Marketing Director
(February 2018 – Currently)
Affordable Travel of Orlando - OrlandoVacation.com Orlando – United States
Lead, manage, and develop marketing communication plans across the marketing team.
Plan, coordinate and execute effective marketing strategies.
Monitor and measure business performance.
Provides PPC, SEO, Video Marketing, email and Social Media analysis and ecommerce optimization.
Performs continuous SEO and PPC tactical optimization based on reports and results.
Manage over a million-dollar marketing budget and able to prioritize projects to meet team objectives.
Measure and report the performance of all marketing channels and initiatives (Web analytics.)
Responsible for digital reporting/tracking and analysis.
Evaluates workflow process (Marketing Automation Platform), process improvement and efficient solutions.
Work closely with the sales department to develop timely e-mail campaigns and results tracking.
Work with affiliates and vendors for digital marketing platforms, licenses, fees, and projects.
Solve problems proactively.
Personal Achievements
Bookings and Theme Park Tickets
Increased the number of bookings by 30%.
Increased the revenue on Theme Park Tickets by 52%. Paid Search (PPC) Marketing
Reduced the cost per click (CPC) in Google Ads by 30%.
Increased the number of conversions by 90%.
Reduced the cost per conversion by 53%.
Increased the number of clicks by 27%.
SEO
Increased web traffic by 60% the second year.
SEO & AdWords Manager
(January 2017 – January 2018)
Affordable Travel of Orlando - OrlandoVacation.com Orlando – United States
Developed and managed the Paid Search (PPC) Strategies, Ad Creation and Video Tactics, Implementation and other Content Discovery Channels for OrlandoVacation.com.
Represented the paid search channel and strategy to the CEO.
Maintain and continuously improve the competitive digital position of the organization.
Planned, coordinated and executed an effective monthly digital marketing plan within our budget.
Managed the strategy of Paid Social Media campaigns.
Management of programmers on ecommerce optimizations.
Developed full-funnel marketing strategies across a range of social/digital platforms, while shaping the content, stories, and messaging to engage prospects at all stages of the buyer journey.
Generate insight from site data and communicate opportunities or issues.
Personal Achievements
Paid Search (PPC) Marketing
Reduced the cost per click (CPC) in Google Ads by 50%.
Increased the number of conversions by 500%.
Reduced the cost per conversion by 50%.
Increased the number of clicks by 250%.
SEO
Increased web traffic by 90% the first year.
Consultant and Lecturer in Digital Marketing
(May 2016 – December 2017)
United States/Colombia
Digital Marketing.
o Design and advice in implementing strategies and Digital Marketing tactics to convert digital media into an effective channel of communication and marketing for multiple organizations.
Search Engine Optimization (SEO) / Search Engine Marketing (SEM). o Design and implement strategies organic search engine optimization (SEO) and search engine marketing (SEM) to achieve greater business impact.
Structure of Websites.
o Structure design of websites based on usability and conversion for better visibility of content in search engines and improvement of the online reputation.
Training for companies.
o Design and training in digital marketing according to the company's needs. Digital Marketing Professor
(February 2015 – December 2016)
Universidad Tecnológica de Bolívar – Fundación Universitaria Tecnológico Comfenalco Cartagena – Colombia
Training continuing student’s education in the areas of Digital Marketing and Social Media marketing.
Designed the content of the specialized course of Digital Marketing for the University. Digital Marketing Manager
(March 2012 – May 2016)
Colombia Digital Marketing
Cartagena – Colombia
Lead the strategic planning process of the agency customers, identifying critical success factors, establishing client's specific goals.
Develop general strategies to achieve client’s goals (SEO, SEM, SMO, e-Mail Marketing).
Implement and manage search engine programs (Google analytics, Google Ad words, Google Search Console among others).
Perform analysis, planning, organization, implementation and control of digital marketing strategies for clients in Latin America.
Provide recommendations and execute strategies for creative content development across all digital channels in coordination with SEO/SEM goals.
Conduct keyword research to optimize existing content and explore new ways of lead creation for specific business types.
Process Leader
(August 2008 – August 2010)
G4S Setecsa S.A
Cartagena – Colombia
Leading Analyst support team to provide an effective service to customers.
Execute performance evaluations of staff in charge.
Reporting monthly management of Cartagena's headquarters.
Active participation in the business continuity strategies definition. Systems Engineer
(July 2007 – August 2008)
G4S Setecsa S.A
Cartagena – Colombia
Analyze and monitor the functional development of IT applications, ensuring correct operation and optimum performance.
Logical and physical design of databases, and support teamwork members for efficiency use.
Monitor policies and procedures information security. Education
2019 Certified Coach, Trainer and Speaker
John Maxwell Program, United States
2018 Master in PPC and Google Ads
DarkMoon – Alicante, Spain
2017 PhD in Business Organization
Universidad Rey Juan Carlos - Madrid, Spain
2011 Expert in Digital Marketing and New Technologies Escuela Internacional de Negocios - Madrid, Spain
2011 Master in International Business
KEDGE Business School - Bordeaux, France
2010 International MBA
Universidad Rey Juan Carlos - Madrid, Spain
2007 Specialization in Telecommunications
Universidad Autónoma Bucaramanga UNAB-UTB - Cartagena, Colombia 2005 Bachelors’ Degree of System Engineering
Instituto Politécnico Gran Colombiano - Cartagena, Colombia Academic achievements:
Awarded PhD with international recognition and Cum Laude Title – 2017.
Awarded a scholarship for excellent academic performance 2002-2005 – Average 4.7 / 5.0.
Scholarship Spanish Ministry of Education – Mobility’s Scholarship – ORDER ORDEN EDU/959/2010 of April 14.
Language Skills Professional Skills
Spanish – Native Digital Marketing & Analytics- Video Marketing – Ecommerce – CRM English – Fluent. Social Media Ads – SEO/SEM – CRO – HubSpot Platform - SEMRUsh MOZ - Paid Search (PPC) – Neuromarketing - Marketing Automation Google Tools (Ads, Search Console, Tag Manager, Analytics, Trends) Publications
Managing Relationships Efficiently Through Digital Social Networks: Analysis from the Relational Coordination Model – Revista Dyna (Magazine Dyna).
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