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& languages
and some of my favorite courses
Past and Present
Lead Staking auto-enrollment initiative, leading to one of the biggest revenue stream increases.
Was the Product Marketing Manager for Ramps and Staking. Then Registration became part of my responsibilities.
Took over the Stocks product for a month and eventually pivoted to the Journeys fleet. Here I covered Acquisition, Activation, Ramps and Core Experience.
Currently working towards reaching IPO by chasing aggressive goals. My contributions towards these are:
- Sole Product Marketing Manager from $40m ARR to $80m ARR growth. 4 different Sales VPs came and went during this period, making Product Marketing one of the few stable departments in such growth.
- Website conversion rate optimization increase of 50% from initial baseline
- Lead first cross-departamental Go To Market efforts
- Implementing and configuring AI tools into the Marketing and Sales departments
- Website design, build and bran redesign on Hubspot
After a full brand redesign, my main goal was to lead the brand merger between Paystand-acquired companies from the website and messaging side. Promoted to become the Product Marketing Director for all companies.
After 9 months I was once again promoted and became the Senior Product Marketing & Web Manager, building a new team and focusing on conversion rates and sales enablement. Successfully lead the Go To Market for the company's first international expansion into the Canadian market.
Reaching our profitability goal required me two take on two roles to save the company an additional headcount. I was promoted to Product Marketing & Web Manager. I also took over the Content Manager role for several months, managing three people for all of the company's content needs.
Created and internal Content Index for the sales team & mapped the entire product into a Product Matrix.
By the end of 2024, Paystand reached profitability.
Initially I joined Paystand in a hybrid position, working for Content Marketing and the DeFi blockchain-based credit card.
4 months later, I was promoted to lead the new Product Marketing Department and Thought Leadership. The role involved all perational & strategic work from the PM department but also write and coordinate content for our blockchain-innovation content strategy. Here is an article I wrote on DeFi Smart Contracts.
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We developed a website from scratch in a new domain with the purpose of positioning it as the number 1 credit card comparison site in Mexico. It is meant to have the most recent and readable content on the web. Technically, it will be one of the fastest sites you will see. Visually, there is none better.
In our first year, we reached over 650,000 impressions, with over 6,500 clicks, and a page speed of 99 on mobile & desktop.
Mission: turn LatAm borrowers into savers through an all-in-one finance tool. Currently focused on fair and transparent credit card debt refinancing in Mexico. Started as a one-man marketing team at an early stage start-up, ended as Growth Lead in charge of content and SEO.
Role involved:
Customer outreach & research (Hotjar)
Referral program management (Retool)
Blog content creation and revision (Wordpress)
Affiliate & corporate partnership development
Automations and marketing campaigns (SendGrid, Retool, Make)
Data analysis for consumer insight generation (SQL, Databricks and Mixpanel)
Graphic and video creation for content strategies (Premier and Illustrator)
SEO: keyword research and content planning (Analytics & Ahrefs)
Web design and programming for landing pages (Webflow)
Speaker for financial events and customer content
Being the sole Growth & Marketing member in the pre-seed stage, with limited economic resources was quite the challenge. I was still able to excel:
Solely in charge of content creation, keyword research and technical tweaking. My strategy: focus on obtaining broad audiences before transitioning into niche content. I was able to:
- Increase organic traffic by 582%
- Grow organic keywords we ranked for in personal finance by 325%
As of June 2022:
- Named 3rd best personal finance blog in Mexico by Financer.com
- Hired a copywriter to aid with writing
Two articles that I wrote that rank highly on Google are:
- Purchasing Bitcoin in Mexico (1st). Became a premium Binance Embassador thanks to this.
- Pyramid Schemes (1st).
Two keywords that ranked highly, through SEO tactics:
- Didi Card. Beating Didi for the #1 ranking against their own credit card. (Interesting case study. Ask me)
- Spin Oxxo. Beating Oxxo for the #1 ranking against their own credit card.
Information accurate as of September 2022.
Engineering resources for marketing and growth were slim to none, so I decided to take the no-code route to developing landing pages. This first landing page I developed for a partnership I created with Wizeline and their employees. Th second landing page I developed contains custom Javascript and works as a savings calculator.
All current Digitt.com website is built by me.
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Create viral videos about personal finance. Opened Digitt's TikTok account and obtained 6,000 followers with less than 20 videos. Visit Digitt's socials now to see how the foundations were laid for current success.
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Two large events that I am proud to have spoken in:
Increased open rates and click-through rates of retargeting e-mail campaigns:
- Expired loan applications (low intent users): 16.96% Open Rate to 50%. 1.29% CTR to 9.71%.
- Expired loan applications (high intent users): 38.89% Open Rate to 52%. CTR stable.
The team grew and so did results.
Joe Schmidt from a16z said: "With that acquisition mix, you're in the top 1% of companies I meet." When talking about our 64% organic acquisition + 14% of non-inflationary CAC.
Helped initiate digital consulting & transformation agency, Valor G3. Our goal: service small medical practices and transition them from yesterday's processes into tomorrow's way of operating. We took them from Excel & paper to collaborative drives & websites. How?
We offered services such as:
Throwing myself into the insurance industry was an uphill battle, mostly because I was getting out of my comfort zone. I knew I wanted the challenge due to two purposes I had.
First, I wanted to improve my salesmanship and interpersonal skills. Second, I knew I could establish digital processes for an antiquated pen-and-paper insurance sales process. My vision for the future was getting involved in insurtech with my own brand.
SAP software sales for SMEs with the responsability to develop new business. My role involved travelling for client briefings and meetings, company visits in order to detect opportunity areas or pain points, organizing and speaking at public events, developing economic proposals, e-mail campaigns, and managing a small digital marketing team.
SAP sales are notorious for being long processes. There was too much time on my hands between client prospecting and meetings. Therefore:
Built an internal digital marketing department:
I knew we were competing against larger SAP subsidiaries that were already investing heavily into digital marketing. Therefore I built a small digital marketing team involving two interns and myself, while still working in the commercial department.
My new activities included:
- Training interns in graphic design and e-mailing
- Rennovating the company website to optimize speed
- Creating social media content and manuals to increase awareness
Hired to conduct a cuantitative market research report. This was for a potential subsidiary of a private aviation company located in the State of Mexico. The final report consisted of 62 pages. The general outline of this research work was:
- Opportunity Identification
- Target Market
- Competition
- Product Line
Alliad was a technology start-up based on a mobile & web app for the comparison, filter and navigation between gas stations in Mexico. We started because Mexico was embarking into a new era of privatizing the oil industry. No longer would Pemex's monopoly reign over the Mexican consumers, which meant that new local and foreign players would enter the industry.
The app proposed to facilitate decision making for consumers in the country so that they could be informed of the varying services offered by new brands. Understand Alliad's value proposition. (Video is in Spanish)
Responsabilties:
- Communication strategies
- User projections & research
- Generation of graphic designs for advertising
- Management of social networks
- Management of an intern
- Creating budgets for promotional activities
Jaguar Labs was a mobile development company. I became involved in Jaguar Lab's marketing department as an intern while in my early stages of college.
Responsabilities included:
- Manage company social media interactions and inquiries
- Design and publish media content daily
- Participate in marketing activities such as expositions
- Involvement in client briefings
- Generate written content
- Translate documents (Spanish to English)
Online platform where graphic designers participate in design contests. Clients submit a request for a design, then reviews the proposals and awards the winner with a pre-approved prize budget.
I wanted to learn graphic design with Adobe Illustrator as a hobby so I decided that a fun way to learn would be to compete agaisnt seasoned designers in 99designs. While I never actually won a contest, I did learn about proper design process and developed a new skill. Finalist in three different competitions.
After learning, here are some pieces of graphic design that I am proud of:
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2nd place in challenge sponsored by Commonwealth Bank of Australia. Prototyped XP, a resume maker where experience seekers can find opportunities to enhance and contrast their career path with professionals in their desired position. Aimed to connect users with opportunities around them. Received $1,500 AUD and the invitation to continue developing the project in the bank's innovation department.
1 of 3 partners who participated in the Coparmex Jalisco Entrepreneur Award. Our idea: mobile app, Spacio, reaching the 3rd round. Project consisted of an app that would connect user's hobbies with a large number of establishments in the city that otherwise go unnoticed. Foursquare with hyper-focused personalization.
Finalist in branding and design contest available to university students in Guadalajara by Farmacias Guadalajara. Challenge: new logo for the company and rennovating its brand.
Sports podcast featuring over 10 co-hosts. Daily talk of football, soccer, baseball, basketball and sports betting that can be found on Spotify and Apple Podcasts. Role: co-host in soccer podcasts, statistics & betting manager.
Writing weekly articles about credit cards in Mexico. Slowly positioning the site organically in order to convert it into an affiliate site.
That is why I created a seperate page about my interests and projects. This way you can decide if I am the right fit for your company. If you haven't already. 🤙🏻
