Summary
Overview
Work History
Education
Skills
Languages
Timeline
Generic

Marcela Patiño Castillo

Business Administrator
Burnaby,BC

Summary

A goal-oriented marketing expert with natural talents in developing and implementing successful strategies, driving profits, increasing market shares, and strengthening customer dominance. Hardworking, performance-oriented leader offering proven expertise in project development, team supervision, and campaign enhancement. Prepared to bring 10+ years of progressive experience and take on challenging position with the opportunity to make a lasting impact on company and customer success.

Overview

15
15
years of professional experience

Work History

STRATEGY & MARKETING MANAGER / SENIOR CONSULTANT

CREA FINANZAS INTELIGENTES
02.2021 - Current
  • Steered growth strategies and positioning for clients in pension and investment consulting
  • Created company brand messaging, collateral materials, customer events, promotional strategies, and product commercialization.
  • Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
  • Designed and executed strategic plans for positioning and growth through sales force and digital media
  • Cultivated proposals and negotiations with strategic allies
  • Led and implemented the development of growth strategies and positioning of the Consultant both in natural and legal target clients.

INNOVATION LEAD

CONTACTAR MICROFINANZAS
05.2021 - 11.2023
  • Collaborated with other departments to facilitate successful project completion.
  • Spearheaded innovation projects for digital transformation.
  • Forged strategic alliances for online product development and customer value enhancement.
  • Led asset product (Loans) development projects, including a successful 100% digital credit model
  • Contributed to analytics and customer segmentation initiatives.
  • Orchestrated data-driven marketing campaigns for acquisition and customer loyalty.


MARKETING DIRECTOR

SCOTIABANK COLPATRIA
07.2018 - 10.2020
  • Devised marketing plans using digital strategies, print advertising, and word-of-mouth tactics.
  • Coordinated and executed successfully a wide range of events, demonstrating expertise in handling logistics, budget management, and vendor coordination.
  • Spearheaded email marketing initiatives to drive customer acquisition and loyalty.
  • Executed data-driven campaigns, resulting in elevated Credit Card billing by over 20% through promotions, alliances, and communication campaigns.
  • Collaborated with cross-functional teams to develop and implement email marketing strategies aligned with business goals.
  • Conducted A/B testing and analyzed performance metrics to continuously optimize email campaigns
  • Managed the email marketing calendar, ensuring timely and relevant content delivery.
  • Formulated and executed marketing strategies to drive acquisition and usage across digital and non-digital channels.
  • Translated insights and trends into initiatives that contributed to profitable business growth.
  • Drove +30% acquisition growth in new products through ATL, BTL, and digital media.

MARKETING MANAGER- ASSISTANT VICE PRESIDENT

CITIBANK COLOMBIA S.A
07.2009 - 06.2018
  • Created company brand messaging, collateral materials, customer events, promotional strategies, and product commercialization.
  • Coordinated and executed a wide range of events for people and companies aiming to acquire new customers and gain loyalty from existing clients.
  • Devised strategic marketing campaigns, resulting in 30% growth in new product acquisition.
  • Enhanced product usage by over 50% through tactical digital marketing actions.
  • Successfully negotiated with strategic partners, achieving billing increases of more than 900%.
  • Implemented strategic plans for social media presence.


PRODUCT ANALYST

COLFONDOS S.A
11.2003 - 06.2009
  • Generated and executed sales, maintenance, and customer loyalty strategies, as well as structured incentive plans for the sales force to achieve the commercial objectives of the company.
  • Designed, implemented, and led the telesales project for the sale of Voluntary Pensions (10 people), which exceeded expectations and allowed the formalization of the team within the company
  • Led the development of the launch and communication plan for the new Voluntary Pension investment funds.
  • Collaborated with internal team members and customer representatives to clarify the relationship between business and project goals and obtain an enhanced perspective of the development process.

Education

MBA - Business Administration

University Canada West
Vancouver, BC
12.2024

Certificate - Digital Marketing Strategies: Data, Automation, AI

Northwestern Kellogg School of Management
Evanston, Illinois
02.2021

Certificate - Marketing Management

Escuela De Administración De Negocios
Bogotá
02.2000

BBA - Business Management

Universidad Pedagógica Y Tecnológica De Colombia
Tunja
04.1997

Skills

  • Digital Marketing
  • Partnership Development
  • Customer Acquisition
  • Social Media Marketing
  • Campaign Management
  • Product Development
  • Project Management
  • Marketing Analytics
  • Strategic Planning and Alignment
  • Budget Forecasting
  • SEO Strategy and Execution
  • Lead Generation Campaigns

Languages

Spanish
Native or Bilingual
English
Full Professional

Timeline

INNOVATION LEAD

CONTACTAR MICROFINANZAS
05.2021 - 11.2023

STRATEGY & MARKETING MANAGER / SENIOR CONSULTANT

CREA FINANZAS INTELIGENTES
02.2021 - Current

MARKETING DIRECTOR

SCOTIABANK COLPATRIA
07.2018 - 10.2020

MARKETING MANAGER- ASSISTANT VICE PRESIDENT

CITIBANK COLOMBIA S.A
07.2009 - 06.2018

PRODUCT ANALYST

COLFONDOS S.A
11.2003 - 06.2009

MBA - Business Administration

University Canada West

Certificate - Digital Marketing Strategies: Data, Automation, AI

Northwestern Kellogg School of Management

Certificate - Marketing Management

Escuela De Administración De Negocios

BBA - Business Management

Universidad Pedagógica Y Tecnológica De Colombia

Similar Profiles

CREATE PROFILE
Marcela Patiño CastilloBusiness Administrator