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Integrated Marketing Strategist

My name is Mauro Barra, a strategic-thinking and passionate marketing leader with over 16 years of progressive experience in marketing across diverse industries, and a proven analytical, technical and creative acuity. My journey in marketing has been shaped by a rich tapestry of experiences, marked by versatility and innovation. I have successfully led and managed multi-channel integrated strategies and initiatives, leveraging my expertise in marketing technology, data analytics, and, more recently, AI and automation, to drive performance and growth. Are you looking for your next growth marketing leader?


Let's meet Read My Bio Video Resume
Mauro Barra

200

workdays of experience in
Product Marketing &
Marketing Communications
defining and supporting the product development lifecycle, brand awareness and go-to-market strategies

1000

workdays of experience in
Lead Generation & Lead Nurturing Marketing
attracting and engaging with potential customers using offline channels, online platforms & e-commerce

0

workdays of experience in
Marketing Analytics &
Business Intelligence
leveraging data to maximize performance effectiveness and provide actionable insights for decision-making



Data as of January 2024

Learn More Here

My Skills

My relevant tool and technical skills

Marketing Leadership

Successful leader with over 16 years of experience in multichannel & omnichannel marketing, across both B2B & B2C sectors, developing impactful strategies and campaigns as a revenue driver, using both traditional & digital channels.

■ Integrated Marketing Communication
■ Traditional Advertising (Radio, TV, OTT, Print Media, etc.)
■ Digital Advertising (SEA, Native, Display & Programmatic Advertising, etc.)
■ SEO & SEM
■ Social Media, Email Marketing & Video Marketing
■ Demand Generation, Lead Generation & Lead Nurturing
■ Retargeting & Remarketing
■ Upselling & Cross-selling
■ Event & Tradeshow Marketing
■ Customer Retention & Loyalty
■ E-Commerce Marketing
■ Marketing Operations
■ Agile Marketing
■ Social Media: Facebook Ads Manager, Meta Business Suite for Facebook and Instagram, TikTok, X/Twitter, Pinterest, WeChat, Weibo, Social Poster and Analytics on SEMRush
■ SEO & SEM Analysis: Google Ads, MOZ, SEOquake, Seobility, Google Search Console, Google Keyword Planner, Traffic Analytics, Position Tracking, Keyword Research, Ad Tracking, Site Audit, and On-Page SEO Checker on SEMRush
■ Listing Management: Google My Business, Yext, and Local SEO on SEMRush
■ Media Listening: Media Intelligence, Media Relations, and Influencer Marketing on Meltwater
■ Email Marketing: MailChimp
■ Video Marketing: YouTube Studio and Vimeo
■ Market & Competitive Analysis: Social Media Monitoring on Sprinklr and Meltwater, AdClarity, .Trends, Market Analysis, Competitive Research, Social Tracker on SEMRush, Google Alerts, and Google Trends
■ Flipbooks, Shopping Deals & Flyer Marketing: Flipp and Flipdoc

BI & Analytics

A data-driven decision-maker with strong analytical skills and a balanced approach to right and left-brain thinking, leveraging martech and data analytics to effectively track, manage, and evaluate data, fine-tuning strategies to achieve campaign goals.

■ Data Collection, Cleaning, Analysis & Interpretation
■ Data Visualization
■ ETL/ELT Processes
■ Descriptive, Diagnostic, & Advanced Predictive Analytics
■ Enterprise Resource Planning (ERP)
■ Customer Relationship Management (CRM)
■ Database Management, APIs & Public Dataset Usage
■ SQL Concepts & Queries
■ Marketing Funnel Analysis
■ Market Research & Analysis
■ Digital Ethics, Privacy and Data Compliance (GDPR, PIPEDA, CASL, BC PIPA, AB PIPA, Quebec's Law 25, etc.)
■ Web Analytics: Google Analytics UA & GA4
■ Data Visualization: Looker and Microsoft Power BI
■ Databases, Data Warehouses, Data Lakes & Other Data Solutions: Airtable, Azure Blob, SQL Server, Hadoop, SAP HANA, and Adverity
■ CRM & ERP Systems: SAP, Adaptive Planning, Microsoft Dynamics, and Salesforce
■ Call Tracking: CallRail

Creativity & Innovation

A curious, agile learner, and an AI & automation enthusiast with demonstrated creative and innovative thinking, driving ideas to market through experimentation, measurement, and learning. Skilled in graphic design, video editing, and GenAI tools.

■ Graphic Design
■ Video Production & Editing
■ Content Management
■ Prompt Engineering
■ Marketing Automation & AI Assisted Workflow Automation
■ GPTs & Chatbots Creation
■ Images, Videos, Audio & Text Generative AI (GenAI)
■ Graphic Design & Video Editing: Adobe Photoshop, Filmora, and Canva
■ Content Management Systems: WordPress, Blogger, SharePoint, and SiteCore
■ AI Chatbots & Assistants: OpenAI ChatGPT, Google Gemini, Microsoft Copilot, Claude, Perplexity, Meta AI, and Merlin AI
■ AI Voice Generator & Text to Speech: Speechify and ElevenLabs
■ AI Music Generators: SunoAI and Moises
■ Marketing Automation: MailChimp
■ AI Assisted Workflow Automation: Make

Technology

Background in Computer Science with 15 years of experience in the telecom industry, combining tech-savviness and a continuous learning approach, with skills in web development and a solid track record in managing complex projects.

■ Processes, Tasks & Resources Management
■ Six Sigma
■ Agile & SAFe Methodologies
■ Budget Planning & Analysis
■ Vendor Management
■ Web Development: Languages including HTML, CSS, and JavaScript
■ Marketing Pixels & Tags Management
■ Project Management: Trello, Jira, Microsoft Project, Microsoft Team Foundation Server, and Microsoft SharePoint Project Site
■ Collaboration & Productivity: Google Workspace and Microsoft Office Suite (Advanced), Slack, Miro, and Notion
■ UI/UX and Conversion Rate Optimization Tools: Hotjar, Crazyegg, Qualtrics, and BrowserStack
■ Tag Management: Google Tag Manager and Omnibug
■ Crash Reporting & Web Performance Monitoring: F12 Developer Tools, Raygun and Google PageSpeed Insights

Language proficiency
English
French
Italian
Spanish

My Experience

Here's what I've done so far
Uni-Select
Uni-Select Inc.,
Canadian Automotive Group
Automotive


2021-2024 USI team

Marketing Performance & Strategy Manager

Responsibilities:

My leadership was pivotal in aligning marketing efforts with broader business objectives, ensuring that each campaign and project not only met but also exceeded our strategic goals. This involved deep market analysis, collaborative strategy sessions, and agile responses to evolving market conditions, enabling us to capture new opportunities and strengthen our market position.

■ Long-term Strategic Roadmaps: Worked closely with the VP of Marketing to develop long-term strategic roadmaps that guided the direction of marketing initiatives across all channels, including digital, traditional, and emerging platforms, ensuring they supported overarching business objectives.
■ Campaign Strategy Development: From a strategic and analytical perspective, I participated in the development of comprehensive multi-channel marketing campaigns, including traditional and digital marketing, to enhance market penetration, brand visibility, and drive sales.
■ Market Research & Analysis: Oversaw market research activities to gather insights on customer preferences, market trends, and the competitive landscape. This data informed strategic decisions and tactical adjustments in our marketing plan.
■ Market Expansion Strategy Development: As a subject matter expert (SME), I participated in several sessions for planning and strategizing acquisitions, launching new products and services, and expanding our network, successfully broadening our market reach.
■ Demand Generation: By effectively managing and refining the sales funnel, I played an instrumental role in devising and executing comprehensive demand generation strategies that bridged the gap between market presence and customer acquisition.
■ E-commerce Strategy Oversight: Participated in a major B2C e-commerce project, conducting market analysis, performing benchmarking, and assisting with feature and use case development, partner selection, etc., to significantly boost our sales and online presence.
As a linchpin in the integration of cutting-edge marketing technologies and analytics frameworks, I participated in the adoption of advanced tools that transformed data into actionable insights. My expertise in technology allowed us to harness the full potential of automation and data analytics, improving our understanding of customer behaviors and market trends. This strategic implementation enhanced decision-making processes across departments, optimized marketing spend, and tailored campaigns to achieve maximum engagement and ROI.

■ Martech Stack Implementation: Led the selection and integration of essential marketing technologies and advanced analytics tools, thereby enhancing the marketing team's analytical capabilities and data-driven marketing strategies.
■ Data Visualization Initiatives: Created comprehensive dashboards and reports that provided deeper insights into market trends and consumer behavior.
■ Performance Metrics: Established and monitored key metrics to evaluate the success of marketing strategies and campaigns. I provided detailed reports and insights to senior management on marketing ROI, campaign effectiveness, and market penetration.
My responsibilities encompassed crucial financial oversight within marketing operations, where I consistently ensured that each initiative was not only aligned with strategic objectives but also upheld stringent financial criteria. My active collaboration with the finance team was essential in integrating marketing strategies with robust financial plans, guaranteeing that all initiatives achieved both strategic excellence and fiscal health.

■ Budget Allocation & Management: Directed the allocation and management of martech and analytics budgets, ensuring strategic use of resources for maximum impact. I prioritized investments based on strategic importance and ROI.
■ Financial Performance Analysis: Conducted detailed analyses of financial data related to marketing efforts and projects, ensuring profitability and identifying areas for cost improvement.
■ Cost Management: Monitored and controlled marketing expenses, aligning spending with strategic priorities and financial guidelines.
■ Sales Forecasting: Conducted sales forecasting to predict future revenue potential from new and existing marketing initiatives.
■ Collaboration with the Finance Team: As part of the Financial Planning and Analysis (FP&A) team, I worked closely with the finance department to ensure strategic and financial alignment on all projects.
My leadership style fostered a culture of innovation, accountability, and continuous improvement. I ensured that my collaborators were not only equipped to meet current challenges but also poised for future advancements.

■ Team Management & Development: Led a team of both permanent and external staff, fostering a culture of innovation and setting clear objectives aligned with our strategic goals.
■ Stakeholder Communication: Maintained clear and consistent communication with stakeholders to ensure transparency and alignment on marketing strategies and outcomes.
■ Cross-Functional Collaboration: Worked closely with other teams, such as marketing, sales, customer service, and product development, to ensure the integration of analytics into all marketing strategies. I facilitated data-driven decision-making across the organization.
■ External Collaboration Management: Managed relationships with external agencies and contractors, ensuring their efforts were in sync with our strategic marketing goals.
■ Innovation Leadership: Stayed abreast of industry changes and technological advancements to keep the marketing strategy ahead of the curve. I proposed and piloted innovative marketing tactics and tools to maintain a competitive advantage.
■ Change Management: Led organizational change initiatives within the marketing department to improve processes and systems. I managed the implementation of new marketing technologies and methodologies, ensuring smooth adoption and minimal disruption.
Throughout my tenure as Marketing Performance & Strategy Manager, I spearheaded numerous initiatives that significantly transformed and elevated our marketing operation, directly contributing to the growth and success of the organization.

■ Launched comprehensive multi-channel marketing campaigns across TV, OTT, SEM, SMM, Display & Programmatic, CTV, video, and email marketing, achieving a significant increase in brand visibility and enhancing loyalty among existing partners.
■ Established a competitive landscape analysis framework utilizing Meltwater, SEMRush, and other analytical tools to decipher competitors' strategies, which enabled the identification of industry trends and the establishment of benchmarks, enhancing strategic decision-making.
■ Developed and implemented a sophisticated analytics solution that tracked the complete sales funnel from visibility to engagement using tools like Azure Blob, SAP HANA, Adverity, Power BI, and APIs with public datasets. This system provided critical insights that boosted marketing tactics' efficiency and informed targeted recommendations for marketing and sales teams.
■ Created a detailed financial model for the B2C e-commerce platform, which involved forecasting revenue streams and assessing profitability metrics such as addressable market, revenues, OPEX, and CAPEX. This enabled more accurate budgeting and strategic funding allocation.
■ Developed a robust measurement plan for e-commerce that included comprehensive tagging and metric tracking systems, enhancing data accuracy and granularity, and enabling real-time performance analysis and optimization.
■ Led the integration of several key marketing technologies, such as Meltwater, SEMRush, Adverity, Call tracking, GA4, and Yext, which streamlined marketing operations and enhanced data-driven decision-making capabilities across the marketing department.
■ Conducted a thorough audit of Google Analytics UA and implemented GA4, ensuring optimal configuration and data accuracy, and facilitating improved user experience analysis and conversion tracking.
■ Actively participated in work sessions, studies, and discussions with key industry groups such as the Automotive Industries Association of Canada, Automotive Aftermarket Industry Association, Auto Care Association, and other professional associations within the automotive sector.
■ Leveraged finance capabilities to co-lead the creation of the annual budget for two years, involving the construction of the financial model (P&L) and preparing comprehensive presentations.
■ Acted as a Subject Matter Expert in the industry outlook study, sharing insights with the Automotive Industries Association of Canada, and helping to shape industry standards and practices.

This role was pivotal in launching groundbreaking multi-channel marketing campaigns and developing sophisticated analytical tools that not only enhanced our operational capabilities but also solidified our market leadership.

2021-2021
Marketing Performance Analyst

Responsibilities:

In my role as Marketing Performance Analyst, I was integral in steering the analysis and strategic enhancement of marketing operations. My comprehensive oversight of data-driven evaluations directly influenced the optimization of marketing initiatives and sales strategies.

■ Data Analysis & Strategic Reporting: Managed the analysis and evaluation of marketing initiatives, monitored sales performance within the Bumper to Bumper network, and assessed various product categories, culminating in strategic reports that guided decision-making processes.
■ Recommendations for Continuous Improvement: Consistently provided insightful recommendations to management, aimed at refining marketing strategies and practices. My proactive suggestions fostered an environment of continuous improvement, enhancing the overall effectiveness of our marketing efforts.
My performance and the significant responsibilities I managed were swiftly recognized, resulting in my promotion after just three months in the position. This advancement reflected my ability to significantly contribute to our marketing objectives and my potential for further leadership roles.

Pratt and Whitney
Pratt & Whitney,
a Raytheon Technologies company
Aviation & Aerospace


2019-2021 Comms team

Marketing Communications Project Manager, Helicopters, S&D, and Emerging Markets

Responsibilities:

I orchestrated high-impact marketing strategies tailored to elevate our presence in distinct markets, including the high-stakes sectors of helicopters, security, and defense, as well as burgeoning markets such as Brazil, India, and China. My role involved a deep understanding of each market's unique dynamics and crafting communication strategies that resonated locally while aligning with our global brand values.

■ Brand Strategy Development: Developed and refined brand messaging to ensure consistency across all platforms and resonated effectively with target markets.
■ Communications Planning: Crafted detailed communications plans that aligned with overall business goals and addressed specific market needs and opportunities.
■ Market Research & Analysis: Conducted market research to tailor communications strategies that effectively addressed local preferences and business environments.
■ Lead Generation Campaigns: Implemented targeted marketing campaigns that successfully generated high-quality leads, enhancing the efficiency of our sales funnel.
■ Performance Evaluation: Monitored and analyzed the performance of communication strategies to ensure maximum impact and ROI.
■ Collateral Development Coordination: Coordinated the production of a wide range of marketing and sales materials, including brochures, infographics, fact sheets, and product catalogs, ensuring they aligned with brand guidelines and marketing goals.
■ Presentation & Video Content Creation: Oversaw the creation of dynamic multimedia content such as corporate videos and detailed presentations that supported sales and marketing efforts at trade shows, client meetings, and other key business events.
In coordination with the operational team, I strategically utilized events as a dynamic platform for storytelling and brand positioning. By managing everything from international trade shows to product launch events, I ensured that each event served as a pivotal touchpoint for reinforcing our market presence and engaging directly with customers and stakeholders.

■ Event Planning & Coordination: Oversaw the logistical planning and coordination of trade shows, exhibitions, and product launches, ensuring flawless execution.
■ Vendor & Venue Management: Negotiated with vendors and secured venues that met event specifications and budget requirements.
■ Event Collateral Coordination: Managed the design and production of event-specific materials such as banners, flyers, and digital content, ensuring consistency in our brand’s representation at various public and private events.
■ Event Promotion: Utilized a mix of traditional and digital advertising methods to promote upcoming events, ensuring high visibility and attendance.
■ Budget Management: Managed budgets meticulously, ensuring all events were delivered within financial constraints.
■ Stakeholder Engagement: Facilitated engagement with key stakeholders during events to strengthen relationships and enhance brand loyalty.
■ Post-Event Analysis: Conducted post-event evaluations to measure success and identify areas for improvement in future events.

As the Communications Lead for Pratt & Whitney’s Helicopters, Security & Defense, and Emerging Market divisions, I spearheaded integrated communication strategies for high-impact events and tradeshows worldwide. These included China Heli Expo 2019, Heli XP 2019, AVAG/Sindag 2019, LABACE 2019 in Brazil, Vertical Flight Expo & Conference 2019 (formerly HeliTech) in the UK, AMTC 2019 in Atlanta, USA, HAI 2020 in California, USA, HeliRussia 2020, and the Virtual Vertical Flight Society’s 76th Annual Forum (Virtual).
With a proactive approach, in coordination with the director of media relations, I leveraged media outlets to amplify our brand's narrative and achievements. By cultivating relationships with key media players and crafting compelling press releases and media kits, I ensured that our brand not only captured media attention but also shaped public perception in ways that supported our strategic goals.

■ Press Release Distribution: Crafted press releases that highlighted key company achievements and initiatives, garnering media attention.
■ Press Kit Development: Curated comprehensive press kits that included press releases, fact sheets, and infographics that effectively communicated key messages to the media and the public.
■ Media Outreach: Developed relationships with key media personnel to ensure coverage and amplify marketing messages.
■ Crisis Communication: Managed communications during crisis situations to maintain brand integrity and stakeholder trust.
■ Public Relations Campaigns: Executed PR campaigns that effectively communicated brand values and innovations to the public and media.
■ Traditional Advertising Campaigns: Orchestrated and managed advertising campaigns across traditional media platforms, including radio, TV, OTT, and print media, to enhance brand visibility and reach a broader audience.
■ Media Buying & Planning: Negotiated and procured media spaces efficiently, collaborating with media outlets to ensure optimal placement and timing of our advertising content.
■ Integrated Advertising & PR Campaigns: Coordinated with the PR team to support media releases with targeted advertising campaigns, enhancing the overall impact and reach of our news stories.
In today’s digital-first landscape, my role encompassed optimizing our digital communications to enhance our online presence and engage meaningfully with our digital audience. I managed our digital content across various platforms, including social media, our corporate website, and email marketing channels. By developing a cohesive digital strategy that integrated the latest SEO practices, content marketing trends, and data-driven insights, I not only increased our digital footprint but also ensured that our online engagements translated into measurable business outcomes, such as lead generation and customer retention.

■ Website Content Management: Managed website content, ensuring it was up-to-date, engaging, and aligned with SEO best practices.
■ Social Media Strategy & Execution: Developed and implemented a social media strategy that included regular posts, targeted ads, and community management to increase engagement and brand presence across platforms like Facebook, LinkedIn, X/Twitter, Instagram, WeChat, and Weibo.
■ Email Marketing Campaigns: Designed and implemented email marketing campaigns that effectively communicated with various segments of the audience.
■ Digital Asset Creation: Directed the creation of digital marketing assets such as newsletters, landing pages, blog posts, and social media content that enhanced online engagement and supported our digital marketing campaigns.
■ Digital Advertising Execution: Led the strategy and implementation of digital advertising efforts, including Search Engine Advertising (SEA), native advertising, and display & programmatic advertising, to optimize reach and engagement.
■ Analytics & Reporting: Utilized digital analytics tools to track user engagement and campaign effectiveness, using insights to drive improvements in digital strategies. I conducted comprehensive analysis on the effectiveness of both traditional and digital advertising campaigns, measuring ROI and adjusting strategies accordingly to maximize budget efficiency and campaign effectiveness.
■ Conversion Rate Optimization: Monitored and optimized conversion rates through A/B testing and analytics, ensuring that our digital ads were not just seen but also acted upon by potential customers.
■ Internal Newsletters & Updates: Produced regular newsletters and updates that kept employees informed about company developments and achievements.
■ Intranet Management: Maintained the intranet to ensure it was an effective tool for internal communications and resource sharing.
I facilitated seamless cross-functional collaboration among diverse teams to ensure that our marketing communications strategies were integrated and aligned with broader organizational goals. Given the global footprint of our operations, my responsibilities also extended to fostering collaboration across different regions, ensuring that local marketing initiatives were in sync with global strategies. This role involved navigating cultural nuances and aligning diverse market needs with our global marketing objectives.

■ Integrated Campaign Development: Collaborated with digital communications, media relations, internal communications, events, and advertising leaders, as well as sales, product, customer service, and engineering departments to create and implement unified marketing campaigns that effectively communicated our value proposition.
■ Product Launch Coordination: Worked closely with engineering and product management teams to coordinate marketing efforts for new product launches, ensuring that all promotional activities highlighted key features and benefits aligned with customer needs.
■ Internal Stakeholder Engagement: Regularly engaged with stakeholders from various departments to gather insights and feedback that informed marketing strategies and campaign adjustments.
■ Global Marketing Strategy Alignment: Ensured that local marketing initiatives in regions such as Europe, Asia, and the Americas were aligned with the overarching global marketing strategy to maintain brand consistency across borders.
■ Localization of Marketing Materials: Oversaw the localization of marketing materials, adapting content and campaigns to meet regional preferences and legal requirements while maintaining a unified brand voice.
■ International Market Analysis: Conducted market analysis in various international markets to understand local consumer behavior, competitive landscapes, and regulatory environments, which informed region-specific marketing strategies.
■ Leadership in Global Meetings & Conferences: Represented the helicopter business unit, security & defense programs, and emerging markets in global strategic meetings and conferences, presenting insights and progress while also gathering global perspectives to enhance local strategies.
■ Training & Development: Organized training sessions that equipped employees with necessary skills and knowledge related to marketing and communications strategies.
Below, I outline the major achievements and milestones that defined my tenure, each showcasing my ability to blend creative marketing solutions with data-driven insights to deliver results that aligned with and exceeded our strategic business objectives.

■ Engineered and executed comprehensive product awareness and lead generation strategies that significantly increased market penetration of the helicopter business unit, security & defense programs, and emerging markets, enhancing brand visibility and customer engagement across multiple channels.
■ Led the organization and execution of key industry tradeshows and events, positioning the company as a market leader in helicopters, security and defense sectors, and in emerging markets. These events became crucial touchpoints for stakeholder engagement and significantly boosted lead generation.
■ Developed and implemented multi-channel marketing initiatives, including tailored editorials, articles, email campaigns, and social media strategies that consistently outperformed engagement and conversion targets.
■ Crafted a diverse array of marketing materials, including high-impact visual content, sales tools, and targeted messaging that effectively communicated key value propositions and differentiated our offerings in the competitive market.
■ Personally designed and developed lead-generating landing pages using Sitecore, which significantly improved lead capture rates and streamlined the user journey to enhance conversion rates.
■ Spearheaded the development of a robust analytics framework and visualized marketing metrics through comprehensive dashboards in Power BI and Google Data Studio, providing actionable insights that drove strategic decision-making.
■ Managed a substantial marketing budget, strategically allocating funds across advertising, content creation, tradeshows, social media, and public relations to maximize ROI and effectively support broad marketing objectives.
■ Spearheaded the comprehensive planning and execution of the email marketing strategy of the the entire marketing communications team, increasing engagement rates and lead conversions by optimizing email content, segmentation, and timing based on detailed analytics and customer behavior insights.
■ Managed a diverse team of internal and external staff, fostering a collaborative environment and driving innovation in marketing practices.

With a focus on innovative multi-channel initiatives and robust analytical frameworks, I led high-profile projects and campaigns that transformed our marketing approach.

2018-2019 Digital Sales team

Marketing and Business Development Lead, Digital Solutions

Responsibilities:

My role involved crafting and executing a comprehensive digital marketing strategy that aligned with the overarching business objectives and propelled digital transformation.

■ Market Analysis & Insight Gathering: Conducted thorough market research to identify trends and insights, using data to inform strategic marketing decisions and identify new business opportunities.
■ Strategic Partnerships: Fostered relationships with key industry players and partners to enhance business development opportunities and extend market reach.
■ Digital Transformation Advocacy: Championed digital transformation within the organization, promoting the adoption of digital practices across departments to enhance operational efficiency and market responsiveness.
Focused on generating leads and driving sales, my strategies were designed to attract, engage, and convert prospects through targeted digital campaigns and optimized customer touchpoints.

■ Lead Generation Initiatives: Designed and executed digital campaigns specifically aimed at generating leads for aftermarket services, leveraging SEO, PPC, and email marketing.
■ Conversion Rate Optimization: Employed A/B testing and analytics to improve the conversion rates of digital marketing efforts, ensuring that web traffic translated into sales.
■ Cross-Selling & Upselling Strategies: Developed targeted marketing strategies to promote cross-selling and upselling opportunities within the existing customer base, enhancing customer value and revenue.
■ Sales Funnel Management: Managed and refined the sales funnel, integrating advanced CRM tools to track leads from acquisition to conversion.
■ Email Marketing Campaigns: Designed and executed email marketing campaigns that nurtured leads and delivered personalized content to various customer segments.
Harnessing the power of data analytics, I continuously evaluated the effectiveness of marketing strategies, ensuring that every decision was informed by data-driven insights.

■ Analytics Setup & Monitoring: Implemented and maintained advanced analytics systems to monitor the performance of digital campaigns and website traffic.
■ KPI Development & Tracking: Established and tracked key performance indicators to measure the success of marketing activities against business goals.
■ Dashboard Creation: Developed comprehensive dashboards in tools like Power BI to provide real-time insights to senior management and stakeholders.
Effective communication and stakeholder engagement were key to my success, ensuring that all marketing efforts were coherent, integrated, and strategically aligned with broader business objectives.

■ Internal Collaboration: Fostered strong collaborative relationships with internal teams, including communications, IT, sales, and customer service, to ensure seamless execution of marketing strategies.
■ Executive Reporting: Regularly reported to senior executives on marketing progress, insights, and strategic recommendations, ensuring transparency and alignment at the highest levels of the organization.
■ Cross-functional Meetings: Organized and led cross-functional meetings to keep various departments informed of marketing initiatives, fostering a unified approach to customer engagement.
■
By fostering strong stakeholder collaboration and leveraging advanced analytics, I consistently delivered strategies that not only met but exceeded our objectives, establishing a solid foundation for continued growth and innovation at Pratt & Whitney. My efforts in lead generation, sales conversion, and conversion rate optimization directly contributed to increased brand visibility, customer engagement, and revenue.

■ Achieved 7% conversion rate on a targeted “Black Friday” email campaign through personalized content and segmentation.
■ Drove qualified lead generation for the Advanced Oil Analysis Technology (OilAT) customer reengagement campaign, supporting the new service launch by tracking the sales funnel and developing targeted online and offline campaigns to effectively convert OilAT prospects into customers.
■ Closed 30% more deals by utilizing customer intent data to enhance personalized sales outreach.
■ Reduced cart abandonment by 15% by implementing behavioral email follow-ups, effectively engaging users with tailored, time-sensitive offers and converting at a 10.2% rate.
■ Captured new leads through a successful email marketing funnel tailored to high-value client segments.
■ Increased average order value by 22% through personalized retargeting and dynamic upsell offers across remarketing campaigns.
■ Boosted conversion rates by 15% by executing A/B testing on landing pages, adjusting elements like CTA placements, imagery, and forms.
■ Improved click-to-lead conversion by 22% via highly targeted ad copy and CTA optimization in PPC campaigns.
■ Increased conversion rate by 20% by implementing advanced retargeting campaigns across email and PPC.
■ Increased digital sales by 25% by streamlining the checkout process and optimizing conversion points on high-traffic pages.
■ Boosted product page engagement by 30% by optimizing layout and implementing persuasive content elements.
■ Achieved 18% higher conversion on promotions by implementing dynamic content tailored to returning visitors.

These achievements demonstrate my ability to drive meaningful results through targeted digital marketing and a data-driven approach to business development.

2015-2018 MPP team

eCommerce Analytics & Customer Experience Lead, MyP&WC Power Portal

I spearheaded the deployment of advanced analytical frameworks to capture and interpret user data across the MyP&WC Power e-commerce platform. My role was crucial in transforming raw data into actionable insights, which informed both strategic decisions and tactical marketing actions.

■ Strategic Analytics Planning: Developed a strategic analytics plan that aligned with the overall business goals, focusing on sales performance and operational efficiency.
■ Data Collection Strategy: Designed and implemented comprehensive data collection systems to capture detailed user interactions across the e-commerce and CRM platforms. Oversaw the integration of data collection technologies across the eCommerce platform to ensure comprehensive data capture.
■ Performance Metrics: Developed key performance indicators (KPIs) that aligned with business objectives to measure the success of eCommerce operations.
■ Dashboard Development: Created dynamic dashboards for real-time monitoring of web performance metrics, accessible to stakeholders across the organization.
■ Reporting: Generated regular and ad-hoc reports providing insights into traffic patterns, user behavior, and conversion metrics.
■ Data Integrity & Accuracy Managed data integrity and accuracy, ensuring that all eCommerce transaction data was correctly captured and stored. Ensured accurate and efficient web data collection across all digital platforms, utilizing tools like Google Analytics.
■ Predictive Models Development Developed and implemented predictive models to forecast sales trends and customer behavior.
■ Data Interation: Integrated web analytics with other data sources (e.g., CRM, ERP systems) to provide a holistic view of customer interactions and behaviors.
■ Performance Analysis & Insights: Conducted regular deep-dive analyses of customer behavior, sales performance, and website activity to uncover underlying trends, identify areas of improvement, and understand the factors influencing user behavior and site performance. Translated data into actionable insights that guided website enhancements, marketing campaigns, and business strategies.
■ Sales Optimization: Developed models and tools to optimize sales processes and increase efficiency across sales channels.
■ Emerging Technologies: Stayed updated on the latest trends and technologies in web analytics and digital marketing, ensuring the organization remained at the forefront of industry developments.
■ Data Governance: Established data governance policies to manage data access, quality, and compliance across the organization.
Understanding and improving the user experience was a cornerstone of my responsibilities. Leveraging insights, I focused on optimizing the user journey to enhance satisfaction and engagement, ensuring that the digital interfaces were intuitive and user-friendly.

■ Customer Journey Mapping: Mapped and analyzed the customer journey to identify friction points and opportunities for enhancing the shopping experience. Worked with UX/UI teams to implement data-driven improvements to website design and functionality.
■ A/B Testing: Managed extensive A/B testing to evaluate different user experiences and implemented the most effective design changes.
■ Feedback Integration: Systematically collected and analyzed user feedback to refine and improve the digital services offered.
■ Accessibility Improvements: Ensured that all digital platforms were accessible to a broad audience, incorporating best practices in accessibility design.
■ Conversion Rate Optimization: Analyzed conversion paths to identify bottlenecks and implemented strategies to enhance conversion rates, improving overall e-commerce efficiency. Analyzed the effectiveness of different product placements, landing pages, and checkout processes to maximize conversion rates.
■ Web Enhancements: Collaborated with UX and design teams to apply findings from analytics to enhance site navigation, page layout, and content strategy.
■ Web Redesign Support: Provided analytical support for website redesign projects, ensuring that changes led to measurable improvements in user engagement and satisfaction.
My leadership extended beyond data and customer experience to include managing a team and collaborating with multiple departments to ensure a unified approach to e-commerce and digital strategy.

■ Cross-Departmental Projects: Collaborated with IT, marketing, and sales teams to align digital strategies with business technologies and objectives.
■ Sales Support: Provided analytics support to the sales team, helping them understand product performance, enhancing their ability to meet their targets, and improving customer engagement.
■ Training & Advocacy: Educated and trained non-technical stakeholders on the importance of web analytics and how to interpret key metrics. Promoted a data-driven culture within the organization, encouraging the use of analytics in decision-making processes.
■ Analytics Leadership: Championed continuous improvement initiatives based on analytics findings to enhance business processes and strategies.
I orchestrated a series of strategic initiatives aimed at enhancing the digital shopping experience and optimizing operational effectiveness through advanced analytics. My efforts were centered around leveraging cutting-edge tools and methodologies to improve site functionality, user engagement, and overall business performance.

■ Successfully deployed Google Analytics and Google Tag Manager across our eCommerce platform, enabling refined tracking of user interactions and more accurate data collection.
■ Spearheaded significant enhancements in website speed and responsiveness, using advanced analytics tools, such as Raygun, F12 Developer Tools Interface and others, resulting in a marked decrease in bounce rates and an increase in session durations.
■ Created comprehensive dashboards, using Google Analytics, Power BI, SAP HANA, SQL Server, Hadoop, Microsoft Dynamics, and others, that provided real-time insights into customer behavior, sales trends, and website performance, supporting swift and informed decision-making.
■ Refined the site’s navigation flow, which improved the user journey and increased conversion rates by optimizing the paths to purchase.
■ Managed the design and deployment of dynamic marketing banners that boosted user engagement and promoted key marketing campaigns effectively.
■ Led the introduction of several new features such as a carousel display for featured products, a search typeahead function for quick navigation, and an auto-renewal system for subscriptions, all of which significantly enhanced user experience and operational efficiency.

These achievements collectively underscore my ability to integrate analytics and customer experience design to drive substantial improvements in eCommerce performance and customer satisfaction.

Mauro Barra
Freelance
Consulting Services


2013-2015 Christine Durand

Marketing Strategist & Consultant

Notable Projects:

In my role as Marketing Consultant at Inmind Technologies Inc. (formerly Negotium Technologies), I was responsible for enhancing the visibility and search engine performance of the business's online presence. This involved sophisticated strategies tailored to the unique needs of the company, focusing on both on-page and off-page optimization techniques.

■ Technical Audits: Conducted regular technical SEO audits to identify and resolve issues related to site architecture, crawl errors, and other technical blockers.
■ On-Page Optimization: Implemented advanced on-page SEO techniques, such as optimizing meta tags, headers, and content for targeted keywords to improve search rankings.
■ SEO Monitoring & Reporting: Continuously monitored SEO performance and presented monthly reports detailing progress and areas for further enhancement.
■ Keyword Optimization: Integrated high-potential keywords into website content to boost SEO performance and user engagement.
■ Website Code Optimization: Modified the source code of the WordPress website to improve SEO, enhance page speed, and ensure mobile optimization.
■ Weekly Progress Meetings: Participated in weekly follow-up meetings with the CEO, IT, and Marketing managers to discuss ongoing strategies, results, and future plans.
■ Performance Reporting: Delivered detailed reports and presentations to the senior management team, illustrating the impact of digital marketing activities on business goals.
While serving as Marketing Consultant at Université de Sherbrooke, I was responsible for strategizing, implementing, and managing web strategies to ensure that the online presence of the Canada Research Chair in Evaluation and Health Care System Improvement was effective, engaging, and aligned with their business goals. I created visual and interactive elements for websites, ensuring they were not only appealing but also user-friendly, thus effectively facilitating communication between visitors and researchers.

■ Web Strategy Design and Implementation: Developed and executed a comprehensive web strategy that significantly improved the visibility of the Canada Research Chair, ensuring the website effectively served as a central hub for information exchange between researchers and the public.
■ Content Auditing: Conducted thorough audits of existing web content to assess its relevance, quality, SEO effectiveness, and alignment with business objectives.
■ Content Strategy Formulation: Developed a comprehensive content strategy that addressed content creation, publication, management, and retirement across the research chair’s digital platforms, ensuring it supported user needs and business goals.
■ CMS Selection & Implementation: Advised on selecting the most suitable Content Management System for the research chair’s needs, considering scalability, user-friendliness, and integration capabilities.
■ Visual Design: Developed the overall look and feel of the website, including layout, color schemes, typography, and imagery, ensuring they aligned with the brand's identity and appealed to the target audience.
■ User Interface (UI) Design: Created intuitive and attractive user interfaces that enhanced user experience (UX) and facilitated easy navigation. Used HTML, CSS, and sometimes JavaScript to turn design concepts into functional website pages.
■ Responsive Design: Ensured that the website was responsive and optimized for a variety of devices and screen sizes, providing a seamless experience across desktops, tablets, and smartphones.
■ SEO (Search Engine Optimization): Ensured that the content strategy was fully integrated with SEO best practices to improve visibility and rankings in search results and driving organic traffic, including keyword research, meta-data optimization, and content structure, to improve organic search visibility.
■ Client Consultation: Regularly met with the associate professor and the project coordinator to understand their marketing needs, presented strategies, and discussed performance results.
■ Education & Training: Educated my client on best practices in web marketing, CMS usage, and how to leverage digital trends for their benefit. Provided training to content creators and editors on using the CMS effectively.
While working as Marketing Consultant at at Inmind Technologies Inc. (formerly Negotium Technologies), I leveraged my extensive experience and deep understanding of digital landscapes to deliver transformative results for my client. My role was pivotal in reshaping digital marketing strategies to meet and exceed business development goals, fostering growth, and enhancing online visibility.

■ Successfully designed and implemented a comprehensive SEO strategy, enhancing overall website visibility and search engine ranking.
■ Spearheaded the redesign of content strategies, incorporating SEO best practices that doubled the engagement rates on targeted pages and significantly reduced bounce rates.
■ Conducted a complete overhaul of the website's backend on WordPress, optimizing the source code for better SEO performance and improving the page load times and user experience.

 During my tenure as Marketing Consultant for Université de Sherbrooke (Canada Research Chair in Evaluation and Health Care System Improvement), I spearheaded initiatives that significantly enhanced web presence, usability, and stakeholder engagement. Here are some of my contributions to the project:

■ Successfully transitioned the Chair's online presence to a content management system, maintaining the original domain while significantly improving site manageability and scalability.
■ Designed a custom Blogger template that met functional specifications, providing a tailored user experience that aligned with the Chair's communication goals.
■ Streamlined content updates and management through the new platform, enabling quicker and more efficient dissemination of research findings and updates to the research community and the public.
■ Implemented SEO best practices and content strategies that significantly increased the site's visibility, attracting a broader audience to the platform and facilitating the exchange of information between visitors and researchers.

Telefonica
Telefonica Movistar,
formerly Telcel Bellsouth
Telecommunications


2011-2012 Movistar TV team

Product Specialist, Satellite Television

Responsibilities:

I was responsable for the entire product lifecycle, from initial concept to market launch and beyond, including defining both functional and non-functional requirements, conducting in-depth market analysis to understand the competitive landscape and consumer behavior, and developing targeted marketing plans to ensure the product's significant market presence. By coordinating with regional teams for bulk purchasing, standardizing processes across engineering teams, and adapting the product to meet regional needs, I achieved streamlined operations, cost savings, and harmonized product offerings that leveraged regional strengths.

■ Vision & Roadmap: Established the strategic vision for the Satellite Television product, including managing the full product lifecycle from conception through development to market launch and beyond. Aligned product development across regions for streamlined operations and cost savings.
■ Marketing Plans: Developed and implemented detailed marketing and commercialization strategies aimed at maximizing the product's market presence, considering aspects like target market segmentation, user experience (UX), packaging, and post-purchase support.
■ Device Lifecycle Management: Oversaw the entire lifecycle of devices like PVR, SD and HD terminals, remote control, and accessories, ensuring they met market needs and technical standards. Coordinated with regional teams to leverage bulk purchasing and reduce CAPEX.
■ Technical Oversight: Ensured the technical development and operational management of the Satellite Television product focused on quality, reliability, and innovation. Collaborated with engineering teams, locally and across Latin America, to standardize processes and share best practices.
■ Market Adaptation: Adapted the product to meet diverse regional requirements across Latin America, staying responsive to local market conditions, regulatory standards, and consumer preferences. Ensured a harmonized product offering that maximized regional strengths.
■ Financial & Commercial Feasibility: Managed the product's financial aspects, including pricing strategies and budgeting, to ensure profitability and commercial success. Implemented region-wide pricing strategies to enhance margins.
■ Trend Analysis & Innovation Management: Kept abreast of industry trends, technological advancements, and regulatory changes that could impact satellite television offerings. Identified opportunities for product innovation, incorporating new technologies and features that enhanced the customer viewing experience and operational efficiency.
■ Regulatory Compliance: Monitored compliance with local and international regulations affecting satellite television broadcasting and equipment standards.
■ Process Optimization: Streamlined operational processes related to product launch, distribution, and post-sales support to enhance efficiency and customer satisfaction.
■ Revenue Growth Strategies: Identify and implement strategies aimed at growing satellite TV service revenues, including upselling, cross-selling, and promotional offers.
My leadership extended to fostering global and local collaboration within Telefónica Latin America, aligning marketing strategies with broader business objectives to ensure a cohesive product strategy, optimize operational costs and enhance marketing efficacy. My role in managing partner relationships was crucial in securing advantageous contracts with content providers and technology vendors, enriching the satellite TV offering.

■ Global Cross-Functional Leadership: Worked closely with product leaders across Telefónica Latin America to ensure that marketing strategies aligned with overall business objectives, thereby reducing operational costs and streamlining marketing efforts.
■ Local Cross-Departmental Leadership: Fostered collaboration across product development, engineering, marketing, sales, and customer support teams to ensure cohesive product strategy implementation.
■ Partner Management: Managed relationships with external partners, including content providers and technology vendors, to enhance the product offering and secure a competitive advantage. Negotiated cost-effective contracts that maximized profitability and enhanced product value.
■ Feedback Integration: Acted as the primary liaison between customers, development teams, and internal stakeholders, integrating feedback into product development to continually refine and improve offerings. Fostered a culture of open communication and continuous improvement across departments.
I contributed to the strategic direction, operational efficiency, and financial health of the product line, ensuring its success in a highly competitive market.

■ Market Analysis: Conducted comprehensive market research to understand the competitive landscape, consumer behavior, and emerging trends in satellite television.
■ Market Demand Forecasting: Forecast market demand for satellite TV services, analyzing trends and potential market shifts to inform product strategy and inventory management.
■ ROI Analysis: Conduct return on investment (ROI) analyses for marketing initiatives and product launches to evaluate financial success and inform future investment decisions.
■ Revenue & Profitability Analysis: Analyze revenue streams and profitability margins for different satellite television packages and services, identifying trends, and recommending pricing or promotional strategies to enhance financial performance.
■ Cost Reduction Strategies: Identify and implement cost-saving measures without compromising product quality or customer satisfaction, such as negotiating better rates with suppliers or optimizing operational efficiencies.
■ Budget Management & Allocation: Oversee the marketing budget, ensuring optimal allocation across various initiatives to achieve the best possible ROI while staying within financial constraints.
■ Competitive Benchmarking: Conduct ongoing benchmarking studies to compare satellite TV features, pricing, and service levels against key competitors, identifying areas for differentiation and improvement.
■ Market Share Analysis: Monitor and report on the company's market share in the satellite television sector, comparing it against competitors to identify growth opportunities and strategic threats.
In my tenure as a Product Specialist for Satellite Television, I spearheaded initiatives that significantly enhanced product offerings, operational efficiency, and customer satisfaction within the dynamic landscape of satellite TV, with demonstrated exceptional negotiation and partnership skills by forging strategic alliances with leading manufacturers and solution providers.

■ Oversaw the entire lifecycle of Satellite TV offerings and enhanced the user experience (UX) by integrating feedback-driven functional and non-functional requirements, including enhancements like a unified electronic program guide (EPG), multi-audio languages, subtitles, a universal remote control compatible with Movistar TV globally, etc., leading to a 54% improvement in customer satisfaction ratings.
■ Managed a CAPEX budget of $1M and a purchasing budget of $24M, efficiently allocating resources to maximize product development and market penetration.
■ Actively participated in a nationwide anti-piracy project with DTH TV operators, significantly reducing piracy-related losses by 55%.
■ Spearheaded the creation of a user-friendly TV self-installation kit, simplifying the setup process for subscribers, reducing installation time, enhanced customer satisfaction by allowing immediate service access, and decreased the need for costly technician visits by 31%, contributing to both improved operational efficiency and customer autonomy.
■ Negotiated a groundbreaking partnership with a renowned TV manufacturer to develop televisions with integrated decoders, resulting in a product that offered a seamless viewing experience, eliminating the need for external set-top boxes, driving a 20% increase in sales for bundled TV and satellite service packages, and positioned our brand as a leader in technological integration within the home entertainment sector.
■ Successfully launched HD satellite TV service, encompassing state-of-the-art equipment and set-top boxes, enriched programming, advanced features, and comprehensive packages, tailored to diverse consumer preferences, leading to a 21% increase in subscription rates for HD packages within six months of launch.
■ Spearheaded the integration of MovieCity Play, introducing a sought-after video-on-demand service that expanded the content portfolio and increased viewer engagement by 40%.

These achievements underscore my ability to lead with vision, execute with precision, and deliver results that drive growth and innovation in the satellite television sector, while aligning with Telefónica Latin America's overarching business goals. Aditionally, Each of these strategic partnerships and product innovations underscored my commitment to simplifying the customer experience, leveraging technology to meet consumer needs, and reinforcing our market position through distinctive, value-added services.

2009-2011 Telefonia Publica team
Marketing Specialist, Business Telephony Solutions

Responsibilities:

As a Marketing Specialist for Business Telephony Solutions, I excelled in crafting and executing strategies that significantly bolstered product awareness, customer acquisition, and loyalty across both B2B and B2C segments. My comprehensive approach encompassed market analysis, strategic positioning, and the deployment of targeted marketing campaigns through digital and traditional channels. I successfully identified and segmented target markets to deliver customized messages, significantly enhancing customer engagement and retention while reducing churn.

■ Marketing Strategy: Developed comprehensive marketing strategies that aligned with overall business goals, focusing on increasing awareness, attracting new entrepreneurs and consumers, and increasing our network and product consumption, utilizing a mix of digital and traditional marketing channels tailored for both B2B and B2C segments.
■ Market Segmentation: Identified target market segments and tailored marketing messages and campaigns to meet the specific needs and preferences of each segment.
■ Sales Tools & Materials: Develop sales tools, presentations, and collateral that help the sales team effectively communicate the value proposition and sell the product.
■ Promotions & Offers: Plan and execute promotional offers and campaigns to stimulate demand and accelerate sales cycles.
■ Co-Marketing Initiatives: Collaborates with partners and third-party vendors to create co-marketing campaigns that leverage mutual strengths, expanding reach and driving synergistic value.
■ Channel Marketing Support: Provides marketing support to channel and distribution partners, ensuring they have the tools and resources to effectively market and sell the telecom products.
■ Customer Loyalty: Designed loyalty programs and retention strategies to maintain and enhance entrepreneurs’ and consumers' engagement, reducing churn, enhancing customer lifetime value, and ensuring long-term loyalty to the brand and our solutions.
I played a pivotal role as the bridge between market demands and the engineering, partners, and technical teams, focusing on the internal aspects of product refinement and innovation. I established the strategic direction for Business Telephony Solutions, incorporating deep market insights and customer feedback to ensure our offerings met high standards of quality and functionality. My efforts guaranteed our products remained competitive through constant evolution, aligning with both market trends and regulatory requirements.

■ Product Strategy & Vision: Set the overall vision and strategy for the Business Telephony Solutions, ensuring it aligned with the company's strategic objectives and market needs.
■ Market Insight: Leveraged deep market insight to identify and capitalize on B2B and B2C opportunities, understanding customer pain points and preferences to guide strategy development.
■ Technical & Operational Oversight: Oversaw the technical development and operational aspects of the Business Telephony Solutions, ensuring the product met the highest standards of quality and functionality.
■ Go-to-Market Execution: Executed go-to-market plans that included product launches, promotions, and campaigns, ensuring alignment with the overall business strategy to meet target KPIs.
■ Product Evolution: Ensured the product evolved in response to customer needs, market trends, performance data, and competitive pressures, maintaining its relevance and competitiveness in the market.
■ Market Adaptation & Compliance: Ensured the Business Telephony Solutions were adapted to meet the regulatory requirements and market conditions of different regions. Stayed abreast of industry trends and regulatory changes that could impact the product, proactively making adjustments to maintain compliance and market competitiveness.
My commitment to cross-functional collaboration facilitated seamless interactions with sales, customer service, and technical teams, enhancing sales enablement and addressing barriers to productivity. I championed customer-centric product development, acting as a key advocate for customer needs within the development process. This collaborative spirit extended to managing stakeholder relationships and guiding product features that catered to evolving customer expectations.

■ Sales Enablement & Support: Worked closely with the sales and customer service teams to identify and remove barriers to sales productivity, and to ensure they had the necessary tools, training, materials, and product’s value proposition to effectively sell the Business Telephony Solutions.
■ Stakeholder Management: Collaborated with stakeholders to define and prioritize product features and enhancements that attracted and retained B2C and B2B customers. Coordinated with the engineering, partners, and technical teams to guide product development, addressing any technical challenges that arose.
■ Customer Advocacy: Acted as the primary liaison between customers and the development team, gathering and integrating customer feedback into the product development process.
In monitoring performance and optimizing operations, I rigorously analyzed sales and marketing effectiveness, implementing strategies to improve sales point productivity and campaign ROI. My leadership ensured the financial sustainability of the Business Telephony Solutions through careful budget management and spending oversight, reinforcing the brand's position in a competitive market and contributing to its long-term success.

■ Sales Point Performance: Analyzed sales point productivity and developed strategies to enhance the effectiveness and efficiency of sales operations.
■ Marketing Performance: Monitored and evaluated the performance of marketing campaigns and strategies, adjusting tactics as needed to achieve the desired outcome and optimize for maximum ROI.
■ Financial Sustainability: Oversaw budget allocation and spending for marketing activities, ensuring the financial sustainability of the Business Telephony Solutions.
In a dynamic and competitive telecommunications landscape, my tenure as a leader in marketing and product management has been marked by groundbreaking achievements and strategic milestones that have significantly propelled the growth and sustainability of the Business Telephony Solutions sector. Here’s a snapshot of my key accomplishments that underscore my strategic foresight, operational excellence, and unwavering commitment to delivering value:

■ Drove the Business Telephony Solutions Line of Business to achieve an impressive $102M in annual revenue, ensuring its financial sustainability and supporting strategic reinvestment in technology and market expansion.
■ Spearheaded the design and implementation of integrated B2B and B2C marketing strategies, resulting in a 23% year-over-year increase in new entrepreneurs and a 15% uplift in overall tariff telephones and telephone booths consumption, directly contributing to the expansion of Business Telephony Solutions.
■ Forged and strengthened relationships with the sales team, third-party vendors, and partners, enhancing channel productivity and contributing to the seamless introduction of 2X new sales points.
■ Spearheaded the development of targeted e-newsletters and social media campaigns, elevating the email open rate by 39% and consumer engagement by 19%, driving a significant uptick in brand loyalty and consumer retention.
■ Launched B2B loyalty and retention programs, and implemented customer segmentation that reduced the churn rate by 28%.
■ Led projects ensuring full compliance with industry audits and regulatory standards, safeguarding the company's market position and mitigating potential legal risks.
■ Played a key role in the seamless migration from CDMA to GSM technology, enhancing network reliability and ensuring a smooth transition without service interruption.
■ Orchestrated the nationwide launch of GSM public telephones, achieving 100% installation target compliance across regions, which was instrumental in the renewal of the service license.
■ Awarded two prestigious ANDA Awards for excellence in advertising and marketing, recognizing the innovative strategies and impactful campaigns developed under my leadership.

My holistic approach to driving both product innovation and market penetration has not only resulted in substantial financial gains but also in establishing a solid foundation for future expansion and technological advancements.

2007-2009 Productos Corporativos team
Product Specialist, Business Voice & Data Solutions

Responsibilities:

I spearheaded comprehensive voice and data products development for SMEs and large enterprises, as well as major updates to existing products and management of different marketing initiatives, underpinning Telefónica's strategic direction through diligent market and competitive analysis, robust strategic and roadmap planning, and meticulous lifecycle management. I demonstrated adeptness in enhancing product competitiveness and embracing emerging technologies, ensuring our offerings remained at the forefront of industry trends.

■ Competitive Analysis: Analyzed competitors to ensure the product's competitive edge in terms of features, pricing, and performance.
■ Strategic Planning: Developed a clear product vision and strategy that aligned with Telefónica's overall business goals and market opportunities.
■ Roadmap Planning: Created and maintained a product development roadmap, outlining key milestones, timelines, and resources needed. Defined and prioritized product requirements based on customer feedback, market trends, and business objectives.
■ Technical & Financial Sustainability: Ensured the products not only meets current market demands but is also technically and financially viable over the long term, considering factors like scalability, compliance, and integration with existing infrastructure.
■ Go-to-Market Strategy: Develop and implement a comprehensive go-to-market plan, including pricing strategies, promotional campaigns, and sales enablement tools, to successfully launch and grow the products in the market.
■ Lifecycle Management: Oversaw the entire product lifecycle, from concept through development, launch, maturity, and eventual phase-out, making data-driven decisions to optimize performance and profitability.
■ Feature Enhancement: Planned and prioritized new features and enhancements to keep the product competitive and meet the evolving needs of customers.
■ Emerging Technologies: Stayed abreast of emerging technologies and industry trends to guide the future direction of the product and explore innovative solutions.
My expertise extended to adapting global products for local markets, particularly focusing on Venezuela. This involved tailoring products to meet local consumer preferences, regulatory requirements, and integrating seamlessly with the existing telecommunications ecosystem, while striving for market standardization where possible to streamline operations.

■ Product Customization: Gathered and analyzed market intelligence specific to Venezuela to understand local consumer behaviors, preferences, and trends. Adapted and customized products to meet the unique needs and regulatory requirements of Venezuela, ensuring relevance and compliance.
■ Language & Cultural Sensitivity: Ensured all global product offerings and communications were appropriately localized in terms of language, cultural references, and usability to enhance customer engagement and acceptance.
■ Compliance with Local Regulations: Navigated the complex regulatory landscape in Venezuela, ensuring product compliance with local telecommunications laws and standards.
■ Standardization Across Markets: Worked towards product standardization where feasible, while accommodating necessary local adaptations, to streamline operations and maintain a coherent brand image.
■ Ecosystem Integration: Ensured seamless integration of products within the existing telecommunications ecosystem in each market, considering local network infrastructure, partner platforms, and third-party services.
I played a pivotal role in fostering collaboration and engagement across functions and geographies, leading cross-functional teams, managing stakeholder expectations, and nurturing strategic local partnerships to bolster market penetration. My ability to collaborate effectively across time zones and cultures, especially between the USA, Europe, and Latin America, highlighted my capacity to align global strategies with local execution, thereby driving Telefónica’s growth and innovation in competitive markets. My efforts in sales and marketing support, coupled with a strong focus on customer advocacy, ensured that our products resonated well with user needs and expectations.

■ Cross-functional Leadership: Collaborated with engineering, design, marketing, sales, and support teams to ensure product objectives were met.
■ Stakeholder Management: Maintained clear communication with all internal stakeholders, including providing updates on product progress and gathering feedback to inform future development.
■ Building Local Partnerships: Identified and developed strategic partnerships with local entities, including tech companies, service providers, and regulatory authorities, to enhance product offerings and market penetration, and ensure the successful deployment and acceptance of products.
■ Sales & Marketing Support: Worked closely with marketing and sales teams to develop effective go-to-market strategies, promotional materials, and sales enablement tools.
■ Customer Advocacy: Acted as the voice of the customer within the company, ensuring that product development aligned with user needs and expectations.
■ International Team Coordination: Collaborated with teams across different time zones and cultures (EUU, Europe and Latin America), facilitating effective communication and project coordination to ensure alignment with the global product strategy. Fostered a culture of knowledge sharing and best practices between the head office and local operators to leverage insights and drive innovation across markets.
I was instrumental in driving performance monitoring and optimization, utilizing key performance indicators to gauge market success, managing financial performance to meet business objectives, and instigating continuous product improvement based on data-driven insights.

■ Market Analysis: Conducted market research to understand customer requirements and identified gaps in the current product offerings.
■ Market Performance Analysis: Monitored and analyzed product performance in the market using KPIs such as sales volume, market share, customer satisfaction, and churn rate.
■ Financial Oversight:Managed the product's financial performance, including revenue, cost, and profitability analysis, to ensure it met business objectives.
■ Continuous Improvement: Leveraged feedback and performance data to continuously refine and improve the product, addressing technical challenges and evolving customer needs.
The following achievements and milestones illustrates my capacity to lead product development initiatives, manage complex vendor relationships, and contribute strategically at a global level, all while driving significant business growth and technological innovation, leveraging my strategic vision, technical expertise, and leadership in product management.

■ Led the strategic initiative for 'Movistar Fleet Management', a comprehensive vehicle fleet management system, driving a 30% improvement in operational efficiency for client businesses and contributing significantly to a 21% year-over-year revenue growth for the product line.
■ Developed 'MovilTalk', a pioneering push-to-talk platform based on GSM packet-switched networks, positioning the company as a market leader in innovative communication solutions for businesses and attracting 16 new major enterprise clients within six months.
■ Launched 'Movistar Corporativo VPN', a bespoke voice virtual private network service for SMEs and large enterprises, resulting in a 52% increase in customer satisfaction scores due to enhanced security and connectivity.
■ Conducted comprehensive business cases, financial and technical feasibility studies for new products, ensuring a 95% accuracy rate in forecasting and a 19% reduction in time-to-market for product launches.
■ Managed 3rd-party vendor relationships and OEM selection, negotiating favorable terms that decreased costs by 10% while maintaining high-quality standards.
■ Played a pivotal role in the development and implementation of the department Intranet using MS SharePoint, improving internal communication and employee engagement.
■ Supervised and mentored 1 intern, leading to their full-time employment within the team, demonstrating commitment to team growth and professional development.
■ Actively contributed to Telefónica's global marketing strategies for SMEs and large enterprises, influencing the adoption of customer-centric product development processes that increased global market penetration by 10%.
■ Responded swiftly to market demands by developing major updates to existing products, which led to a 15% uplift in customer retention and a 20% increase in upsell opportunities among existing clients.

It was a crucial role in bridging the gap between customer needs, technological capabilities, and business goals, navigating between technical teams and non-technical stakeholders, and involving a mix of technical expertise, strategic planning, and customer-centric focus to ensure the successful development, launch, and lifecycle management of voice and data solutions for SMEs and large enterprises.


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Learn More About My Professional Journey

Proudly Canadian Italian Venezuelan





My name is Mauro Barra, and I am excited to share with you a glimpse into my professional life and personal passions, shaped by a rich tapestry of experiences. My journey in the world of marketing has been influenced by a diverse background. I was born in Venezuela to Italian parents who sought a brighter future across the ocean. From an early age, I learned the value of resilience and the pursuit of excellence, qualities that have guided me throughout my professional life. These early lessons have stayed with me, shaping my approach to leadership and my worldview.

Macintosh 512K
I have always been passionate about lifelong learning. I have witnessed and adapted to the rapid advancements in technology, embracing changes from the first mass-market personal computer to the recent revolution of IoT, artificial intelligence, augmented reality, and big data. My educational background in Computer Science and Marketing has instilled in me a passion for continuous learning and innovation.

Since 2012, Quebec, Canada, has been my proud home, where I have continued to grow personally and professionally. This multicultural experience and dynamic environment have instilled in me a diverse cultural perspective and a deep appreciation for embracing new challenges, which I bring to my work every day. My ability to communicate in English, French, Spanish, and Italian has allowed me to work and engage with global audiences and navigate multicultural environments.

Discover some of the beauties of my origins:


The Canaima National Park, one of the most beautiful places I have been, with the Angel Falls, the world's tallest uninterrupted waterfall


Caracas, my beloved hometown, with the Ávila National Park, known as the "lungs of Caracas", an icon always remembered by all "caraqueños"


Padula, my parents' hometown, with the San Lorenzo Charterhouse, a Unesco World Heritage Site and the second largest Carthusian monastery in Italy

The Forillon National Park, the first national park created in Quebec; one of the most beautiful parks I have visited, located at the outer tip of the Gaspé Peninsula


+15 years of progressive experience in marketing across diverse industries


Versatility is another of my most important qualities. Cross-industry experience and cross-disciplinary collaboration crucial roles in driving innovation and creativity, helping teams avoid the pitfalls of groupthink and confirmation bias. By incorporating individuals with diverse perspectives, teams gain a more comprehensive understanding of complex issues and develop more effective solutions.

Over the past 16 years, I have gained holistic experience in marketing, building and orchestrating multi-channel integrated strategies and campaigns with a passion for performance, growth, and marketing technology. My career has been a path of distinct learning experiences spanning various disciplines, shaping me into the well-rounded marketing strategist and data-driven growth hacker I am today. I thrive in dynamic environments and have a proven track record of tackling new challenges with creativity and strategic thinking.

My professional marketing journey began in 2007 at Telefonica, a multinational telecommunications company operating in Europe and the Americas. It is considered one of the largest telephone operators and mobile network providers in the world, providing me with a robust foundation in marketing and a deep understanding of technology and digital innovation. During my five years there, I developed and executed highly effective multi-channel marketing initiatives as a revenue/profit driver, supporting product launches, customer acquisition, and ongoing promotions. I collaborated with cross-functional teams, managed multifaceted projects, budgets and resources effectively, demonstrating my ability to align marketing efforts with business goals and optimize resources for maximum impact with my financial acumen. My tenure at Telefonica allowed me to accumulate 15 years of experience in the telecommunication industry, including five years in Marketing and ten years in operational areas.

In 2010, I had the honor of receiving two prestigious ANDA Awards for a positioning campaign while serving as a Marketing Specialist at Telefonica. The ANDA Awards are recognized as the pinnacle of achievement in marketing by the National Association of Advertisers of Venezuela. This accomplishment stands as a testament to my dedication and expertise in crafting effective marketing strategies that deliver results.
ANDA Awards

Negotium Technologies
21st-century marketing begins and ends with digital strategy. Over the last decade, I have been immersed in the world of digital marketing. In 2012, I began my career as a Digital Marketing Consultant, working with various companies based in Quebec to successfully manage and delivere diverse digital marketing projects, demonstrating my versatility and ability to handle multifaceted tasks within the digital landscape. My capacity to conceptualize and execute strategies that contribute to overall organizational goals has been a key asset.

A digital strategy is never the same work twice; every project is unique. New and challenging situations present themselves every day, forcing me to adapt my thinking and approach issues from a unique perspective. I'm always seeking to utilize the top marketing tools and expand my marketing technology knowledge base. I like to think outside the box, exploring creative avenues to maximize resources and generate cost savings.

Contact your next Growth Marketing Leader here !


An analytic, creative and agile mindset with solid expertise in Project Management


Creativity is at the core of my approach, as I am constantly seeking innovative ways to drive ideas into the market with an agile mindset, focused on experimentation, measurement, and learning. This creativity extends to project management, where I have successfully managed multifaceted end-to-end projects, ensuring timely delivery within budget constraints. My Agile Scrum and Six Sigma certifications reflect commitment to adopting best practices and methodologies to ensure the successful execution of projects.

Université de Sherbrooke
Navigating unfamiliar territories and leading teams through change has been a key driver of my success. I have been adept at navigating complex environments and have demonstrated strong cross-functional leadership skills in aligning diverse teams towards a common goal. My ability to align business needs with technology capabilities has made me a go-to person in various projects, where I have recommended and developed solutions for improving overall business operations, serving as a subject matter expert in collaboration with IT and Engineering.

My journey has been a convergence of diverse disciplines, each contributing to my ability to craft innovative and impactful marketing solutions. My studies in Computer Science have provided me with a robust technical background that allows me to navigate the digital landscape with ease. Coupled with my expertise in telecommunications, this has given me a holistic understanding of how technology intersects with marketing strategies in today's interconnected world. Furthermore, my experience as a web developer has allowed me to implement digital marketing strategies with a keen eye for user experience and functionality. My passion for graphic design adds another layer to my skill set, enabling me to create visually compelling content that resonates with audiences on a deeper level.

In 2004, I was privileged to receive the BellSouth Latin America President's Club Award for my role in developing the "T-Report Web," a call center management web application developed in ASP, JavaScript, VBScript, and MS SQL Server. It was a great oportunity to meet the President of BellSouth LATAM and other esteemed winners from Latin America, during my trip to Cancun, Mexico, to receive this award.
Presidents Club Award

This achievement represents the culmination of hours of hard work, dedication, and a relentless pursuit of excellence. They have not only strengthened my resolve to continue innovating but also serve as a reminder of the impact that effective strategies and technical prowess can have on the success of a project.

Canada ranks third globally in terms of civil aircraft production —a remarkable achievement given the country’s relatively small population. I wanted to be part of that dynamic and complex industry, the aerospace industry, showing my confidence and flexibility in exploring new industries.

Pratt & Whitney
I worked as Marketing Communications Project Manager at Pratt & Whitney, a business unit of Raytheon Technologies Corporation (RTX), leading and managing a variety of projects and campaigns across multiple marketing and communications initiatives for strategic markets (Brazil, India, China, etc.), security and defense programs, and helicopter products and services, delivered correctly, efficiently, on time and budget, together with a cross-functional team. It was an amazing challenge I took to acquire new skills and become a more integrated and versatile marketer, mostly in corporate and internal communications, branding, messaging, content execution, advertising and media relations. In total, I worked 6 years in the aerospace industry in different marketing positions.

My expertise lies in leveraging analytics to drive successful marketing strategies. I am a data-driven growth hacker with a proven track record of utilizing analytical and research skills to analyze data and translate it into SMART objectives and effective marketing strategies. I am adept at framing deep-dive analyses, making recommendations, and delivering rich, data-driven insights from multiple data sources. My focus on monitoring the entire customer journey allows me to identify opportunities to optimize marketing efforts and maximize the effectiveness of campaigns, solve business problems and make data-informed decisions to achieve business goals.

In today's digital landscape, where the competition for the digital customer is fierce, my expertise in marketing analytics has been instrumental in driving success and achieving business goals. In my role as Marketing Performance & Strategy Manager in the automotive industry, I have successfully used relevant data and marketing technology tools to reimagine the buyer's journey in the digital world. I have helped Uni-Select grow their business creatively by interpreting data to get a better sense of who’s in the market for a vehicle service and how to deliver a smooth buying experience to them, leading to improved ad performance, messaging, demand and lead generation, and ultimately, higher sales.


Throughout my career, I have embraced the philosophy of learning something new every day, investing in ideas that matter. This approach has not only enriched my own knowledge but has also allowed me to contribute meaningfully to the teams I've been a part of. As an excellent collaborator, I thrive in team environments, where I firmly believe that the collective wisdom of a group far surpasses that of any individual. I am always ready to share my knowledge with others and equally eager to learn from my colleagues. This mindset has not only fostered a sense of camaraderie but has also led to the development of innovative solutions that benefit everyone involved.

My colleagues have described me as a loyal and dedicated worker, known for my rapid problem-solving skills, enthusiastic attitude, and client-focused approach. I take pride in my ability to tackle challenges head-on, always striving to find solutions that not only meet our objectives but also uphold the values of sustainability, responsibility, and ethics. These values have shaped me into the leader I am today—one who is committed to delivering results while upholding the highest standards of integrity and teamwork.
Pratt & Whitney

What my coworkers think?


Beyond the realm of marketing



Cooking

Louvre Museum
When I'm not immersed in the world of marketing, I enjoy spending time with friends, experimenting with new recipes in the kitchen, and planning my next adventure. These hobbies reflect my belief in the importance of work-life balance and the value of diverse experiences.

Cooking is not just a hobby for me; it is a source of joy, allowing me to create lasting memories and culinary delights for my loved ones. It serves as a creative outlet, enabling me to unwind and express my creativity beyond of the professional sphere. I believe that my ability to innovate and think outside the box in the kitchen mirrors my approach to marketing, where I strive to bring fresh perspectives and inventive solutions to every project, blending different ingredients to achieve a harmonious result.

Travel is another passion of mine, offering me the chance to immerse myself in different cultures and traditions, broaden my horizons, and gain a deeper understanding of the world. These experiences enrich not only my personal life but also my professional capabilities, helping me to think critically and adapt to diverse environments—skills that are invaluable in the fast-paced world of marketing and essential for effective leadership in today's interconnected world. These experiences also help me connect with people on a deeper level and foster a collaborative and inclusive work environment.

Recently, as part of my commitment to leading a healthier lifestyle, I've taken up a new set of hobbies focused on physical activity. As part of this journey, I've taken up cardiovascular activities, workouts, and aquatic exercises as additional hobbies. These activities have not only contributed to my physical well-being but have also become a source of relaxation outside of my professional endeavors. They provide a refreshing balance to my routine and allow me to unwind and recharge after a busy day.




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Available for remote work across North America, Latin America and Europe. Canadian, Venezuelan and Italian Citizenships. Legally allowed to work in +40 countries without sponsorship.

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Canada: +1(438)936-1131
USA: +1(786)471-7061
Email: email.me@maurobarra.ca




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