About Me

Digital payments and fintech marketing executive with 8+ years of progressive leadership scaling financial products to 1M+ users. Proven track record in commercial leadership driving customer acquisition, acceptance strategies, and brand positioning in competitive markets. Experience leading teams of up to 20 people and 4 agencies across marketing, communications, and performance functions. Award-winning strategist (multiple EFFIE Gold, EIKON) with expertise in long-range market growth strategies and data-driven decision making. President of national federation representing Chile across 140+ countries internationally.

Professional Experience

Caja Los Andes

Aug 2016 - Present

Leading Chilean financial services institution | 2M+ customers | Full suite of financial products

Head of Growth Marketing - Digital Payments & Financial Products

Nov 2022 - Present

Lead cross-functional marketing strategy for digital payments portfolio including TAPP (prepaid card fintech), consumer lending, savings products, insurance, and hospitality services. Direct report to CMO with full P&L accountability.

  • Scaled TAPP prepaid card to 1,000,000+ users in 12 months, achieving 60% lower CAC
  • Positioned TAPP as #6 in Chile's "Marcas Humanas" ranking
  • Led award-winning campaigns: EFFIE Gold (2x), EFFIE Advisor of the Year, GREAT EFFIE Award
  • Spearheaded Salesforce Marketing Cloud implementation across organization
  • Built organization's first marketing data lake enabling real-time attribution modeling
  • Pioneered innovative solutions with VWO experimentation, Zapier/n8n automation, and Generative AI

Head of Marketing - Financial Services

Nov 2020 - Oct 2022

Directed brand strategy, advertising, promotions, and integrated marketing communications for financial services division. Full accountability for USD $7 million annual marketing budget.

  • Negotiated 2-year naming rights partnership with Chilean Women's National Football League
  • Achieved 30% reduction in media spend while increasing reach by 40%
  • Drove 280% increase in digital loan originations through integrated 360° campaign
  • Won 2022 EIKON Award for EFI Financial Education Program

Head of Marketing Intelligence

Oct 2019 - Nov 2020

Built marketing analytics function; implemented real-time performance measurement across all channels.

  • Co-developed predictive models for sales forecasting and customer churn prevention
  • Made strategic adjustments based on program performance results, optimizing campaign effectiveness

Commercial Effectiveness Manager

Aug 2018 - Oct 2019

Contributed to internationally award-winning New Attention Model implementation across retail network.

  • Generated business intelligence enabling commercial leadership decisions

Contact Center & Social Media Coordinator

Aug 2016 - Sep 2018

Foundation role providing deep understanding of customer experience, direct marketing channels, and call center promotions.

Esports Chile

Aug 2021 - Present

National Federation | Official representative to International Esports Federation (IESF) | 140+ member countries

President & Executive Director

Nov 2022 - Present

Leadership role with responsibility across multiple markets — represent Chile in international federation spanning 140+ countries.

  • Secured Chile's first Olympic medal in esports: Silver Medal at Bolivarian Games 2024
  • Led multi-country initiatives: WEC 2023 (Bali), WEC 2024 (Iasi), Games of the Future 2023 (Kazan)
  • Negotiated global brand partnerships with Lenovo, Intel, PC Factory
  • Launched InGaming Provi: Chile's first free public gaming laboratory

Senior Project Manager

Aug 2021 - Oct 2022

Achieved 200K+ reach across 20 tournament broadcasts; closed Huawei and Lenovo sponsorship deals.

Core Competencies

Digital Payments & FintechCustomer Acquisition & AcceptanceCommercial LeadershipMulti-Market StrategyBrand Building & PositioningPerformance MarketingBudget Management & P&LMulti-Functional Team LeadershipStakeholder ManagementAgency DirectionMarketing & CommunicationsLong-Range Strategic PlanningData-Driven Decision MakingSponsorships & PartnershipsTalent DevelopmentMarketing Technology (MarTech)Innovation & Digital Transformation

Technical Skills

Marketing Platforms

Salesforce Marketing CloudHubSpotGoogle Marketing PlatformMeta Business Suite

Analytics & BI

Google BigQueryPower BIGoogle Data StudioKNIMELooker

Emerging Tech

Generative AILarge Language Models (LLM)Marketing Automation

Languages

Spanish (Native)English (Professional Working Proficiency)

Education

Universidad Adolfo Ibáñez

2019

Diploma in Innovation Process Management

Universidad de las Américas

2019 - 2020

Business Administration Studies

Certifications

  • Certified Scrum Master (CSM) & Product Owner (CSPO)
  • Google Marketing Platform Specialist
  • GCP Administration
  • Business Case Building (Nanodegree)

Awards & Recognition

🥈

Olympic Silver Medal — Bolivarian Games (as Federation President)

2024

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EFFIE & EIKON Award Winner

2023

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GREAT EFFIE — Best Campaign of the Year (Chile)

2022

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EFFIE Advisor of the Year

2022

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EFFIE Gold Award (2x) — Financial Services Marketing

2022

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EIKON Award — Financial Education Program

2022