Fernanda González CV MARKETING DIRECTOR

Digital Marketing Manager with over 5 years of experience in driving brand awareness, user acquisition, and customer service in startups and advertising agencies. Skilled in multi-channel distribution, and data-driven insights to optimize campaigns. Experienced in leading teams, managing social media channels, and executing successful marketing initiatives. Seeking a challenging role to leverage my expertise in digital marketing and contribute to the growth and success of a forward-thinking organization.

1. FERNANDA
GONZÁLEZ
Digital Marketing Manager with over 9 years of
experience in driving brand awareness, user
acquisition, and customer service in startups and
advertising agencies. Skilled in multi-channel
distribution, and data-driven insights to optimize
campaigns. Experienced in leading teams, managing
social media channels, and executing successful
marketing initiatives. Seeking a challenging role to
leverage my expertise in digital marketing and
contribute to the growth and success of a forward-
thinking organization.

2. Paid Ads for leads, traffic,
awareness, clics, reach, sales,
downloads, interaction (anything
needed).
Platforms Instagram, Facebook,
Linkedin, Youtube, TikTok, Google
Ads (basics)
Paid Ads
My skills
Design of Mockup - Wireframes for e-
commerce or websites.
Basics of SEO strategy (blog content)
Best practices for SEO and good UX
Programming in Shopify, Wix,
Wordpress and (with the help of a
programmer in any type of code).
Web Development
Planning and execution of
marketing campaigns on site,
outdoors, with agencies, with
hostesses, printed material,
activations.
Radio, TV, Outdoor.
OOH Campaigns
Creation and implementation of
Strategies to improve user
retention - Usability testing -
Focus groups - Reward plans
Customer Retention
Management, creation,
organization of usability tests
Analysis of results to improve
the Usability of platforms
UX-UI
Creation of content and
strategy for social networks
focusing on innovative ideas,
with high reach in trending
formats.
Social Media Content

3. Digital Marketing Manager,
WhereIsMyTransport (Rumbo)
2022 – present | Remote conducted in English based in London
•Managed every month to reach the download target with approximately (25,000 first opens per
month) within the given budget using paid ads and organic strategies.
•Built a digital marketing plan to get brand awareness and new user acquisition KPIs for Rumbo.
•Managed multi-channel distribution and creative messaging to take campaigns from idea to
execution, while ensuring to always stay within budget 100% to retain the users.
•Managed all Social Media, and published according to an agreed schedule on Facebook, Twitter, and
Instagram to grow the social media channel by 106% of followers.
•Led 15 marketing campaigns (OOH and digitals) on ave with guidance from the Design team, producing
relatable assets and materials.
•UX: Analyzed data and did user usability tests from other markets paired with a test-and-learn approach
to find the best ways to reach new audiences.
•Conducted both quantitative & qualitative analysis to continuously deliver insights to the wider Rumbo
Marketing team, plus colleagues from other functions like Product, Design, and Operations.
•Worked with 3 creative agencies, a designer, and a Community Manager to write localized content and
develop visual marketing materials to establish digital marketing campaigns.
Marketing Manager
Parkimovil
2020 – 2022 | Remote based in Mexico City
•Led the entire rebranding process of the brand to attract more investments, including the development of
banners and physical materials for (BTL) campaigns.
•Managed a team of 25 individuals, leading digital marketing initiatives with a focus on campaign
design, and customer service.
•Implemented digital campaigns to generate 15 qualified leads on average per month for sales
purposes.
•Improved customer service response by implementing a chatbot to automate customer interactions
reducing response time from 2 hours to 10 minutes.
•Restructured the customer service plan, resulting in a 98% reduction in complaints on the app store.
•Established NPS, metrics like response monitoring, customer bounce rate reduction, and call-tracking
systems.
Marketing and Operations Director
Cuponerapp
2015 – 2020 | Remote based in Mexico City
•Created social media campaigns in collaboration with McDonald's, Krispy Kreme, Starbucks, and Domino's
Pizza that generated the highest number of app downloads 61,233 in one day, and set a new record
for app visits such as 234,455.
•Achieved a monthly growth of 25% in adding new anchor brands as allies on the platform.
•Implemented growth marketing strategies to define pricing, conduct market research, and introduce
subscription models for monetization, leading to the launch of Cuponerapp PRO.
•Led a team of 20 co-workers in different areas such as sales, marketing, promotions, and developers.
SKILLS
Shopify (Advanced)
FIGMA (Advanced)
TikTok Ads
Ad Manager Meta
Trello (Advanced)
Semrush (Intermediate)
Google Analytics (Intermediate)
Microsoft Office 365 (Intermediate)
Oracle Eloqua (Basic)
Google Workspace (Advanced)
Google Adwords (Intermediate)
Meta Business Suite (Advanced)
LinkedIn Ads (Advanced)
Wix (Advanced) Moz: SEO Software
(Advanced)
CRM Hubspot (Advanced)
Hubspot (Advanced)
Linkedin Ads
Spanish (Native) | English C1 (Advanced) | German B2 (Intermediate)
LANGUAGES
Digital Marketing Manager,
W4Management (Maisonovo)
2023 - June – present | Remote conducted in English based in New York, Canada and Mexico
Recruitment, tracking, and payment of influencers and content creators across platforms including
TikTok, affiliate networks, Instagram, and YouTube.
Execution of paid campaigns on Meta Ads platforms such as Instagram. Facebook and TikTok.
Coordination with PR agencies for publishing articles mentioning the brand.
Management of social media accounts including post scheduling, message management, and
monthly result reporting.
Creation and distribution of emails.
Coordination of website activities and optimization, particularly on Shopify

4. EDUCATION
Masters Degree in Transmedia Content,
Universidad de las Américas Puebla (UDLAP)
2021
Masters Degree in Communication and Digital Media,
Universidad de las Américas Puebla (UDLAP)
2020
Marketing Bachelor's Degree
Universidad de las Américas Puebla (UDLAP)
2017
CERTIFICATES
Hubspot Marketing Software Certified
2020
Hubspot Inbound Certified
2020
Digital Marketing Optimization, NYU
2020

5. MY PROJECTS

6. CUPONERAPP
Grew instagram channel from
4 followers to 7,899 (1 year) and
Facebook from 10 followers to (76,899)
PR and digital marketing strategies

7. PARKIMOVIL

8. RUMBO
Social media content creation
and digital campaigns
for downloads and leads
Retention campaign for users
with vouchers and use of the
website
ASO - Onboarding of app design and update - Downloads
generation

9. Coordinate new shoots, artwork and influencers for paid ads and social media
Coordinate and achieve articles published in journals.
Paid Ads Campaigns example
(Google Ads)
Objective: Generate downloads (first opens of the app)
Monthly Goal: 13,000 downloads
Action: Launch campaigns on Google Ads and Facebook
Results: Every month starting in January (2023) CDMX needed to acquire from 11,000 to
13,000 first opens from paid media and the goal was met every month.
+9.11%
+32%
FOLLOWERS GROWTH
TWITTER
OVERALL ENGAGEMENT
+ 56% +67%
FOLLOWERS GROWTH
INSTAGRAM
11,000
DOWNLOADS
4
Results
Period from January 2023 to March 2023
Campaign Name Platform Conversion avg.Reach avg.
Cost per
install Download Campaign
(6 Running Ads) Instagram/
Facebook 550,000 5,000 $11 per install Interaction Campaign Instagram
/Facebook 120,000 5,455 $0.89 Download Campaign Google Ads 750,000 $4 6,000 per install per interaction interactions downloads downloads
FOLLOWERS GROWTH
FACEBOOK

10. W4Management
Grew instagram channel from
126 followers to 1,680 (1 year organic
only) and Facebook from 2 followers to
(2,555)
PR Agency media coordination-385
million annual readers article
Paid Ads campaigns
Videos, UGC, posts (campaign creation from scratch: targeting, budget, goals)
UGC influencer content management (Goal achieved: 10 contents generated per month)
TikTok Shop, content and Affiliate management (98 buyers in 5 months)
I obtained 432 influencers who generated content for us in five months.

11. — DANIELA FLORES CX MANAGER - RUMBO
"Fer has a great ability to create alliances and establish
collaborative and efficient processes with other departments
within a company. Not only that, she also excels at building
partnerships with companies, media, organizations and partners
interested in the brands or products she leads. I would not
hesitate to recommend her as her support for community
building, facilitating recruitment activities for UX research and
for the dissemination of the company's research initiatives was
indispensable. She helped the UX area to build bridges with our
users and potential partners. Undoubtedly, a great element for
any team interested in seeing their projects grow and not only
reach goals, but exceed them."
— DANIEL CARBONELL - HEAD OF HE PARKIMOVIL
"In my 10 years of professional career I have met few people with
the dedication and passion that Fernanda puts into her work.
She is an extraordinary person, an excellent area leader and has a
great technical mastery of how to add value from the marketing
area."
— PREECHAYA ARCHAKOTCHAKAR
GLOBAL MARKETING MANAGER RUMBO
"I had the pleasure of working with Fernanda as her Global
Marketing Lead on several large-scale projects. Fernanda does
not only have great attitude and positive mindset but she
consistently demonstrated exceptional leadership skills,
effectively managing her team to deliver successful projects on
time and within budget. Fernanda expertise in risk management
and problem-solving was invaluable, ensuring any issues were
quickly addressed and resolved. She effectively communicated
with stakeholders, keeping projects on track and ensuring their
success. One of Fernanda’s standout projects was Acquisition
PPI/OOH campaigns, where she demonstrated excellent project
management skills and successfully delivered the project result
to the goal.
I highly recommend Fernanda for any marketing and project
management role. Any company will be super lucky to have her."
READ THE
REVIEWS
"Fernanda has done a fantastic job marketing our consumer app,
Rumbo, to commuters in CDMX. She is excellent at covering the
full range of activities, from strategy through to detailed execution.
She has been a highly respected and trusted member of our
global team, leading our marketing efforts in Mexico and working
closely with colleagues from Latam across Africa, Europe and SE
Asia. I highly recommend her work!"
— CHRIS MILLER
COMMUNICATION DIRECTOR RUMBO

12. Why Me
I can say that all the tasks I am asked to do I
deliver and execute them in a timely manner.
Responsible
If there is a task to be "done" I am definitely the person. I
am known for executing and making things happen.
Design of Mockup - Wireframes for e-commerce or
websites.
Once I decide to start a project or task I commit 100% to
it, I live, talk and dream about it.
"Doer" - Compromised
If I need to innovate to solve a problem
or think of a new campaign, I find
inspiration to look for new ideas and
make them come true.
Innovator
I have been leading teams for 7 years
with more than 25 people. I believe that
a good leader is the one who leads by
example.
Leadership

13. CONTACT
[phone]
PHONE
[email protected]
EMAIL
Hey, my inbox is always open!