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Ana Maria Huerta
Senior Brand Manager @PayJoy
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WORK HISTORY
Senior Brand Manager @PayJoy
Brand strategy, product marketing, and lifecycle growth operating across LATAM, South Africa, and Southeast Asia.Messaging FrameworksOwn messaging strategy for first-time credit users across 9 countries: copy matrix with 15 ranked RTBs, CRM copy rules by country and product, and positioning grounded in behavioral psychology.Creative Testing StrategyLead a structured paid media testing framework: 4 RTB pillars, parallel sprints, 6 assets per sprint across Google, TikTok, and Meta. Iterate based on performance data.Customer Journeys & Campaign ArchitectureDesign lifecycle journeys across 6 channels and a campaign architecture of ~50 groups across 4 markets. Run cohort experiments (churn prevention, offer sequencing) that inform retention strategy.Content Operations & PlanningBuilt a content ops framework across 9 countries: tiered delivery model, performance-to-content learning loop, and agency ownership structure.Insights Applied to MarketingCRM data, cohort analysis, and experiment results inform positioning, messaging, and campaigns. Data shapes creative, not the other way around.Lead and develop a cross-functional team and external agencies in multiple time zones.
EDUCATION
CENTRO diseño | cine | televisión
Bachelor's Degree, Design and Visual Communications, General
CENTRO diseño | cine | televisión
Bachelor's degree, Typography
CENTRO diseño | cine | televisión
Post-Internet Marketing: creatividad, creación y gestión de estrategias digitales, Mar
CENTRO diseño | cine | televisión
Disruptive Mindset: filosofía, literatura y psicoanálisis para creativos, Philosophy
CENTRO diseño | cine | televisión
Trends & Strategy : Digital
ABOUT ANA MARIA HUERTA
With over 10 years of experience in design and digital communications, I lead the development and management of McKinsey\'s digital communications strategy in Mexico, driving brand recognition and thought leadership. I leverage my expertise in project management, graphic design, content strategy, marketing, and digital strategy to create innovative and results-driven solutions for internal and external stakeholders.I initiated and spearheaded a digital communications initiative across 11 countries, fostering knowledge exchange and engagement with industry experts. I also pioneered the creation and implementation of an executive program, empowering senior leaders with advanced digital footprint management and communication skills. Additionally, I supported over 150 client events and speaking engagements, amplifying McKinsey\'s market share and brand visibility. I am deeply committed to expanding my knowledge and skills, and to staying on the cutting edge of industry trends and best practices. I thrive in collaborative environments and am always looking for opportunities to work with others to achieve shared goals.
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