Carla Moreno Herrera

Integrated Marketing Manager, Latam @Microsoft

Mexico City, MX

Lead and execute marketing strategies including marketing campaigns, on-site merchandising, E-commerce, App & site User Experience Testing/ Monitoring for LATAM, customer journey, influencer marketing, and CX customer experience for X-box and M365 across LATAM (Brazil, Colombia, Argentina, Chile, Peru and Ecuador), leading Design (USA), Site Engineering (India) and Promotions (LATAM) teams- Own and drive budget management, including forecasting, creating monthly and annual reports- Lead influencer marketing activities from talent management to defining celebrity selection criteria according to brand guidelines- Oversee website tropicalization efforts for online merchandising, holidays, and promotion; conducting advertisement placement, tracking, reporting, and working with key vendors (PayPal and Mercado Pago) and media outlets to maximize the company’s reach and ROI- Review sales and campaign performance creating KPI reports with critical data related to website traffic, translating insights into actionable plans- Collaborate with cross-functional teams from Mexico, Spain and Colombia (Sales, Finance, Digital Marketing, Customer Success) to identify business opportunities and maintain brand consistency across all channelsAchievements:• Increased online site visits by 92% through Email Marketing and Communications strategy.• Optimized sales and payment “cash out” by 17% through upselling strategies and alliances with PayPal.