Cristian Baires

About Cristian Baires

I am a global marketing executive driving omnichannel growth, retail expansion, and…

Experience

1. Head of Marketing

   3Sixty Duty Free

   Jun 2023 — Present · Miami, FL, US

   I lead omnichannel marketing initiatives across multiple international markets, including the U.S, Canada, Mexico, Colombia, Hong Kong, Vietnam, Thailand, Malaysia, and Singapore. I build high-performing teams and drive alignment between airport stores, in-flight services, loyalty programs, and e-commerce platforms. I establish strategic roadmaps for digital transformation, customer engagement, and revenue growth while managing multi-million-dollar budgets and executing campaigns across diverse markets.• Launched ten e-commerce websites across Mexico, Colombia, and Asia, achieving 40% month-over-month growth in new orders through innovative digital platforms.• Created and executed loyalty programs utilizing CRM segmentation, which increased repeat purchases by 25% in Mexico and Colombia, and expanded the customer database by 30%.• Designed and implemented home delivery and Click & Collect services, driving omnichannel innovation and contributing to a 40% increase in website growth in Mexico and Colombia.• Directed omnichannel marketing strategies, integrating airport retail, in-flight sales, and digital channels to deliver consistent brand experiences.• Negotiated partnerships with technology providers, including Inflyter, to enable pre-order, home delivery, and airport pickup services, unlocking new revenue streams.• Optimized promotions and pricing by collaborating with vendors to execute 360° campaigns across digital and physical channels, driving measurable revenue impact.• Managed a $5M annual marketing budget across multiple markets, ensuring strategic allocation for trade promotions, ATL/BTL activations, and digital campaigns.• Recruited and developed a marketing team, expanding from a single designer to a regional structure that included managers and designers in Miami, Colombia, and Canada.• Enhanced customer experience in airport stores through targeted personalization strategies, increasing engagement by 30%.

Education

• Universidad Centroamericana 'José Simeón Cañas'​

  Postgraduate certification in modern marketing management, Marketing management

• Florida International University - College of Business

  Executive MBA, Business, Management, Marketing, and Related Support Services

• Universidad Dr. José Matías Delgado

  Bachelor’s degree in marketing, Retail and advertasing

  2003 — 2009

• Escuela de comunicaciones Monica Herrera

  Postgraduate certification in market research, Market research

Skills

• Html
• Research
• English
• Illustrator
• Photoshop
• Microsoft Word
• Microsoft Publisher
• Customer Service
• Powerpoint
• Microsoft Excel
• Outlook
• Windows