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Fernanda Cruz
Head of Digital Media @BIC
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WORK HISTORY
Head of Digital Media @BIC
Head of Digital Media 2024 - current• Own the strategic planning and execution of integrated digital campaigns across all BIC categories, aligning brand objectives with performance and business priorities.• Delivered +25% performance uplift while reducing cost inefficiencies by 10%•Defined KPI governance framework linking media investment to revenue outcomes•Led retail media strategy across Amazon and key marketplaces, strengthening digital shelf performance•Managed multi-agency ecosystem ensuring strategic alignment and measurable results•Reduced campaign go-live time by 50% through process redesignDigital & E-Commerce Manager from 20••••23• Owned digital and e-commerce strategy for Brazil and Argentina across B2C and D2C models.•Owned A&P budget planning and performance allocation•Scaled D2C growth through user journey optimisation and conversion levers•Built eCommerce toolkits (SEO, content, assortment, pricing) adopted across markets•Overachieved digital growth targets through integrated full-funnel strategy•Strengthened digital maturity via internal capability-building initiatives
EDUCATION
Universidad del Salvador
Lic. en Publicidad
ABOUT FERNANDA CRUZ
Growth and Digital Media leader with 11 years of experience driving full-funnel…
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