Career Profile
Hi, I’m Lina. Bici-lover, passionate about the arts, trained in communication, advertising and with a master’s degree in marketing. About 15 years ago I started my professional career in these areas performing in different roles and working in teams with other professionals in communication and technology, which have left me valuable lessons both at a human and professional level. Thanks to this, I developed a strategic and creative approach with which I have supported organizations from various sectors to achieve their goals. Today, my professional search is oriented towards projects that have a strong social and environmental sense, where the collective welfare is prioritized and the objectives have a positive impact in this global context of great challenges and profound transformations.
Education
The graduate degree focuses the profiles to work as a high level manager or consultant because it develops skills to plan, direct and evaluate strategic marketing processes related to brand management, service management, consumer experience or social marketing actions.
- Graduated with the academic work “Expectations of use of Facebook fan page: components and implications” that represented the Politécnico Grancolombiano in the III International Meeting of professors in marketing of the UNAM (see in publications).
This training is focused on a creative profile, analyst or strategist in the ideation of campaigns, with extensive knowledge in digital tools for the creation and management of communication strategies that have allowed me to develop in the fields of advertising, digital marketing and related areas.
- Obtained a half scholarship for 3 years for academic performance.
- Graduate work with a grade of 4.9 for the creation of the digital communication strategy for the university community called “Conexión central”.
Courses and specializations
Knowledge in various stages of project management within the framework of the PMI philosophy and others.
Experience
Creation and execution of the strategic marketing and communication plan for Sitt and support to the companies of the group (PIV Ingeniería, Servitrans and Aken Capital) to strengthen and position the brands, their services and attract new clients and allies from the public and private sector related to the niches of interest such as government, engineering, mobility, construction and investments.
- Strengthening the Marketing and Communications area for the group’s companies by structuring and expanding it.
- Attraction of profiles of the engineering, mobility and transit niche, through own digital events or third parties participating as sponsors and speakers.
- Increase in traffic to the site of 10% each year and organic positioning in keywords of interest to the brand such as: electronic detection, what is simit, road safety plan, among others, achieving top positions through a content strategy and improvements in SEO and mailing marketing activities.
- Administration of group pages and social networks (Sitt & Cía, PIV Ingeniería, Servitrans and Aken Capital).
- Brand and image creation for new products and services.
- Accompanying the Corporate Social Responsibility (CSR) team to make visible the social problem “Disability of Road Origin”. Designing and producing the publications that reported the figures.
- Writing and art direction of sustainability reports.
- Training in digital marketing for the allied team of Camara Britanica (Britcham).
- Creation of internal communications plan with the objective of cultural change that has generated a more informed and proactive community, increasing participation in internal activities by 20%.
Development of integral communication strategies underpinning the NGO’s relationship with its member organizations and communities. Improved web positioning and planning of donation and membership campaigns to ensure sustainability. This NGO is positioned as the largest Iberoamerican network in the field of Alternative Education, providing information services inspired by the Wikipedia model, non-profit and using digital technologies based on agile models and open source software.
Digital consulting and creation of inbound marketing plans, accompanying the execution and measurement of results. Clients: Bancolombia, Cemento Argos and Estoy Contento Inbound.
- And creation of the Inbound Marketing strategy to grow Bancolombia’s SME customer base by 20% through digital channels.
- Creation of digital metrics reports for the digital account of cementos Argos.
- Digital content plan to position Estoy Contento Colombia by nurturing the database to facilitate the conversion of 10 Qualified Leads.
Management of communication projects in digital media, ATL and BTL. Aiming to achieve a differential positioning for brands, working with the digital, creative and design areas and with the media and production teams to increase the effectiveness of communication and meet the objectives.
- Clients: Central Cervecera with Miller Lite and Miller Genuine Draft an always on digital aligned to global brand guidelines.
- Tosti de Yupi with the campaign: “I want to be a youtuber” and its always on “Nada más nuestro”.
- Fedemol with its ATL, BTL and digital campaign for “Eat more bread”.
- Design of the 2016 sustainability report for Fundación Grupo Social.
Consulting in digital planning and events with technological experiences focused on pharmaceutical marketing (development of VR experiences, AR, kinect, Wii, holograms, sensors, etc) for the fulfillment of communication objectives. Clients: AstraZeneca, Legrand.
Responsible for the content plan in social networks, with the objective of strengthening the community, increasing the positioning of the online store and conversions. Tracking metrics, implementation of guidelines, creation of the content grid for social networks (writing, design and production), benchmark of competitors in social media, event coverage, customer service through digital channels and maintenance of websites and e-commerce.