Career Profile
Hi, I’m Lina. Senior marketing and communications strategist, with over 15 years of experience leading comprehensive brand, content, and digital positioning plans in corporate sectors, agencies, NGOs, and social impact ventures. Specialist in omnichannel content strategy, branding, inbound marketing, analytics, and community building. Career combining strategic vision, creative execution, and measurable results, with a strong focus on projects with social, environmental, and territorial development impact.
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
- Led the strategic content repositioning for H2 2025, establishing a new narrative framework aligned with sustainability and local economic development.
- Defined editorial pillars and a content roadmap focused on community-driven storytelling and social impact.
- Positioned the brand as an enabler of economic opportunity in underserved regions with limited industrial infrastructure.
Led the marketing and communications strategy for Sitt & Cía and its group companies (PIV Ingeniería, Servitrans, and Aken Capital), strengthening brand positioning, service visibility, and demand generation across public and private sector audiences within government, engineering, mobility, construction, and investment ecosystems..
- Built and scaled the group’s Marketing & Communications function, integrating branding, content strategy, SEO, and institutional communications.
- Designed and executed a content marketing and SEO strategy that delivered sustained organic web traffic growth of ~10% year over year and top search rankings for strategic keywords such as electronic detection, what is SIMIT, and road safety plan.
- Drove audience acquisition through digital events, industry sponsorships, and participation as speakers in sector-specific forums.
- Led email marketing and database segmentation initiatives, incorporating data analysis and Python scripting to improve targeting and performance.
- Oversaw the digital presence and social media strategy across all group companies, ensuring brand consistency and alignment.
- Supported Corporate Social Responsibility initiatives by raising visibility around “Road Traffic Disability”, and directing the writing and art direction of sustainability reports.
- Designed and implemented the internal communications strategy, driving cultural change and increasing internal engagement by 20%.
- Delivered digital marketing training for strategic partners, including the British Chamber of Commerce (Britcham).
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.
Led inbound marketing and digital growth programs for enterprise clients, including Bancolombia and Cementos Argos.
- Built and executed data-driven inbound strategies across content, SEO, automation, and analytics.
- Owned brand positioning and demand generation initiatives for the consulting firm’s own brand.
- Managed cross-functional teams and performance KPIs across acquisition and conversion funnels.
Led integrated communication projects across digital, ATL, and BTL channels, working closely with digital strategy, creative, design, media, and production teams to deliver differentiated brand positioning and meet communication objectives.
- Managed key accounts and campaigns for Central Cervecera, developing always-on digital strategies for Miller Lite and Miller Genuine Draft, aligned with global brand guidelines.
- Coordinated the Tosti (Yupi) campaign, including the digital activation “Quiero ser un youtuber” and the always-on strategy “Nada más nuestro.”
- Supported the execution of Fedemol’s ATL, BTL, and digital campaign “Come más pan”, ensuring strategic consistency and communication effectiveness across channels.
- Designed the 2016 Sustainability Report for Fundación Grupo Social, integrating corporate communication principles and social responsibility messaging.
- Provided strategic consulting in digital planning and the design of technology-driven brand experiences for pharmaceutical and corporate marketing initiatives.
- Designed and implemented immersive experiences (VR, AR, holograms, interactive sensors, and gamification) aligned with communication, engagement, and brand recall objectives.
- Supported the full lifecycle of experiential projects, from concept development to execution and post-event evaluation.
- Key clients: AstraZeneca, Legrand.
Led the social media and digital content strategy with a focus on community growth, brand positioning, and conversion for the company’s e-commerce platform.
- Designed and executed omnichannel editorial planning, overseeing content creation across copywriting, design, and production, aligned with commercial objectives.
- Implemented and optimized paid digital campaigns focused on traffic, lead generation, and sales, with continuous monitoring of metrics and KPIs.
- Conducted performance analysis, competitive benchmarking, event coverage, and digital community management.
- Supported the maintenance and optimization of websites and e-commerce platforms, contributing to improved user experience and conversion rates.