Business Intelligence, Database Marketing and CRM Analyst, Marketing Gamification Entrepreneur

Managed the Business and Competitive Intelligence area within Marketing. Responsible for all
information regarding market share, market analysis and competitive tracking. Focus Group
support and coordination. Market segment research and leads management, in support of
Marketing, Product Managers, Sales initiatives, Customer Care operation and the Senior
Management. Strategic Plan contributions. Submitting monthly Market Information Reports to
regional headquarters. Implementing direct marketing campaigns for business and individuals
markets. Actively participated in a number of strategic initiatives within AT&T Latin America.

Accomplishments:

* Hired and supervised six direct reports, since Start-Up
* Coordinated and implemented primary research with aid of local and international
consultants (Pyramid, IDC, Nielsen, Convergencia)
* Selected and supervised the implementation of a $25.000 GIS Project for strategic
planning, marketing and network deployment decision taking
* Travelled within five Latin America countries as regional marketing User Leader for GIS
and Data Warehouse projects design
* Developed a Loyalty Program for individuals, with 80% of customer retention for the Long
Distance service. Almost an 18% of company's incomes
* Coordinated demographic and psychographic research for the individuals market with aid
of outside consultants
* Increased in almost 70% business customer retention, through the daily Cross-Selling
Opportunities Seeker Report, with recommendations for sales executives. Almost 28% of
company's incomes
* Increased sales effectiveness to a 25%, by redesigning the segmentation approach in the
business market
* Increased the daily average ARPU (consumption) through suggestive leads clustering
techniques
* Successfully supervised the implementation of INFO, the Marketing Information System.
Then replicated in other offices of the region (USA, Colombia, Peru, Brazil and Chile)

Responsible for project managing the implementation, integration and development of
Wunderman CRM services . Leading a cross-functional team that attended the major loyalty
programs accounts, from different industries (retail, oil, telecommunications, newspaper).

Accomplishments:

* Named regional CRM Practice Leader, coordinated every active CRM project
* Managed the Ford Motor Company Argentina account. Implementing a Loyalty Program,
"Ford Mira", consisted of establishing a long-term relation with the Customer, till the next
repurchase. Annual sales of $3 M
* Designed the marketing module of the Repsol YPF loyalty program, Serviclub. Including
promos, marketing campaigns, instant prizes in POS
* Developed the Loyalty Framework at Telefónica de Argentina, a telecommunications
industry leader. Generating customer retention for almost monthly $500K
* Saved $150.000 for a project delay penalty, by reorganizing the project team and
methodology, meeting time-sensitive deadlines and expected deliverables. For a Loyalty
project in Unifon (now Movistar, leader in mobile telephony)

Coordinated the development and maintaining of information resources in order to enhance the
analytics and reporting provided to the key decision-makers throughout the company.
Approaching the mission from the User's perspective and delivering its product through close
cooperation with Information Technology.

Accomplishments:

* Supervised five direct reports
* Selected as Argentina's representative in Brazil's Telecommunication System privatization
(Telebras). Taking part in a multinational team, performing consumption analysis and
forecasts. 1998, Brasilia (Brazil)
* Assisted in the advertisements implementation , merchandising policies and programs
* Supervised the implementation of DSS and GIS projects, installing Business Objects and
MapInfo, with the development of diary process of information update
* Developed and maintained a tracking and reporting database system. Giving information
for the development of Long Distance discount offers
* Succeeded in substantially reducing access time to consumption information, that
supported the first focused marketing programs
* Developed strong relationship with other areas for information interchange