Fernando A. Mendoza

Under the Consumer Engagement Division, I've been responsible for the monthly traffic and revenue achievement for the CRM channel via Newsletters and Push Notifications, offering our consumers across LAM a strategic mix of both premium/product-driven and commercial content.

• Managed a dedicated team of 4 retention specialists, consistently achieving or exceeding set targets for both individual and group performance metrics.
• Boosted revenue with premium and cross-selling initiatives tailored for adidas LAM audiences.
• Mastered a cross-functional, collaborative way of working with e-commerce, regional and local brand teams to identify commercial and product-driven opportunities to implement retention strategies accordingly.
• Championed the use of data-driven approaches in decision-making processes, empowering team members to make informed choices that positively impacted both the business and our channels' performance.
• Led the execution of the first-ever artificial intelligence software to enhance newsletters performance across 4 neutral Spanish-speaking markets.
• Fostered a culture of continuous improvement by encouraging feedback from team members and agencies alike, using insights gathered to drive ongoing enhancements to both the retention team and its performance.
• Managed calendars for our 6 main LAM markets with an always-on communications approach (AR, BR, CL, CO, MX, PE), and 3 distribution markets with ad-hoc plans (EC, PA, PR).

• Successfully collaborated with commercial and regional brand teams to develop targeted CRM campaigns for customer segments across LAM.
• Provided detailed reports on CRM communications performance metrics, highlighting successes as well as enhancement opportunities.
• Analyzed CRM data, providing valuable insights for retention initiatives.

As part of the Marketing Direction division, I was responsible for the complete Digital Marketing roll-out of the brand across 4 main markets: CO, EC, PA and the Caribbean.

• Provided Digital Marketing strategies to all business units: Home Appliances, Audio & TV, and Air Conditioning.
• Created and updated visually appealing landing pages to improve user experience.
• Coordinated the unified product description model across the 3 websites to improve conversion rates.
• Led the relationship with the Digital Marketing agency, responsible for the execution of the digital marketing campaigns across Social Media, Search and Display Ads. Also managed ad-hoc traditional media marketing strategies.
• Supervised the allocation of the regional Digital Marketing budget.

• Successfully collaborated with a cross-functional team to develop and execute the communication strategy against the opening of the museum.
• Managed content creation for company website along the Digital Marketing agency, ensuring consistent messaging across all platforms.
• Developed and executed the first-ever newsletter strategy for the museum, targeting actual and potential benefactors, partners, and nationwide museum community.
• Organized community outreach initiatives that fostered goodwill towards the museum, alongside other locally recognized museums.
• Assisted structuring the annual fundraising program, focusing on major founding donations to ensure financial sustainability for the first three years of the project.

• Enhanced brand visibility by executing strategic corporate communications initiatives via international law publishers.
• Assisted in organizing the firm's participation in international high-profile trusts and fund-related events, resulting in greater consumer awareness for the Corporate Services division.
• Supported the development of internal communications strategies for increased employee engagement and understanding of company goals, including "ARIFA News", the first-ever monthly newsletter rolled-out in the 100-year history of the firm.
• Maximized reach by coordinating targeted email marketing campaigns for the firm's clients.