Adriana SANCHEZ

Seasoned marketing and digital leader with over 15 years of experience in Latam across diverse industries including fashion, beauty, travel, and education. Known for collaborating effectively with high-performing teams and utilizing a multicultural approach to thrive in global business settings. Proven track record of developing and executing top-level brand strategies to elevate market presence and drive revenue growth, skilled in developing impactful multichannel campaigns through digital marketing tools and platforms. Recognized for maximizing ROI through tailored strategic initiatives and a passion for innovation, constantly staying ahead of industry trends to maintain a competitive edge.

Grupo Axo - Mexico City

Senior marketing manager 2021- present

Developed comprehensive digital marketing strategies for Lifestyle business unit that includes Calvin Klein, Tommy Hilfiger, Coach, Victoria's Secret; Bath and Body Works, Guess, Old Navy, Speedo, Brooks Brothers and Rapsodia.
Managed a budget exceeding $10.5 million, ensuring effective allocation for cost-effective campaigns and digital technology.
Achieved consistent year-over-year growth in website traffic for lifestyle business unit, with a 30% increase in 2022 over 2021 and an additional 18% growth in 2023.
Improved ROI by 23% in 2023 compared to 2022 and 18% in 2022 over 2021, while reducing CPA and CAC.
Created forecasting models to predict monthly e-commerce performance, aligning strategies with business objectives.
Fostered cross-functional partnerships, aligning marketing initiatives with organizational goals.
Led a team of 15+ marketing and design professionals, delivering successful marketing campaigns in collaboration with external agencies and stakeholders.

Sephora - Mexico City

Digital marketing manager 2019 - 2021

Spearheaded yearly and monthly forecasting of e-commerce digital strategies and KPIs. Aligned strategies with market trends and business objectives, resulting in triple-digit YoY growth for Dotcom.
Managed high-performing internal teams and fostered seamless collaboration with external agencies and media partners.

Led the successful migration of Mexico's e-commerce platform to SFFC (Sales Force), integrating cutting-edge tools and technologies.
Provided weekly comments and monthly reports to regional teams and C-level executives, offering actionable insights and recommendations to optimize e-commerce performance and drive revenue growth.

Grupo Estrella Blanca - Mexico City

Digital marketing manager 2017 - 2022

Designed and executed effective digital marketing strategies, achieving a remarkable +140% year-over-year sales growth.
Successfully managed budgets, enhancing return on advertising spend from 40%. Generated accurate forecasts to guide decision-making processes.

Led the acquisition and management of various digital marketing channels.
Created and executed automated remarketing campaigns, increasing return visits by 22%

British council - Bogotá

Regional Digital analytics and campaigns manager 2013 - 2017

Led digital marketing monitoring and evaluation efforts across the Americas region.
Ensured regional and local staff possessed necessary skills to assess performance on online platforms and digital marketing campaigns
Maximized ROI through accurate analytics
Developed and implemented SEO strategy
Supported local markets in campaign management and design based on best practices and analytics

Linio Colombia - Bogotá

Online advertising 2013
Established and managed online advertising business unit
Successfully commercialized Lino as an advertising platform Collaborated with internal partners, media agencies, and external clients

• Bachelors in Marketing and communications averiana University 2001 - 2006
• Integrated marketing diploma NYU - 2011 - 2012
• Digital transformation and strategyHyper Island - 2016