Francisco Gonzalez Cervantes

A results – driven, customer experience, insights, research and loyalty leader with 8 years of experience in Telecom, Travel and Financial Services. Strong expertise in research, 360° marketing campaigns, customer journey, product life-cycle, insights, Net Promoter Score, loyalty, repositioning and building brands across all customer touch-points. Focused on challenges, seeking to continue a progressive career, overcoming goals through being part of a successful and productive team and demonstrating strong leadership and negotiation.  

Zurich Santander                                           September 2019 – Present 

Customer Experience and Loyalty Manager (Mexico)       

 Responsible for planning, developing and managing 360º marketing campaigns and loyalty efforts in Mexico, also to analyze & improve the customer experience and the customer life cycle. A core part of the role is to increase the value of the brand through the awareness, loyalty and sales. I´m member of the global marketing board and managing an extended team of 15 people to make possible all the strategy for the annual campaigns. • Design and launch 5 360º advertising campaigns generating 12% growth in annual sales, which translates in more than US$17 MM. 65% of the income was generated from 1 top client campaign. • Develop the first Customer Life Cycle for the main products of the company, increasing 15% level awareness, 10% NPS and 10% of the customer value. • Work in a cross functional team to launch the first click to sell (Digital Sales E2E) to the consumers. • Redesign the look & feel for every effort for campaigns, achieving Open Rate up to 50% and the results of the last points also is relationated with this strategy.   

Hoteles City Express                                                                                                         July 2015 - August 2019 

Senior Research and Consumer Insights Manager (Mexico)

 Responsible for the Annual Consumer Insights, driving more than 15 studies yearly with hi-impact results. Also, to analyze the voice of customer, employees and sales force in order to give recommendations and generate useful information for decision making at Executive Committee level. • I was in charge for different research with Kantar, Lexia and DLR. • I developed the data-based decision making going from 2 to 15 studies at the year. • I worked in a cross functional team to develop the brand book and the identity for 2 top brands. • I generated the first costumer journey, identify all the touch point with the client and developing strategies for improve the customer experience. 

Televisa                                                                                                                          January 2014 - June 2015 

Market Research Executive (Mexico) 

Responsible for coordinating 23 tv stations to run market research, analyze information, generated key information and share results with the sales area. 

Licenciado en Mercadotecnia