Lisette Lopez Velarde

Professional with more than 20 years of experience in the Marketing area such as:  Demand Generation, Field Marketing, Channel Marketing and Digital Marketing.   My experience has been mainly in the Technology Industry, working to drive sales of B2C, B2B and B2B4C Markets.

Senior Regional Marketing Manager, Kaspersky, México, CDMX.        Nov 2021- Present

• Develop annual/quarterly marketing plans and strategies to promote Kaspersky Cybersecurity solutions for SMB and Enterprise sector.
• Develop, own and execute marketing strategies, focusing on growing and accelerating pipeline through diverse channels, including online/offline lead generation events, digital marketing, content, webinars, incentive programs and customer/partner activations.  Lead and mentor the local marketing team (2 direct reports).
• Manage the marketing budget of $800K and marketing development funds (MDF).  
• Execute B2B marketing strategies with 4 distributors and 20 Platinum and Gold Channels in Mexico
• Lead Management – Generate quality leads (MQLs and SQLs) and pipeline for the sales team 
• Establish performance metrics (CTR, Conversions, etc.) and processes to track ROI and effectively measure the success of marketing initiatives.
• Account Based Marketing strategies to engage high- value Enterprise accounts
• Plan and execute Digital Marketing Strategies together with the regional marketing team, including Paid Social, Paid Search (AdWords), Google Performance and Content Syndication.

Senior Performance Marketing Manager LATAM, Dassault Systems, México, CDMX.                                                                                                      2014 –  2021

• Develop annual/quarterly marketing plans and strategies to promote software desktop and cloud solutions, including 3DExperience and SolidWorks. 
• Create, drive and evaluate key brand-building, awareness building and demand generation initiatives for various software solutions across different manufacturing industries and sales channels in LATAM. Guide the activities of one direct report and six indirect reports.
• Execute B2B marketing strategies with 14 distributors in Andina, CAC, and Mexico. 
• Oversee the annual $200K marketing budget and the marketing development funds (MDF). 
• Launched LATAM social media organic and paid strategies for several platforms, including for FB, IN and TW.
• Plan and initiate all digital marketing strategies, including blogs, company website, content marketing, email messaging, Google AdWords and Analytics, marketing automation, retargeting, SEO, and social media. 
• Develop advertising campaigns, lead generation campaigns, market research, POS materials, promotions, PR, trade shows, training events, and webinars.
• Evaluate the impact of marketing programs utilizing various tools and techniques, including cost per lead (CPL), conversion rate, CTR, inquiry rates, marketing contribution to revenue (MCR), and marketing qualified leads (MQL). Update ROI and KPIs based on marketing and sales financial results.
• Drove key alliances with key partners, including Dell, HP, Stratasys, Wacom, and 3DSystems

Marketing and Communication Manager ITD, Samsung Electronics México, México, CDMX.                                                                                        2012 – 2013

• Led all marketing initiatives for the ITD Division, which included computers, monitors, printers, and tablets with a focus on business to consumer (B2C) and business to business (B2B). 
• Guided marketing strategies that included advertising campaigns, social media digital campaigns, exhibits, offline/online media, product launches, promotions, B2B lead gen events and market research.    Manage media, BTL, advertising and digital marketing agencies. 
• Oversaw the Marketing/Communications Department with a $13M USD annual budget. Hired and trained a group of four direct reports. 
• Built relationships with several partners, including AMD, Intel, and Microsoft, to execute co-marketing campaigns.
• Continuously analyze sales and marketing results and prepare reports with metrics, which included sell-in/sell-out, CTR, the marketing expense index, Number of Impacts and impressions, and ROI.

Senior Channel Marketing Manager, Dell México, México, CDMX.  2009 – 2012

• Designed marketing programs and strategies to promote the sell-out of consumer products (B2C) for distribution (Ingram, CVA, Intcomex, and Techdata) and retail channels (Carso Group and Walmart Group).  Developed advertising campaigns, roadshows, trade shows, POS materials, product displays, promotions, promoter’s management (90 people) and retail and channel trainings.
• Oversaw an annual marketing budget of $5.5M USD for Mexico as well as manage MDF funds.
• Performed weekly analysis of sales performance and visibility metrics, ROI by project, sell-out by distributor/retailer, share of advertising, rate of recommendation and share of shelf.
• Drive alliances with Intel, Microsoft, McAfee and others to develop marketing strategies. 

Postgraduate Course
Interactive Marketing (Digital Marketing and Social Media) | Instituto Tecnológico y de Estudios Superiores de Monterrey (ITESM-CCM)

Master´s Degree
International Management  | Instituto Tecnológico Autónomo de México (ITAM)

Bachelor’s Degree
Marketing (with Honors) | Instituto Tecnológico y de Estudios Superiores de Monterrey (ITESM-CCM)