María Santa Ramírez Oviedo

Executive Profile

Senior marketing executive with over 23 years of experience in the IT and SaaS software industry.
Expert in 360° marketing, product development and GTM strategy, channel marketing, demand generation, and marketing automation across B2B, B2C, and ABM environments.

Professional Experience

Focused on brand positioning, pipeline growth, and sales acceleration through integrated strategies powered by MarTech, AI, and data analytics. Proven leadership with the ability to manage high-performance remote teams. Strong background in strategic planning and execution aligned with KPIs, OKRs, ROI, and CAC reduction. Excellent communication with stakeholders and C-level executives.

Technical Skills

- Digital Marketing: SEO–AEO / SEM, Paid & Organic Search, Social Ads, Field Marketing

- MarTech, CRM & Automation: HubSpot, Salesforce, Contact Center+

- ABM, B2B & B2C Strategies, Content Strategy, Lead Scoring, Email Nurturing

- Data Analysis: Google Analytics, Power BI, Monday, AI/ML tools

- Strategic Planning, Demand Generation, Branding, Commercial Alignment, Content Marketing.

Professional background

Contpaqi – Market Development Director | Sep 2024 – Nov 2025 | 1.2 years

- Led MarTech process reengineering, achieving more than -40% cost, 77% increase in SQLs, and 98% budget execution.

- Spearheaded GTM strategies and product launches, strengthening national positioning of the top 4 product lines.

- Managed 360 Marketing activities, budget (+ $2.5M USD) for GTM, branding, channel strategy, and MDF allocations.

- Directed Marketing team (remote) 5 Managers & professionals aligned to GTM and demand generation strategies.

- Executed large-scale, specialized, and niche events (in-person and virtual) with attendance rates above 90%.

- Built strategic alliances and consolidated a strong national Partners network, supporting marketing strategies to growth.

C3ntro Telecom – Chief Marketing Officer (CMO) | Jan 2021 - Sep 2024 | 3 years

- Implemented CRM for sales and marketing across Voice, Carrier, and Enterprise services nationwide.

- Managed KPIs with 70% SQL conversion and generated 3X ROI through B2B and ABM campaigns.

- Secured and executed 100% of MDFs with partners as Cisco, Microsoft, AWS, Equinix, HP, Zoom and more.

- Launched the corporate website with SEO/SEM Paid and Social media architecture for international positioning.

Netec – Global Knowledge (Latam) | 2005 – 2019 | 14 years

Marketing Director Latam | 2013 - 2019 (Mexico, Colombia, Chile, Peru, Argentina)

- Implemented ABM strategy achieving 14% annual growth and 20% CPL reduction.

- Strengthened channel programs, reducing event costs by 70%, Marketing 360 for demand generation in Latam.

- Managed a $250K USD regional budget with 99% MDF execution and a 14% ROI increase.

Marketing Manager | 2008 - 2013 (Mexico, Colombia)

- Led rebranding efforts in Colombia and earned Cisco Partner of the Year award.

- Created localized websites and trained sales teams in go-to-market strategy.

Marketing Coordinator | 2005 - 2008

- Established the marketing department and defined key roles.

- Increased commercial demand through comprehensive marketing and sales plans.

Reforma Newspaper | 1997 – 2005 | 8 years

- Account Manager (2002 - 2005) for top accounts in Club Social magazine.

- Graphic Designer (1997 - 2002) in the Social Section.

Technical Skills

- Digital Marketing: SEO/SEM AEO Paid search & Organic campaigns, social channel strategy, Social Ads, viral content.

- MarTech, CRM & Automation: HubSpot, Salesforce, Contact Center+, Content Marketing, Cases of studies, and brand voice.

- ABM, B2B & B2C Strategies, Content marketing, Lead nurturing, Scoring, Email Campaigns, Field marketing, and PR.

- Data Analysis: Google Analytics, Power BI, Monday, AI/ML tools target audience. MQLs to SQLs end to end marketing.

- Strategic Planning, Branding, Commercial Alignment, Inbound & Loop marketing. Evangelist programs, webinars and events.

Education

MBA in Marketing – Universidad Intercontinental (2002 - 2004)

Bachelor’s in graphic design – Universidad Anahuac (1992 - 1996)