Tag Archives: about felipe botero

CV / Résumé

PROFESSIONAL BACKGROUND

I am a digital marketing professional with experience in several areas of digital marketing, communications and business development. I have worked in the execution of different marketing and communication campaigns, the creation of different web content and the opening and consolidation of different markets.

I implemented strategic plans with a primary focus on developing and offering different business solutions to our customers as well as capitalizing on new markets. Such customer-centered strategies helped to develop new business opportunities. I am always willing to go beyond the minimum expectations to make sure I serve customer needs above all.

Also, I have experience in digital marketing. In my experience as a digital marketing associate, I helped to optimize an e-commerce site using inbound marketing strategies increasing sales leads by 69%, lowering the cost per conversion by 37% and turning negative sales trend to a positive 15%.

Likewise, my analytical capacity, my communication skills in English and Spanish, my experience as a blogger, and my interest in topics related to digital marketing and communications, can help to support different companies web and mobile marketing, business development and communications initiatives.

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SUMMARY OF QUALIFICATIONS

Master’s in Online Marketing and Communications.
Bachelor’s Degree in Marketing.
Postgraduate diploma in International Business Management.
Proved experience in Digital marketing, Communications and Business Development.
Strong team player with the ability to work well independently.
Excellent communication skills in English, Spanish and basic French.

COMPUTER AND TECHNICAL SKILLS

Proficient in: Microsoft Office (Word, Excel, PowerPoint), Adobe Photoshop, Adobe Illustrator, HTML, CSS, JS.
Proficient in WordPress web content management system.
Certified in Google Analytics, Google Adwords search, Google Adwords display, Google Adwords Mobile, HubSpot Inbound Marketing, HubSpot Inbound Content Marketing, HubSpot Inbound E-mail Marketing, Hubspot Inbound Sales and Twitter Marketing Leadership.

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EMPLOYMENT HISTORY

Digital Marketing Associate.
Dona Kolors / 2019 – 2020
Barcelona, Spain.

Collaborated with other team members to create ads, email campaigns, landing pages and changes to the conversion funnel to optimize the user experience in efforts to increase customer acquisition.
Helped in planning Search Engine Optimization campaigns around relevant terms and trends that drives traffic, implementing on-page and off-page optimization, analyzing competitors, keyword research, and identifying link building opportunities, to improve local and organic rankings.
Supported the digital marketing team using inbound marketing software to attract new customers and drive conversions,developing custom reports, segments, e-commerce and channel attribution.

Marketing and Business Developement.
Lafarge Canada Inc. / 2011 – 2017
Edmonton, AB.

Supported different marketing campaigns to determine the most efficient way to promote company’s services to our targeted audience.
Researched market trends and competitors with the goal of obtaining strategic information for business decision-making and business development.
Analyzed business opportunities by contacting potential and existing customers to monetize such opportunities.

International Business Development.
PipeSak Inc. / 2008 – 2010
London, ON. Canada

Helped in opening new markets in South America countries, online market research tools and e-mail marketing business communication strategies.
Structured and created content for the company website in English and Spanish, in order to open new markets and to improve communication with customers in Latin American countries.

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VOLUNTEER EMPLOYMENT HISTORY

Digital marketing consultant.

S.W.I.M. London, ON. 2020 – Present

Developed different social media and online community management strategies.
Implemented different SEO SEM and SMM strategies to increase MIC e-commerce conversions.
Helped in designing multiple content creation strategies for the MIC ecommerce site.

Marketing and Communications strategist.
YMCA of Canada / 2014 – 2016

Provided support in the design, implementation and evaluation of graphic and written content in digital and print platforms in order to promote the services offered by the organization.
Assisted in the development and execution of marketing campaigns with the goal of increasing fundraising for different social initiatives.

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EDUCATION

Master’s degree in online Marketing and Communications. / 2019
Universidad Autonoma de Barcelona.
Barcelona – Spain.

Postgraduate Diploma International Business Management. / 2007
Fanshawe College.
London – Ontario, Canada.

Certified International Trade Professional (CITP). / 2007
Fanshawe College – FITT.
London – Ontario, Canada.

Bachelor’s Degree in Advertisement. / 2003
Pontificia Bolivariana University.
Medellin, Colombia.

REFERENCES AVAILABLE UPON REQUEST

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CERTIFICATES AND BADGES

Portfolio

MIC ecommerce project management.

I did participate in the planning, executing, and tracking the different steps of the MIC ecommerce website project.

Mothers In Cleaning (M.I.C.) https://mothersincleaning.com/ is a social ecommerce enterprise initiative part of S.W.I.M (Single Women In Motherhood). M.I.C. main goal is to provide job opportunities through its cleaning services to single mothers who want to find balance, self-fulfillment, and financial security.

MIC

I did participate in the design of the following strategies:

1. Competitor Analysis: We conducted in-depth market research and competitor research. It helped us to identify the strengths and weaknesses of the market leaders in the London, Ontario and surrounding areas. Also, we gathered data and did receive insights on the mistakes we can avoid and the best practices we can adopt.

2. Feature List: We choose the best features to integrate the MIC e-commerce website in order to have the most practical, meaningful and valuable user experience for customers and employees.

3. Booking system: In our MIC team, we carefully selected AMELIA software, the best ranked booking and payment system for booking ecommerce service sites providers. The choice is having a positive impact on the number of sales, and the website trustworthiness.

Amelia Booking

4. Design and content creation: I did design different layouts, elements, graphic pieces and written content to create our MIC’s unique identity. I did also, develop a custom e-commerce design according to to MIC’s business needs.

MIC project

5. E-commerce Platform: We choose Woocommerce as the best possible platform to fulfill MIC’s business goals, our customer needs and S.W.I.M. budget.

MIC Project 2 Felipe Botero

6. Product Roadmap: We studied our product carefully in order to deliver the best possible service during all the product stages in different timeframes.

7. SEO marketing strategy: I did create different optimization strategies that help to grow the quality and quantity of website traffic by increasing the visibility MIC’s website in Google Search Engine.

8. SEM Strategy: We designed different Google Ads campaigns in order to drive traffic to MIC ecommerce website. As a result we grow sales by 50% after developing such campaigns.

9. SMM Strategy: I designed different Social media marketing campaigns using Facebook and Instagram to generate new leads, increase our ROI and grow MIC’s conversions and sales.

MIC Project 4 Felipe Botero

SEO strategy for INOAR PROFESSIONAL.

Inoar Professional landing page

This freelance project, focused on redesigning the SEO strategy for Inoar Professional Inc. ecommerce website in the US market. After implementing this digital marketing strategy on October 2016, www.inoarprofessional.com ranked within the top ten in the hair care products category in Google US organic search results.

Link to the project:

SEO Project Inoar Inc.

UX usability for INOAR Professional.

This freelance project, aimed to redesign www.inoarprofessional.com Information Architecture (IA). After the implementation and redesign of the company’s e commerce website, cart abandonment were reduced, customers time in the website increased and net sales grew by 35%.

Link to the project:

UX Usability Inoar Inc.

SEM Campaign Dona Kolors.

The goal of this project was to create and implement a Google Adwords Account for Dona Kolors in Spain that helps to boost sales and to optimize the online presence of the company in Google Spain search engine. Three months after the implementation of this marketing strategy, Dona Kolors increased the number of Google AdWords leads by 69% while lowering the cost per conversion by 37%.

Link to the business brief:

SEM Campaign Dona Kolors

About Felipe Botero

Welcome to Felipe Botero’s website.

I do believe that continuous learning is a life process, when we decide to stop learning about new things professionally or personally, life becomes meaningless.

Therefore, I have created this informational site to learn, talk and discuss about topics related to e-commerce, online marketing, social media marketing, SEO, SEM, UX, web design, digital branding and web analytics.

Some of the things I am passionate in life are: sports, travelling, reading, being a nomad, learning about cultures, languages and personal development. Please visit my LinkedIn profile

Thank you for visiting Felipe Botero’s website and please leave a comment.