Ascanio Fernandez

Owns the customer lifecycle for Chevrolet, Buick, GMC, and Cadillac, analyzing the full journey from lead to repurchase by vehicle model. Identifies repurchase windows and cross-sell purchase affinity through quantitative analysis to guide retention and optimize multi-brand strategies.

Coordinates cross-functional execution with suppliers and stakeholders, managing scope and timelines. Owns project management and operations, organizing priorities and improving workflows to ensure consistent execution against plan.

Executed and maintained fare pricing strategy, setting and adjusting prices by route season to ensure competitiveness. Managed end-to-end commercial setup and execution readiness, validating rules and effective dates, and identified and corrected fare incidents to minimize revenue impact.

Led marketing initiatives, including brand positioning, strategic planning, and creative content production to increase brand awareness and drive market penetration. Designed plans using consumer and market data to identify opportunities and translate insights into recommendations for positioning and growth.

Spearheaded mixed-method market research to identify demand, achieving a 79.6% purchase intention and 81.8% product credibility. Synthesized user feedback into product recommendations and conducted feasibility and ROI analysis in Excel to support investment decisions.

Completed a certificate in Financial Markets from Yale University in 2025.

Completed a certificate in Manage GA4 Data and Learn to Read Reports from Google in 2025.

Completed a certificate in International B2B Marketing from Yonsei University in 2024.

Bachelor's degree in Strategic Marketing from Universidad Anáhuac Querétaro, completed from 2019 to 2023.