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Axel Baez

@axelbaez

Media and Data Analyst at BanCoppel, where I developed a behavioral strategy for Buen Fin 2024 using research, buyer personas, and mapped touchpoints.

Spain

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What I'm looking for

I’m focused on building a career in data, collecting, quality-checking, and analyzing data with Excel, Power BI, and SQL while continuing to develop these skills.

At BanCoppel, I applied behavioral science and data analysis to identify performance gaps and develop KPI-grounded content strategies that reduced customer friction. For Buen Fin 2024, I reviewed 14 studies, defined two behavioral buyer personas, selected evidence-based levers, and mapped touchpoints.

I also wrote behavior- and data-driven transactional and advertising copy for a four-day campaign covering three BanCoppel card products. It included six user touches across email, push, SMS, WhatsApp, and display.

As UX Lead at BanCoppel, I led a three-person team designing front-end screens for banking products in the mobile app. A redesigned customer journey increased onboarding completion by 75% over prior benchmarks.

My experience also includes verifying business listings and recording confirmed operational data for TELUS Digital, as well as managing social content and accounts for six point-of-sale products at Ambit Technology. I’m now focused on building a career in data, using Excel, Power BI, and SQL to collect, quality-check, and analyze information.

Experience

Work history, roles, and key accomplishments

Behavioral Copywriter

BanCoppel

Jun 2024 - Dec 2025 (1 year 6 months)

Applied behavioral science and data analysis to build KPI-grounded content strategies, reducing customer friction. Wrote data-driven transactional and advertising copy, including a four-day campaign for three card products.

Behavioral Science Data Analysis Copywriting KPI Analysis Email Marketing Push Notifications SMS Marketing WhatsApp Marketing Display Advertising

Geo Data Evaluator

TELUS Digital

Dec 2023 - Dec 2024 (1 year)

Verified business listings through direct phone outreach and recorded confirmed operational data into Google Maps datasets to ensure accuracy.

Data Verification Data Entry Google Maps Communication Skills

UX Lead

BanCoppel

Dec 2022 - Jun 2024 (1 year 6 months)

Led a 3-person UX team designing front-end screens for banking products in the mobile app. Increased onboarding completion by 75% over prior benchmarks.

UX Design Team Leadership Mobile App Design User Research Prototyping

Online Content Moderator

TELUS Digital

Apr 2022 - Aug 2023 (1 year 4 months)

Monitored and reviewed Facebook ads for compliance with platform policies.

Content Moderation Policy Compliance Facebook Ads

CX Content Strategist

BanCoppel

Jun 2022 - Dec 2022 (6 months)

Developed the B2C messaging suite for everyday banking operations, including transaction confirmations, pop-up alerts, security alerts, and service notifications.

Content Strategy B2C Communications UX Writing Banking Operations

Project Manager

Milenio

May 2022 - Jun 2022 (1 month)

Oversaw all news content published to the company's YouTube channel (5M+ subscribers), maintaining compliance with community guidelines and editorial accuracy standards.

Project Management Content Management YouTube Editorial Standards

Community Manager

Ambit Technology

Apr 2020 - Apr 2021 (1 year)

Sole copywriter and designer for six point-of-sale products in Mexico, creating all social content and managing each product's dedicated account. Localized Lightspeed content into Spanish.

Social Media Management Copywriting Graphic Design Localization Content Creation