Open to opportunities

Fabiana Reyes

@fabianareyes

Message

I drive customer acquisition, retention, and lifecycle growth through data-driven digital marketing.

Peru

Message

What I'm looking for

I'm looking to drive acquisition, retention, CRM, and lifecycle initiatives where I can use customer data, experimentation, and performance marketing to improve journeys and deliver measurable business results.

I've driven customer acquisition, retention, CRM, and digital marketing initiatives across retail, banking, and real estate. My work combines campaign execution, customer journey optimization, and marketing analytics.

At Tottus Peru, I led acquisition and retention strategies across app and web, reducing churn to 6.1% from a historical average of 16%. I also launched a reactivation journey that reached a 14% purchase conversion rate.

At Ripley Peru, I managed app and web campaigns, lifecycle communications, and high-impact cross-functional initiatives. During Cat Week, I increased customers by 36% and sales by 117% versus the prior Ripley Pets Anniversary campaign.

Now at Illusione, I manage the digital funnel, optimize Meta Ads and Google Ads campaigns, execute reactivation campaigns, and build Power BI dashboards to guide marketing decisions.

Experience

Work history, roles, and key accomplishments

Current

Growth Coordinator

Current

Illusione

Jun 2026 - Present (3 months)

Manage and analyze the digital funnel from lead generation to sales transfer. Develop digital strategies, optimize performance campaigns on Meta Ads and Google Ads, and build Power BI dashboards to monitor KPIs.

Meta Ads Google Ads Power BI Lead Generation Digital Strategy Reactivation Campaigns Atom KPIs Conversion Funnels

Growth Lead

Tottus Peru

Aug 2024 - May 2026 (1 year 9 months)

Defined and executed customer acquisition and retention strategies, reducing churn to 6.1% from a historical 16%. Designed A/B tests and lifecycle campaigns, achieving a 14% purchase conversion rate in a reactivation journey.

Customer Acquisition Customer Retention A B Testing SQL BigQuery Cohort Analysis Customer Journey Lifecycle Marketing Reactivation Campaigns Stakeholder Management

Digital Growth Analyst

Ripley Peru

Jan 2023 - Jul 2024 (1 year 6 months)

Managed digital marketing campaigns across app and website to increase traffic and sales. Planned email, SMS, and push campaigns, and increased customers by 36% and sales by 117% during the Cat Week campaign.

Digital Marketing Email Marketing SMS Marketing Push Notifications CTR Conversion Rate Campaign Management Cross functional Coordination Marketplace

Growth Hacking Intern

Interbank

Jun 2021 - Dec 2022 (1 year 6 months)

Supported planning and execution of digital marketing campaigns for digital banking channels. Developed SQL reports to monitor KPIs and contributed to a migration project that increased digital credit card payments by 20%.

SQL Digital Marketing KPI Monitoring Customer Behavior Analysis Digital Banking