Felipe Bonnet

Optimized data-driven attribution and media effectiveness frameworks across Paid, Owned, and Earned channels, managing a $2.2M USD budget to achieve +35% MoM acquisition and +54% MoM disbursement growth. Owns omnichannel communication strategy and leads brand awareness campaigns.

Led a multidisciplinary marketing organization across Analytics, CRM, Performance, Branding, UX and MarTech, achieving four consecutive best historic months in lead activation, conversion, and retention. Developed user acquisition and go-to-market strategies across Colombia and Peru.

Led a team of 4 Growth Specialists for Credit and Prepaid segments, acquiring over 200,000 credit cards in the first year. Developed acquisition and activation strategies, designed unit economics and LTV models, and established A/B and incrementality testing methodologies.

Launched high-impact growth strategies for new products like Moto, Fleet & Flex in 20+ cities across Latin America. Led acquisition strategy for aggressive competition campaigns in stagnant territories and developed launch & growth strategy for DiDi Fintech solutions.

Managed Push, SMS, Email and In-App campaigns across LATAM focused on customer reactivation and lifecycle engagement. Managed monthly marketing budgets of over $1 Million USD across multiple countries and developed customer segmentation strategies.

Managed planning, strategy and development of digital content for major accounts including CONMEBOL, Volvo and Ramo. Supported campaign measurement, KPI development and digital execution for product launches and brand awareness initiatives.

Analyzed sales, bottling and distribution data for carbonated beverages, providing insights used in daily commercial and operational decisions. Developed strong analytical capabilities using Excel, ThinkCell, SQL and PowerPoint.

Supported the launch squad for IQOS, contributing to experiential marketing initiatives and generating 5,000+ leads through multiple events. Supported product launch activations and brand development initiatives, including the launch of a new Marlboro flavor.

Part of the consulting group in charge of developing the strategy for internationalization. Developed an in-depth analysis of potential markets, competitors, and operational costs that led to the successful incursion of the company in Ecuador.

Led a team of three analysts to drive incrementality for Driver and Passenger segments in ride-hailing. Delivered acquisition, engagement, and reactivation strategies, optimizing budget and touchpoints, and led launches of five new cities and two new products in the region.

Completed a course in Artificial Intelligence applied to business and productivity.

Completed a high-performance leadership program.

Completed a Six Sigma Yellow Belt certification.

Completed a Business Analytics certificate.

Completed a Data Science for All program focusing on data modelling, warehousing, and administration.

Pursued a degree in Business Management from 2014 to 2019.

Completed a diplomatic course on strategic marketing.

Completed secondary education with an academic bachelor's degree.