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Graciela Matos

@gracielamatos

Marketing Automation Project Manager at ETEX Group, driving global HubSpot initiatives across 25 brands.

At ETEX Group, I lead global marketing automation initiatives supporting 25 brands and multiple markets. I drive HubSpot governance, lead management processes and AI initiatives, while connecting Latin America and Global Digital teams.

At Würth Group, I led marketing, communications and omnichannel initiatives across Latin America, including work spanning 10 countries. In Chile, I restructured the Marketing function and supported business growth during the pandemic through digital transformation, eCommerce and omnichannel initiatives.

Experience

Work history, roles, and key accomplishments

Current

Marketing Automation Project Manager - Global

Current

Etex Group

Jan 2024 - Present (2 years 9 months)

Leads global marketing automation initiatives supporting 25 brands and multiple markets. Drives HubSpot governance, stakeholder alignment, AI initiatives, lead management processes, and regional enablement.

HubSpot Marketing Automation AI Lead Management Stakeholder Management Enablement

Brand Communication & Digital Manager - LatAm

Etex Group

Jan 2021 - Dec 2024 (3 years 11 months)

Led regional brand and digital strategy across multiple Latin American markets. Drove demand generation, customer experience, analytics, Salesforce adoption, and cross-country synergies.

Brand Strategy Digital Strategy Demand Generation Customer Experience Analytics Salesforce

Multichannel Manager - Würth LatAm

Würth Group

Jan 2021 - Dec 2021 (11 months)

Managed omnichannel growth initiatives across 10 countries covering eCommerce, telesales, and retail expansion. Developed regional standards, capability building, and growth plans.

Omnichannel Strategy Ecommerce Telesales Retail Expansion Regional Standards Capacity Building

Marketing & Communications Manager - Würth Chile

Würth Group

Jan 2019 - Dec 2021 (2 years 11 months)

Expatriated to Chile to restructure the Marketing function. Led digital transformation, eCommerce launch, communications, and a team of marketing professionals.

Digital Transformation Ecommerce Communication Skills Team Leadership Omnichannel

Marketing Communications & Sales Operations Coordinator

Würth Group

Jan 2017 - Dec 2019 (2 years 11 months)

Led Sales Operations and Marketing Communications initiatives, supporting commercial productivity, KPI management, and business growth.

Sales Operations Marketing Communications KPI Management Business Growth

Marketing Communications Coordinator

Würth Group

Jan 2011 - Dec 2017 (6 years 11 months)

Managed a team of 5 people, responsible for marketing and communications strategies, PR, events, trade marketing, social media, and budget management.

Marketing Strategy Communication Skills PR Events Trade Marketing Social Media Budget Management

Senior Marketing Analyst

Würth Group

Jan 2008 - Dec 2011 (3 years 11 months)

Developed strategic and executional marketing actions, including an Internal Communication Project that launched new channels and standards to resolve communication issues between headquarters and the national sales team.

Internal Communications Marketing Strategy Project Management