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Karolina Soriano Espinosa

@karolinasorianoespin

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I drive measurable digital growth through paid media, SEO, conversion strategy, and brand execution.

Dominican Republic

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I've led digital performance and marketing initiatives across LATAM for Mastercard, hospitality brands, e-commerce businesses, financial services, and public institutions. My work combines campaign coordination, stakeholder management, paid media, SEO, analytics, and brand strategy.

At HMS, I delivered 6.33x ROAS for a Guatemala vacation rental and helped a Colombian hotel move from #19 to #2 in local search. I've also led rebrands, booking-engine redesigns, Shopify launches, and high-performing lead-generation campaigns, including 5,000 claims generated for Propasajero.

Experience

Work history, roles, and key accomplishments

Digital Performance Specialist

HMS

Jan 2025 - Jan 2026 (1 year)

Managed digital performance for hospitality brands across LATAM, achieving 6.33x ROAS on Google Ads and growing a hotel from ranking #19 to #2 in local search. Coordinated cross-functional teams and performance reporting.

Google Ads SEO GA4 Booking Flows Cross Functional Team Management performance reporting

Marketing Consultant

Mastercard

Jan 2024 - Jan 2025 (1 year)

Served within Advisors Client Services, managing operational and strategic coordination of marketing campaigns for high-profile financial and fintech clients across LATAM. Led stakeholder collaboration, budget compliance, and cross-functional alignment.

Campaign Coordination Stakeholder Management Budget Compliance Cross functional Alignment

Associate Managing Consultant

Mastercard

Jan 2024 - Dec 2024 (11 months)

Led operational and strategic coordination of high-profile marketing campaigns for financial and fintech clients across LATAM. Managed stakeholder alignment, budget compliance, and cross-functional execution.

Campaign Coordination Stakeholder Management Budget Management Cross Functional Execution

Head of Digital Media

Superintendencia de Electricidad

Jan 2020 - Jan 2024 (4 years)

Led conceptual development of the institution's full visual rebranding, including brand identity and communication pillars. Created crisis communication manual and oversaw digital presence across social media and website.

Branding Social Media Management Web Redesign Crisis Communications Digital Strategy

Content Creator

Canvas Design Media

Jan 2020 - Dec 2020 (11 months)

Responsible for social media content strategy for various national brands, including community management and social event coverage.

Social Media Strategy Content Creation Community Management

Junior Digital Marketer

Stimulos Group

Jan 2018 - Jan 2020 (2 years)

Planned digital strategies for various agency brands, including email marketing, SEO/SEM, social ads, inbound marketing, and social media content creation.

Email Marketing SEO SEM Social ads Inbound Marketing Content Creation

E-commerce Virtual Assistant

Freelance

Jan 2016 - Jan 2018 (2 years)

Managed listings, curated content, and coordinated deals for vacation rental platforms. Handled affiliations with travel search engines and performance reporting.

listing management Content Curation Affiliate Management performance reporting