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Lali Churruarin

@lalichurruarin

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Growth Go-to-Market Manager at Payway, scaling QR adoption with AI-driven journeys and behavior-based segmentation.

Argentina

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At Payway Ar, I lead end-to-end go-to-market and lifecycle growth strategy, using AI, automation, and behavior-based segmentation to scale activation, QR adoption, and monetization. Event-triggered journeys and dynamic segmentation helped deliver above-plan digital sign-ups and QR penetration.

I deployed AI-driven capabilities including propensity models, next-best-action, and WhatsApp and web bots to improve form conversion and abandoned-cart recovery. I also orchestrate lifecycle journeys across Salesforce, WhatsApp, and email.

At Getnet Argentina, I led regional digital growth marketing strategy and a five-person team across branding, performance, email and automation marketing, and design. I also developed cross-functional strategic projects to support profitable and innovative operations.

Earlier, at Glamit, I worked on client migrations to VTEX and organized CyberFashion, an ecommerce event for fashion brands. At Agrofy, I led performance marketing strategies and campaigns, with a focus on conversion, cost, and scalable processes.

Experience

Work history, roles, and key accomplishments

Current

Growth Go to market Manager

Current

Payway Ar

Sep 2024 - Present (2 years 2 months)

Leading end-to-end Go-to-Market and lifecycle growth strategy, leveraging AI, automation, and behavior-based segmentation to scale activation, QR adoption, and monetization.
Delivered above-plan digital sign-ups and QR penetration through event-triggered journeys and dynamic segmentation.
Deployed AI-driven GTM capabilities (propensity models, next-best-action, AI bots on WhatsApp & web), signific

Growth Marketing Leader

Getnet Argentina

Dec 2021 - Sep 2024 (2 years 9 months)

Responsible for leading the company's regional digital growth marketing strategy.
Helping Getnet reach business goals through end to end full funnel digital strategies.
Leading a high performance team of 5 people divided into Branding, Performance, Email & Automation Marketing and Design teams.
In charge of creating cross areas strategic projects with a holistic view of the business, searching in

Marketing Manager

Glamit

Jul 2021 - Dec 2021 (5 months)

New clients’ migration to vtex: Mimo, Levis, Volf, Pandora, Dior, Vitamina... etc..
- Project management and new business proposal for performance paid media, branding paid media, design and UX based on OKRs.
- Marketing pitch for prospects.
- Interal and external process development.
- Strategic bond with clients and partners.
- Constant strategic ties with different areas to work on a full comm

Performance Marketing Leader

Agrofy

Jan 2019 - Jul 2021 (2 years 6 months)

- Leading the team in the creation, implementation and constant optimization of performance marketing strategies and campaigns with challenging objectives. Always looking to maximize conversions at the lowest cost.
- In charge of improving the processes of the area to increase the productivity and scalability of the business.
- Responsible for achieving the objectives and main KPIs of the area
- P