# Lali Churruarin

Lali Churruarin is a remote worker on Himalayas, Growth Go to market Manager at Payway Ar, based in Argentina.

Source: https://himalayas.app/@lalichurruarin

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

| Detail | Value |
| --- | --- |
| Availability | Looking for a job |
| Location | Argentina |
| Authorized to work in | Argentina |
| Salary expectations | 60k+ USD |
| Job categories | Growth Marketing Manager, Go To Market Manager, Digital Marketing Manager, Performance Marketing Manager |
| Skills | Growth Marketing, Go To Market Strategy, Lifecycle Marketing, Performance Marketing, Digital Marketing, Marketing Automation, Customer Segmentation, Triggered Journeys, AI Driven Marketing, Propensity Modeling, Next Best Action, Conversion Rate Optimization, QR Adoption, Marketing Analytics, Data Analysis |
| LinkedIn | https://linkedin.com/in/lalichurruarin |

## About

```text
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

### Growth Go to market Manager (current)

Payway Ar. Sep 2024 - Present

```text
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](https://himalayas.app/companies/getnet). Dec 2021 - Sep 2024

```text
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

```text
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

```text
- 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
```

### Marketing Digital Leader

Castex Propiedades. Apr 2015 - Dec 2018

```text
Worked as Marketing Digital Leader at Castex Propiedades.
```

## Education

### Universidad Empresarial 'Siglo 21'​

Growth hacking, Marketing. 2021 - Present

### Coderhouse

Datastudio. 2022 - 2022

### Collaborative S.R.L.

Capacitación Qliksense Diseñador

```text
Jan 2021
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### Collaborative S.R.L.

Capacitación Qliksense Developer

```text
Mar 2021
```

### University of Illinois Urbana-Champaign

Especialización Marketing Digital

### Fundacion Proydesa

Oracle Administrador Basico

### Coderhouse

Growth marketing, Marketing. 2021 - 2021

### Universidad de Belgrano

Curso Posgrado Business Intelligence & Marketing Metrics, Marketing. 2021 - 2021

### EF International Language Centers

EfSet score C1 advanced

### Universidad Nacional de La Matanza

Ingeniería, Ingeniería informática. 2010 - 2017

## Tech stack

- Data Studio
- Salesforce
- Oracle
- Google Analytics
- HTML5
- C++
- WhatsApp
- Microsoft Excel
- Google Ads
- Microsoft Word
- Microsoft PowerPoint
- Instagram
- Facebook

To contact Lali, message them from this profile with a Himalayas employer account: [Hire on Himalayas](https://himalayas.app/hire).

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