Check out my portfolio ;)

Planning how to show love and making people love you back is my passion. I have managed more than 50 brands, categories and markets, pushing my work beyond digital advertisement by creating engaging experiences. I develop strategies to raise engagement rates in Social Media getting up to 30% of the AVG/Country, and increasing the size of brands’ audiences more than 60% annually in most cases. I functioned as an ideas seller winning more than 75% of agency pitches where my work has been involved, while establishing solid B2B and B2C relationships.

Ph.: +593-98-679-1145 !

E-mail: [email protected]!

Twitter: @MaryCertad!

www.linkedin.com/in/marycertad/en

MARIELENA CERTAD · DIGITAL STRATEGIST

www.linkedin.com/in/marycertad/en!For more information please check:

Digital strategy · Social media management · Community management · KPI’s · SEM · SMO ·

Content marketing · Creativity · Research · Analytics · Digital media planning · B2B · B2C ·

Selling ideas · Budget management · !Team work · Leadership.

What do I do best?

CAREER TIMELINE

I have worked for some great companies…

What do my killer projects have in common?

www.linkedin.com/in/marycertad/enFor more information please check:

I rock on…

www.linkedin.com/in/marycertad/enFor more information please check:

RESEARCH AND ANALYTICS TOOLS:!!

SPSS · Radian6 · SocialBakers · Google Analytics · Quintly · SocialBro · Klout · Facebook Stats · Webtrends · MonitorWildfire · Likealyzer · Twitalyzer · Vitrue ·

PLATFORMS:!!

Twitter · Facebook · LinkedIn · Google + · Instagram · Pinterest · Youtube · Vimeo · Vine · SoundCloud · Spotify · 8Tracks ·

Wordpress · Blogger · Tumblr · e-Mailing · Web.

SOFTWARE:!!

Word · Excel · Powerpoint · Project · Keynote · Numbers · Pages · GarageBand · MovieMaker · Photoshop · Illustrator ·

LANGUAGES:!!

Spanish · English · Portuguese · French

WORK SAMPLESCopywriting & Creative Strategy

First and second time A true friend doesn’t ask for the check, he asks for another beer.

Copywriting and creative strategy. (Nov. 2013)Brand: Budweiser !

Category: Alcoholic beverages !Strategy: Appetite appeal!

Copywriting and creative strategy. (Sept. 2013)

The King of Pop. Budweiser, king of beers.

Brand: Budweiser !Category: Alcoholic beverages !

Campaign: King of beers!

The King of Football. Budweiser, king of beers.

Copywriting and creative strategy. (Jan. 2014)

Place garbage in the right place!Scott garbage bags.

Brand: Scott® Brazil !Category: Household !

Strategy: Branding!

Save 50%!on hand lotion and manicure.

Copywriting and creative strategy (Jan. 2014)

Even the most traditional ones use Scott®

Brand: Scott® Brazil!Category: Household!

Strategy: Branding!

Copywriting and creative strategy. (Dec. 2013)

Keep calm, this has happened to everyone.

Brand: Scott® Ecuador !Category: Family Care !

Campaign: Take a Laugh!

! !The early bird catches the worm

Copywriting and creative strategy (Feb. 2014)

LOVE IS A VIRAL (VIDEO), CONNECTING AND INFECTING YOU

Brand: Wikot!Category: Digital agency!

Campaign: Valentine’s day!

WORK SAMPLESSocial Media Strategy

(2012)

SOCIAL MEDIA CONTENT STRATEGY !PAYS UP FOR WIKOT’S BRANDS

!Category: Foods and beverages!

Work: Social Media Strategy!

In December 2012, three of the brands I guided were listed on SocialBakers Top 5 Facebook Engagement Rate: Nestlé®, MAGGI®, and Cerveza Regional Light.!!Other times, we managed to hang in there with two other brands: Cerveza Zulia from Venezuela and Cerveza Cristal from Chile. In fact, we were congratulated by SocialBakers CEO Jan Rezab on the agency’s (Wikot) fan page.

Brand: Savoy (Nestlé Venezuela)!Category: Foods!

Work: Social Media Strategy!(2012)

CHALLENGE: Create cross-branded communication between Nestlé’s brands, SAVOY®, COCOSETTE® and TORONTO®.!!STRATEGY: We encouraged interaction between the brands and their devoted fans on the fan page of the umbrella brand SAVOY®.!!RESULTS: A fun and engaging conversation favoring both brands engagement rates, raising them 20% over their average interaction levels.

www.facebook.com/savoynestle

Brand: Cerveza Zullia!Category: Alcoholic beverages!

Work: Social Media Content Strategy!(2013)

CHALLENGE: Entertain and inspire fans to show their love for the Venezuelan beer ZULIA.!!STRATEGY: We pubished an uncolored picture for fans to color and send back. !!RESULTS : We rec ieved hundreds o f personalized drawings from our fans showing their love for the brand.

www.facebook.com/cervezazuliaoficial

Brand: HUGGIES!Category: Personal care!

Work: Social Media Strategy!(2014)

CHALLENGE: make HUGGIES join the FIFA World Cup passion.!!STRATEGY: We ran a Facebook casting to gather a baby football team sponsored by HUGGIES. !We chose contestants based on their skills related to football positions and the sweet pictures parents sent us.!!RESULTS: !Hundreds of babies participated. By the end of the campaign we had reached over 300K people, got around 35K interactions, and had gathered more than 119K fans.

www.facebook.com/huggiesecuador

Brand: Guayaquil City Hall!Category: Politics!

Work: Social Media Strategy!(2013-2014)

CHALLENGE: Bring the city government closer to people.!!STRATEGY: Base actions on a strategy of listening to needs, delivering relevant content, and transforming the communication strategy into a loving and caring relationship.!!RESULTS: !• Social media platform grew over 150% from July 2013 to June 2014.!• Facebook content went from reaching 50K people to reaching over 85K people on average.!• Posting messages with a positive and caring tone transformed the way people interacted with the content, going from 57%

negative comments to 73% positive comments on the average post.

www.facebook.com/alcaldiaguayaquil

WORK SAMPLESCreative Strategy for digital platforms development

CHALLENGE: Support a marketing “Instant Win” promotion with digital action leading to more product sales.!!SOLUTION: A cross marketing promotion where users could go on a hot site and redeem codes from under bottle caps for prizes. Users could also recieve special rewards through participation in a Youtube interactive experience, engaging in a choose-your-own story to obtain “golden codes," or Códigos Bud.

Brand: Budweiser !Category: Alcoholic beverages !Project: Código Bud!(Sketch project)!My contribution: Creative strategy and Copywriting.

CHALLENGE: Raise sales of Scott's new product through a digital strategy.!!

SOLUTION: An internal marketing digital strategy on a platform developed to help salesmen reach the company’s sales objectives. A social and playful platform, based on gamification, which encouraged salesmen to work harder every time with online badges and offline prizes, resulting in them to achieve goals.

Brand: Scott Rindemax!Category: Household !Project: Piece of Cake!(On Going)!My contribution: Creative strategy, Copywriting, Focus group lead.!

CHALLENGE: Run a digital contest to choose expecting couples so they could try a Huggies-made girdle allowing fathers to feel their babies’ movements as a Father's Day gift.!!SOLUTION: A Facebook app where participating parents wrote down why they want to share the experience with their partner. The app was supported by a Father's Day social media campaign and boosted with a Facebook ads strategy.!!RESULTS: We reached more than 600K people in a week. The winners where chosen from more than one-thousand contestants, suggesting participation from over 85% of the pregnant women in Ecuador who use Facebook.

Brand: HUGGIES® Ecuador!Category: Personal care!Project: Embarazados!My contribution: Creative strategy, Copywriting and media strategy!

www.facebook.com/huggiesecuador

WORK SAMPLESDigital Media Strategy

CHALLENGE: Create a media strategy, utilizing a highlight reel, congratulating all new fathers on Father's Day and welcoming them to the life of a parent.!!RESULTS: The video, promoted on Facebook and Youtube, reached more than 575K people and gathered around 20K interactions.!The Huggies community had grown over 5% by completion of the campaign.

Brand: HUGGIES® Ecuador!Category: Personal care!Campaign: Embarazados - Father’s Day!!

http://goo.gl/1Viy7o

CHALLENGE: Recruit members to the #ENDviolence against children campaign. All children have the right to live free from violence, but this violence is mostly invisible.!!SOLUTION: A social media campaign supported by media investment on Twitter.!!RESULTS: Verified UNICEF's Twitter account and promoted informative messages. With a limited budget our ROI was great, including: !

• More than 1.5 million views.!• 1.75% Engagement Rate (avg 1.60 -1.80%)!• 1.07% Follow Rate (avg 0.50 - 0.70%)!• Twitter community growth of approx. 80%.

Brand: UNICEF Ecuador!Category: NGO!Campaign: #ENDviolence!My contribution: Creative and media strategy!

https://twitter.com/unicefecu

CHALLENGE: Manage the digital strategy of an 80% digital campaign promoting Jaime Nebot as mayor of Guayaquil in February 2014.!!RESULTS: Electoral success. !• Recruited 360K Facebook fans by the end of Mr. Nebots' campaign. Our content reached more than 2 million people.!• Mr. Nebot’s audience grew around 4% per week. His engagement rate was nearly 8 times that of the President with more

than 6 times the people interacting with his posts.!• Mr. Nebot's Twitter account was TT 4 times in a single month while the campaign's associate HT was utlized more than 3K

times. !• Mr. Nebot's campaign videos were viewed over 500K times on Youtube.

Brand: Jaime Nebot Saadi!Category: Politics!Campaign: Electoral campaign!My contribution: Media strategy!

www.facebook.com/jaimenebotsaadi

RECOMMENDATIONSwww.linkedin.com/in/marycertad/en

www.linkedin.com/in/marycertad/en

Ph.: +593-98-679-1145 E-mail: [email protected] Tw: @MaryCertad

Marielena Certad

www.linkedin.com/in/marycertad/en