Katherine B.

Experience

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  Todomoda

  Aug 2012 - Dec 2012

  Marketing Assistant
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  ProChile

  Aug 2013 - Dec 2013

  Marketing Assistant
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  Todomoda

  Jun 2014 - Sept 2015

  Assistant Brand Manager

  TodoModa is an accessories brand for women from Argentina with over 450 stores in Latinamerica.Contributed to the implementation and execution of the brand's annual and seasonal creative and strategic campaigns.Ensured a consistent brand presence and image across both online and offline channels, specially the in-store visual merchandising.Facilitated the briefing process for five regional heads of visual merchandising and the communication and collaboration between these two departments.Directed content creation for external publications and channels.Developed and implemented guidelines for the customer success team.Coordinated special events, influencer partnerships (while also developing and maintaining relationships with them), and activation campaigns. Show less

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  Tory Burch

  Oct 2015 - Oct 2016

  Brand & PR Coordinator

  I played a key role in aligning PR and advertising strategies with the company’s brand directives, ensuring consistency across multiple channels and improving customer engagement through both traditional and digital platforms.Key Responsibilities & Achievements:Brand & Media Strategy:Executed PR and advertising strategies in collaboration with external agencies to maintain brand consistency, ensuring that all communications were aligned with company values and customer expectations.Tracked media coverage and brand mentions, analyzing sentiment and feedback to identify opportunities for enhancing brand perception and improving customer experience.Managed influencer partnerships, tracking engagements and feedback to ensure that collaborations aligned with the brand’s audience, resulting in increased brand visibility and higher engagement levels (2,000-150,000 engagements).Customer Engagement & Experience Optimization:Coordinated email campaigns with open rates of 20-30% and click-through rates of 2-5%, analyzing responses to optimize future campaigns and improve customer engagement. These efforts contributed to around 5-15 conversions per campaign.Supported event organization and logistics, ensuring a seamless experience for attendees and gathering post-event feedback to improve future experiences. These efforts contributed to a 10-20% increase in attendance rates and an average satisfaction rating of 8 out of 10.Feedback Integration for Continuous Improvement:Regularly monitored and analyzed customer feedback from various touchpoints, such as media coverage, email campaigns, and event responses. This feedback was used to identify areas for enhancing brand messaging, customer interactions, and the overall brand experience.Worked with cross-functional teams to integrate feedback into future PR strategies, ensuring that customer needs and preferences were reflected in the brand’s public communication and engagement efforts. Show less

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  Aerovías DAP

  Nov 2016 - May 2018

  Brand Manager

  I was responsible for overseeing and managing the company’s brand strategy, visual identity, and perception across multiple touchpoints and channels.Key Responsibilities & Achievements:Brand Strategy & Image Management:Led the consolidation of Grupo DAP’s brand identity and image across various touchpoints, including aircraft interiors, airport environments, and digital media (websites, social media, and advertising). Ensured consistent visual and conceptual representation of the brand across the entire customer journey.Directed the redesign of both the main brand and its subsidiaries, overseeing creative teams (photographers, videographers, graphic designers) to enhance the brand’s appeal while maintaining its identity integrity.Cross-Functional Collaboration & Campaign Leadership:Led internal and external marketing campaigns, including public relations, advertising, and digital marketing initiatives.Co-led international and national communication/marketing campaigns, managing external agencies to shape the brand’s narrative and positioning in key markets.Oversaw the launch of Grupo DAP’s first Social Responsibility Communication (SCR) campaigns, promoting the company’s values and mission to both external audiences and internal stakeholders.Press Relations & Content Creation:Managed relationships with the press and media outlets, cultivating coverage that amplified the company’s visibility and reputation.Developed engaging content for various channels, including press releases and social media, contributing to a 30% growth in Facebook followers and 50% growth on Instagram over six months.Feedback Analysis & Consumer Insight Integration:Regularly analyzed customer feedback from multiple channels to inform strategic decisions and guide brand communication efforts. Integrated insights to enhance both marketing and operational strategies, ensuring customer needs and perceptions were always prioritized. Show less

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  Bosch Service Solutions

  Aug 2018 - Dec 2021

  Customer Relations Manager – Hispanic Market

  As part of the Lufthansa Customer Relations team, I worked to enhance the customer experience at critical touchpoints, ensuring that customer feedback was captured, categorized, and used effectively to drive improvements. My role revolved around ensuring a seamless post-flight journey while collaborating with multiple teams to improve both digital and physical aspects of the user experience.Key Responsibilities & Achievements:Customer Experience Optimization & Service Design:Co-led a team of 25 agents, overseeing compliance with EC Regulation No. 261/2004, and ensuring effective post-flight handling that directly influenced user satisfaction and retention.Analyzed and categorized customer feedback (NPS, CSAT, CES) to pinpoint pain points and identify areas for service improvement, ensuring feedback was systematically used to enhance the experience across all touchpoints (digital and physical).Crisis Management & Customer Retention:Managed crisis communication during the COVID-19 pandemic, implementing measures to address customer concerns, which resulted in a 30% reduction in backlog within the first month.UX Research & Insights Gathering:Systematically categorized and analyzed customer feedback, ensuring it was effectively communicated to relevant teams (like Operations, Product, Marketing, etc.) to inform improcements for airport, lounge, aircraft, as well as app and website.Training & Team Empowerment:Designed and delivered comprehensive training for the customer relations team, emphasizing empathy, cultural sensitivity, and service recovery to improve the user experience. Ensured agents were well-equipped during high-stress interactionsKey Skills & Tools:Customer Journey Mapping, UX Research, Cross-Functional Collaboration, Service Design, Data-Driven Decision Making, User Feedback Analysis, Crisis Communication, Stakeholder Management, Multilingual Customer Support. Show less

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  MPB

  Aug 2022 - Jan 2023

  Customer Experience Specialist & Trainer

  As a Customer Experience (CX) Specialist at MPB, I worked on enhancing the user journey, focusing on aligning the customer experience with the principles of user experience (UX) design. I leveraged data-driven insights and customer feedback to identify pain points, optimize user flows, and create a more seamless and engaging interaction for customers across various touchpoints.Key Responsibilities & AchievementsCustomer Journey Mapping & UX Enhancements:Led the company's first Customer Journey Mapping initiative, analyzing user feedback from platforms like TrustPilot and TrustShops to identify pain points and areas of friction. Based on these insights, I recommended UX improvements for the website, particularly targeting navigation, checkout flows, and overall usability.Online Reputation Management & Customer Feedback Loop:Managed and monitored online reviews (TrustPilot, TrustShops) to gauge user sentiment and resolve escalated issues. By responding to customer feedback and managing online reputation, I ensured that MPB maintained a positive public image and identified areas where UX could be further optimized to address customer concerns.Data-Driven Insights & Cross-Team Collaboration:Analyzed customer feedback, KPIs, and operational data to recommend actionable improvements in both the user experience and the company's service offerings. Collaborated closely with cross-functional teams (Operations, IT, Marketing, Product) to implement solutions that addressed customer pain points, improved site performance, and optimized the eCommerce experience.CX Training & Onboarding:Led the training and onboarding of a multilingual CX team (English, German, French) to instill a user-centric mindset in daily operations. I also developed documentation and training materials to standardize CX workflows and ensure consistent, high-quality service delivery. Show less