Mireya Pacheco

Experience

• 

  Elara Comunicaciones

  Feb 2015 - Nov 2015

  Project Management Intern

  • Planned and monitored national projects (Conectando México and Telepeaje).• Developed work plans, recorded information, gathered statistics, and generated reports/presentations on results.

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  Linio México

  Nov 2015 - May 2016

  SEM Intern

  • Structured and managed Google Ads campaigns (Display & SEM), reporting KPIs.

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  Mercadoni

  Jun 2016 - Aug 2017

  Growth Hacker Marketing

  • Led multi-country campaign planning (MX, CO, AR), resulting in 15% monthly sales growth.• Managed CRM tools including Mailchimp and Accengage for email, push notifications, and in-app messages.

• 

  EBay

  Aug 2017 - Aug 2019

  • Managed LATAM paid social campaigns (Facebook, Instagram), reducing CPA from $100 USD to $12 USD through the implementation of tracking tools (pixels) and the redistribution of budget across channels.• Planned, optimized & reported on performance campaigns, achieving ROI improvements from -70% to 45% • Managed and optimized Programmatic Media (MediaMath) operations in LATAM for B2B and B2C campaigns. • Conducted monthly budget planning aimed at improving performance. • Created weekly and quarterly reports.

  • Paid Social Specialist

    Feb 2018 - Aug 2019

  • Display Specialist

    Aug 2017 - Feb 2018
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  Moons

  Aug 2019 - Sept 2020

  Digital Marketing Coordinator (YC 2020)

  • Managed paid digital marketing channels (Influencers, Facebook, Google, Google, SEO & Affiliates), achieving 20% MoM growth in leads and revenue.• Implemented CRM tools(emai, whatsApp, SMS), boosting the conversion rate (1.35% to 3.5%) & improving the recovery rate (5% to 15%).

• 

  Fondeadora

  Sept 2020 - Jul 2022

  Acquisition Manager (YC 2020)

  • Orchestrated multi-channel acquisition strategies, driving a 40% MoM growth in user registrations and first deposits.• Launched marketing channels including Affiliates, DSP, Twitter, and TikTok, reducing the CAC in 30%.• Reduction of fraudulent registrations from 35% to 15% through the implementation of Appsflyer anti-fraud tools.

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  Avera

  Jul 2022 - Dec 2024

  • Developed through-the-funnel marketing campaigns aligned with business goals, maintaining TACOS ≤8%.• Led end-to-end e-commerce strategy for avera.mx, achieving a 300% sales increase through. Strategy include: platform migration from WooCommerce to Shopify, pricing and agreements with payment gateway providers.• Directed a cross-functional D2C team, including UX/UI team, CRM & Data Analysts, SEO & Shopify Agencies. • Managed performance and branding campaigns across Google, TikTok, and META, achieving a ROAS of 6 and reducing ACOS to 16%.• Created and executed affiliate programs (4 external agencies), achieving an ACOS of 7% with a ROAS of 14.

  • Head of D2C

    May 2023 - Dec 2024

  • Head of User Acquisition

    Jul 2022 - Dec 2024
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  MED FEM WELLNESS

  Aug 2024 - now

  Digital Marketing & Growth Consultant

  Providing strategic digital marketing and growth solutions for e-commerce. Leveraging my expertise in performance marketing, paid media, SEO and CRM strategies to optimize customer acquisition and retention.