Luis Porras

Experience

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  Ravers Magazine

  Sept 2015 - Aug 2016

  Social Media Analyst/Co-founder

  Magazine digital especializado en música electrónica. Funciones: Manejo de comunicaciones de la marca y diseño de estrategias. Implementación de herramientas de programación y publicación del contenido (insights,kpis) en diferentes plataformas. Monitoreo y seguimiento de publicaciones/PQR's. Activaciones btl de marca.

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  VICE Media

  Sept 2016 - Sept 2017

  VICE DIGITAL NETWORKS

  Manager brigada digital y medios aliados.

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  J. Walter Thompson Worldwide

  Oct 2017 - Sept 2018

  Lead Content

  -Encargado de la redacción, creación y desarrollo de contenido de web.-Diseñar y gestionar planes de contenidos. -Desarrollar campañas creativas para plataformas digitales.

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  Wunderman Thompson

  Oct 2018 - Mar 2020

  Social Media Specialist & Strategist

  -Desarrollar y gestionar integralmente campañas creativas, diseñadas estratégicamente para maximizar el impacto y el alcance en proyectos relacionados con clientes como Ford y la Bolsa de Valores de Colombia.-Análisis exhaustivos de KPIs, optimización constante y seguimiento detallado, especialmente en proyectos digitales.-Creación de contenido web y publicitario de alta calidad, aplicando una visión estratégica para cumplir con las necesidades específicas de los clientes.

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  Prodigious Latin America

  Mar 2020 - Aug 2021

  Associate Media Planner

  Responsibilities:-Create and develop digital strategies for different accounts such as Starz and Sephora in the United States by implementing digital positioning campaigns (Paid Media).-Ensure daily tracking of insights on the behavior of the most important variables in order to generate a paid advertising strategy on different platforms (Facebook, Instagram, Twitter, Snapchat, Pinterest & TikTok) and efficiently manage the budget.-Analyze measurement indicators (CPC, CPM, CPV, CPA, VideoViews, Thruviews, among others), ensuring an adequate digital positioning strategy.Achievements:- Increased Sephora's ROI by x3 in monthly Evergreen campaigns.- Decreased CPC, CPM, CPV indicators by up to 10% with constant monitoring and effective decision making. Show less

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  Fantastica Agencia

  Aug 2021 - Apr 2022

  Social Media Director

  Responsibilities:-Lead the digital marketing and social media team (8 people) ensuring the planning of the actions to be executed in social networks, creating and ensuring compliance with the KPIs of the team and managing the digital strategy for brands such as: Audi, Burger King, Bimbo, Corona, Budweiser, Becks, among others at national and international level. -Create and design the agency's comprehensive digital strategy, covering all its clients through organic content strategies, BTL brand activation (Marketing Stunts) and media plans (paid advertising, SEO/SEM positioning and programmatic).-Analyze the results of the campaigns carried out, through Sprinklr, Emplifi and Data Studio in order to create new strategies based on data and concrete results.Achievements:- Developed successful product launches, including the Audi E-tron and the Burger King app.- I created disruptive campaigns for the positioning of different beers in Ecuador. Show less

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  DDB Colombia

  Apr 2022 - Dec 2022

  Social Media Manager

  Responsibilities:-Lead and supervise the digital marketing and social media team (5 people) in the development of 6 hotel brands (Marriott, Sheraton, JW Marriot, Courtyard, Marriott Resort & Marriott Bonvoy) in Latam.-Create, plan and guide the digital strategy of the six brands, through the implementation of the digital strategy: SEO/SEM positioning, paid advertising, content plan per brand, strategies with influencers and content creators and BTL activations.-Monitor and analyze the performance of digital ads for each of the brands using Sprinklr, Business Manager and Data Studio, with the objective of identifying insights and generating reports for strategic decision making.Achievements:- Maintained brand engagement above 2% monthly in the Latin America region, ensuring a strong online presence and constant interaction with customers.- Achieved a steady increase in followers of 3.5% per month by creating dedicated and exclusive content for this target. Show less

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  Dafiti Group LATAM

  Mar 2023 - Jul 2023

  Social Media Coordinator

  Responsibilities:-Lead the marketing and social media team (6 people), ensuring the creation of the positioning strategy, Inbound marketing and launch of new products for Colombia, Chile and Argentina to optimize business development.-Lead and create social media projects through the management of the different digital positioning channels (Meta, Tiktok, Pinterest), implementation of paid advertising, SEO/SEM positioning and work with influencers.-Manage the budget of the area, ensuring the construction of Social Media projects, carrying out benchmarking study (consumer analysis, category, product) and building KPIs for the team.Achievements:- Increased community growth by 3% monthly, achieving up to 600 new followers per country for Colombia, Chile and Argentina.- Increased the Social Selling indicator by 4% through the creation of Pinterest, Influencers strategy and digital content. Show less

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  PHD

  Jan 2024 - now

  Senior Associate Social & Programmatic

  Responsabilidades:-Planificación, ejecución y optimización de campañas en plataformas sociales (Meta, TikTok, Snapchat) y programáticas (DV360, The Trade Desk, Vistar) para maximizar el rendimiento y cumplir con los objetivos de los clientes.-Monitoreo y análisis de métricas clave (CTR, CPM, VCR, ROAS) para generar insights accionables, implementar estrategias de optimización y preparar reportes detallados para los clientes.- Diseño de estrategias de medios basadas en datos, segmentación de audiencias y colaboración con equipos multidisciplinarios para garantizar campañas alineadas con los objetivos comerciales. Show less