Alejandro Olivares de Diego
Strategy Marketing Manager
Marketing Management
Madrid (28015) Spain
Professional Status
Employed
Open to opportunities
About Me
College graduate and MBA Marketing Manager with more than 10 years of experience in the telecom sector.
Multilingual: English, French, Spanish and Brazilian Portuguese language fluent after being raised, educated and worked abroad.
Specializing in both Strategic and Operative Marketing (focusing on fixed and mobile acquisition and loyalty strategies).
Specialties
Team Management.
Marketing and segmentation strategies.
Customer experience programes.
Customer acquisition, loyalty and retention.
Project and Business management.
Multilingual: English, French, Spanish and Brazilian Portuguese language fluent after being raised, educated and worked abroad.
Specializing in both Strategic and Operative Marketing (focusing on fixed and mobile acquisition and loyalty strategies).
Specialties
Team Management.
Marketing and segmentation strategies.
Customer experience programes.
Customer acquisition, loyalty and retention.
Project and Business management.
Strategy Marketing Manager
Telefónica Europe
Since March 2012
Full-time
Madrid
Spain
- Business Development & Project Management: Implemented a new acquisition and loyalty strategy by turning more than 6k employees into product advisors with an estimated revenue of 15MM euros. This involves managing cross functional teams (Marketing, Sales, HR) and reporting to "C suite" level managers. In addition, I am leading the creation of a new Fixed and Mobile business channel for retail and inbound channels through a new CRM system.
- Strategic Consulting: currently helping the Marketing top managers to define Movistar's Marketing Business Plan and new sales strategy development.
- Communication and education to sales channels: enhanced and simplified Movistar Offer and Value proposal communication process to the sales channel.
- Business Controller: Follow-up business operating KPIs for acquisition, loyalty and retention marketing strategies: identify trends, risks, opportunities. Follow-up the projects performance of Movistar's corporate transformation plan for 2012.
- Team Management: responsible for leading and coaching a team of five marketing consultants.
Senior Product Marketing Manager
Movistar
June 2008
to March 2012
- Customer loyalty and growth development: defined and implemented the Fixed Broadband loyalty strategy (2,5MM customers): defined the value proposal and promotions, economics, 360º communication plan for ADSL on TV, BTL (emailing, mailing, SMS), community management/social media (Facebook, Twitter, blogging), PR, retail stores and call centers.
- Implemented a new reposition strategy for top value customers (ADSL 24,9 for fixed + mobile customers in 4Q 2011): achieved a 30% penetration of value added services, 1,4pp churn decrease and 20% increase on fixed-to-mobile voice traffic.
- Defined a cross selling/up selling strategy for 8MM customers contacting call centers on a daily basis. 4% of these contacts become final sales.
- Helped decrease the churn TV rate by 0.5pp by identifying 4 critical levers (first billing, promotions, content use, and technical support) in TV customers in the first 6 months of their life cycle.
- Created a Pay-per-View strategy to achieve content use and ARPU growth in new TV customers (20% increase in pay-per-use content).
Senior Product Manager
Movistar
June 2008
to March 2012
Full-time
Madrid
Spain
- Customer loyalty and growth development: defined and implemented the Fixed Broadband loyalty strategy (2,5MM customers): defined the value proposal and promotions, economics, 360º communication plan for ADSL on TV, BTL (emailing, mailing, SMS), community management/social media (Facebook, Twitter, blogging), PR, retail stores and call centers.
Implemented a new reposition strategy for top value customers (ADSL 24,9 for fixed + mobile customers in 4Q 2011): achieved a 30% penetration of value added services, 1.4pp churn decrease and 20% increase on fixed-to-mobile voice traffic.
Defined a cross selling/up selling strategy for 8MM customers contacting call centers on a daily basis. 4% of these contacts become final sales.
Helped decrease the churn TV rate by 0.5pp by identifying 4 critical levers (first billing, promotions, content use, and technical support) in TV customers in the first 6 months of their life cycle.
Created a Pay-per-View strategy to achieve content use and ARPU growth in new TV customers (20% increase in pay-per-use content).
Project Leader
Telefonica Internacional (Sao Paulo, Brazil)
April 2010
to September 2010
- LATAM Marketing Team. Improvement of DTH TV services in Brazil, Colombia, Venezuela, Peru and Chile.
- 6 month International Exchange programme in Sao Paulo) Led a regional DTV antipiracy plan for Brazil, Peru, Colombia, Chile and Venezuela and strengthened links with security suppliers saving more than $6 MM in hardware expense.
- Developed a business plan for selling TV advertising to third parties (gross income of $500k per year).
- Supported the launch of a new DTV set-a-box EPG for these 5 countries and 6 different models of descos.
Senior Product Marketing Manager
Movistar
Since June 2008
Madrid
Spain
- Customer loyalty and growth development: defined and implemented the Fixed Broadband loyalty strategy (2,5MM customers): defined the value proposal and promotions, economics, 360º communication plan for ADSL on TV, BTL (emailing, mailing, SMS), community management/social media (Facebook, Twitter, blogging), PR, retail stores and call centers.
- Implemented a new reposition strategy for top value customers (ADSL 24,9 for fixed + mobile customers in 4Q 2011): achieved a 30% penetration of value added services, 1,4pp churn decrease and 20% increase on fixed-to-mobile voice traffic.
- Defined a cross selling/up selling strategy for 8MM customers contacting call centers on a daily basis. 4% of these contacts become final sales.
- Helped decrease the churn TV rate by 0.5pp by identifying 4 critical levers (first billing, promotions, content use, and technical support) in TV customers in the first 6 months of their life cycle.
- Created a Pay-per-View strategy to achieve content use and ARPU growth in new TV customers (20% increase in pay-per-use content).
Senior Strategic Consultant
Telefonica
February 2007
to June 2008
- Implemented a Customer Experience strategy: identified key touch points and processes in the customer life cycle and analyzed impact on the Customer Satisfaction Index, launched a cross functional transformation plan (customer care, billing, claims), advised the Top management on making public several quality commitments to the final customer.
Strategic Marketing Analyst
Telefonica
Since September 2003
- Delivered strategic consultancy projects for the Top Management on finding new business opportunities in the Spanish Broadband Market: customer segmentation for FTTH, competition impact on ULL, launch of new ADSL services for more than 400k customers.
- Supported the Marketing Business Plan in the Spanish SME’s market.
- Implemented a retention strategy against Cable Operators.
Trade Marketing Executive
Telefonica
January 2000
to September 2003
- Marketing Department - SME segment
- Developed all trade promotions and ATL / BTL communication plans for Telefonica’s retailers.
- Supported advertising agencies on creating POS material.
- Supervised advertising budget and promotion expenditure.
