Pablo Velez

About

ABOUT ME Dynamic and award-winning Senior Marketing Manager with 15+ years of proven success in driving brand growth, customer acquisition, and multi-channel engagement across the global financial sector. Expertise spans Credit Cards, Mortgages, Personal Lending, and Wealth Management, with a strong track record of launching high-performing campaigns that deliver measurable results in competitive and regulated markets. Recognized for challenging the status quo, I combine deep analytical skills with creative problem-solving to design data-driven strategies that resonate with audiences and accelerate business growth. Skilled in digital marketing, product launches, segmentation, funnel optimization, and AI-driven solutions, I excel at leveraging insights to refine positioning, optimize conversion, and build brand equity. I have successfully led multi-million-dollar marketing initiatives, from orchestrating an omnichannel blitz that generated $1.3B in mortgages, to pioneering Google’s PMAX platform adoption for a 72% improvement in cost-per-response, to developing award-winning brand partnerships such as the Royal Canadian Legion’s contactless Poppy campaign. While I thrive in large-scale campaigns, I am equally passionate about helping small businesses and startups overcome marketing challenges. Some of my most rewarding work has involved guiding smaller teams to create innovative and cost-effective growth strategies. I am a hands-on, approachable, and collaborative partner who genuinely enjoys working closely with clients to solve problems and turn ideas into results. Specialties: Strategic Marketing, Customer Acquisition, Product Launches, Brand Recognition, Omni-Channel Campaigns, Digital and Social Media Strategy, SEO/SEM, Paid Media, Affiliate Marketing, Generative AI, Content Development, and Stakeholder Engagement. KEY WINS - Led an omnichannel mortgage campaign that generated $1.3B in funded mortgages, exceeding plan by 22% and doubling click-through rates. - Directed award-winning brand partnership with the Royal Canadian Legion, generating over $1.5M in incremental digital donations through an innovative contactless giving solution. - Launched the Premier World Elite Mastercard and Plus Rewards Mastercard, achieving measurable growth in high-value customer segments. - Pioneered early adoption of Google’s PMAX platform, improving cost-per-response by 72% and setting a national benchmark for efficiency. - Designed segmentation-based campaigns that increased CTRs by 150% and strengthened customer retention. - Developed data-driven marketing playbooks that reduced campaign build time by 30%, improving consistency and speed to market. - Successfully delivered results for both multi-million-dollar campaigns and small business projects, creating cost-effective strategies tailored to client needs. WORK WITH ME Whether you are launching a major campaign or need help solving a specific marketing challenge, I bring the same level of commitment, creativity, and focus to every project. I enjoy partnering with established brands and also find it incredibly rewarding to help small businesses and startups grow. My style is collaborative and hands-on, and I make it a priority to understand your goals so we can create strategies that work in the real world. If you are looking for a results-driven marketer who is easy to work with and genuinely invested in your success, let’s connect.

Experience

• Senior Marketing Manager — Financial Services, Omni-Channel & Growth Strategy · Amadeus IT Group2014-01-01 – 2014-07-01

  Led multi-channel marketing efforts for Payments, developing product messaging, value propositions, and launching webinars with over 1,200 attendees, establishing Amadeus as a thought leader in travel payments.

• Head of Marketing (Spain and Portugal) · Domestic & General Insurance PLC2009-01-01 – 2012-03-01
• Senior Portfolio Manager — Credit Cards Onboarding · Citibank, Madrid, Spain2006-06-01 – 2009-04-01

  Led credit-card activation and strategic partnerships, increasing customer journey engagement and managing vendor relationships, achieving a 17% to 65% credit card activation rate.

• Head of Marketing — Domestic & General Insurance · Domestic & General Insurance PLC2009-01-01 – 2012-03-01
• Credit Cards Senior Portfolio Manager (On-boarding program) · Citibank España2006-01-01 – 2008-01-01
• Credit Cards Marketing Manager · Citibank España1999-01-01 – 2006-01-01
• Guest Services · Starwood Hotels & Resorts - Toronto, Canadá1997-01-01 – 1999-01-01
• Treasurer · Alcatel-Lucent1995-03-01 – 1997-04-01

Education

• Universidad Externado de ColombiaMaster, Marketing Management
• Miller Heiman – The Sales Performance CompanyLAMP - Large Account Management Process, Strategic Planning for Protecting and Growing Key Accounts
• Miller Heiman – The Sales Performance CompanyConceptual Selling, Customer-Focused Interactions
• Pontificia Universidad JaverianaBachelor of Business Administration (BBA), Business Administration and Management, General
• Neil McNeil High School

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