Paula Grandis

About

With a robust educational background in business, communications, and marketing, I have honed my expertise in strategic marketing and analytics. I am currently pursuing a Master in Management + Analytics at Universidad Torcuato Di Tella, building on my previous studies in communications and digital marketing. My professional journey includes significant roles such as Product Marketing Manager at Bitrefill, where I led multi-channel campaigns to enhance customer engagement and brand presence. As a Marketing Manager at Wunderman Thompson Argentina, I focused on loyalty programs, driving member engagement for United Airlines. My experience extends to marketing operations and automation, having worked with Communitana and the Government of the City of Buenos Aires. I specialize in data-driven strategies, CRM optimization, and cross-channel marketing, consistently delivering improved ROI and customer retention. My freelance consultancy further underscores my ability to craft effective marketing strategies for diverse clients.

Experience

• Product Marketing Manager · Bitrefill04-01-2022

  Led multi-channel marketing campaigns for Bitrefill Card and eSim, helping expand customer engagement and strengthen brand presence. Used data analysis and CRM strategies to optimize customer acquisition and improve campaign performance. Partnered with sales, finance, and product teams to align on pricing and targeting for improved ROI. Collaborated closely with the product, community, and business development teams to streamline processes, ensuring precision and efficiency in campaign execution. Utilized robust data analytics to monitor and optimize campaign performance, driving strategic decisions that consistently enhanced key performance indicators (KPIs) related to user retention and engagement.

• Marketing Consultant · Freelance04-01-2016

  Created and executed omni-channel marketing strategies for B2B and SaaS clients, helping to improve brand visibility and user engagement. Advised clients on customer engagement strategies and used CRM tools to streamline campaign workflows, supporting data-informed campaign adjustments.

• Marketing Manager · Wunderman Thompson Argentina01-01-2021 – 01-01-2023

  Coordinated targeted marketing strategies for United Airlines MileagePlus loyalty program, focusing on increasing member engagement and retention. Collaborated with the research team to conduct surveys and analyze customer segments, using insights to tailor marketing efforts and enhance campaign relevance and effectiveness. Partnered with the account manager to coordinate with program partners, optimizing budget allocation and achieving sales volume goals through strategic partnerships. Provided comprehensive ROI reports to stakeholders, demonstrating marketing effectiveness and guiding future budget allocations. Led B2B and B2C loyalty campaigns across multiple channels, strengthening brand affinity and customer loyalty. Ensured compliance with CAN-SPAM and CCPA regulations in all marketing initiatives.

• Marketing Operations Specialist · Communitana01-01-2021 – 01-01-2022

  Managed high-performance digital media campaigns across platforms such as Meta, TikTok, Google Marketing Platform, and Twitter, with a focus on user growth and acquisition. Advised on campaign planning and execution, leveraging expertise in paid media to optimize targeting strategies and settings, significantly enhancing ad performance and ROI. Collaborated with internal teams and external partners to ensure seamless campaign execution, aligning efforts with Disney Studios' strategic marketing goals. Analyzed campaign data to provide actionable insights and recommendations, continuously improving advertising efficiency and effectiveness. Conducted trend analysis and adjusted campaigns in real-time to maximize audience engagement across LATAM.

• Marketing Automation Specialist · Government of the City of Buenos Aires01-01-2021 – 01-01-2021

  Developed and executed multi-channel direct marketing campaigns (Email, Audio Broadcast, SMS, IVR, Inserts, Flyers) to increase civic engagement and inform citizens about government initiatives. Leveraged Salesforce for advanced audience segmentation and data management, optimizing communication relevance and impact. Implemented A/B testing and campaign optimizations to improve message delivery and engagement rates. Analyzed campaign performance to produce detailed ROI reports, providing stakeholders with insights into effectiveness and areas for improvement. Collaborated closely with internal departments and external partners to align marketing efforts with government objectives, ensuring consistency across all channels. Stayed current with digital marketing trends and applied best practices to enhance campaign strategies and execution. Built strong community and stakeholder relationships through effective, transparent communication, promoting active civic participation. Supported creative teams in asset development, providing input and best practices for copy and design.

Education

• Universidad Torcuato Di TellaMaster in Management + Analytics, Business
• UADEBachelor in Communications, Comunicación
• Universidad de Ciencias Empresariales y SocialesPostgraduate Degree in Digital Marketing and Community Management, Marketing
• University of Buenos AiresPress and Communication, Comunicación
• TEATechnical Diploma in Journalism, Periodismo
• Del Viso Day SchoolBilingual Baccalaureate, Science

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