Alejandra Fregoso
Senior Marketing Manager | Bilingual Marketing Leader
Irving,TX
Summary
Dynamic bilingual marketing executive with extensive leading communications, brand strategy, and multi-channel campaigns across the U.S. Hispanic market and Latin America. Skilled in building strategies that drive acquisition, retention, and engagement, while managing multi-million-dollar budgets and cross-functional teams. Adept at blending traditional and digital media to maximize ROI. Recognized for innovative campaign execution, strong vendor negotiation, and team leadership in fast-paced environments.
Overview
26
26
years of professional experience
2
2
Languages
Work History
Senior Marketing Communications Manager
Elektra Go USA
04.2024 - Current
- Spearhead marketing communications for Elektra Go's U.S. launch, overseeing customer acquisition, retention, and cross-selling strategies..
- Led a migration campaign for 40,000+ users, segmenting audiences into active, dormant, and inactive groups to optimize engagement.
- Developed multi-channel communication flows (email, SMS, push), boosting adoption of the Elektra Go Prepaid Mastercard.
- Built traditional media strategy (radio, OTT, OOH, streaming) in Texas, increasing brand visibility in Hispanic-heavy DMA's.
- Partnered with Purpose Financial on a discreet store pilot, training 100+ associates, and launching internal communication frameworks.
- Defined KPIs and reporting to track promo code activations, retention lift, and transaction growth.
- Established partnerships with industry influencers to amplify brand messaging and reach new audiences.
- Orchestrated high-profile events to showcase products or services, generating buzz within target markets.
- Conducted market research to identify new opportunities and target markets.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
- Optimized email campaigns to increase open and click-through rates.
Senior Marketing Director
Tricolor Holdings
08.2017 - 06.2023
- Implemented data-driven decision making by using analytics tools to track campaign performance and adjust strategies accordingly.
- Managed a team of marketing professionals, resulting in increased productivity and project success rates.
- Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
- Oversaw 54 yearly projects from concept to completion.
- Directed marketing operations across Texas, California, New Mexico, Arizona, and Nevada, achieving a 30% increase in campaign effectiveness and 25% audience growth.
- Managed a $5M digital media budget, reallocating to save 10% of costs while maximizing reach.
- Improved brand reputation: 70% increase in positive reviews, and 300% GMB ranking growth for 46 stores.
- Negotiated media buys, cutting costs by 40% and improving ROI.
- Generated over 500 leads at events, with a 20% sales lift post-event.
Marketing & Social Media Manager - Latin America
Nerium International (Neora)
03.2015 - 09.2017
- Directed live content production at global conferences with over 20,000 attendees.
- Boosted Hispanic engagement by 170% through targeted campaigns
- Monitored social media trends and emerging platforms, adopting new strategies to stay ahead of the competition.
Account Representative
Estrella Media
03.2015 - 09.2015
- Managed TV, radio, and event advertising packages for top Hispanic-market clients.
- Developed integrated ad campaigns and secured key accounts to drive revenue.
Marketing Specialist
Tricolor Holdings
03.2013 - 01.2015
- Created grassroots and in-store campaigns, boosting engagement while staying under budget.
- Redesigned store branding to improve the customer experience.
- Implemented customer segmentation strategies, tailoring communications for increased relevance and impact.
Marketing Project Manager | Travel Specialist
Nokia Mobile Phones
03.2004 - 09.2010
- Directed international corporate events for executives in Latin America and North America.
- Increased adoption of corporate travel reservation tools from 10% to 65% through strategic promotion.
Sales and Marketing Representative
Delta Air Lines, Inc
03.1999 - 04.2002
- Built local sales and marketing plan for each targeted district within defined territory.
- Led event planning and inaugural flight campaigns, finishing ahead of schedule and under budget.
Education
Associate of Arts - Graphic Design
Universidad De Monterrey
Monterrey, Mexico 05.2001 -
Skills
- Marketing analytics
- Product launches
- Creative direction
- Brand Positioning
- Strategic Communications
- Digital & Traditional Media Buying
Timeline
Senior Marketing Communications Manager
Elektra Go USA
04.2024 - Current
Senior Marketing Director
Tricolor Holdings
08.2017 - 06.2023
Marketing & Social Media Manager - Latin America
Nerium International (Neora)
03.2015 - 09.2017
Account Representative
Estrella Media
03.2015 - 09.2015
Marketing Specialist
Tricolor Holdings
03.2013 - 01.2015
Marketing Project Manager | Travel Specialist
Nokia Mobile Phones
03.2004 - 09.2010
Associate of Arts - Graphic Design
Universidad De Monterrey
05.2001 -
Sales and Marketing Representative
Delta Air Lines, Inc
03.1999 - 04.2002
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