Alexandra Velandia

Kickoff Advertising is a comprehensive digital marketing agency specializing in developing and executing customized strategies to drive growth and visibility for businesses across various industries.

As the Chief Marketing Officer at Kickoff Advertising, I lead the development and execution of innovative marketing strategies across Latin America and the USA. Specializing in client prospecting, strategic planning, PPC, SEO, and lead generation, I drive growth and visibility for diverse industries, ensuring measurable results and business success.

Development of New Accounts:

• Client Prospecting: Identify and seek new business opportunities through market research and competitor analysis to craft tailored proposals.
• Proposal and Pitch Development: Design and present compelling proposals highlighting the unique value of our services, securing new accounts.
• Market and Competitor Research: Conduct detailed market studies to understand trends, opportunities, and threats, developing differentiated strategies for each client.

Account Management and Strategy Supervision:

• Strategic Planning: Oversee implementation of comprehensive marketing strategies, including SEO, PPC, Lead Generation, and SMO, aligned with each client's business objectives.
• Team Hiring and Management: Recruit, train, and lead high-performing teams, ensuring the right talent is in place for effective strategy execution.
• Role Coordination and Supervision: Ensure team members fulfill their responsibilities and contribute to account success.

Growth Strategies:

• Growth and Lead Generation Strategies: Develop and execute innovative lead generation strategies that maximize client acquisition and conversions.
• PPC and SEO Campaign Optimization: Oversee implementation and optimization of PPC and SEO campaigns, ensuring maximum ROI and online visibility.
• Identifying Growth Opportunities: Continuously analyze account performance and propose new growth opportunities, adapting strategies to market needs.

Collaboration and Communication:

• Client Communication: Maintain transparent communication with clients, providing regular updates and performance reports.
• Cross-Departmental Collaboration: Align marketing campaigns with clients’ overall operations through collaborative efforts with other departments.

PointsKash is a leading marketing firm specializing in innovative fan engagement strategies for the sports industry, focusing on creating dynamic rewards and points systems to drive fan interaction and loyalty.

As the Chief Marketing Officer at PointsKash, I spearheaded marketing initiatives that improved the fan engagement experience within the sports industry. By developing innovative loyalty and rewards strategies, I negotiated high-profile partnerships with major sports leagues like the NHL, NBA, and NFL, enhancing brand presence and driving revenue growth through creative marketing and data-driven insights.

Partnership Negotiations:

• Negotiated loyalty and rewards partnership contracts with major sports leagues (NHL, NBA, NFL, MLB, MLS) and retail/concession partners.

Strategic Planning:

• Implemented short- and long-term strategies to maximize partnership engagement for clients like the Miami Dolphins, Orlando Magic, Nashville Predators, and New York Jets.

Marketing Strategy and Execution:

• Developed marketing strategies to enhance customer acquisition, aligning with financial and branding goals. Oversee advertising efforts to boost interest and engagement.

Revenue Growth:

• Increased sales through targeted marketing activities and data-driven insights to achieve business objectives.

Departmental Leadership:

• Structured the marketing department for optimal performance, setting clear goals, objectives, and KPIs.

Content and Campaign Management:

• Managed content marketing strategies to enhance brand visibility and engagement. Developed annual marketing and sales plans.

Data-Driven Decision Making:

• Used data and reports for evidence-based decision-making, continuously refining strategies to adapt to market trends.

Professional Development and Networking:

• Attended industry events to stay at the forefront of trends and best practices. Directed timelines and workflows for special projects.

As Seen On TV is a television marketing company specializing in a catalog of over 2,600 unique products, focusing on designing, manufacturing, marketing, and distributing consumer products worldwide.

As Director of Commercial Strategy and Planning at As Seen on TV, I was instrumental in driving the company's expansion and market dominance. I led the acquisition of major clients, including Costco in Latin America (Price Smart), and established key relationships with top wholesalers such as Walmart, BJ’s, Walgreens, and CVS. My role encompassed the management of over 80 retail stores located in strategic shopping malls as well as overseeing the entire digital marketing channel.

Key Achievements and Responsibilities:

• Client Acquisition and Sales Management: Successfully acquired high-profile clients and negotiated with leading wholesalers. Developed and executed sales strategies to enhance product placement and drive revenue growth across major retail chains.
• Retail and Digital Marketing Oversight: Managed both the operational and strategic aspects of over 80 retail stores and the entire digital marketing channel. Coordinated with retail and digital marketing teams to ensure alignment with sales targets and marketing KPIs.
• Strategic Implementation and Leadership: Implemented a new marketing strategy during the COVID-19 pandemic, maintaining stable performance despite store closures. Directed the strategy for the sales call center, optimizing customer engagement and sales conversion.
• Training and Development: Trained sales directors and their teams, equipping them to meet sales objectives and support business growth. Provided leadership to enhance team performance and strategic execution.
• Product and Pitch Development: Collaborated with owners to select new products and develop compelling pitches for wholesalers, enhancing our product offerings and market presence.
• Reporting and Strategic Planning: Reported directly to the CEO and owner, delivering strategic insights and performance reports. Oversaw the development and execution of integrated strategies across retail and digital marketing.

Leading franchise operator specializing in bringing premier European retail and fashion brands to the South American market. With a strategic focus on expanding global brand presence, the company manages and operates a substantial chain of stores featuring renowned names in fashion, sportswear, and accessories.

As Franchise Marketing Manager at Retail Distribution Group, I played a crucial role in expanding the company’s international presence and managing franchise operations. I was responsible for overseeing the growth of prominent brands such as Sergent Major, La Fee Maraboutee, Orsay, and Funky Fish across multiple countries. Conducted periodic training programs in various locations including Paris, Israel, Germany, Spain, Ecuador, and Colombia, to ensure brand consistency and operational excellence.

Key Achievements and Responsibilities:

• Strategic Location Selection: Identified and secured prime locations for new stores, analyzing market potential and audience demographics. Negotiated with mall owners to secure optimal spaces within shopping centers.
• Personnel Hiring and Training: Recruited and trained personnel to align with brand standards and local market needs. Delivered tailored training on buyer personas, visual merchandising, and store aesthetics.
• Pricing and Merchandising Strategies: Developed and implemented market-specific pricing strategies and visual merchandising plans, ensuring competitive positioning and enhancing the in-store experience.
• Franchise Operations Management: Oversaw daily franchise operations, ensuring adherence to brand standards and operational excellence. Coordinated with franchisees to achieve business objectives and maintain consistency.
• Market Analysis and Strategy: Conducted in-depth market research to identify opportunities and gaps. Developed targeted marketing strategies to adapt to regional preferences and market conditions.
• Training and Development: Provided comprehensive training and support to franchisees and their teams, including periodic international training programs, to maintain high standards of brand execution and operational effectiveness.

Leading gaming provider specializing in the development of innovative gaming machines and software. They operated over 50,000 machines in betting shops, pubs, and gaming halls, catering to the casino and gaming industry.

As a Product Manager at Inspiring Gaming Group, I was responsible for driving product innovation and market success in the competitive gaming sector. My role involved defining product strategy, overseeing the development and execution of product roadmaps, and ensuring alignment with business objectives and market demands.

Key Achievements and Responsibilities:

• Product Strategy and Vision: Defined the product vision and strategy for a diverse portfolio of gaming products. Developed comprehensive product roadmaps that aligned with market trends and customer needs, ensuring a competitive edge in the industry.
• Market and Competitive Analysis: Conducted thorough market research and competitive analysis to identify emerging trends, customer preferences, and competitive threats. Utilized insights to inform product development and positioning strategies.
• Product Development and Lifecycle Management: Led cross-functional teams in the development of new gaming products, managing the entire product lifecycle from concept to launch. Ensured timely delivery of products by coordinating efforts across engineering, design, and marketing teams.

Brandsbags, later integrated into the Linio group, is a prominent marketplace in Latin America, providing sellers access to a market of over 270 million people.

As the Sales and Marketing Coordinator at Brandsbags, I played a pivotal role in transforming a startup into a thriving digital marketplace. By negotiating with over 60 renowned fashion brands, I developed and implemented innovative strategies that expanded the company's reach and enhanced its market presence.

Key Achievements and Responsibilities:

• Startup Growth and Brand Partnerships: Spearheaded the growth of Brandsbags from a startup to a leading marketplace by securing partnerships with over 60 prestigious fashion brands. Developed strategies to acquire previous collections before they hit outlets, offering exclusive deals that attracted a wide customer base.
• Digital Strategy and E-commerce Expansion: Initiated a groundbreaking digital strategy through third-party collaborations, enabling the company to reach cities without brick-and-mortar stores. This approach allowed Brandsbags to expand its footprint and increase market penetration during a time when e-commerce was still emerging.
• Market Expansion and Negotiations: Personally traveled to major cities to identify and negotiate with top fashion brands. Leveraged insights to optimize operational costs and minimize storage and warehouse expenses, delivering significant value to partners and enhancing the company's competitive position.
• Co-Branding Strategies: Implemented co-branding initiatives among various fashion brands, creating creative ways to showcase and increase visibility for multiple brands simultaneously. These strategies fostered cross-promotional opportunities and elevated the brand experience for consumers.
• Category Visibility and Commercial Strategy: Coordinated with sales teams to define a visibility strategy for product categories across various channels. Developed and managed the commercial calendar, ensuring alignment with business goals and maximizing brand exposure.
• Team Leadership and Development: Led and mentored a high-performing team, overseeing responsibilities such as planning, coordination, and KPI analysis. Recruited, trained, and coached team members to drive performance and achieve strategic objectives.
• Market Research and Competitive Analysis: Conducted in-depth research on market trends, brands, products, and competition. Identified opportunities for improvement and developed strategies to capitalize on market gaps, positioning Brandsbags as a leader in the industry.