Summary
Overview
Work History
Education
Skills
Languages
Timeline
Generic

Juliana Grimaldo

Hollywood

Summary

Dynamic marketing leader with a proven track record at Mastercard International, excelling in strategic marketing planning and data-driven decision making. Successfully orchestrated multi-market campaigns, enhancing brand preference and driving significant transaction volume growth. Adept at client relationship management and project execution, delivering tailored solutions that meet complex client needs.

Overview

13
13
years of professional experience

Work History

Manager, Business Development (Latin America)

Mastercard International
Miami
09.2023 - Current
  • Spearheaded market expansion through data-driven strategic initiatives across Latin America.
  • Architected tailored solutions utilizing Mastercard's product suite to address complex client requirements.
  • Managed the entire sales lifecycle, from lead identification to contract closure and post-sale growth.
  • Collaborated with regional teams to identify new revenue opportunities and enhance adoption.

Manager, B2B Partner Marketing (Latin America)

Mastercard International
Miami
07.2021 - 08.2023
  • Orchestrated regional co-marketing campaigns with key travel partners (Despegar, AVIS, LATAM Airlines), resulting in increased usage and brand preference.
  • Led the multi-market rollout of MAX (HBO Max) benefits across 16 countries, delivering a significant lift in Mastercard transaction volume.
  • Strengthened regional marketing alignment by integrating data and services into go-to-market efforts, and optimizing portfolio performance.
  • Streamlined tracking and allocation of marketing incentives, improving accountability, and effectiveness.
  • Implemented sonic branding to enhance brand recognition at high-traffic point-of-sale systems.

Sr Analyst, Marketing Planning & Analysis (Caribbean Region)

Mastercard International
Miami
09.2019 - 07.2021
  • Directed strategic development and execution of annual marketing plans across Caribbean region.
  • Managed $7.7M advertising budget, ensuring optimal allocation and campaign effectiveness.
  • Deployed predictive ROI models to provide actionable business intelligence for decision-making.
  • Created joint go-to-market strategies with top multinational issuers and partners.
  • Championed cross-divisional collaboration to align messaging and ensure consistency across touchpoints.

Manager, Media (Latin America)

Universal McCann in-house at Mastercard
Miami
09.2016 - 09.2019
  • Directed offline and digital media strategies across LAC to align with Mastercard objectives.
  • Managed direct relationships with clients and senior stakeholders, delivering customized media guidance.
  • Negotiated high-value vendor agreements with global media platforms, including META, X, and Google.
  • Oversaw campaign insights and managed media rebate forecasting and recovery exceeding $1.2M.
  • Facilitated internal marketing training sessions to enhance team capabilities and performance tracking.

Media Coordinator (Latin America)

Universal McCann
Miami
01.2013 - 01.2016
  • Acted as regional lead for clients, including Mastercard and Sony Pictures, ensuring strategic cohesion and flawless execution.
  • Served as a liaison between global HQ and local markets, aligning tactical plans with overarching brand goals.
  • Conducted competitive analysis and consumer research to inform campaign development and reporting.
  • Delivered ad-hoc strategic insights to executive leadership based on market intelligence and data modeling.

Education

Master - Digital Business Management

UNIVERSITY OF BARCELONA
SPAIN
07-2016

B.A. - Managerial Economist and International Business

UNIVERSITY AUTONOMA OF MANIZALES
COLOMBIA
07-2007

Skills

  • Strategic marketing planning
  • Campaign development
  • Digital marketing optimization
  • Market analysis
  • Data-driven decision making
  • Project management
  • Partner marketing initiatives
  • Client relationship management

Languages

English
Full Professional
Spanish
Native/ Bilingual

Timeline

Manager, Business Development (Latin America)

Mastercard International
09.2023 - Current

Manager, B2B Partner Marketing (Latin America)

Mastercard International
07.2021 - 08.2023

Sr Analyst, Marketing Planning & Analysis (Caribbean Region)

Mastercard International
09.2019 - 07.2021

Manager, Media (Latin America)

Universal McCann in-house at Mastercard
09.2016 - 09.2019

Media Coordinator (Latin America)

Universal McCann
01.2013 - 01.2016

Master - Digital Business Management

UNIVERSITY OF BARCELONA

B.A. - Managerial Economist and International Business

UNIVERSITY AUTONOMA OF MANIZALES

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