Raquel Retegui

I'm a 17 years experienced marketer, who has worked in several industries, from Cable TV channels as remarkable as Sony Pictures Entertainment, coordinating marketing operations for hole Latin America, 
to banckig as Banistmo, Bancolombia Group branch in Panama. 
 

Through all my career I've learned a lot about other stakeholders. I had to work as a Product Owner, such as technologists, having the opportunity to communicate with them in their own terms and also giving me so much learning in this area 
 

I had the opportunity to build a department of digital marketing from the scratch. At the beginning, this department was considered as a customer service one, but, with the time, the team grew in areas as Social Media Content, Email Marketing Strategy, Paid Media, SEO, 
Marketing Analytics and Front End development, in collaboration with a full stak cell helping us from the IT department. 
 

In all this, my role was to buil and lead this wonderful team besides crafting strategies, follow the correct implementation of them, monitoring the KPIs to achieve the business objectives.

JAN 2022 – PRESENT
DIGITAL MARKETINTING CONSULTANT (SME), FREELANCE, REMOTE GLOBAL
• Developing of strategies and advising on digital marketing for SMEs (Content, Digital paid media
(PPC), Email Marketing, UX/UI, SEO, Analytics)
• Implement and manage digital paid platforms (Meta for Business and Google MCC)
• Implement and optimize digital campaigns
• Develop strategies, manage and design content for social media (organic content)
• Web development, design and administration (WordPress & WIX CMS’s) 
 

AUGUST 2015 - JANUARY 2022 
DIGITAL MARKETING MANAGER, BANISTMO, PANAMA
• Lead a team of specialists in Email Marketing, Digital Advertising, Web Development, Analytics, SEO 
and UX/UI (6 direct reports and 5 indirect reports)
• Leading profitable digital strategies, coordinated between organic and paid digital media, to 
generate demand for products and online banking channels, articulating the needs of the 
organization and its businesses, with the definitions and guidelines established by the brand
• Responsible for the planning and execution of the 2020-2021 Digital Adoption Strategy, achieving 
an increase of more than 12% in customer adoption, for a total of 40% adopted customers by the 
end of the year
• Responsible for the management of the Digital Maturity Index since 2021, achieving a growth of 3% 
in the first year.
• Working with the Regional Digital Marketing team to define strategy goals and identify performance 
KPIs
• Monitoring performance KPIs and strategy status to ensure goals achievement
• Evaluate and implement improvements in the digital strategy
• Analyzing across digital platforms performance and product strategies, to find insights for the 
business and the digital marketing team
• Benchmarking and testing of existing Digital Products
• Analyze the customer and user data
• Interact with users, sales teams and senior management
• Optimization of digital assets for business results
• Prepare clear and high-impact reports to the Vice-presidency and the Presidency Committee
• Constant training on the latest digital tools and interactive trends
• Management of an annual budget of 6 high digits 
• Manage workflows among the team and the creativity and performance agencies
• Product Owner of 4 digital solutions projects, in collaboration with IT development, support and 
maintenance cells, with objectives aimed at delivering results to the business and value to 
customers
OCTOBER 2014 – JULY 2015 
DIGITAL CONTENT SPECIALIST, TVN MEDIA, PANAMA
• Strategic content planning for digital channels
• Co-production of audiovisual contents

• Generation of editorial content for blogs along with the brand strategy
• Creative process management
• Annual budget management of more than $300,000.00
 

MARCH 2014 – SEPTEMBER 2014 
MARKETING AND SOCIAL MEDIA MANAGER, SMART PRODUCTIONS, PANAMA
• Planning and production of more than 20 corporate events, public shows and BTL promotions
• Market research
• Planning and execution of media plans 360° (online and offline).
• Budget management per event with an average of $100,000.00
• Planning and execution of media plans
• Negotiation of trade-off plans
• Management of social networks
• Sales support
 

JUNE 2012 – FEBRUARY 2014 
MARKETING MANAGER, BROOKS RUNNING, BROOKS RUNNING (PIAZZA 
INTERNATIONAL), PANAMA
• Planning and execution of brand events and media plans
• Post-purchase customer service
• Intervention in the creative process of campaigns' pieces and graphic content
• Planning and management of the annual budget (6 middle digits) and billing
• Visual merchandising
• Intervention in the purchasing process
• Sales support
 

JUNE 2011 – JUNE 2012 
EVENTS AND PROMOTIONS MANAGER, SHOWTIME PRODUCTIONS, PANAMA
• Planning and production of corporate events, public shows and BTL promotions
• Budget management per event with an average of $30,000.00
• Management of a4 people team
 

OCTOBER 2005 – JUNE 2011 
MARKETING AND PR COORDINATOR, SONY PICTURES ENTERTAINMENT, 
VENEZUELA
1. Affiliate/Marketing Coordinator SONY, AXN y SONY SPIN LATAM & Brazil 
2. Digital/Marketing Coordinator SONY, AXN y ANIMAX LATAM & Brazil 
3. Consumer/Marketing Coordinator SONY, AXN Y ANIMAX LATAM 
4. PR Coordinator SONY, AXN y ANIMAX LATAM 
• Assistance to Marketing and PR managers in all their functions
• Planning and execution of events for consumers, affiliates and journalists, in all locations 
where the group had a presence (main markets throughout Latin America and Brazil)
• Preparation and execution of off-air and online marketing campaigns
• Management of suppliers of promotional material
• Planning and managing of annual budgets of 7 high digits
• Generation of content for web pages (our own and cable operators')
• Design of presentations aimed to achieve strategic alliances with cable operators in the 
target markets
• Programming sales incentive plans with cable operators to maintain and increase channel 
distribution in Latin America and Brazil 

FEBRUARY, 2006
DEGREE IN SOCIAL COMMUNICATION - CORPORATE MENTION,
SANTA MARIA UNIVERSITY, CARACAS - VENEZUELA
• Ranked #12 out of 180 with an average of 16.54 / 20
• Member of the USM Choir
• Half scholarship “Excellence” for the 5 years of the career