ADOBE SUITE
KAREN GUTIERREZ
MARKETING DIRECTOR
Guatemala City
Summary
Professional background
Currently working a position as the marketing director for GRUPO COOITZÁ with 10 brands in charge. Over 8 years of experience as a Graphic Designer and digital marketing for both digital and print media, plus managing social media channels.
My strengths include the ability to problem solve in a creative and efficient manner, showing great attention to detail which characterizes my work as clean, concise and aids the companies I work with to reach the objectives they are looking for in accordance with their project. I have also had the opportunity to direct marketing campaigns of multiple different brands, alongside developing branding and a good visual identity.
I consider myself a positive and natural leader who helps motivate and provide experience to people I work with, including co-workers, collaborators, leadership and people I have had work under me. This ensures that the results in a group are always done with excellence.
Overview
14
14
years of professional experience
6
6
years of post-secondary education
3
3
Languages
Work History
Marketing Director
GRUPO COOITZA
GUATEMALA, GUATEMALA
04.2024 - Current
- Direct digital marketing campaigns through strategies and graphic design in accordance with the audience, showing the product and services provided by GRUPO COOITZA in Guatemala City and the rest of Guatemala
- Lead Branding projects and visual aesthetic for each subgroup and generating positioning strategies
- Evaluating and identifying areas for improvement in the Graphics and visual areas before they launch
- Also direct web development projects, aiding in redesigning and implementing Wordpress UX
- Finally, working general digital graphics and print arts for the brands.
- Coordinated with creative team to generate dynamic marketing content and communication tools for promotional campaigns.
- Deployed well-coordinated campaigns, events and public relations strategies to promote brand.
- Created content and promotional materials to drive engagement and conversions.
- Boosted brand awareness by developing and implementing strategic marketing campaigns.
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
- Increased customer engagement by developing and implementing multi-channel marketing strategy tailored to diverse audience segments.
- Managed annual marketing budget, ensuring cost-effective allocation of resources for maximum impact.
- Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
Marketing Manager
MINIMAL WEAR S.A.
GUATEMALA, Departamento De Guatemala
06.2020 - 04.2024
- Lead marketing manager and strategist for Advertisements and general brand development
- Working the main points of sale through design, where the Brand Identity was built and is worked on constantly, developing Advertising campaigns through the social media channels
- Additionally, developed the Web portal and points of sale processes for this brand
- Logistics, including developing clothing color palettes and designs, quality assurance, managing distributors and having direct contact with the manufacturing of the clothes working through seasonal campaigns
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
- Boosted sales performance through the creation of engaging promotional materials and targeted advertising strategies.
- Managed budgets, allocating funds strategically towards high-impact initiatives that supported overall business goals.
- Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
- Managed social media accounts for optimal audience engagement and increased online presence.
- Analyzed market trends to identify new opportunities, adjusting marketing plans accordingly for maximum effectiveness.
- Negotiated with vendors and service providers, securing favorable terms and supporting budget objectives.
- Conducted market research to identify new opportunities and target markets.
Branding Developer
ACID STUDIO
GUATEMALA, GUATEMALA
01.2015 - 05.2020
- Branding: Development of corporate visual image and identity
- Working a graphic line for Packaging, Print media, Social media and Advertisements
- Digital Design, with promotional material for National and International brands
- Social Media: Development of visual content for various social media channels for education, industrial, construction, food and corporate purposes
- Identifying target audiences and developing SEO in accordance for paid marketing campaigns
- Editorial and Print Focused design, including die cut design, packaging, brochures, magazines, and user friendly design such as guides and manuals
- Video and Photography: Product focused photography which includes clothing, items and food
- Production and Post-production of videos for commercial and institutional use
- Including story boarding, writing and arts
- Worked closely with clients to gather requirements and translate them into technical specifications for implementation.
- Continuously updated skills through training courses, workshops, and self-study—staying current on industry trends and emerging technologies.
- Adapted quickly to new technologies and programming languages, enhancing overall team productivity.
Graphic Designer
GRUPO ICT
GUATEMALA, GUATEMALA
03.2014 - 08.2015
- On site Graphic Designer, working through publicity campaigns focused on design and development of displays for various technology focused items
- Institutional and BTL focused branding, holding direct contact with suppliers
Graphic Designer
SECRETARIA DE COMUNICACIÓN SOCIAL DE LA PRESIDENCIA DE LA REP
GUATEMALA, GUATEMALA
03.2013 - 03.2014
- On site Graphic Designer creating bulletins, press releases, graphics and print media, photography and logo design for institutions and events
- Conceptualized creative designs for print materials, banners, and signs.
- Developed creative design for print materials, brochures, banners, and signs.
- Created digital image files for use in digital and traditional printing methods.
Graphic and Web Designer
RENOVA SOFTWARE
GUATEMALA, Departamento De Guatemala
01.2012 - 03.2013
- On site Graphic Designer creating editorial material, visual image, corporate graphics and web design
- Designed user interface to meet client specifications,
- Promoted brand identity by creating company logos and delivering attractive, user-friendly and unique website.
- Coded websites using HTML, CSS, JavaScript, and jQuery languages.
Graphic Designer and Photographer
TONO VALDÉS FOTOGRAFÍA Y VIDEO
GUATEMALA, GUATEMALA
02.2011 - 02.2012
- On site Graphic Designer and Assistant photographer
- Creating advertisement material for print and digital media
- Additionally handled web design, banners, production, post-production and photo editing
- Conceptualized creative designs for print materials, banners, and signs.
- Researched industry trends to stay current on best practices in graphic design.
- Facilitated printing of images for client's portfolio.
- Customized photography strategies based on intended use and client preferences.
- Selected and set up appropriate props, backdrops, and lighting.
- Managed team of photographers for special projects.
- Captured stunning images for variety of projects.
Education
MASTER IN DIGITAL MARKETING - Digital Marketing
UNIR
MEXICO 04.2024 - Current
BA GRAPHIC DESIGNER - GRAPHIC DESIGNER
UNIVERSIDAD RAFAEL LANDIVAR
Guatemala City, Guatemala 01.2020 - Current
Skills
Digital marketing
Key decision making
Branding
Innovation
Creative direction
Marketing
Social media marketing
Problem-solving aptitude
Social media management
Adaptability
Teamwork and collaboration
Goal setting
Project management
Software
OFFICE
CANVA
WORPRESS
PHOTOGRAPHY
IA
Timeline
MASTER IN DIGITAL MARKETING - Digital Marketing
UNIR
04.2024 - Current
Marketing Director
GRUPO COOITZA
04.2024 - Current
Marketing Manager
MINIMAL WEAR S.A.
06.2020 - 04.2024
BA GRAPHIC DESIGNER - GRAPHIC DESIGNER
UNIVERSIDAD RAFAEL LANDIVAR
01.2020 - Current
Branding Developer
ACID STUDIO
01.2015 - 05.2020
Graphic Designer
GRUPO ICT
03.2014 - 08.2015
Graphic Designer
SECRETARIA DE COMUNICACIÓN SOCIAL DE LA PRESIDENCIA DE LA REP
03.2013 - 03.2014
Graphic and Web Designer
RENOVA SOFTWARE
01.2012 - 03.2013
Graphic Designer and Photographer
TONO VALDÉS FOTOGRAFÍA Y VIDEO
02.2011 - 02.2012
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