Carmen Guerrero

• Lead affiliate marketing strategy for major French brands (Intermarché, Petit Bateau, etc.) in multi-market environments (FR, ES, DE, IT).
• Conduct performance forecasting and generate actionable insights based on KPIs (ROI, CTR, CPC).
• Manage cross-functional coordination between local teams, agencies, and CJ platform stakeholders.
• Prospect and onboard new digital partners to strengthen the affiliate network.
• Drive strategic action plans to improve campaign results and client satisfaction.

Key achievements:

• Rolled out action plans improving ROI through segmented optimization by market and brand.
• Identified underperforming partners and replaced them with strategic players, increasing click-through rate.

• Social entrepreneurship project supporting children's education in Colombia through the sale of handcrafted accessories.
• Built the financial sustainability model: monthly sponsor program, donor campaigns, and community events.
• Led brand creation, social media presence, storytelling, and digital fundraising.
• Coordinated with schools and families to ensure proper allocation of funds for education, nutrition, and school materials.

Impact: Directly supported school fees, meals, and supplies for children from vulnerable communities in Colombia.

• Managed paid media campaigns across Google Ads, Bing Ads, Meta (Facebook & Instagram), Pinterest, and Criteo.
• Built and optimized display and retargeting strategies across multiple channels.
• Conducted A/B testing on creative assets, copy, and landing pages to increase lead generation.
• Oversaw partnerships with external platforms and optimized their ROI through in-depth performance analysis.

Key achievements:

• Increased qualified leads by 35% through campaign restructure and better audience segmentation.
• Introduced cross-channel attribution insights to support smarter media investment.

• Defined and implemented digital acquisition strategies for various European brands (Lacoste, Maisons Du Monde, Alltricks, Edenred)
• Monitored KPIs including traffic volume, ROAS, conversion rate, and partner performance.
• Worked closely with tech and account teams to ensure campaign success.

• Created a handmade accessory brand with direct-to-consumer sales via Instagram.
• Managed product design, customer service, logistics, and content creation.