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CV Pedro Neira F 09/11/2008
CV of Pedro Neira Ferrand, IESE MBA 2006. Internet Marketing Manager. Freelan...
From Pedro Neira
NEIRA FERRAND, Pedro
Lima - Peru
EDUCATION2004 - 2006
IESE BUSINESS SCHOOL – Full Time English MBA BARCELONA, SPAINMaster of Business Administration
1996 - 2001
UNIVERSIDAD DEL PACÍFICO LIMA, PERUBachelor Degree in Business Administration
EXPERIENCE2009 To date E-HOLDING
Lima, PERU
Mar.09-To date
GENERAL MANAGER
–
Online Advertising Sales
•
E-Holding is a leading company dedicated to online advertising sales. It operates portals such aswww.adonde.com,www.adondevivir.com,www.peruautos.com, www.adondejuegos.comas well
as a network of 20 portals in Latin Americawww.y20network.com.Up to date (Sept-2011) E-
Holding manages a traffic volume of
4 millions of visits per month,
and according toCertifica.com, it is the independent network with the highest traffic in Peru, and overall lies 6
th
inthe country regarding total traffic.
•
Responsible for the implementation of the company since it was legally created (Aug-2009),raising the necessary capital from Business Angels and then from a venture capital fund in theUnited States, hiring of personnel, registration of brands, planning and development of new portalsand improvement of the existing ones, design and implementation of the marketing plan and directsupervision of the daily commercial operations.
•
Constant use of Search Engine Optimization (SEO) and Search Engine Marketing (SEM)advanced techniques, marketing in social networks, e-mail marketing and banner advertising.Advanced user of Google Analytics, Google Adwords, Google AdSense, OpenX Adserver.
•
In the first 18 months of operations an increase of 120% in traffic was achieved (beating by 60%the market growth within the same period), which allowed us a 22% increase in our market share(from 9% to 11%) and to quadruple the monthly turnover.
2012 - 2013INTERACTIVE ADVERTISING BUREAU (IAB PERU)
Lima, PERU
Jan.12-Dec.13
VICE PRESIDENT – Member of the Board of Directors
The Interactive Advertising Bureau (IAB) is comprised of more than 60 leading media and technology companies that are responsible for selling 80% of online advertising in the Peru. The IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend and is the most representative body of the Peruvian digital industry.
2006 - 2008IMPRIMAONLINE
Barcelona, SPAIN
May.06-Nov.08
GENERAL MANAGER
Internet Start-Up. Online printing company based on an innovative “Low Cost” business model
•
Developed Business Plan, presented it to potential investors, negotiated capital premium andcompleted the company's fund raising in only 3 months. Presented the project and obtained severalgovernment grants and soft-loans at regional and state level (see details below).
•
Raised 280,000 EUR€ of capital, achieved annualized sales of 500,000 EUR€ 12 months after starting operations (average quarterly growth of 30%).
•
Responsible for all the implementation of the start-up, from fund raising and legal set-up of the company, to personnel hiring, design of logistics, website architecture and development, pricing algorithms, contracts with developers and printing companies, and running day to dayoperations. Directly responsible for a yearly budget of over 400.000€.
•
Prepared and implemented the overall marketing and advertising strategy. A multi-channel planwith offline media (print, direct mailing, PR and trade marketing) but with a special emphasis ononline media, including CRM, SEO, SEM, weekly e-mailing campaigns, and display advertising.Achieved customer base average quarterly growth of 39%.
•
Google Adwords, Google Analytics and SEO Tools user on a day to day basis.
2005 BERTELSMANN - CIRCULO DE LECTORES
Jun.05-Sep.05 MBA INTERNSHIP
Bertelsmann AG is a multinational media corporation operating in 63 countries
•
Developed a feasibility study to open a new online book-selling company in Spain. Specific tasksincluded extensive market research supervision, defining competitive strategy, creating businessmodel and developing financial projections working significantly with direct marketing measures.
2001 - 2004 GRUPO APOYO – Headquarters
Mar.03-Aug.04 PROJECT MANAGER - Strategy & Planning Headquarters
Grupo APOYO is Peru's largest business services group (450+ personnel) consisting of the Headquarters office and nine subsidiaries: Consulting, HR, Accounting, Publishing, Fund Management, Market Research, Image and PR, Web Services and an NGO (
)
•
Fast-track promotion from Analyst to Project Manager after 1.5 years in the company (instead of the normal 3-4 year program).
EMPLOYEE OF THE YEAR AWARD (2003)
•
Participated in the design and implementation of a turn-around marketing plan for the BusinessPublishing subsidiary, converting a 3-year consecutive 20% loss into a 5% profit in 11 months.
•
Led the initiative to open a new Internet Consulting subsidiary, which successfully launchedmarket at the beginning of 2005 (APOYO Virtual) and today has annual revenue of over onemillion USD. Developed the initial Business Plan and drove the project to create and launch itsfirst product: a Website evaluation tool.
•
Formulated short/long term strategy plans for each of the operating subsidiaries, working in smallteams reporting to CEO.
Contributed to develop the core tasks of the newly formed corporate HQ,such as brand management, Internet services, internal auditing, business development, corporatesocial responsibility strategy and conflict mediation at senior management level.
•
Led a team of 5 IT professionals from development to launch stage of a website
, a mathematics portal targeting children between 10 and 15 years old. Had project responsibility for personnel hiring, market research, budget control, supervision of scheduling and delivery, web design and programming. Completed with a budget under 15,000USD, to date the website has more than 500,000 registered children. Website winner of 5 prestigious awards (below).Jul.01-Mar.03 ANALYST - Strategy & Planning Headquarters
•
Analysed each subsidiary’s core task to redesign and develop a Web based Balanced Scorecard(BSC), constantly reviewing strategy and performance measure alignment. The BSC is currentlythe key decision tool used by the General Managers and board room level meetings.
•
Structured a fund-raising marketing campaign for NGO project "Matemáticas para Todos". Fundswere raised from more than 20 leading Peruvian companies in 2002/03 (over 100% above initialobjectives) and were used to provide text books to Peru's poorest children.
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Cv Pedro Neira Eng Peru 03-01-2012-Scribd
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