Here's a little sample of my work. I am proud of every project I have been involved with so now I would like to share this with you. Contact me if you are interested on exchanging experiences or maybe working together!

1. Planning how to show love and making people love you back is my passion. I have
managed more than 50 brands, categories and markets, pushing my work beyond
digital advertisement by creating engaging experiences.
I develop strategies to raise engagement rates in Social Media getting up to 30% of
the AVG/Country, and increasing the size of brands’ audiences more than 60% annually
in most cases.
I functioned as an ideas seller winning more than 75% of agency pitches where my
work has been involved, while establishing solid B2B and B2C relationships.
Ph.: +593-98-679-1145 !
E-mail: m.certad@gmail.com!
Twitter: @MaryCertad!
www.linkedin.com/in/marycertad/en
MARIELENA CERTAD · DIGITAL STRATEGIST

2. www.linkedin.com/in/marycertad/en!
For more information please check:
Digital strategy · Social media management ·
Community management · KPI’s · SEM · SMO ·
Content marketing · Creativity · Research ·
Analytics · Digital media planning · B2B · B2C ·
Selling ideas · Budget management · !
Team work · Leadership.
What do I do best?
CAREER TIMELINE

3. I have worked for some great companies…

4. What do my killer projects have in common?
www.linkedin.com/in/marycertad/en
For more information please check:

5. I rock on…
www.linkedin.com/in/marycertad/en
For more information please check:
RESEARCH AND ANALYTICS TOOLS:!
!
SPSS · Radian6 · SocialBakers · Google Analytics · Quintly ·
SocialBro · Klout · Facebook Stats · Webtrends ·
MonitorWildfire · Likealyzer · Twitalyzer · Vitrue ·
PLATFORMS:!
!
Twitter · Facebook · LinkedIn · Google + · Instagram · Pinterest
· Youtube · Vimeo · Vine · SoundCloud · Spotify · 8Tracks ·
Wordpress · Blogger · Tumblr · e-Mailing · Web.
SOFTWARE:!
!
Word · Excel · Powerpoint · Project · Keynote · Numbers ·
Pages · GarageBand · MovieMaker · Photoshop · Illustrator ·
LANGUAGES:!
!
Spanish · English · Portuguese · French

6. WORK SAMPLES
Copywriting & Creative Strategy

7. First and second time A true friend doesn’t ask for the check, he asks for another beer.
Copywriting and creative strategy. (Nov. 2013)
Brand: Budweiser !
Category: Alcoholic beverages !
Strategy: Appetite appeal!

8. Copywriting and creative strategy. (Sept. 2013)
The King of Pop. Budweiser, king of beers.
Brand: Budweiser !
Category: Alcoholic beverages !
Campaign: King of beers!
The King of Football. Budweiser, king of beers.

9. Copywriting and creative strategy. (Jan. 2014)
Place garbage in the right place!
Scott garbage bags.
Brand: Scott® Brazil !
Category: Household !
Strategy: Branding!
Save 50%!
on hand lotion and manicure.

10. Copywriting and creative strategy (Jan. 2014)
Even the most traditional ones use Scott®
Brand: Scott® Brazil!
Category: Household!
Strategy: Branding!

11. Copywriting and creative strategy. (Dec. 2013)
Keep calm, this has happened to everyone.
Brand: Scott® Ecuador !
Category: Family Care !
Campaign: Take a Laugh!
! !
The early bird catches the worm

12. Copywriting and creative strategy (Feb. 2014)
LOVE IS A VIRAL (VIDEO), CONNECTING AND INFECTING YOU
Brand: Wikot!
Category: Digital agency!
Campaign: Valentine’s day!

13. WORK SAMPLES
Social Media Strategy

14. (2012)
SOCIAL MEDIA CONTENT STRATEGY !
PAYS UP FOR WIKOT’S BRANDS
!
Category: Foods and beverages!
Work: Social Media Strategy!
In December 2012, three of the brands I guided were
listed on SocialBakers Top 5 Facebook Engagement
Rate: Nestlé®, MAGGI®, and Cerveza Regional Light.!
!
Other times, we managed to hang in there with two other
brands: Cerveza Zulia from Venezuela and Cerveza
Cristal from Chile. In fact, we were congratulated by
SocialBakers CEO Jan Rezab on the agency’s (Wikot)
fan page.

15. Brand: Savoy (Nestlé Venezuela)!
Category: Foods!
Work: Social Media Strategy!
(2012)
CHALLENGE: Create cross-branded
communication between Nestlé’s brands,
SAVOY®, COCOSETTE® and TORONTO®.!
!
STRATEGY: We encouraged interaction
between the brands and their devoted fans
on the fan page of the umbrella brand
SAVOY®.!
!
RESULTS: A fun and engaging conversation
favoring both brands engagement rates,
raising them 20% over their average
interaction levels.
www.facebook.com/savoynestle

16. Brand: Cerveza Zullia!
Category: Alcoholic beverages!
Work: Social Media Content Strategy!
(2013)
CHALLENGE: Entertain and inspire fans to
show their love for the Venezuelan beer ZULIA.!
!
STRATEGY: We pubished an uncolored picture
for fans to color and send back. !
!
RESULTS: We recieved hundreds of
personalized drawings from our fans showing
their love for the brand.
www.facebook.com/cervezazuliaoficial

17. Brand: HUGGIES!
Category: Personal care!
Work: Social Media Strategy!
(2014)
CHALLENGE: make HUGGIES join the FIFA World
Cup passion.!
!
STRATEGY: We ran a Facebook casting to gather a
baby football team sponsored by HUGGIES. !
We chose contestants based on their skills related
to football positions and the sweet pictures parents
sent us.!
!
RESULTS: !
Hundreds of babies participated. By the end of the
campaign we had reached over 300K people, got
around 35K interactions, and had gathered more
than 119K fans.
www.facebook.com/huggiesecuador

18. Brand: Guayaquil City Hall!
Category: Politics!
Work: Social Media Strategy!
(2013-2014)
CHALLENGE: Bring the city government closer to people.!
!
STRATEGY: Base actions on a strategy of listening to needs, delivering relevant content, and transforming the
communication strategy into a loving and caring relationship.!
!
RESULTS: !
• Social media platform grew over 150% from July 2013 to June 2014.!
• Facebook content went from reaching 50K people to reaching over 85K people on average.!
• Posting messages with a positive and caring tone transformed the way people interacted with the content, going from 57%
negative comments to 73% positive comments on the average post.
www.facebook.com/alcaldiaguayaquil

19. WORK SAMPLES
Creative Strategy for digital platforms development

20. CHALLENGE: Support a marketing “Instant Win” promotion with
digital action leading to more product sales.!
!
SOLUTION: A cross marketing promotion where users could go
on a hot site and redeem codes from under bottle caps for prizes.
Users could also recieve special rewards through participation in a
Youtube interactive experience, engaging in a choose-your-own
story to obtain “golden codes," or Códigos Bud.
Brand: Budweiser !
Category: Alcoholic beverages !
Project: Código Bud!
(Sketch project)!
My contribution: Creative strategy
and Copywriting.

21. CHALLENGE: Raise sales of Scott's new product through a digital strategy.!
!
SOLUTION: An internal marketing digital strategy on a platform developed
to help salesmen reach the company’s sales objectives. A social and playful
platform, based on gamification, which encouraged salesmen to work harder
every time with online badges and offline prizes, resulting in them to achieve
goals.
Brand: Scott Rindemax!
Category: Household !
Project: Piece of Cake!
(On Going)!
My contribution: Creative strategy,
Copywriting, Focus group lead.!

22. CHALLENGE: Run a digital contest to choose expecting
couples so they could try a Huggies-made girdle allowing
fathers to feel their babies’ movements as a Father's Day gift.!
!
SOLUTION: A Facebook app where participating parents
wrote down why they want to share the experience with their
partner. The app was supported by a Father's Day social
media campaign and boosted with a Facebook ads strategy.!
!
RESULTS: We reached more than 600K people in a week.
The winners where chosen from more than one-thousand
contestants, suggesting participation from over 85% of the
pregnant women in Ecuador who use Facebook.
Brand: HUGGIES® Ecuador!
Category: Personal care!
Project: Embarazados!
My contribution: Creative strategy, Copywriting and
media strategy!
www.facebook.com/huggiesecuador

23. WORK SAMPLES
Digital Media Strategy

24. CHALLENGE: Create a media strategy,
utilizing a highlight reel, congratulating all new
fathers on Father's Day and welcoming them to
the life of a parent.!
!
RESULTS: The video, promoted on Facebook
and Youtube, reached more than 575K people
and gathered around 20K interactions.!
The Huggies community had grown over 5% by
completion of the campaign.
Brand: HUGGIES® Ecuador!
Category: Personal care!
Campaign: Embarazados - Father’s Day!
!
http://goo.gl/1Viy7o

25. CHALLENGE: Recruit members to the
#ENDviolence against children campaign. All
children have the right to live free from violence,
but this violence is mostly invisible.!
!
SOLUTION: A social media campaign supported by
media investment on Twitter.!
!
RESULTS: Verified UNICEF's Twitter account and
promoted informative messages. With a limited
budget our ROI was great, including: !
• More than 1.5 million views.!
• 1.75% Engagement Rate (avg 1.60 -1.80%)!
• 1.07% Follow Rate (avg 0.50 - 0.70%)!
• Twitter community growth of approx. 80%.
Brand: UNICEF Ecuador!
Category: NGO!
Campaign: #ENDviolence!
My contribution: Creative and media strategy!
https://twitter.com/unicefecu

26. CHALLENGE: Manage the digital strategy of an 80% digital campaign promoting Jaime Nebot as mayor of Guayaquil in
February 2014.!
!
RESULTS: Electoral success. !
• Recruited 360K Facebook fans by the end of Mr. Nebots' campaign. Our content reached more than 2 million people.!
• Mr. Nebot’s audience grew around 4% per week. His engagement rate was nearly 8 times that of the President with more
than 6 times the people interacting with his posts.!
• Mr. Nebot's Twitter account was TT 4 times in a single month while the campaign's associate HT was utlized more than 3K
times. !
• Mr. Nebot's campaign videos were viewed over 500K times on Youtube.
Brand: Jaime Nebot Saadi!
Category: Politics!
Campaign: Electoral campaign!
My contribution: Media strategy!
www.facebook.com/jaimenebotsaadi

27. RECOMMENDATIONS
www.linkedin.com/in/marycertad/en

28. www.linkedin.com/in/marycertad/en

30. Ph.: +593-98-679-1145
E-mail: m.certad@gmail.com
Tw: @MaryCertad
Marielena Certad
www.linkedin.com/in/marycertad/en