Matías Guerra has over 15 years of experience in marketing and communications roles within the technology industry. He has held several positions at Hewlett Packard and Adobe Systems, leading marketing strategies and product management for various software and cloud-based offerings. Guerra has a background in computer science and business administration and is focused on new communication technologies, sustainability, and applied artificial intelligence.

1. 1
Matías Guerra
Seasoned executive in Marketing and Communication on
technology industry with more than 15 years of experience in
business creation, strategic and field marketing, inside sales,
communication and online technologies. High interest in the
creation and development of new ways of communications,
value creation, and relations between consumers and business.
Work Experience
Since Nov 2014 – Hewlett Packard (HP) – Business Development Manager for Construction. Main
responsibilities:
• Understand and model purchase process of construction contractors companies in US
& main EMEA countries
• Identify potential co-marketing partners to position HP favorably in construction
• Define marketing plan
• Lead penetration with field action (SEO/SEM, channel push and pull, ATL/BTL…)
• Intro product management
Main Achievements:
• Implementation of the Construction Plan in North America and EMEA
• + 500 leads in 1 month after the intro, and + 500K$ in sales
• + 4K printers placed on channel partners after 1 month
• 2 nation wide associations in NA actions plan in place with + 150K associates
receiving information about the products and offers
• 3 top software vendors for construction partnership
Dec 2013 – Nov 2014 - Hewlett Packard (HP) – HP Web Solutions Senior Product Manager
WW Marketing Manager responsible for the new Software and SaaS initiative that HP Designjet
was developing. Among my responsibilities:
• Cloud services investigation, understanding and plan
• Services and product definition & SaaS Pricing strategy: ensure profitability
• Market Analysis (size, competition, partners, alternatives)
• Service Products roadmap (5 years) owner
• User experience definition
• Product Catalog portfolio rationalization
• Channel Partners Strategic Plan
Main Achievements:
• Fully strategy on SaaS defined
• Complete product definition
• Portfolio plan defined
2012 – 2013 HP Hiflex WW Product Manager and HP SPS Product Manager: Strategic marketing
manager on cloud software for print service providers.
• Services and product definition
• Service Products roadmap (5 years) owner
• Strategic Marketing and Marcom Plan owner
• Field Marketing Manager (channel owner)
• Marketing budget owner for strategic and field activities worldwide
• Support pipeline and forecast actions
Main Achievements:
• Fully marketing plan to transition from licenses to SaaS fully defined and tested
mat_guerra@hotmail.com
+34 661-261-752
Barcelona, Spain

2. 2
• Fully pricing strategy defined and implemented for licenses and for SaaS/PPU
• Complete product and Services roadmap implemented
• Sunshine plan defined and implemented for company discontinuance
2011 – 2012 HP Smart Marketing Suite: Senior Product Marketing Manager for Marketing Automation
and SaaS.
Product Manager of HP Smart Marketing Suite, focused on marketing process
optimization, E2E integration of marketing content and workflows and marketing
print management.
• Build & execute strategy for SaaS solutions
• Define biz. requirements using inputs from multiple sources (industry reports, clients,
sales force)
• Jointly define target client needs & use cases with account teams
• Work with R&D UI lead on creating an elegant & friendly TCE
• Expertise on Retail markets
• Define multiyear capability and customer roadmap
• Evaluate potential 3rd party software partnerships
• Demo strategy definition and deployment for HP SaaS solution : Represent and demo
offering to potential clients
• Develop core product presentations including supporting documentation and providing
content to training team
• Define pricing scenarios, pricing portfolio and SKU map
• Coordinator of all the efforts of a multidisciplinary team on delivery high quality
scenarios for testing
• Marketing budget owner for strategic and field activities worldwide
2011 Advertising Agency SI: Marketing Manager for Social Network development.
Lead and develop a new social network based on experiences. Integrate activities
between development team and business team. Coordinate financials.
2007 - 2011 Adobe Systems Iberia: Field Segment Market Manager and PR for Professional
Creative and Education Markets.
Responsible for tactical marketing activities in Iberia for Adobe's creative products:
• Campaign management to communicate new products, leading external and internal
creative teams
• Brand development thru PR and communications (from creativity and live/online
events, to media management)
• Social activities manager (leading external agency)
• Channel partners strategist for Creative markets (demand generation, live and online
events, direct marketing, promotions and social networking programs)
• Marketing budget owner for strategic and field activities worldwide
• Pan-EMEA team lead for pro-Creatives
• Co-marketing campaigns with channel partners and third party SW and HW vendors
(such as Apple, HP, NVidia)
• Measure and track effectiveness of mktg and sales campaigns
Main Achievements:
• Successfully introduction campaigns in Iberia for Adobe CS3 (2007), CS4 (2009) , CS5
(2010) and CS5.5 (2011), and other Pro Creative Software (such as Adobe Lightroom,
Adobe Connect or Adobe Acrobat), + 5MM$ revenues in the year
• Definition and implementation of the social networking strategy for Adobe Iberica
(Twitter, Facebook, Canal Adobe videoblog, influencer program, etc)
• Enterprise Marketing strategy and implementation in Iberia for Pro-Creative Markets
• SaaS Adobe’s plan implementation in Iberia (Enterprise)

3. 3
2004 – 2007 WW Large Format Printers Product Manager. Marketing responsible for product
development
Main Achievements:
• HP Designjet Z Series WW launch and intro at worldwide level with + 100M$ Revenue
project in 4 years
Education
2009 – 2010 Master in Strategic and Creative Management for an Advertising Agency.IED in
Barcelona. Specialization in Brand Management and Internet Strategy
2001 – 2003 Master in Business Administration (MBA) ESADE Biz. School. Specialization in
Marketing and Brand Management
1991 -1997 Computer Science Engineering. Polytechnic University of Catalonia (UPC),
Barcelona School of Computer Science (FIB). Specialization in Networks and AI
Languages
English | Spanish | Catalan
Skills and competences
Interests
Technology |Sustainability |Applied AI |Web & Mobile technologies | Drawing | 3D printing
Barcelona, April 25th
2016
Goal oriented
Verbal and written
communication
Creativity
Time management
Customer passion
Technology enthusiast
Future focused
Resiliency
Out of the box thinker
Critical thinking