Acerca de Mickael
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Experiencia
- Fortune 100 Insurance CompanyProject 3: Marketing Operations Discovery & Business CaseBANCA & SEGUROSdiciembre de 2025 - abril de 2026 (4 meses)New York, Estados Unidos
Summary
Led the discovery and assessment phase for a Fortune 100 insurance company whose 15–20% YoY growth was being capped by decades-old manual processes, Excel-based data flows, and vendor-dependent campaign execution.Scope & approach
- Led detailed current-state assessment: stakeholder interviews across marketing, client engagement, and vendor-facing teams
- Mapped the full campaign lifecycle from data intake to attribution
- Audited technology stack, channel mix, and performance reporting — surfacing six structural weaknesses capping growth
- Developed funnel calculations and a pro-forma business case comparing vendor-driven model vs. in-house execution
- Evaluated HubSpot vs. Adobe Campaign + Adobe Journey Optimizer as the internal marketing platform
- Designed a target operating model around four capabilities: centralized data, internal campaign execution, employer-aware journeys, and end-to-end measurement
- Delivered a phased pilot-to-scale activation plan with team model, timeline, and migration path
- Engagement through Gather
Impact
- Defensible business case demonstrating that the target model projects multiples of new revenue on materially smaller investment vs. continuing with the existing vendor model
- Campaign operations projected to be cut by more than half per batch
- Client moved to pilot activation on recommendations delivered
Tools
HubSpot (evaluation), Adobe Campaign (evaluation), Adobe Journey Optimizer (evaluation), Excel, Miro, - Fortune 500 MedTech CompanyLeadership Evaluation Program — Tech ImplementationRECURSOS HUMANOSnoviembre de 2025 - febrero de 2026 (3 meses)
Summary
Designed and delivered the technical solution for a leadership development program at a Fortune 500 medical technology company, delivered through Cronistar.Scope & approach
- Built multi-language evaluation forms (5 languages) with back-end data logic controlling evaluator-leader relationships
- Data capture in Airtable, with automated extraction for reporting at multiple levels: -> General evaluation progress (daily tracking), -> Individual leader reports with skill-level visualizations, -> Regional and business unit consolidated reports
- Calculated readiness-to-target scores per leader
- Delivered branded reports: one Word/PDF report per leader + one exhaustive, customized PPTX report per business unit — all following client brand guidelines
- Built automated communications with ActiveCampaign to manage evaluation workflow
Impact
- Enabled the creation of individual coaching sessions and development plans based on clear, data-driven assessments
- Supported leadership conversations about business unit readiness and action planning
- Program success led to interest from other countries and business units to adopt the same approach
Tools
ActiveCampaign, Airtable, Zite (Fillout), Word, Excel, PowerPoint - Fortune 100 Insurance CompanyProject 2: Automated Business Lead IdentificationBANCA & SEGUROSoctubre de 2023 - marzo de 2024 (5 meses)New York, Estados Unidos
Summary
Designed and built an automated lead identification process to turn thought-leadership content engagement into qualified new-logo business opportunities — without proper data integration infrastructure.Scope & approach
- Captured leads from a gated thought-leadership contact form
- Built a processing pipeline to validate each lead against domain, contact, and firmographic data to exclude existing clients
- Qualified validated leads by segment for proper routing:
- -> National accounts: routed to Director of Marketing for manual validation by her team
- -> Regional accounts: delivered to the associated Account Executive for broker engagement
- Worked around the absence of integrated systems to deliver a functional, repeatable process
Impact
- Identified brand-new potential firms on the National side, generating net-new opportunities
- For the first time, defined and documented a repeatable method to qualify and route leads from thought-leadership content — turning a PDF download into an actual pipeline source
Tools
Excel, Alteryx, Salesforce CRM
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Certificados
- AD0-E607 - Adobe Journey Optimizer Business Practitioner ProfessionalAdobe2026
- Adobe Journey Optimizer FoundationAdobe2026