Carlos Eduardo Fernandez Herrera

Owned end-to-end growth strategy for a consumer services business, covering paid acquisition, funnel design, pricing tests, lifecycle marketing, and CRM operations. Built a hybrid acquisition system where events act as TOF lead magnets, converting attendees into premium matching clients through structured follow-up and qualification. Achieved an average LTV:CAC ratio of ~2.55:1 across paid and organic channels in a conservative market with high trust barriers. Consistently generated ~10 high-ticket paying clients per month over the last quarter with constrained budgets. Led a remote growth team (3 video editors, 1 performance marketer), including monthly performance reviews, output KPIs, and delivery accountability. Operated as P&L owner for marketing decisions, balancing acquisition efficiency with brand trust and long-term retention.

First digital marketing hire, owning end-to-end digital acquisition strategy across paid ads, e-commerce funnels, and WhatsApp-based conversions. Managed ~RM20k/month budget across Meta and e-commerce platforms, supporting lead-driven purchases and repeat customers. Improved lead-to-purchase conversions by ~30% through MOFU optimization, funnel restructuring, and messaging refinement. Digital channels served as a primary driver of inbound demand, contributing a significant share of new customer acquisition. Coordinated marketing efforts for government-partnered events and conferences across regions.

- Owned paid acquisition strategy for Spanish-speaking markets across Meta, Google Search, and YouTube, managing up to $500K/month on Meta and $200K/month on Google/YouTube. - Scaled paid media investment 5× YoY (from ~$100K to $500K/month) while maintaining efficiency across multiple subscription products and launches. - Led structured experimentation frameworks across creatives, messaging, and offers, improving CTR, CPL, and ROAS through continuous A/B testing. - Co-owned funnel strategy with Growth team, contributing to VSL, quiz, and challenge funnels across English and Spanish markets. - Worked cross-functionally with Product Marketing, Content Production, and Analytics teams to align acquisition with LTV, retention, and subscription growth.