Richard Santana

Work within budget parameters to develop and implement marketing strategies by analyzing key data and consumer demographics across Middle East & Africa, increasing revenue by 62% over 24 months.
Oversee ongoing market research that targeted key customer demographics and used information to proactively adjust future marketing plans.
Devise leading-edge digital marketing, social media and SEO strategies across Middle East & Africa.
Designed innovative branding and product strategies for the business
globally.
Creation of innovative strategies to drive customer engagement.
Maintained in-depth understanding of company products and customer
buying preferences.
Gathered business requirements at all levels to set effective policies and
make strategic decisions.
Developed and implemented marketing and communications plans for
each product the business.
Cultivating strong professional relationships with vendors, negotiating
contracts and monitoring performance.
Boosted conversion rates by 2.3% through innovative customer
relationship building and landing page optimization.
Applied sales forecasting techniques and strategic planning to verify
sales and profitability of products, lines and services.
Devised email strategies, including segmenting strategies, welcome
email auto responders and training drip campaigns.
Initiated market research studies and analyzed findings.
Coordinate media buying and planning, sales promotions and direct
mail campaigns.
Communicate marketing teams' plans and accomplishments to verify
alignment with senior management objectives.
Develop key messaging, branding and positioning statements.
Develop pricing strategies while balancing firm objectives with customer
satisfaction maximization.
Created high-quality marketing strategy documentation, including
product marketing briefs, FAQs and objection handling documents.
Plan and launch innovative, creative and effective communications
campaigns.
Directing the hiring, training and performance evaluations for marketing
and sales staff and supervised their daily activities.
Increased website traffic by an average of 33% each month using
cutting-edge integrated marketing techniques.
Completed quarterly forecasting and monthly financial reviews.
Review the financial aspects of product development, such as
budgets, expenditures and research and development appropriations.

Developed strategies, omni-channel marketing programs and content plans to achieve assigned targets, using analytics to optimize online platforms traffic, and develop effective campaigns to drive maximum return in digital reach and brand engagement.

Devised and executed yearly plan across digital outlets including company’s website, 3rd party digital outlets, Social Media (Facebook, Twitter) and YouTube, Instagram & Google +, SEO, SEM, Blogs and Mobile apps.

Successfully identified and mitigated inaccurate or misleading information published by third parties (i.e. Trip Advisor, Google Maps) while enhancing internet/online marketing and communications.
Managed and continually optimized SEM and Social Media ATL campaigns by using above and below the line methods, and played an integral role in the launch of a new website with industry leading digital marketing system.

Increased yearly profits through ecommerce transactions; raised substantially yearly visits to the site; achieved top 5 rankings across Google.com Google.co.uk and Google.co.za using SEO tactics

Set up own business offering holistic digital marketing strategies and services for brands and campaigns across various industries including telecommunications, cosmetics, NPOs, entertainment & hospitality.

Assignments included analyzing, realigning and implementing existing and potential social media activities for brands ensuring content was relevant, contemporary and optimized according to client needs.

Created and executed Web, SEO, e-commerce and Social Media campaigns, including Facebook advertising, Pay per click, YouTube advertising, and Website advertising, and client accounts on Google plus, YouTube, Pinterest, and Tumblr.

Successfully developed and executed holistic digital media strategy for ongoing campaigns - MTV Africa Music Awards and Player with Sony Ericsson, establishing 1st mobile site for the region.

Designed and drove innovative digital media offerings, developing partnerships to create greater brand affinity and communities around MTV and Nickelodeon brand, and monetized MTV/Nickelodeon digital content across the African continent to deliver Social Media growth across all MTV, Nickelodeon and VH1 platforms.

Greatly expanded MTV Facebook fans within 12 months; MTV Website page impressions in the first 6 months of launching the website at MTV Networks; and increased digital sales at MTV networks from zero to R2m in first12 months.

Integrated the content with social networking platform by using Ubyou platform; developed all Viacom mobisites and online platforms (MTV, Nickelodeon, MAMA, MTV base); and planned layout and functionality for ground-breaking MTV and Nickelodeon platforms.

Managed key accounts including Wrigley’s, Vodacom, Hennessey, Blackberry and MTV Africa Music Awards, and Sony.

Utilized TV, Radio, online and mobile platforms to market and promote all digital content (Games, Music, wallpapers and screensavers) for Wireless Service Provider.

Established and maintained the SMS short codes for various clients; sourced and loaded the content from various record companies: Gallo, Sony BMG, Universal and EMI; and updated and marketed digital mobile platforms across WAP.UBYOU.co.za, MZUZU60.co.za and Samsung fun club.

I was involved in licensing of specific artist tracks for compilations and albums along with the marketing of all album releases and artists, above and below the line. Successfully managed the media promotion of artists and new releases. Managed day to day operations in the department by efficiently, leading a team. I was stellar in increasing the sales and awareness across all platforms.

I managed the licensing activities of all dance related artists and tracks for compilations and albums. Involved in line marketing and promotion for all dance related albums.

I was tasked to oversee the Media promotion for all relevant Gallo artists as well as sampling to all forms of media nationwide: Radio, Press and TV.