Rafael V.
✨ Newly AddedGrowth & Digital Marketing Team Leader
Notable Highlight
Engineered and executed an AI-driven visibility framework for a major B2B client, achieving a 93% presence/brand-mention rate across generative platforms including ChatGPT and Google AI Overview.
Experience Summary
Rafael Velez led cross-functional growth strategies across B2C and complex B2B industrial sectors over 15 years. With a multicultural academic foundation spanning Colombia and Germany, he developed deep expertise in omnichannel marketing, performance infrastructure, and growth marketing optimization. He specialized in next-generation generative AI optimization methodologies, steering campaigns beyond traditional search frameworks. Over 7 to 8 years, he managed large-scale agency portfolios and led high-performing teams, prioritizing corporate revenue metrics over vanity measures.
Key Achievements
Engineered and executed an AI-powered visibility framework for a major B2B client, achieving a 93% presence and brand-mention rate across generative platforms including ChatGPT and Google AI Overview. Successfully managed and built multi-channel marketing campaigns, aligning digital execution through Webflow and HubSpot with traditional offline strategies including ATL campaigns and industry trade shows.
Skills
Work Experience
Growth & Digital Marketing Team Leader
TIF · Medellín · Oct 2025 – Present
- Implemented an AI search visibility strategy (AEO/GEO) that achieved 93% citation rate across major generative AI platforms (including ChatGPT and Google AI Overviews) for the business's core keywords, directly driving 4 conversions through this emerging channel in Q1 2026.
- Scaled lead generation via Google Ads by +28% YoY (Q1 2026 vs. Q1 2025) while simultaneously reducing CPC by 35%, through strategic paid media optimization that exceeded quarterly targets.
Marketing Director
T(A · Medellín · Jan 2022 – Oct 2024
- Implemented an automation strategy and efficient B2B lead management through owned and earned media, including social media campaigns (Meta Ads), Google Ads (SEM), LinkedIn Ads, email marketing, and SEO optimization, achieving a 17% sales increase in 2022, 63% in 2023, and 47% in 2024.
- Redesigned the digital strategy, focusing on leads' conversion optimization into effective customers. This allowed the digital channel to gain share over the company's traditional sales channels, becoming a strategic pillar of growth and profitability, growing from 4.2% of total sales in 2022 to 9.2% in 2024.
- Increased BTL brand activations and trade show participation by 150%, significantly strengthening TALSA's presence in the industry. In a major trade fair, generated over K USD in sales within three days.
Marketing Director
LQ · Medellín · Dec 2020 – Sep 2021
- Designed and implemented a strategic Digital Marketing plan in collaboration with key clients, achieving a 21% sales increase in Colsubsidio, 24% in Pasteur, and 23% in Cafam. These strategies enhanced Solor's visibility at the client's digital assets and strengthened business relationships with strategic partners.
- Proposed and led the web shop migration to WordPress + WooCommerce, improving user experience and conversion rates. As a result, e-commerce sales grew by 60% in 2021.
Client Success Strategist
DF · Medellín · Apr 2019 – Dec 2019
- Led the implementation of Marketo-based automated lead generation for a top-tier client in Las Vegas, USA, achieving continuous improvement and efficiency in qualifying and capturing high-potential prospects.
- Co-led HubSpot-based automation campaigns, resulting in 50+ SQL, strengthening the agency's commercial pipeline.
Marketing and Customer Experience Manager
VÉ(É · Medellín · Feb 2018 – Sep 2018
- Led negotiations to position Viajes Éxito platform as the official white label travel operator within Puntos Colombia's loyalty program, securing exposure in a high-traffic transactional ecosystem.
- Implemented a new differentiated service in partnership with Seguros Éxito-SURA, integrating travel assistance solutions into the company's ecosystem, creating strategic synergy between two key business units.
Marketing B2B LATAM Coordinator
KC · Medellín · Jul 2014 – Jul 2017
- Led the digital and content marketing strategy for the commercial program that won the internal global award KC Marketing Excellence Awards, implementing social media advertising, email marketing, and website optimization, as well as coordinating the production of advertising videos filmed at the Tocancipá plant.
- Contributed to +37% growth in new businesses for the Wypall brand, through strategic 360 marketing campaigns, reinforcing brand presence and competitiveness.
Marketing Analyst
AC(N · Medellín · Jun 2010 – Jun 2014
- Led the development and strategic launch of iconic products, including Zenú's Hot Dog and German-style sausages, strengthening the brand's position in the market.
- Executed BTL campaigns that drove sales growth of up to 31% during key events such as the Carnaval de Barranquilla and the Feria de las Flores.
Sales Executive
SU · Stuttgart, Germany · Dec 2009 – Feb 2010