Designed and executed multi-channel marketing strategies across multiple brands, combining paid media, CRM segmentation, and customer retention initiatives to drive lead generation, campaign performance, and commercial alignment.
Context
Grupo Criolani operates in the agricultural and industrial sector, managing multiple brands with different audiences, product lines, and commercial objectives.
This required a structured marketing approach to ensure consistent communication while adapting to each brand’s positioning and target market.
Challenge
The main challenge was to coordinate marketing efforts across multiple brands, ensuring clear positioning, effective targeting, and efficient campaign performance while managing different audiences and sales cycles.
Strategy
Developed a multi-brand marketing strategy combining paid media, CRM segmentation, and customer lifecycle initiatives to align each brand with its target audience and commercial objectives.
The approach focused on:
- Differentiating brand communication
- Segmenting audiences based on behavior and interest
- Supporting the sales team with qualified leads
- Aligning marketing actions with business goals
Execution
- Managed Meta Ads and Google Ads campaigns across multiple brands
- Created segmented campaigns based on product categories and audience profiles
- Implemented CRM-based segmentation for improved targeting and follow-up
- Coordinated marketing actions aligned with commercial objectives
- Monitored campaign performance using Google Analytics
- Optimized campaigns based on data-driven insights
Results
- Improved campaign targeting and audience segmentation
- Increased efficiency in lead generation efforts
- Stronger alignment between marketing and sales teams
- Enhanced performance across multiple brands
Awards & Commercial Performance
Contributed to the commercial performance of Grupo Criolani, reflected in multiple awards obtained in 2024 for its representation of CASE IH in Argentina:
- 1st Place – Commercial Performance (Spare Parts)
- 1st Place – Commercial Performance (Tractors)
- 2nd Place – Commercial Performance (Overall)
- 2nd Place – Commercial Performance (Harvesters)
- 2nd Place – Commercial Performance (Retail Tractors)
Tools
Google Ads, Meta Ads, Google Analytics, CRM systems, Chat GPT, Wix