September 2016 – March 2018

Taco Guru was a Mexican startup that developed a web and mobile application for locating the best taquerías (taco shops). The app aimed to provide users with a comprehensive guide to finding and enjoying authentic tacos in Mexico. Unfortunately, the project was recently cancelled and all that was left is the content created by their social media team.

As the Marketing Director at Taco Guru, I held a pivotal role in driving the growth and success of the restaurant app. My responsibilities encompassed a wide range of tasks aimed at promoting app installs, increasing user fidelity, and enhancing the company’s branding efforts.

One of my key responsibilities was managing and creating PPC (Pay-Per-Click) campaigns to drive app installs and encourage user loyalty. I effectively utilized platforms such as Facebook and Google Ads to strategically target and engage potential users. By optimizing ad campaigns, monitoring performance metrics, and refining targeting strategies, I successfully increased app downloads and user retention.

In addition to PPC campaigns, I also spearheaded guerilla marketing initiatives to promote the company’s branding. These unconventional marketing campaigns helped create buzz and generate awareness about Taco Guru in unique and creative ways. By leveraging innovative marketing tactics and engaging with the target audience, I effectively positioned Taco Guru as a prominent and memorable brand in the restaurant app industry.

As part of my role, I played a crucial role in creating and managing video content for company branding. This involved collaborating with content creators, overseeing video production, and ensuring cohesive messaging aligned with the company’s brand identity. By leveraging engaging video content, I successfully showcased the unique features and benefits of Taco Guru, attracting new users and enhancing brand recognition.

Furthermore, I led a multidisciplinary team consisting of graphic designers, IT engineers, user experience specialists, sales professionals, and assistants. I provided guidance, set objectives, and fostered a collaborative work environment to ensure the seamless execution of marketing strategies and initiatives. By effectively managing the team, I maximized productivity, creativity, and overall performance.

Building strategic partnerships and relationships was another significant aspect of my role. I proactively established significant relationships with other food-based accounts, leveraging their audience and reach to create branded content. By collaborating with these partners, I expanded Taco Guru’s exposure, reaching a wider audience and enhancing brand visibility.

Additionally, I created engagement campaigns to promote user installs and branding through giveaways and contests. These campaigns incentivized users to download the app, engage with the brand, and share their experiences. By leveraging user-generated content and fostering a sense of community, I successfully increased user engagement and loyalty.

Overall, my role as the Marketing Director at Taco Guru involved managing and creating PPC campaigns, directing guerilla marketing initiatives, overseeing video content creation, leading a multidisciplinary team, building strategic partnerships, and creating engagement campaigns. Through these efforts, I successfully promoted app installs, increased user fidelity, and strengthened Taco Guru’s brand presence in the restaurant app industry.

Success Cases:

1. Google PPC Campaigns:
   Through strategic PPC campaigns, I achieved significant results in terms of app installs. Nationally, we consistently gained a minimum of 1,000 monthly installs on Google.
2. Facebook Ads:
   I spearheaded Facebook ad campaigns that led to remarkable growth in our page followers. In less than a year, we successfully grew our page followers from 30,000 to 80,000. By utilizing precise targeting, engaging ad creatives, and continuous optimization, we attracted a substantial audience, fostering a strong and engaged community around the Taco Guru brand.
3. National Contest:
   I orchestrated the company’s first national contest, which proved to be a major success. Through this contest, we aimed to grow our restaurant database and user database. We achieved outstanding results, increasing our restaurant database by up to 30% and our user database by up to 25%. By leveraging engaging contest mechanics, strategic promotion, and enticing rewards, we successfully attracted new restaurants to join Taco Guru and expanded our user base.

These success cases highlight my ability to drive tangible results and achieve significant milestones for Taco Guru. Through effective PPC campaigns, we experienced consistent monthly app installs nationally. With our Facebook ad campaigns, we significantly grew our page followers, enhancing brand reach and engagement. Furthermore, the success of our national contest demonstrated my strategic thinking and ability to drive substantial growth in our restaurant and user databases.