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Abstract Dark

Executive Portfolio

Jairo
Hernández

Digital Marketing Manager | MBA with Digital Marketing.
Bridging the gap between creative vision and data architecture to build highly profitable digital ecosystems.

Executive Summary

Professional Profile & Timeline

Strategic Impact

Senior Digital Marketing Manager with 12+ years of experience, including an 8-year tenure leading the digital strategy for the Mexico City Grand Prix.

Expert in MarTech ecosystems (Salesforce, HubSpot) with a unique capability to combine ROI-driven analytical execution with strong visual art direction and technical development.

26/NOW

Digital Marketing Manager

CECO Collegue London | UK
25/26

Digital Marketing Consultant

The Education Group (London) Ltd | UK
17/25

Digital Marketing Manager

Mexico Grand Prix | MX
15/17

Digital Marketing Manager

Totalplay Empresarial | MX

Pillar 1: Brand & Content • Core Project

Cashless: Integration & Adoption

Client: Mexico Grand Prix

The Challenge: Transitioning a massive live event audience of 400K attendees to a fully cashless payment ecosystem, eliminating physical cash transactions.

Strategy & Creative Direction

  • End-to-end leadership: co-designed physical tokens and architected the educational digital infrastructure (landing pages & FAQ portal).
  • Multimedia production: Conceptualised instructional videos and multi-format social media ads.
  • Engineered automated post-event email workflows to ensure a frictionless refund process.
20K+
Active Digital Wallets
10K+
Advance Top-Ups
Cashless Payment System
Card
Digital Infrastructure
Event Crowd

Pillar 1: Brand & Content • Secondary Projects

Omnichannel Strategy & Follower Acquisition

Social Media Growth

MexicoGP: Omnichannel Strategy

Dominated the digital landscape in Mexico through massive syndication for lead generation.

  • Integrated with 10+ premium publishers.
  • Technical deployment of hundreds of hyper-personalised assets.
Social Media Growth

UWS Campus London: Follower Acquisition

Implemented a highly efficient Top of Funnel (TOF) paid social boosting strategy on Facebook and Instagram on a strict $200/month budget.

  • Rigorous A/B testing of creative assets.
  • Top ad independently generated 1,983 new followers.

Pillar 2: Growth & Performance • Core Project

Advanced B2C Optimisation

Data Analytics Dashboard
Marketing Funnel Structure
Lead Generation Growth
Daily Ads Breakdown

Client: TEG London (UWS Campus London)

The Challenge: The international student acquisition model was operating with critical inefficiency, delivering leads at an unsustainable Cost Per Lead (CPL) between £8 and £14. The objective was to completely restructure the digital advertising ecosystem to drastically reduce acquisition costs whilst aggressively increasing volume.

Strategic Direction & Execution

  • Assumed full technical direction, implementing a hyper-optimised framework exclusively geared towards Bottom of the Funnel (BOF) conversion.
  • Redesigned ad structures using high-converting hooks focused on scholarships and implemented an aggressive remarketing ecosystem.
  • Plummeted the CPL from the agency's average down to a highly efficient £1.50 per lead, transforming the budget's ROI.
£1.50
Average Cost Per Lead
1,181
Monthly Leads (LATAM Peak)

Pillar 2: Growth & Performance • Secondary Projects

Presales & Inventory Depletion

Email Marketing Strategy

MexicoGP Presale 2025

Orchestrated a massive omnichannel media deployment to aggressively drive early ticket sales for the 10th-anniversary event.

  • Architected an urgency-driven email campaign targeting a segmented database of 880K+ contacts.
  • Achieved a phenomenal 50% open rate, resulting in the rapid sale of over 50K tickets during the presale.
Event Sold Out

MexicoGP Last Minute Ticket (LMT)

Executed an aggressive, conversion-focused final push to liquidate premium inventory within a strict one-month window.

  • Deployed bespoke, high-urgency creatives utilising dynamic overlays across Meta's ecosystem.
  • Successfully depleted 15K tickets, securing a total sell-out 14 days before to the race.

Pillar 3: MarTech & Devs (UI/UX) • Core Project

NASCAR Mexico 2025 website

Client: NASCAR México

The Challenge: To build and launch the official NASCAR Mexico 2025 website in a record time of less than 15 days.

Strategy & Creative Direction

  • Compliance and Legal: I coordinated with the legal department the drafting and integration of Terms and Conditions, Privacy Notices.
  • Data Architecture and Tracking: I configured and implemented tracking pixels and conversion events for Meta Ads, TikTok Ads, Google Ads, and Google Analytics.
  • Content Management and Media Kit: I designed a functional press area with media kit downloads and constant press release uploads.
12 days
Time-to-Market Record
100k visits
Audience Acquisition
Cashless Payment System
RFID Card
Digital Infrastructure
Event Crowd

Pillar 3: MarTech & Devs • Secondary Projects

Web & App Design

UI UX Design

Ticketmaster Account Manager

UI design and interface architecture for digital ticket management (NASCAR).

  • Created full graphic design guidelines, logos, and product photography.
  • Structural implementation using Ticketmaster's native CMS.
Media Syndication

MexicoGP Official App

The mobile app had to serve as the ultimate digital companion during the event weekend.

  • Mobile Interface (UI) Standarization & Fan Information Architecture.
  • Native CMS Implementation & Asset Curation and Optimization.

Qualifications & Next Steps

Ready For Impact

Academic Background

MBA with Digital Marketing
University of the West of Scotland (London)
Bachelor of Visual Arts (Graphic Design)
Universidad Autónoma de Querétaro

Core Certifications

  • Google Ads & Analytics (GA4)
  • Meta Ads: Advanced Advertising
  • Salesforces, HubSpot & Social Media

Let's Build
Together.

me@jairohdz.com linkedin.com/in/jairohdz +44 7789 744348 jairohdz.com