Yojana Huerfano Merchan | Freelancer Resume

Yojana Huérfano Merchán https://www.linkedin.com/in/Yojana-huermer Marketing and Advertising professional with over 5 years of experience in media planning, advertising negotiations (ATL, BTL, and Digital), and strategic communications. Skilled in budget management, event coordination, and campaign optimization for major brands across industries including healthcare, automotive, and government institutions. Strong leadership, teamwork, and problem-solving abilities with growing interest in Digital Marketing and Social Media. EXPERIENCE Publicis Groupe Colombia – Media Planner (Jul 2023 - Aug 2024) ● Designed and implemented digital media strategies for Abbott Colombia across social media and programmatic channels, optimizing advertising investment and achieving 5 % cost savings. ● Led the planning and execution of programmatic campaigns (display, video, native) using DSPs, maximizing reach to target audiences. ● Managed campaigns on Meta Ads, developing performance analysis that improved engagement by 3% through continuous optimization of segmentation and creatives ● Delivered weekly optimization reports with data-driven recommendations, ensuring KPI compliance and maximizing campaign ROI Havas Media Group – Media Buyer (Dec 2021 - Jul 2023) ● Managed annual media budgets exceeding USD $2M for key clients including Procolombia, ANSV, and Nissan, ensuring proper resource allocation and achievement of business objectives ● Negotiated rates and commercial agreements with traditional and digital media partners, achieving a 7% increase in campaign profitability and optimizing CPM/CPC ● Coordinated implementation and trafficking of 100+ advertising pieces monthly across channels, maintaining 100% on-time delivery compliance ● Conducted post-campaign analysis and performance tracking to generate insights that improved digital investment efficiency GroupM Colombia – Media Buyer & Planner (Nov 2021 - Dec 2021) ● Planned and executed national TV advertising strategies using IBOPE for rating and audience analysis, reaching over 1.2 million viewers ● Developed integrated media plans based on TV consumption data, optimizing daypart selection and programming to maximize GRPs and coverage Dentsu Colombia – Junior Media Buyer (Jul 2019 - Jan 2021) ● Managed USD $3.5M media budgets for premium clients including Jaguar Land Rover, Prodesa, and Iberia, ensuring proper execution and budget control ● Negotiated rates and advertising placements across ATL and digital media, achieving a 10% increase in brand visibility and investment optimization ● Coordinated campaign implementation across traditional and digital channels, ensuring compliance with timelines and technical specifications ● Developed post-campaign reports with performance analysis, key metrics, and recommendations for future media optimization SENA – National Learning Service – National Communications Advisor (Feb 2015 - Dec 2016 | Oct 2018 - Jul 2019) ● Led internal communication strategies for SENNOVA (Research, Technological Development, and Innovation System), reaching 118 training centers nationwide ● Coordinated and advised 7 regional training centers on implementing communication initiatives and promoting science and technology activities ● Developed institutional communication materials alongside the national communications team and managed digital channels that strengthened visibility of research and innovation projects, increasing participation in science and technology activities by 20% Lat One Group – Freelance Marketing (Sep 2017 - Aug 2018) ● Supported execution of loyalty campaigns for national and international technology clients (Amazon Web Services, Dell, Intel), collaborating on operational implementation of loyalty programs, benefits, and customer experience for distributors across Latin America. COOPEBIS – Leader – Marketing Department (Nov 2010 - Jan 2015) ● Designed and executed training programs and wellness activities for over 10.000 members, improving satisfaction and engagement with the cooperative. ● Developed and implemented institutional branding strategies to position cooperative services, including internal and external communication campaigns. ● Coordinated corporate events, educational workshops, and recreational activities that strengthened sense of belonging and active member participation. ● Managed communication and marketing materials (brochures, digital content, signage) to promote available benefits and services. EDUCATION 2020 - 2021 | Postgraduate Degree in Advertising and Public Relations |Barcelona School of Business, Spain 2006 - 2010 | Bachelor's Degree in Marketing and Advertising |Fundación Universitaria del Área Andina, Colombia SKILLS Core Skills: Creativity, Teamwork, Leadership, Adaptability, Effective Communication Technical Tools: Klaviyo, Notion, Metricool, office, canva Advertising Tools: Ibope, Admetrics LANGUAGES Spanish: Native English: Basic (in-progress), Conversational Fluency