Interview with Andrés Medina, Head of Brand Marketing at Ayenda Hoteles
Andrés Medina, an experienced and successful Marketer whose talent is to build brands that stand the test of time with more than 10 years of experience. He is skilled in developing successful strategies that drive revenue; building and leading high performing teams and marketing ecosystems; infusing deep analytics into effective communication strategies and driving meaningful innovation throughout the customer journey. Currently, he is the Head of Brand Marketing at Ayenda Hoteles.
Your Journey as a Marketing Professional.
Passionate marketer whose talent is to build brands that stand the test of time (More than 10 years of experience). These brands are anchored in purpose; have a meaningful impact on people’s lives; are built through strong emotional connections; behave with integrity and are constantly reinventing themselves to deliver their purpose. Skilled in developing successful strategies that drive revenue; building and leading high performing teams and marketing ecosystems; infusing deep analytics into effective communication strategies and driving meaningful innovation throughout the customer journey.
I have had the opportunity to create amazing experiences (work) in companies like L’oreal, Microsoft, Unilever, and HP.
Now, my current challenge is Ayenda Hoteles and we are changing the way to consume hotels in Colombia, coming soon in LATAM.
“There is always a different and creative way to do the things and being successful”.
What are the primary marketing channels you have worked on? What will be your advice to young marketers on each of these channels?
The main marketing channels that I’ve worked are Retail, Corporate (B2B) and Door to Door (D2D), all of them are so powerful. My advice is basic, understand the business model and adapt it for the customer. How? You have to create authentic and relevant moments of consumption.
What are some of the important marketing software that you have used and found to be really useful for your company?
More than software I think that you have tools apps or websites that allow you to apply concepts like “Funnel of purchase”. A good example is that I love work B2B campaigns on LinkedIn, you can follow each phase Awareness, Consideration, and Purchase.
If I would have to choose a specific software, I will choose SEMrush, it allows you to optimize the effort that you are doing in SEM and SEO. This software is really awesome.
Which companies, according to you, are your competitors. How do you differentiate against these?
We have direct and indirect substitutes.
The main direct competitor is the Ibis budget, We are working in different partnerships to be more attractive in our value proposition. We are expert in the execution of the basics but we want to have different options in complimentary services.
The main indirect competitor is Airbnb, it’s just a substitute and our product is totally different but we convert their users promoting our value proposition.
Your 2 line advice to people entering in the marketing domain.
Marketing is about data but is also about intuition. When you know about the business believe in your instinct.