Lya Fernandez-Zijlstra, Strategic Commercial Professional that excels in Marketing, PR, Partnerships, Developing Talent and Customer Service services.

About

Commercial professional with American and Latin backgrounds. Due to my service-oriented personality and experience in different industries and sectors (including Saas), as to working with all strategic divisions within a business, I have excelled as a B2B and B2C Strategic Marketer and Partnership Manager. I have experience recruiting, training, and growing teams in these Divisions. My hobbies go around networking in the startup scenery, thus would love to focus my career within this sector in order to grow within a customer-facing role.

Experience

Gap year and Corona Times

Jul 2018 – Present

Amsterdam

PART-TIME PROJECTS

● Recently, came back from México as my father passed away. Continued providing remote content marketing services for friends in start-ups yolo.tech and futureis.me (Dutch AI diet app tracker and LATAM education provider, respectively). Also, ads for clients of Doble Ocho Digital Marketing Agency in Mexico City. Before, I was learning Dutch in Amsterdam while also hosting guests via Airbnb. Plus, serving orders and preparing food at 2 local restaurants (until Corona forced organizations to stay closed). ● Focused in adapting to the Dutch culture after becoming a permanent resident (passed the 12-month government process).

PGA TOUR - TOP 10 GLOBAL GOLF CHAMPIONSHIP

Jan 2017 – Jun 2018

Mexico City

MARKETING & PR COMMUNICATIONS MANAGER

● According to the international press, positioned PGA TOUR’s World Golf Championships – Mexico Championship within the 10 best of the world (along with Mexico’s main tourist attractions) by leading B2B/B2C traditional & digital promotional campaigns with International and Local Cross-Functional Teams, Ogilvy PR and Publicis Media Agencies, Partners, Key Stakeholders & my Intern. ● Built and maintained +30 commercial and publishing partnerships (i.e., TV Azteca, ESPN, Fox, Golf Digest and other Magazines/Newspapers, Hyatt Regency, Aeromexico Airline, Heineken, Ticketmaster, Influencers/KOLs, among others). ● Impacted 227 countries and territories by reaching a coverage of +1k million households' TV, +13k international press notes with +80% positive share of voice for the brand, assistance to event of 20 KOLs & +227 press outlets and its reporters. ● Made happy customers by answering to all their ticket sales questions at the office, phone, email, & social media. Also, generated Inbound Marketing strategies to attract +40,000 recurrent website visitors and +2 million social media engagements while leading organic content, ads and platforms (including Traditional, Online & Programmatic Ads Services, API Integrations and Pixel Tracking, TicketMaster Marketplace, WGCMexico Web & Social Media, Press Registration Site, Newsletters/Mail).

BAJA CALIFORNIA MINISTRY OF TOURISM

Mar 2016 – Jan 2017

Tijuana

TOURIST DISCOUNT CARD PROGRAM AND PARTNERSHIP MANAGER

● Acquired +150,000 active card users by refreshing the outdated Baja California’s tourist discount card program for local residents. Positioned a positive experience around the brand and all the customer journey by leading projects of Press & Marketing in collaboration with teams (2 Agencies, 5 Municipality Representatives, my 4 Interns and Key Stakeholders). ● Organically grew the FB community (fan base +127% and engagement +200%; with +12,500 fans visiting also the site, +26,000 positive interactions, +1.5M reach and +3.6M impressions) with top customer care, out of the box brand activations & user-driven content based in market research insights. ● Re-engaged +1.3M users by benefiting them with attractive tourist discounts. Also, grew +100% the partners portfolio in Tijuana by optimizing the entire partnership framework for the Province (helping all the team to nurture positive collaborations with +350 key businesses and recognized influencers mainly in sports, culture, education, hospitality & entertainment).

DIVERSE INTERNATIONAL CORPORATIONS (SAAS, RETAIL, FMCG)

Apr 2010 – Mar 2015

Tijuana & Mexico City

MKT & COMMERCIAL JR. MANAGER

Wholesale and Fast Food Chains Product Jr. Manager (Tyson Foods | Jun. 2013 - Mar. 2015) ● Generated +3.68% revenue managing market-fit products, go to market strategies, co-branding collaborations with top clients & user-driven promotional campaigns based in market research insights (drivers and barriers, and competitor analysis). Sales representative (Erasmus events and trips for international students | Jan. 2014 – Dec. 2014) ● During my free time, I made new friends by selling online and on-site trips and event tickets to international students. Marketing Jr. Manager (Grupo Tress International HR payroll IT Enterprise | Apr. 2012 - Oct. 2012) ● Generated brand merchandise, and bilingual content about TRESS SaaS HR payroll’s for print and digital platforms. Consumer Goods Sales Representative and Key Account Intern (Procter & Gamble | apr. 2010 - sep. 2010 & jun. 2011 - dec. 2011) ● Coordinated the Sales Team’s meetings and its monthly sales reports. Implemented special sales by collaborating with 3 supermarkets.

Education

Additional trainings

Aug 2007 – Dec 2018

Extracurricular, International Bussiness, Advertisement & Digital Marketing Strategies, Teaching, SAP

Mount Royal University (MRU) & Universidad Autonoma de Baja California (UABC)

Aug 2007 – Mar 2012

BUSINESS ADMINISTRATION , Business Administration, Human Resources, Marketing

Lya Fernandez-Zijlstra

Strategic Commercial Professional that excels in Marketing, PR, Partnerships, Developing Talent and Customer Service services.

Skills

Languages