Marcelo A. Tafoya
Austin, Texas | 512-373-5064 | marceloatafoya@gmail.com
With over 20 years of experience in marketing strategy, leadership, sales, growth, branding, digital, and analytics, I am a seasoned marketing leader and consultant who helps clients achieve their business goals and optimize their performance.
As the Sr. Managing Director at a marketing consulting firm, I lead sales efforts and prioritize program building, increasing the client base. I also direct all strategic marketing, new customer acquisition and retention, development, and business operations, delivering success through growth leadership. Moreover, I oversee all data science and analytics, tracking clientele to maintain integrity and validity, and establish sleek systems technology and processes to maximize efficiency and productivity across all verticals, increasing revenue and decreasing expenses. Additionally, I review and improve KPIs to enhance cash flow and elevate the bottom line.
My mission is to leverage my marketing expertise, entrepreneurial mindset, and executive leadership skills to create value for my clients and stakeholders, and to empower my team and partners to achieve excellence. I am passionate about innovation, learning, and collaboration, and I constantly seek new opportunities and challenges to grow and improve myself and others. I am also committed to giving back to the community and supporting causes that align with my values and vision.
Education
Bachelor of Business Administration, McCombs School of Business, The University of Texas at Austin, 2016
Professional Experience
Chief Marketing Officer
National Hispanic Institute (NHI) · Contract
Aug 2023 – Present · 3 mo.
Austin, Texas Metropolitan Area · Remote
- Evaluate the business’s current situation and establish a path to success
- Create methodologies, frameworks, and processes for the organization to grow
- Develop marketing plans, strategies, and tactics to establish brand recognition while increasing revenue
- Lead the organization’s marketing and technology development
Skills: Digital Marketing · Robotic Process Automation (RPA) · Marketing Strategy · Branding & Identity · Leadership
Partner & Managing Director
Tafoya Consulting Group · Self-employed
Jan 2023 – Present · 10 mo.
Austin, Texas Metropolitan Area · Remote
- Evaluate the business’s current situation and establish a path to success
- Grow clients’ businesses by leveraging RPA and AI Tools
- Develop business processes and procedures that leverage automation and integrations to reduce business costs
- Educate and Train clients on advanced marketing methodologies utilizing AI Tools and Technology
Skills: Prompt Engineering · Artificial Intelligence (AI) · Robotic Process Automation (RPA)
Data Scientist
Texas Health and Human Services · Full-time
Jul 2022 – Present · 1 yr. 4 mos.
Austin, Texas Metropolitan Area · Hybrid
- Evaluate the department’s current situation and establish a path to success
- Implement advanced systems by leveraging RPA and AI Tools
- Develop business processes and procedures that leverage automation and integrations to reduce business costs
- Educate and Train staff on advanced business methodologies utilizing AI Tools and Technology
Skills: Machine Learning · Artificial Intelligence (AI) · Robotic Process Automation (RPA) · Statistical Data Analysis · Data Science
Sr. Managing Director
TAFOYA International · Self-employed
Nov 2020 – Present · 3 yrs.
Austin, Texas
Skills: Prompt Engineering · Artificial Intelligence (AI) · Robotic Process Automation (RPA)
Sr. Managing Director
Viral Guerrilla Marketing · Self-employed
May 2010 – Nov 2020 · 10 yrs. 7 mos.
Austin, Texas Area
Marketing Consulting firm
- Led sales efforts and prioritized program building, increasing client base to 50+ contracts
- Directed all strategic marketing, new customer acquisition and retention, development, and all business operations, success through growth leadership
- Oversaw all data science and analytics; tracked clientele to maintain integrity and validity
- Established sleek systems technology and processes to maximize efficiency and productivity across all verticals, increasing revenue, decreasing expenses
- Reviewed and improved KPIs to improve cash flow, elevating the bottom line
Managing Partner
Asero Music, LLC · Full-time
May 2010 – Jul 2012 · 2 yrs. 3 mos.
Austin, Texas Area
Independent Record Label in the Latin Music Industry.
- Used a consultative sales approach to sign several artists and bands to contractual agreements with the company
- Retained a consistent client base by conducting market research to develop brand and artist strategy
- Cultivated lasting rapport with key industry contacts to maintain business relationships and develop mutually beneficial arrangements
Director of Digital Marketing
ApartmentHomeLiving.com · Full-time
Apr 2007 – Apr 2010 · 3 yrs. 1 mo.
Austin, Texas Area
Web-based national apartment listing database/site.
- Managed internet advertising budget more than $2,000,000 a year
- Recommended a new path for advertising efforts which decreased spending by 150% while increasing website traffic from 50,000 unique visitors a month to over 1,000,000 unique visitors a month
- Increased organic website traffic by 300% through remodeling our search engine optimization
- Maintained keyword database and prepared reports on the ad buy, ad spend, a/b testing, and optimization
Skills: Marketing · Digital Marketing · SEO · SEM · Online Advertising
Editor and Head of Sales
Musica Newspaper
Mar 1999 – Apr 2007 · 8 yrs. 2 mos.
Austin, Texas Area
Latin Based Publication and Website focusing on the Latin Music Industry.
- Directed all aspects of the Newspapers’ business both print and web
- Executed local, regional, and national marketing and branding initiatives to drive sales within existing and prospective accounts
- Developed strong relationships with advertisers and negotiated pricing following established procedures
- Created the website and controlled and maintained the search engine optimization and analytics
A Music based publication. The paper was published previously under the name Musica, Musica U.S.A., and had a companion community-based publication named The Echo.
Customer Relationship Management Manager
General Motors · Full-time
Mar 1999 – Apr 2003 · 4 yrs. 2 mos.
Austin, Texas Area
Cadillac Division – International Automotive Industry Company.
- Built and maintained relationships with new and existing clients while providing a high level of expertise
- Worked with clients to address and respond to client and partnership management issues
- Communicated regularly with clients to understand needs, evaluate current product use, and cross-sell new products
MCI Communications
Full-time · 4 yrs. 3 mos.
Sales Supervisor
Dec 1996 – Dec 1998 · 2 yrs. 1 mo.
Austin, Texas Area
Long Distance Telephone Company.
- Supervised a team of 20 sales representatives and assisted with closing sales, cross-selling, and upselling of products and services
- Analyzed our daily and weekly sales and reported to upper management on my team’s performance
- Improved team sales by 100% year after year to achieve CLUB MCI HONORS and Presidents Club
- Evaluated team members’ performances to counsel and coach them to help develop their skills
Sales Representative
Oct 1994 – Nov 1996 · 2 yrs. 2 mos.
Austin, Texas Area
Long Distance Telephone Company.
- Exceeded established sales goals on an average of 300-400% of the plan
- Led my team and my sector consistently in daily, weekly, monthly, and quarterly sales quotas and achievements
- Achieved CLUB MCI HONORS and Presidents Club every quarter as a sales representative
- Identified client needs, built relationships, and overcame objectives to drive sales
DJ and Sales Representative
KRGT 92.1 Radio · Full-time
Mar 1991 – Dec 1993 · 2 yrs. 10 mos.
Central Texas
Spanish Radio Station featuring a Teen Show entitled, “The Latin Connection”.
- Created a Latin Hip Hop/Freestyle show which was programmed for the benefit of Hispanic Youth
- Organized with Co-Host to bring live entertainment to Central Texas in the form of concerts at venues such as Fiest Gardens, Parque Zaragosa, Dance Across Texas, and many more
- Assisted local businesses with their advertising needs and developed presentations to support our market niche
- Exceeded sales goals by 200% to increase revenue and facilitate the selling of Advertising Spots
Lectures/Talks/Presentations
Guest Lecturer – Sales Analytics, Data Science and AI Prompt Engineering for Marketing
The McCombs School of Business at the University of Texas at Austin
October 17, 2023
Presentation – Artificial Intelligence and Robotic Process Automation
The City of Austin – SMBR
October 11, 2023
Guest Lecturer – Sales Analytics and Data Science
The McCombs School of Business at the University of Texas at Austin
April 4, 2023
Core Competencies
Marketing, branding, sales, market research, marketing data analytics, copywriting, PR, coordinating, advertising, influencer marketing, relationship marketing, inbound, outbound, SEO, SEM, social media marketing, viral, guerrilla marketing, content production and management, pricing, placement, product development, product marketing, promotions creation, promotions development, event planning, campaign management, communication, team management, leadership, hiring, recruitment, partnerships, customer support, audience growth, prompt engineering, AI, automation, and data science.
Technical Skills
Sales Software: Salesforce, Marketo, HubSpot, Pipedrive, Zoho CRM, and Zendesk Sell
Marketing Software & Skills: Marketo, InfusionSoft, MailChimp, ConstantContact, All Adobe Master & Creative Suite Products, Avid Pro Tools, Google (Analytics, Webmaster Tools, Ads, Drive, Etc.), HootSuite, Buffer, SEO (Search Engine Optimization), SEM (Search Engine Marketing), SIM (Social Internet Marketing), Bing Ads, Facebook Marketing, Twitter Marketing, Instagram Marketing, YouTube Marketing, Pinterest Marketing; Data Analysis: R, Rstudio, Excel, StatTools, @Risk, PrecisionTree, Eclipse, Python (Intermediate), SQL (Intermediate), and Tableau
General Business Software: All Microsoft Products (Office & 365), All Microsoft Power Platform Tools (Power Automate, Power Apps, Power BI, Dataverse, SharePoint, Microsoft Forms, Microsoft Project, Microsoft Visio, WebEx, Captivate, Google Drive (Docs, Sheets, Etc.), OpenOffice, LibreOffice, Etc.
Automation Tools: Zapier, IFFFT, Coda, Microsoft Power Automate, Make, UiPath, etc.
AI Tools: OpenAI – ChatGPT, OpenAI – Dall-e, Stability.AI – StableDiffusion, Synthesia, Imagica, and more.