Andrés López-Varela
digital//travel//destination marketing

About me

All the important info about me and my experience.

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The 8 things you should know about me (for starters)

1) MY CAREER IN MARKETING HAS BEEN SUPER VARIED
I've been in a bunch of different marketing fields for more than 10 years. For example, I've worked in public relations, content marketing, social media, content production and I even wore a sandwich board as part of a client event once. When not wearing a sandwich board, I've developed and implemented over 80 marketing strategies for more than 30 brands. 

2) I WORKED FOR DOZENS OF CLIENTS IN AGENCY-LAND
I've held senior roles at Weber Shandwick and One Green Bean, mostly leading large client engagements and teams that were implementing marketing and communications programs in Australia and overseas. My work in agency-land was primarily with consumer brands and working with consumer marketers, so I understand and enjoy client service in this space more than your average Don Draper. If you want to know more about this part of my career, see my LinkedIn profile.

3) I WAS TOURISM AUSTRALIA'S SECOND GLOBAL CONTENT EDITOR
I was fortunate enough to be the global content editor for Tourism Australia for almost three years, steering the global content strategy and working as part of the PR, digital, marketing and technology functions of the organisations during that time. Before you ask, it wasn't all free travel and famils, but the highlight was working with so many of the amazing and talented people that are part of the Australian tourism industry.

4) I LED A MEGA-SHIFT IN TOURISM AUSTRALIA'S CONTENT STRATEGY
While part of the very excellent marketing team at Tourism Australia, I shifted our content strategy towards a data-first approach, especially on the country's official tourism website, Australia.com. The data shows that it worked with record unique visitor and engagement numbers in the first half of 2017 and over 1050% more leads to the Australian tourism industry than the previous year. 

5) I'M PROUD TO HAVE BEEN A PART OF HERO-ING AUSTRALIA'S TOURISM INDUSTRY
Everything we did at Tourism Australia was to hero the tourism industry in Australia. That's why I'm excited when I hear our work is recognised and having an impact on the industry. For example, while I was at Tourism Australia, Australia.com was rated amongst 25 of the best websites in the world by leading travel industry website, Skift. Our own research also showed Australia.com was used by one in four of all visitors to Australia, compared with a global average of about one in eight.

6) I SPEAK FLUENT SPANISH (AND NOT-SO-FLUENT-SOMEWHAT-CLUMSY FRENCH)
Ever since I was a child, I've spoken Spanish fluently. I have my parents and grandmothers to thank for that gift. In fact, without even knowing it, they were probably the ones setting me on the course of global and multi-lingual marketing. I've had experience developing campaigns for countries like China, India, Japan, France, Germany and Brasil, and successfully executed marketing in more than 15 languages for destinations, technology, healthcare and FMCG brands.

7) MY SECOND HOME IS UP THE FRONT OF THE ROOM
Out of a lot of high school debating and public speaking and drama (and, yes, high school musicals), comes a passion for and command of developing and delivering presentations for all sized groups. I've delivered material about digital, travel marketing, media training and many other fields to a variety of audiences. Whether it's breaking down complex material for beginners or running more technical workshops, it's been an important part of my career since the outset.

8) DESPITE BEING A MARKETING TYPE, I AM NOT JUST ALL MARKETING, ALL THE TIME
Ask my friends or family and they'll tell you I'm an above-average fan of (making and eating) baked goods. Comic books and video games have also always been a big part of my life and helped to flex my imagination muscle. And, probably most importantly, I'm a devotee of the internet’s most famous export, cats. So much so, that this is my favourite page ever published on the internet.

There are, of course, much more than eight things you should know about me. But I thought this was a good place to start. Get in touch to talk some more.

 

Get in touch

Is there a specific project I can help you with? Or perhaps you'd like to have more of a general chat about your marketing? Maybe you're another consultant looking to team up. Use the below form to get in touch and I'll respond to ASAP and definitely within 48 hours. 

If it takes longer than 48 hours, lunch is on me. Guaranteed.

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