Irene Zurinaga

Dynamic Marketing Manager with over 8 years of comprehensive experience in driving strategic initiatives and elevating brand visibility across diverse markets in Europe, LATAM, and the US. Proven expertise in leading high-performing teams and executing growth strategies. Skilled in managing key projects and collaborations, generating leads, fostering strong partnerships, and delivering marketing solutions that drive growth.

Marketing Manager at Hito LLC (2025-08 – Present)

• Drove a 45% increase in inbound leads through multi-channel demand generation campaigns, with a 25% conversion to qualified opportunities.
• Launched 10+ industry-specific campaigns across biotech and SaaS verticals, resulting in over $200,000 pipeline generated.
• Improved email Open rates by 60% and CTR by 300% through segmentation and A/B testing strategies.
• Collaborated with sales to increase lead-to-opportunity conversion rate by 15% through better lead qualification and targeting.
• Grew LinkedIn engagement by 20% and increased follower base by 10%, contributing to increased inbound demand.
• Built HubSpot dashboards to track lead attribution and campaign ROI, improving decision-making and pipeline visibility.

LATAM Marketing Manager and Partnerships at Factorial (2020-11 – 2025-07)

• Led the LATAM marketing team, managing an SEO & Content Specialist and driving SEO and content initiatives that increased organic traffic by 15% and improved inbound lead generation across key markets.
• Built scalable partner enablement resources and training programs, improving partner activation and engagement rates. With more than 20 active partners in 12 months.
• Generated 500+ monthly leads through webinars, events, email marketing, co-marketing actions, freebies, PR activations, and social media channels across LATAM markets.

Digital and Content Manager at Novartis (2019-01 – 2020-09)

• Led the development and distribution of 50+ digital and print assets, reaching 1,000+ healthcare professionals and patients.
• Managed content for the Sandoz CAC website, contributing to a 30% increase in website engagement and supporting content for the Sandoz Online Magazine.
• Coordinated and executed 20+ events and educational activities, engaging 500+ doctors, pharmacists, and patients

Master's Degree in Marketing and Communication – Rome Business School (2016 – 2017)

BSc (Hons) in Business Management – Queen Margaret University (2012 – 2016)