Dr Rodrigo Perez Vega - Digital Marketing Consultant

About me.

I am a marketing professional with a passion for digital marketing, entrepreneurship, and new technology.

I work as Lecturer in Digital Marketing at Henley Business School, where I research on digital marketing, social influence marketing, computer-human interaction, customer experience in online environments, and the application of AI and machine learning in marketing. Do you want to collaborate with me? Let’s talk!

I co-authored the book Essentials of Digital Marketing. A user-friendly textbook that provides an engaging introduction to digital marketing to help you understand the impact of digital channels on marketing operations. You can purchase my book in bookshops across the UK and online.

I frequently speak at conferences related to digital marketing and social media. I have participated in the SME World Summit, Social Media Summit, and I have trained corporate clients in the use of digital marketing tools for business purposes. I also write in business magazines such as The Intelligent SME, and have been interviewed on topics related to digital marketing in TRT World and France 24.

I’ve been involved in several online projects, the two latest ones are (1) Instant Counselling an online platform that allows you to receive therapy 24/7; and (2) It’s not you, it’s your data , an academic blog with some articles featured in the Times Higher Education website.

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Publications

Journal Articles

Marketing and business magazines

Conference Papers

Awards: Best Literature Review – Academy of Marketing Doctoral Colloquium 2014

Books

  • Waite, K. and Perez-Vega, R. (2018). Essentials of Digital Marketing. [Find out more]

Book Chapters

  • Perez-Vega, R. and Waite, K. (2016). “Digital media and marketing interactivity” in Marketing Communications (Eds.) G. Bell, B. Taheri and Angelelli. Woodeaton: Godfellow Publishers.
  • Jubb, D., Zakaria, L., Gori, K., and Perez-Vega, R. (2016). Data Sources from Archives to the Internet in Research Methods for Accounting and Finance (Eds.)  A. Patterson, D. Leung, W. Jackson, R. Macintosh, and K. O’Gorman. Woodeaton: Goodfellow Publishers.
  • Gori, K. and Perez-Vega, R. (2015). “From Archives to the Internet” in Research Methods for Business and Management (2nd Ed.) K. O’Gorman and R. Macintosh. Woodeaton: Godfellow Publishers.
  • Gori, K. and Perez-Vega, R. (2014). “Working with historical and contemporary data sources” in Research Methods for Business and Management (Eds.) K. O’Gorman and R. Macintosh. Woodeaton: Godfellow Publishers.

 

Media Coverage

Affiliations

  • Associate Member IoD
  • Affiliate Professional CIM
  • Associate Fellow Higher Education Academy (AFHEA)
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OTHER PROFESSIONAL EXPERIENCE

September 2018 – “World of Work: Enlightening the dark side”

July 2018 – “Principles of Marketing” Oxford Summer Seminars 

July 2017 – “Principles of Marketing” Oxford Summer Seminars 

April 2016- “A scientific pespective to fan paga engagement” – Social Media Summit.

March 2016 – “The science of marketing: How applying research in marketing can improve the SME business?” – SME World Summit (workshop)

March 2016- “UAE Inter-School Business Challenge” (Competition organiser)

January 2016 – “UAE Inter-School Business Simulation Challenge” (Competition organiser)

Apr 2015 – “UAE Inter-School Business Challenge” (Competition organiser)

May 2014 – “Designing a digital marketing plan for SMEs” (workshop)

May 2014 – “7 ways to improve your digital marketing presence” (conference)

Sept 2014- “Assessment and development of a digital marketing strategy” (Private training with the regional marketing team of World Vision LATAM).

 

Teaching Experience

  • Digital Marketing
  • Marketing Communications
  • Advances in Digital Marketing
  • Marketing Sustainability
  • ICT in the SME context
  • International Marketing
  • Marketing Perspectives
  • Enterprise and its business Environment
  • Organisational Behaviour
  • Business Strategy
  • Principles of Marketing

Marketing Experience

Digital Marketing and Brand Management
2017 (Aug) to date. Pro-Counselling/Pro-EAP/Instant Counselling, UK. Co-founder

I am involved in the launch of an online platform that looks after the mental health of staff (Pro-Counselling & Pro-EAP) and the general public (Instant Counselling).

Main responsibilities:

  • Oversee the marketing strategy with a focus on B2B (Pro-Counselling) and B2C worldwide (Instant Counselling) with a strong focus on the use of digital marketing tools. I have extensive experience with SEO, Search Engine Marketing, remarketing, CRO, and Social Media Marketing.
  • Build strategic partnerships with other mental health providers to increase the volume of sales for all parties.
  • Oversee the content marketing strategy and work with our community manager, copywriters, and videographers to create and disseminate content to generate visits to the site.

2016 (Jul) – to date. Henley Business School, UK. Lecturer in Digital Marketing.

Main responsibilities:

-Curriculum design and delivery of lectures in Digital Marketing and Marketing Communications at undergraduate and postgraduate level.
-Supervision of dissertations.

Engagement with industry:
-Liaise with leading marketing practitioners to generate collaboration opportunities with students and for research opportunities.
-Guest writer at The Intelligent SME Magazine.
-Speaker at the Social Media Summit and Social Media Workshops.

2014 (Oct) – 2016 (Jul) Heriot-Watt University Dubai Campus, UAE Marketing / Assistant Professor in Marketing & Programme Director for the MSc. in International Marketing Management with Digital Marketing

Heriot-Watt is one of the UK’s leading universities for business and industry and has a reputation for innovative education, enterprise and leading edge research in science, business, engineering and design. To know more about HWU and its rankings, please visit this link. Main responsibilities:

  • Deliver marketing courses at undergraduate and postgraduate level.
  • Provide supervision to research projects.
  • Engage in the creation of scholar artefacts in the field of marketing.

2010 (Aug)- 2015 (Aug) MCG Digital Marketing, UK Marketing / Head of Digital Marketing

MCG Digital Marketing is an agency that caters for the digital needs of small businesses in the UK, France, Spain and South America. With clients in the FMCG, fashion and Professional Service industries, MCG manages their online presence and digital marketing activities to help them reach their business objectives. Main responsibilities: -Become the key point of contact for the client in all their digital activities. -Responsible for managing the multi-channel marketing campaigns. -Development of strategy and online marketing communication plans for companies in the education, event management, fashion and fundraising sector: ROI ranging between 52.3% up to 161% depending on industry sector and length of campaigns. -Extensive experience developing marketing communication campaigns and advising other departments on SEO, SEM and SMM. -Conversion rate optimisation experience via A/B and MVT testing. -SEO keyword optimisation, PPC keyword optimisation. -Developing and presenting bids for new clients. -Management of budgets. -Management experience leading a multi-disciplinary team (account executives for UK and Spain, community managers for Spain and France, and graphic designer) to ensure the adequate implementation of marketing plans. -Encourage involvement of the team during the full projects delivery cycle.

2006 (Sep) – 2008 (Aug)

Kellogg Company, Querétaro, MEXICO

Marketing / Assistant Brand Manager

Kellogg Company is one of the Top 100 most valuable brands according to Forbes Magazine. The company has a well-established portfolio of brands for kids and adults, and is present in more than 160 countries.

Main responsibilities:

-Development of brand strategy and planning: brand growth of 27% vs. year ago in net sales.

-Plan and execute brand’s marketing plan.

-Responsible for launching 3 in&outs and 1 line extension into the Mexican market.

-Overseeing the implementation of both qualitative and quantitative research for concept testing, post-test and modelling impact of marketing activities on sales.

-Development of TV communication and printed communication.

-Management of Advertising and Promotion budgets.

Education & Qualifications

PhD, MRes, MSc., B.A. (Hons)

Sept. 2011-  Jun. 2016

Heriot-Watt University (UK)

PhD in Marketing (Digital Marketing/Social Media)

The focus of my research is the development of a model of social influence on customer engagement behaviours in social media websites. Through a series of experiments, I have identified different forms of brand immediacy that affect these behaviours, and that can help businesses improve the results that they achieve when in social media.

Sept. 2008 –   Jun. 2010

Politecnico di Milano (Italy)/ Umeå University (Sweden)

MSc. Strategic Project Management (Distinction)/ Msc. Management

-The programme focuses on giving an understanding of issues implementing strategy through projects. It also provides extensive training on project management tools and approaches to manage large projects.

-Main subjects: Project management, risk management and risk assessment, strategy.

Research area for dissertation: Knowledge Integration in Consulting Firms.

Aug. 2002 –    Dec. 2006

ITESM (Mexico)

B.A. Marketing (Distinction)

-Market research project for the International Airport of Queretaro on regional travelling behaviours that support a business expansion for low-fare airlines in the airport of Queretaro.

-Market research to regional chocolate manufacturer to identify the most appropriate distribution channels.

Language Skills

 

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Language Skills (English)

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Language Skills (French)

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Language Skills (Spanish)

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