November 2023 Bonfire Marketer of the Month: Spin by OXXO’s Brenda Martínez
Each month, Braze selects one individual as our Marketer of the Month in order to celebrate the exceptional work being done by members of our Braze Bonfire community. Whether it's providing support for their fellow marketers or going above and beyond by sharing their innovative ideas and strategies, these individuals are making essential contributions to their companies, their users, and the customer engagement space as a whole.
This month, we’re recognizing Brenda Martínez, Contactability Manager at Spin by OXXO, a leading fintech company in Mexico committed to offering innovative financial solutions that empower millions of users. We spoke with Brenda about Braze as a career accelerant, creativity in marketing, and how Spin by OXXO has reached almost 9 million users by the end of this year’s third quarter. Let’s dive in.
Tell us a little bit about yourself and the role you’re in now.
Following an opportunity to relocate to Panama and contribute to a fintech company that impacts various Latin American countries, I returned to work remotely for a Mexican company as a Contactability Manager for Spin by OXXO. I was able to bring the knowledge I'd gained over the years, and this journey has enriched my expertise in apps and Martech tools such as Braze.
I thoroughly enjoy serving as the ideal bridge between communications, marketing, product, and technology. It allows me to blend creativity, data analysis, and market insights to orchestrate strategies that meet business goals while enhancing the user experience.
What is your favorite part of your job?
My favorite aspect of my job is crafting high-impact strategies that both align with stakeholder expectations and business objectives, and have a focus on creating meaningful experiences for our customers. I'm constantly challenging how we can personalize the user experience, whether it's through messages, moments, or assets.
Tell us about a time you used Braze to do something creative.
We love to learn from our users, and we constantly iterate the way we communicate with them—and we have fun doing it, too! One memorable instance was when a prominent artist was performing in our city. We seized the opportunity to test the use of geofences with Braze. As the selected audience passed OXXO stores near the venue, they received a notification with a promo using creative copy referencing the artist, encouraging them to make the most of the event by redeeming the promo. It was a creative and successful way to engage with our customers and enhance their experience.
What company goals are you focused on and how do you prioritize them?
Our primary company goal is to maintain our very successful growth rate. With that in mind, we focus on consistently delivering value to our customers and ensuring their continued engagement with Spin by OXXO. As part of the Growth team, our responsibility is to collaborate closely with the product team to identify and implement communication strategies that enhance user retention. In doing so, we segment and personalize messages, channels, and moments based on the unique value we bring to our users. This approach allows us to prioritize efforts that contribute to achieving our ambitious user acquisition goal while fostering lasting customer relationships.
How do you see Braze as a career accelerant?
Braze has definitely been a career accelerator in our dynamic environment. It has enabled us to swiftly develop thoughtful solutions that educate users on our product and ensure they have the right experience. Braze has not only empowered our own growth but has also led us to assist other implementations with no-code strategies and campaigns. We've seamlessly connected Braze with in-house solutions, enabling us to support product initiatives that might have taken weeks to complete in just a matter of days.
Interested in collaborating to build the future of customer engagement? Join a collective of experts to forge connections, share ideas, and accelerate your career at the Braze Bonfire Community.
In her role as a customer marketing associate, Emily supports community and customer advocacy initiatives at Braze. A recent transplant from Seattle, she spends her time exploring Manhattan on foot, looking for spots that feel like home.