Marketing Director
OFTAVISION
Oftavision is a corporate network of five ophthalmology clinics in Mexico (Tampico, Ciudad Victoria, Tuxpan, Veracruz, Ciudad Valles, and Mérida), including optical stores and a non-profit foundation. As Marketing Director, I was responsible for meeting the diverse marketing needs of all these locations, leading a team to execute both strategic and operational initiatives.
One of the biggest challenges was managing paid advertising. I learned to work hands-on with Meta Ads, handling a monthly budget of $1,000 USD across multiple clinics and specialties.
Sales Funnel
To measure impact, I designed and implemented a detailed tracking system in Google Sheets, for the first time, allowed us to track the entire patient journey—from a social media ad to a message, from an appointment to surgery. This resulted in a 13% conversion rate from messages to consultations. It was only possible through collaboration across marketing, the call center, and physicians, combined with A/B testing and continuous MetaAds optimization.
Through collaboration with Facebook’s support team (given our account’s high activity), we improved campaign efficiency and deepened insights into customer behavior. Beyond data and ads, I also learned to oversee call center operations to align customer service with marketing efforts, ensuring that elderly patients—our main audience, often with cataracts, glaucoma, or retinopathy—received attentive follow-up.
This role pushed me to grow as a strategist, team leader, and creative decision-maker, balancing analytical precision with the human side of healthcare marketing.
Narrative & visual identity
On the other side, I worked on the clinic’s narrative and visual identity. I directed the shift toward a more professional and trustworthy brand image, and developed premium patient materials such as a cataract surgery brochure. Here I merged my background in journalism and literature with ophthalmology: through simple yet poetic metaphors, I helped patients understand and feel at ease with a life-changing procedure.
This experience reflects what inspires me most about IDEO: combining data and creativity, systems and empathy, to design solutions for real human problems. In this case, it wasn’t just about marketing—it was about designing trust, clarity, and access to better vision.
I would like to recommend Sofia Mariela Espejo Medina, who worked in this company from January 1, 2023, to March 25, 2024, holding the position of Marketing Director.
During this time, she proved to be an exemplary citizen and employee, in addition to being respectful, dedicated, committed, and responsible.
In the workplace, she was excellent. At all times, she fulfilled her duties and consistently showed interest in improving, proposing ideas, and acquiring and generating new knowledge.
For this reason, I highly recommend Sofia Mariela Sofía Espejo Medina, as she has earned our full trust.