Marketing Director · Fractional CMO
Marketing that builds the brand
and delivers the numbers.
I’m Alejandro Arévalo. For 15 years I have led marketing for education brands across Latin America, South East Asia and the Middle East: brand, content and paid growth, run as one plan. I’m available as a fractional CMO and for freelance projects, and open to marketing leadership roles.
01
What I do
Strategy and brand
Positioning, one voice across every channel, agencies and creators in seven countries, and creative direction backed by evidence rather than preference.
Growth and performance
Paid acquisition across Meta, Google and TikTok in 11 markets and five languages, with forecasting and cost control tied to revenue.
Measurement and teams
GA4, Tag Manager and Looker Studio, AI-assisted reporting, and teams that grow into senior roles.
02
Selected results
509,319
student registrations
$4.51
blended cost per registration
320,000+
followers built from zero, 100% organic
3.8 → 4.6
B2B client satisfaction, 2021–2025
03
Ways to work together
Fractional CMO
Part-time marketing leadership: strategy, budget, team and agencies, for education, edtech and B2B2C businesses.
Project-based work
Not looking for an ongoing role? Bring me in for a defined project with a clear scope, timeline and fee. Typical projects include:
Acquisition audit
A review of your ad accounts, tracking and spend, with a prioritised plan of what to fix first.
Measurement set-up
GA4, Google Tag Manager and Looker Studio dashboards your team will actually use.
Team coaching
Training paid and content specialists from entry level to owning campaigns on their own.
04
Selected work
From directory to content brand
Led the 2017 relaunch of viva-mundo.com as a content marketing platform. It returned to profit and became the group’s leading income generator through the pandemic.
A national brand’s voice abroad
Ran white-label campaigns for Education in Ireland across India, Mexico, Brazil and the US from 2022 to 2026.
One brand family under THE
Designed and implemented a 2023–24 brand strategy that brought BMI’s student fair brands under the Times Higher Education brand, to build THE’s standing with students.
05
Experience
2016 – 2026
Marketing Director · BMI GlobalEd (Times Higher Education Group)
Led global marketing for student recruitment fairs across Latin America, South East Asia and the Middle East, with a team of specialists in paid social, search, email and design.
2013 – 2016
Digital Marketing Manager · BMI, London
Brought paid search in-house and grew marketing from one designer to a nine-person team.
2011 – 2013
Social Media & Online Marketing, Latin America · BMI, London
Built BMI’s Latin American social media presence while completing an MBA.
2008 – 2010
Founder · Colombia
Set up and ran two independent businesses.
Education
MBA, University of Wales (2013) · Oxford Digital Marketing: Disruptive Strategy, Saïd Business School (2021) · Squared Online, developed by Google (2016). Spanish native, English C1, working Portuguese.
06
Let’s talk.
Tell me what you are building and where marketing is stuck.