Meet Acronym’s Israel Barriga

Digital Marketing Strategy Director

When did you join Acronym?

My professional relationship with Acronym started in March 2014, so I am around the corner for my second year.

Where were you previously, what was your title and what clients did you work with?

I relocated from Miami, where I was Director of Digital Marketing & Strategy for a boutique agency with clients in LATAM & EMEA. I was in charge of planning and executing multichannel: multilingual digital strategy in B2B, fashion, education and travel & hospitality verticals.

What is your role at Acronym and which clients do you work for?

I am the Digital Marketing & Strategy Director working on Wharton Executive Education, Nasdaq, Denihan Hospitality Group, Wallace Foundation & SAP_BILT.

What are your specific responsibilities?

I lead a team of strategists and analysts to plan and execute the digital strategy and daily operations of all paid search efforts. I interact with and advice my stakeholders about owned, earned and paid media tactics in demand-generation and awareness campaigns.

What do you consider the most interesting things you do at work?

I really enjoy implementing digital global strategy. Plus, my clients are flexible and they trust us about the growth of their worldwide footprint. Year to date with regard to Wharton and Denihan, we have grown constantly in the double digits in international markets due to geo-targeting, localization, A/B testing and other tactics that we really enjoy implementing. In my team we speak four foreign languages (Spanish, Portuguese, French and Italian), which gives us a competitive advantage and makes our work more fun!

What do you like to do best when you are not working?

I am really an outdoors person. If I am not playing soccer (played semi-pro in my native Colombia) I am running or biking. I also love to go the opera and ballet, along with classical music or any form of art (I got my Metropolitan Museum of Modern Art season pass already!). I also like to travel and engage with cultures. I have been in 25 countries and 142 cities and counting…