Campaigns I Am Most Proud Of

Throughout my professional and career changes, I found myself in a department at Copa that was the only one where campaigns were created entirely in-house. This meant that there was no dedicated external agency; instead, the team itself handled the ideation, strategy, design, execution, analysis, and reporting.

One of the most important and frequent campaigns within this channel was called "Origins." Every one to two weeks, it communicated the four lowest fares from certain countries, valid for a short period. This campaign presented several challenges as well as opportunities for improvement.

One of the characteristics of the company was that any change typically took a long time due to processes, approvals, and risk mitigation. While this approach minimized risks, it often left large and complex projects unfinished or stuck in limbo. However, I had a strong drive to make things more efficient and meaningful. I was able to achieve this with the support, collaboration, and cooperation of many people and departments, including PRM (Pricing & Revenue Management Intelligence), Legal (both in-house attorneys and external firms), Sales (regional and national), Call Center, Business Intelligence, Marketing, Brand, Loyalty, Technology, Data, and many others.

This project took approximately 3 to 4 years to complete, during which time the pandemic caused significant delays. However, in the end, we succeeded.

The key outcomes of this project included:

With the great support of all these departments, numerous people, and significant technological improvements, we were able to make the following changes:

• Reduced workforce requirements: from approximately 10 people to just 2 or 3.

• Drastically improved efficiency: from taking around 2 weeks to only about 3 hours.

• Expanded campaign reach: from being sent to only 4 countries in one language to 30+ countries in multiple languages.

• Enhanced fare accuracy: from communicating the lowest existing fares (which risked being unavailable) to precisely showcasing the lowest fares the company wanted to promote while also ensuring they were relevant to the customer.

These were highly significant changes, not only for the department and everyone involved but also for the company, as it maximized revenue, and for the passenger, who could now access the best available fares.

The impact of this project was quantifiable through comprehensive reports, requiring expertise from various team members to ensure we presented the most relevant and accurate KPIs. The results in terms of sales and revenue were highly impactful, as the improved efficiency allowed both the preparation and execution of the campaign to be significantly more effective.

Final Thoughts

I also want to take a moment to express my gratitude to the entire team that worked with me to make this happen, as well as to those who originally created the campaign and paved the way for continuous improvements. These projects will always stay with me because, despite their challenges, they provided immense learning opportunities.

My takeaway from this experience is always to think big and have a long-term vision for projects, as they can create tremendous value for both the company and the customer. Believing in something is the first step toward making it happen.