Corporate · Growth / Product / Process Improvement
Growth & Communication Automation at Yape
Initiatives to make product communication more relevant, faster to ship and easier to operate across a portfolio of roughly 19 digital financial products.
- Company / Client
- Yape
- My role
- Growth Marketing Manager · Growth team lead
- Industry
- Fintech / Digital Payments
- Timeline
- Jun 2023 – Present
Communication effectiveness on a relevant initiative
Team / initiative result
Reduction in communication time-to-market
Team / initiative result
Monthly increase in execution speed
Team / initiative result
Products whose communications Carlos led
Carlos’s contribution
Context
Yape is a digital financial platform in Peru with more than 17 million users and over a billion transactions every month. Its Growth team is responsible for how the platform communicates with users across many products — from awareness to adoption and engagement.
The Challenge
With communications spanning roughly 19 products and multiple teams, each message depended on coordination between product, marketing, technology and data. The goal was to make communication more relevant to individual users and shorten the time it takes to get a message from idea to customer — without adding operational load.
Add specific before-state or baseline
My Role
What I personally did
- Lead the multidisciplinary Growth team responsible for these initiatives.
- Led communications for approximately 19 products.
- Drove the move to behavior-based marketing automation.
- Redesigned process and automation to raise the team’s execution speed.
- Add key decisions you personally made
The broader team
Delivery relied on product, marketing, technology, data and customer-experience teams. Platform scale belongs to Yape as a company; initiative results reflect the work of the team Carlos leads.
Approach
- Mapped the communication process end to end to find where time was lost.
- Shifted from broad campaigns toward messages triggered by user behavior.
- Standardized how requests move between product, marketing and technology.
- Add how success was measured and reviewed
Solution
A behavior-based communication model supported by marketing automation and a streamlined operating process across product teams.
Add description of the automation setup, journeys or tools — once confirmed
Results
For a relevant initiative, communication effectiveness improved by approximately 30x. Across the operation, time-to-market for communications dropped by around 70%, and execution speed increased roughly 10% month over month.
Communication effectiveness on a relevant initiative
Team / initiative result
Reduction in communication time-to-market
Team / initiative result
Monthly increase in execution speed
Team / initiative result
Products whose communications Carlos led
Carlos’s contribution
For scale — company figures, not personal results
17M+
Yape users
1B+
Monthly transactions on the platform
Technology & Tools
- Add marketing automation tool
- Add analytics tool
Skills applied
- Growth Strategy
- Marketing Automation
- Process Improvement
- Customer Behavior Analysis
- Team Leadership
- Stakeholder Management
Team
Multidisciplinary Growth team, working with product, marketing, technology, data and CX. Add team size
Gallery
Lessons Learned
Add lessons learned — e.g. what you would repeat, what you would change, and how the decisions were made