Lina Marcela Marin Pimienta

Sharpshooter
DISC Type : DC

Head of Digital at Banco Caja Social

Bogota, D.C., Capital District, Colombia

Overview

Lina Marcela is a digital transformation leader with over a decade of experience in banking, e-commerce, and telecom. As the Head of Digital at Banco Caja Social, she focuses on scaling user-centric digital products to boost sales and NPS. Colleagues describe her as talented, professional, and a motivational leader.

She is deeply committed to continuous learning, currently pursuing two Masters degrees simultaneously in Digital Transformation & Business Analytics and Digital Marketing (UX/UI). She has also shared her expertise as an adjunct professor, teaching SEO and content strategy.

Unique fact: Lina recently led the successful launch of the new public portal for Banco Caja Social, a significant milestone for the bank.

Personality Overview

Precise But Practical

Thorough Evaluator

Fast But Analytical

They are not always relationship oriented.  More than the product, they care about the impact of the product. They like to move fast and expect the same from others.

Topics They Care About

Digital Transformation
Her entire career, current role, and ongoing Master's degree are focused on defining and leading digital strategy in large organizations.
User-Centric Products
Specializes in scaling digital initiatives that are centered on the user experience (UX) to directly impact conversion rates and Net Promoter Score (NPS).
SEO Strategy
Has extensive experience as an SEO Manager and Head of SEO, and has also served as an Adjunct Professor teaching the subject.

Media Appearances

Lina has no verified media appearances

Work History

6-2022
Head of Digital at Banco Caja Social
1-2022 - 6-2022
Product Owner - SEO Manager LATAM at Product Owner - SEO Manager LATAM
7-2021 - 12-2022
Adjunct Professor - SEO and Content at Universidad de La Sabana
9-2020 - 12-2021
Head of SEO & Owned Media at Colombiana de Comercio / Corbeta / Alkosto S.A
3-2018 - 8-2020
Coordinadora SEO at Seguros Bolívar S.A.

Education

9-2024 - 3-2026
Master's Degree in Digital Transformation Management and Business Analytics from Universidad Externado de Colombia
9-2020 - 12-2021
MÁSTER EN MARKETING y COMUNICACIÓN DIGITAL + (UX/UI) from Universitat Politècnica de València (UPV)

More Information

Social Presence :

Prographics :

Exp : 9 Location : Bogota, D.C., Capital District, Colombia Job Level : Mid-senior Designation : Head of Digital at Banco Caja Social
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Insights For Selling To Lina Marcela

During A Call Or A Meeting

DO's

  • Hold your ground without indulging in one-upmanship
  • Help them weigh the risks by sharing objective proof points without becoming too analytical
  • Refer to testimonials from well-known industry leaders

DONT's

  • Do not spend too much time focusing on product tech or features
  • Don’t be in a rush to invite them for a social meet and greet
  • Don't try too hard to forge relationships with them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Lina Marcela is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Lina Marcela

  • If they are not convinced, they will say no without any hesitation.

Insights For Deal Planning

    How fast (or slow) will Lina Marcela move?

  • They can reach decisions fairly quickly if they are convinced.
  • Can Lina Marcela take some risk or not?

  • They don’t mind risks but can be quite binary about them.

You And Lina Marcela

Personality Compatibility


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