Robert
Caicedo

Led the full marketing function for a major EPC and construction firm through a period of aggressive growth. The scope was wide: brand, digital, proposals, website, social media, content, internal comms, events, vendor coordination, and anything else that needed doing. Revenue went from $150M to $700M during those 3 years.

• Personally rebuilt Lemartec.com from scratch, then owned all content, SEO, and performance tracking through Google Analytics/GA4 on an ongoing basis.
• Managed all digital channels: social media, email, blog, video, and digital advertising. Tracked everything and adjusted based on results. Grew organic social following 900% over the tenure.
• Coordinated complex multi-firm proposal submissions, managing input from JV partners, subconsultants, and internal departments under hard deadlines. Internally described as "corralling cats from many departments whose input was required to finish with a strong proposal."
• Directed creative layout, document organization, and asset management for all pursuit submissions. Incorrect or outdated project profiles and resumes can literally kill a multi-million dollar pursuit. That discipline was taken seriously.
• Built a SharePoint-based asset database of project profiles, construction resumes, and success stories so submissions always used current, accurate information.
• Developed a first-version AI tool to analyze past RFP submissions and extract key details for enhanced project profiles, built as the technology became viable for this application.
• Led internal communications across 30+ MasTec subsidiaries through MasTec Empower, earning the top employee engagement ranking in the organization.
• Produced full bilingual (English/Spanish) communications for a major subcontractor event in Puerto Rico, from invitations through all print and digital collateral.

Managed all marketing for a B2B direct mail and multi-channel marketing firm serving clients in real estate, education, nonprofits, and professional services. Introduced MindFire, a SaaS platform connecting physical direct mail to digital channels through behavioral engagement scoring. It opened new product lines and expanded what the business could sell.

• Grew B2B prospect pipeline 35% during the pandemic by pivoting to verticals with urgent communication needs (real estate, education, political, nonprofits) before competitors recognized the shift. Even growth across all 4 verticals: it was a deliberate multi-audience strategy.
• Ran multi-channel campaigns hitting 28% average engagement rate across direct mail, email, social, remarketing, webinars, and PPC.
• Designed and launched 3 new lead generation product offerings based on market research and gaps in the existing lineup.
• Moved a CPA firm client from page 2 to consistent top-3 search results through SEO and AI search optimization.

Started as the founding designer at a 6-person startup serving entertainment venues, sports teams, theaters, universities, and cultural attractions. Grew into VP of Marketing over 12 years as the company scaled nationally. Revenue went from $500K to $10M+, ending in acquisition by the largest admissions solutions provider in North America.

• Built and launched the company's first e-commerce platform (2011-2013) ahead of a clear market shift: box office managers were starting to design their own tickets. The platform is still in use today.
• Managed the full marketing function across digital, print, email, social, events, and advertising for a multinational client portfolio.
• Handled the marketing side of the acquisition transition: website handover, client migration, institutional knowledge transfer.

On-demand marketing leadership across construction, insurance, real estate, BPO, education, and professional services, while seeking full-time employment. Building and deploying agentic AI workflows including social media content generation, reputation management tools, a multi-function digital assistant, and automation in Make and n8n.

• Estimated 40% reduction in manual client workload through workflow automation across multiple client engagements.
• Hands-on experience with Make, n8n, Lovable, and multi-agent systems with context and behavioral guidelines. Not observing the AI wave. Inside it.