María Serrano — Analytics Marketer

01The water · Oceanman World Final, Dubai 2024

Open water swimming taught me to love hard things.

María running up the beach to the finish of the Oceanman World Final in Dubai, arms open, with her yellow tow buoy, the sea behind her

02The work · Bogotá, 2025–2026

Then I learned to sell what you can't see.

Oberon TSI is a risk consulting firm in Colombia: companies hire it to protect their people, cargo and operations. I led its marketing.

Oberon's monitoring center: two operators with headsets at their workstations, facing a video wall of maps and live dashboards

ResultsClients and brand

What my marketing moved.

Dairy company · Oberon 360

Temperature spikes, theft and losses: hidden costs on every route. We tracked every truck live.

~20%of lost costs recovered

Hospital · Oberon 360

Crowded waiting rooms, thefts and missed shifts. We tracked all 19 rooms live and traced every alert to its cause.

71%of crowding came from delays in medical care: the data showed what to fix first

Oberon's brand

Buyers couldn't tell our 20+ services apart. I made them three brands and optimized our SEO and ads.

+20%monthly web traffic

Client loyalty

We already provided these services, but clients couldn't see them. I turned them into two brands they now recognize: LUNA and Oberon News.

78%of existing clients added LUNA and Oberon News to their service portfolio

The productsWhat I took to market

See the risk before it costs money.

Oberon 360 is our app. It puts cameras, GPS and sensors on one live screen, giving clients real-time data on their products, fleets, logistics and operations to make better strategic decisions.

Client names and personal data are blurred.

Fleet mileage dashboard: monthly kilometres and utilisation by fleet

Road-safety dashboard: incidents by month, vehicle and weekday

AI assistant

LUNA

Warns clients about risks before they happen. I gave it a name, a face and a launch.

Risk alerts · My idea

Oberon News

Weekly risk alerts, so clients hear from us before something goes wrong. I created, named and branded it.

Client event · Golf tournament

“Don't know where your ball went? We do.”

A drone and our video analytics tracked every ball and read every player's emotions.

María with the Oberon TSI team on the golf course, next to the banner that reads ¿No sabe dónde quedó su bola? Nosotros sí. — The Oberon team at the tournament.

The drone's view, with live emotion recognition. Faces blurred.

Before OberonSports marketing

My first marketing job came from sports.

For a year at a sports-hydration brand, I managed athlete ambassadors and team sponsorships, created content and ran the brand at races.

I was in charge of

31sponsored sports teams

10+sporting events: sponsorships and brand activations (field marketing)

María hugging a girl from the foundation, eyes closed

03The race · Fundación Abraza un Sueño

And I built a race for the kids who couldn't run it.

For a nonprofit organization, I created Colombia's first charity race for children with cancer: Abraza un sueño, corre con el corazón.

600runners in 2025, twice as many as the first edition

COP60Mraised, 110% more than the foundation needed

200+children with cancer and rare diseases supported

A child from the foundation putting the finisher medal on a runner, who crouches down, moved — Kids from the foundation hang the medals on the runners.

A girl from the foundation ringing the bell on stage, María beside her — Every child rang the bell patients ring when treatment ends.

Bronze finisher medals showing a child's face making a peace sign — A child's face on every medal.

María swimming butterfly in an indoor pool, blue cap and goggles

04How I work

Intuition is a hypothesis.
Data decides whether it ships.

I've been the most confident person in the room, and I've been wrong. Working closely with analytics and engineering teams taught me to test instead, so every idea goes through four steps.

01Pick the metric before the campaign.
02Run it.
03Read the result honestly.
04Reallocate.

05Now · McCombs School of Business

Now I'm learning to predict, not just report.

The more I worked with data, the more I wanted the tools to analyze it myself. So I came to McCombs, ranked No. 2 in the U.S. for Marketing Analytics, to learn to turn data into forecasts and better decisions.