Juan Ravelo: Collaboration and Expansion Through Marketing

ACAMS Today spoke to Juan Ravelo about his career as marketing manager at ACAMS for the past four years. Ravelo is a seasoned marketing professional with over 12 years of experience in the financial services, higher education and consultancy industries. Currently, he leads the global anti-money laundering membership marketing efforts for ACAMS, impacting over 50,000 members in 175 countries. In this role, Ravelo is responsible for driving consistent and cohesive marketing and communications strategies across international markets, leading all membership-product launch campaigns, branding, growth marketing, advertising, demand generation and membership-related thought leadership marketing. He is an expert in coordinating marketing programs that drive membership growth and retention while working with cross-functional teams to analyze campaign performance, suggest data-driven improvements and present results and newly identified opportunities to ACAMS management.

Prior to joining ACAMS, Ravelo held senior roles in various organizations and had steered high-impact initiatives that led to a significant increase in annual sales, an increase in online visits and growth in lead flow. He is a versatile marketer with experience in coordinating various marketing channels, such as email, SEO, PPC, Google Ads, display advertising, video, print advertising, conferences, trade shows and webinars, resulting in brand recognition and market growth.

ACAMS Today (AT): What makes a successful marketing campaign?

Juan Ravelo (JR): A successful marketing campaign is one that resonates with the target audience, effectively communicates the value proposition and drives the desired action. To achieve this, I believe it’s important to have a deep understanding of the audience, their needs, pain points and preferences. The campaign should be aligned with the overall marketing and communication strategy and leverage the right channels and messaging to reach the audience. Testing and optimization are also critical components of a successful campaign. By analyzing the data, we can identify the strengths and weaknesses of the campaign and make data-driven decisions to improve its performance.

AT: What does a typical workday look like for you?

JR: As the membership marketing manager for ACAMS, my days are quite diverse, but they are always centered around driving growth and engagement among our members. On any given day, I could be collaborating with cross-functional teams to develop a new product launch campaign, analyze campaign performance data, conduct market research or plan and execute events. As a manager, I also spend a significant amount of time working with the team, providing feedback and setting goals and priorities.

AT: Is there a marketing project you have been involved in while at ACAMS of which you are particularly proud?

JR: One of the marketing projects I’m most proud of is the development and launch of ACAMS PWS, a new webinar format offering that provides full access to the incredible webinar catalog. This project involved close collaboration between the brand, product, operations and sales teams to identify the target audience, develop the value proposition, and create a comprehensive go-to-market strategy. The campaign was a huge success, with high levels of engagement and positive feedback from our members.

AT: How has the organization’s marketing department evolved during your four years at ACAMS?

JR: During my four years at ACAMS, the marketing department has evolved significantly. We have become more data-driven and analytical in our approach, leveraging new technologies and tools to measure and optimize campaign performance. We have also become more agile and collaborative, breaking down silos and working cross-functionally to drive growth and engagement across the organization. Another significant change has been the focus on thought leadership marketing, creating high-quality content that positions ACAMS as a leader in the anti-financial crime (AFC) space.

AT: What AFC topic do you enjoy marketing the most?

JR: One of the AFC topics that I find particularly interesting is the use of technology to detect and prevent financial crime. This is a rapidly evolving area, with new tools and techniques emerging all time—it’s exciting to be a part of it. Technology solutions that can help our members stay ahead of the curve are an important part of our mission at ACAMS.

I would say that I also enjoy topics related to fraud prevention the most. With the rise of technology, fraudsters have become more sophisticated, making it harder for companies to protect their customers’ assets. I find it challenging to come up with innovative and effective ways to prevent fraud and educate our members on how to protect themselves from it. It is a topic that requires continuous learning and adaptation to stay ahead of the curve.

AT: What do you like to do in your spare time?

JR: I enjoy spending time with my family and participating in outdoor activities. In my spare time, I enjoy traveling, exploring new cultures and trying new foods. I am also an avid reader and enjoy staying up-to-date on the latest trends and developments in the marketing and AFC industries.

Interviewed by: ACAMS Today editorial, ACAMS, editor@acams.org

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