Launching «Muévete por Días»: A New Insurance Product from Scratch

Role: Project Lead (End-to-End Ownership)
Scope: Product launch, infrastructure, and go-to-market strategy

https://muevetepordias.com/

Overview

For Divina Seguros, I led the creation and launch of Muévete por Días, a new daily car insurance product, built entirely from zero.

There was no existing infrastructure: no brand presence, no website, no CRM, and no operational system to issue policies online. This wasn’t just a marketing launch: it was a full business build.

The result was muevetepordias.com: a complete digital ecosystem supporting acquisition, sales, and real-time policy issuance.

The Challenge

  • No digital foundation: No CRM, no website, no inbound or sales processes
  • Operational gaps: No system for issuing policies online in real time
  • Multi-team complexity: Coordination across marketing, sales, tech, and operations
  • Full funnel ownership: Responsible for both infrastructure and growth

My Approach

1. Building the Infrastructure First

Instead of treating this as a traditional campaign, I approached it as an infrastructure-first project.

I led the full implementation of HubSpot, including:

  • Pipeline design aligned with sales processes
  • Lead scoring models
  • Automation workflows for nurturing and conversion

I also:

  • Integrated GoContact (CTI) with the CRM, giving agents full context before every call
  • Connected the ERP system to enable real-time online policy issuance
  • Trained the sales team to operate effectively within the CRM

Impact:
Created a fully operational digital sales engine from scratch

2. Go-to-Market Strategy

I built and executed the entire go-to-market strategy across awareness, acquisition, and inbound growth.

Awareness Layer:

  • Local radio campaigns
  • Digital awareness via:
    • Netflix ad placements (pause ads)
    • Display & Video 360 (DV360) for native and display
    • Connected TV (LTV)

Performance Layer:

  • Google Ads for lead generation
  • Meta Ads campaigns

Inbound Layer:

  • Organic social media strategy
  • Content generation
  • Long-term link-building program to support SEO

3. Outbound & Sales Activation

In parallel, I built and managed the outbound sales motion.

  • Activated outreach to car repair shops and resellers within existing partner networks
  • Designed outbound workflows and tracking inside the CRM
  • Managed the sales team responsible for prospecting and relationship development
  • Ensured full visibility of outbound activity, pipeline, and conversion performance

Impact:
→ Turned existing relationships into a scalable acquisition channel
→ Aligned outbound efforts with inbound and paid acquisition

4. Managing Complexity

The project required aligning four core teams:

  • Marketing
  • Sales
  • Tech
  • Operations
  • Product

Each had different timelines and priorities, yet success depended on all of them. I led coordination across all teams while owning the final business outcome.

Results

  • 2,400 leads per month
  • 500 B2B SQLs monthly
  • Policies scaled from 200 → 700/month in 3 months

Outcome

Muévete por Días launched as a fully integrated digital insurance product—combining infrastructure, inbound, and outbound into one cohesive growth engine.

What made it work was a clear principle from day one:
treating the project as infrastructure first, and marketing second.