Role: Project Lead – Digital Value-Added Services (VAS) Company: Entel (Telecommunications)
Entel Play is a centralized web platform designed to showcase and manage all digital services offered by Entel — including OTT and low-cost subscriptions such as Netflix, Spotify, Amazon Prime, and more. The platform allows customers to discover, subscribe, self-manage, and unsubscribe from services directly, reducing friction and increasing transparency.
I led the project end-to-end, coordinating multiple teams across the company to take the product from idea → design → development → launch.
🛠️ 1. Product Creation & Definition
Led the platform concept focused on improving customer awareness, usability, and autonomy for digital services.
Worked closely with the App & Web teams to design the page structure, user journey, layout, and visual hierarchy.
Defined required CTA flows and coordinated the acquisition of all redirection links per service.
🎨 2. Content, Branding & Providers
Requested and managed all banners, icons, and graphic assets from digital service partners.
Negotiated promotional benefits with providers — including securing 1 free month of Amazon Prime for launch.
Coordinated visual guidelines and ensured brand consistency across all services.
⚙️ 3. Implementation
Worked with the Web team to update and publish content across every landing page.
Collaborated with the Legal team to validate banners, claims, and T&Cs.
Ensured all copy, URLs, and service descriptions were compliant and aligned.
📣 4. Launch Execution
Coordinated with the Customer Service team to prepare store advisors (Entel retail) with communication and training.
Developed internal communications to inform all Entel employees about the new platform.
Collaborated with the Receivables and Billing team (Chile) to deploy digital campaigns through the monthly bill.
Negotiated with OTT partners to run co-branded promos, and managed sat-push bidding to promote key services.
📈 Results & Impact
Improved customer awareness of all available VAS/OTT services.
Reduced churn by increasing transparency and enabling self-management of subscriptions.
Decreased customer complaints related to accidental or unknown subscriptions.
Increased engagement among key digital service partners through coordinated campaigns and promotions.