Micaela Escudé, Director of Operations @ Axad Capital
Micaela Eugenia Escudé
Director of Operations
https://www.linkedin.com/in/micaelaaxad/
It is with great enthusiasm that we introduce our next featured Female Power Player, Micaela Escudé. Referred to us by the incredible Female Power Player Elesha Aflalo of GoReferralAgent, Micaela is a dynamic force in the performance marketing space, making waves all the way from Argentina. We're thrilled to connect with someone who not only shares our passion for this industry but also brings a global perspective to our community. Get ready to be inspired by Micaela's insights and her journey in the ever-evolving world of performance marketing.
Micaela, can you share the key moments that led you to your current role as Director of Operations at Axad Capital? What inspired you to pursue this career path?
I joined Axad Capital in May 2022 without any prior experience in digital marketing. My first role was as a virtual assistant to Ariel Tolome, my mentor, who taught me everything about the industry. As I started to grasp how Pay-Per-Call worked, I found myself truly enjoying and loving it. I was handling all the operations tasks, including setting up campaigns, QAing, and some accounting work. Then, in March last year, one of the Affiliate Managers left for another company, and that’s when I stepped up and said I could take on more than just operations. I started managing affiliates while still juggling my day-to-day operations tasks. By the end of the year, I was overwhelmed and couldn’t manage everything, so my manager suggested I make a choice: continue as an Affiliate Manager or focus on operations. I ultimately decided to pursue the Operations role.
Axad Capital specializes in diverse verticals like Legal, Financial, Medical, Insurance, and Home Improvement. How do you tailor your strategies for each of these verticals, and what unique challenges or opportunities do they present?
This year we have mainly been focusing on Health insurance and Legal. With insurance, one of the challenges is quality. Insurance is a volume game but I am the type of person that will always prefer quality over quantity. I have been very strict on QAing and compliance checks to be fully compliant. For Legal, the compliance rules are stricter so we have a team fully devoted to this part of the business.
What are the core responsibilities of your role at Axad Capital? How do you balance overseeing operations with building and maintaining relationships with affiliates, advertisers, and publishers?
As Director of Operations at Axad Capital, my primary responsibility is ensuring that all day-to-day operations run smoothly and efficiently. This includes overseeing campaign performance, managing workflows, ensuring our teams hit their KPIs (Key Performance Indicators), and implementing strategies that align with the company’s goals.
Equally important is building and maintaining strong relationships with our advertisers and publishers. To balance both sides, I prioritize communication and organization. For example, I set aside dedicated time each day to engage with our partners, addressing their needs, providing updates, and identifying new opportunities for collaboration. This is what I really love about being on both sides of the business; I can set up and optimize the campaigns while at the same time provide the best insights to our partners.
I have recently hired an incredible team in Argentina and this is one of my greatest achievements. The key to balancing both is delegation and trust in my team. I empower them to handle the execution of daily tasks, while I focus on high-level decision-making and nurturing external relationships. This way, I can ensure that both internal operations and external partnerships are thriving.
How would you say Axad Capital stands out from its competitors?
One key differentiator is our focus on building long-term partnerships. We take the time to understand the specific goals of our affiliates and advertisers, working closely with them to ensure mutual success.
What strategies do you employ to attract new connections and expand Axad|Capital's network within your specialized verticals? Are there any upcoming initiatives or partnerships you're particularly excited about?
I'm thrilled to announce the launch of our new health insurance agency, Neelu Agency! This open enrollment season, we'll be taking things to the next level as the buyers, hiring insurance agents, and closing policies directly through our agency. I'll be managing the traffic while getting real-time feedback from our agents, which will help us refine our process. It's an amazing opportunity to expand beyond just promoting our network – we're building a full-fledged insurance agency. Plus, we’re generating our own traffic for Medicare and ACA, which has been a total game-changer. And trust me, there’s even more exciting stuff on the way. Stay tuned! 🙂
Who should reach out to you for your services?
Insurance agencies and lawyers who would like to grow their book of business. We are ready to provide you with leads and calls!
When I watched Argentina vs Canada in MetLife Stadium - I felt like home - loved it!
Where do you see the future of marketing heading, especially in the verticals Axad|Capital focuses on? What emerging trends are you most excited about?
I see it as a move toward more compliant and transparent marketing with the new rules coming up, which will help clean out the bad players. There are plenty of solid partners in this industry, but like anything in life, there are always a few bad apples.
Mentorship often plays a critical role in professional growth. Have there been any mentors or influential figures in your career who have significantly impacted your journey?
Yes, Ariel (pictured below) has been my mentor and I have a great admiration towards him. Also, my colleagues such as Shane and Victoria have contributed greatly to my career development. I have nothing but amazing words of the people that I have come across in this industry - like Elesha, whom I met at LinkUnite, and who has been incredible to me - a very solid partner and friend! I hope I can come back next year to LinkUnite, it was such an enriching experience.
Ariel, my mentor, when he came to Argentina last November.
Achieving a work-life balance is essential for sustained success. How do you ensure you maintain this balance, and what hobbies or activities help you unwind?
A pivotal moment came when Ariel took a two-week vacation on a cruise, leaving me in charge. During that time, I managed all responsibilities, and the company ran smoothly. Ariel has been a major inspiration to me, and I deeply admire him for his guidance and leadership.
Since I work remotely from home, my work and personal life tend to blend together. To change up the environment, I sometimes head to cafés in my hometown and enjoy being around people. It can get tough when you’re home alone in front of a screen all day. That's why I make sure to finish work, shut down my laptop, and either take my dogs for a walk or hit the gym to unwind. My goal is to start going to the gym every day and focus on eating healthier.
The journey of entrepreneurship is often filled with ups and downs. Can you share a significant challenge you faced and how you overcame it?
I face challenges at work every day, and honestly, I think I always will. But those challenges are what keep me motivated and eager to grow. Life would be so boring if we had all the answers, right? When I run into an issue, I usually ask others for help and brainstorm ways to solve it.
My mom was actually born in Buenos Aires, Argentina where you live, so I feel a special connection to the country. What do you love most about living in Argentina? Do you attend any local trade shows or events there? Also, what do you like to do in your free time?
What I love most about Argentina is how passionate people are about everything—food, people, parties and sports! One of the most beautiful spots in Argentina is Bariloche, located in the south, in Patagonia. If you enjoy winter sports, stunning landscapes, and a lot of fun, Bariloche is the place to go.
I've been in the U.S. for three months so far, even though I really enjoy being here, I miss my home, my family, and friends so much. One of our favorite things to do is hanging out in the park, drinking “Mate” (a traditional hot drink similar to the tea), and spending time together. Argentinians are very united and supportive of each other.
In my free time, I like going to small coffee shops with my friends. My favorite meal is in the late afternoon, we call it “Merienda.” Around 5 or 6 p.m., we have coffee with steamed milk, along with a croissant or a ham and cheese sandwich. Life in my hometown is pretty laid-back. I go out with friends, watch a movie with my boyfriend, or take the dogs for a walk. Sundays are the best though, because that’s when the whole family gets together for lunch and we have “Asado,” which is similar to a barbecue.
Looking ahead, what are your personal and professional goals for the next few years? How do you envision Axad|Capital evolving under your leadership?
I actually have pretty simple goals in life. My dream is to have a beach house, work from there, and enjoy a laid-back life by the ocean with my loved ones. Professionally, though, I’m more ambitious—I always push myself to reach the next level. I think I'd love to run my own marketing agency in the future.
My two babies - I miss them so much!