Mexico Video Resume
Experience
Latam Marketing Director
Accountable for defining the objectives and Marketing strategies to be followed in the medium and long term to ensure the profitability of the brands and the company. Manage the Marketing Budget to achieve the highest return on investment in the marketing techniques and strategies implemented, and the definition of the marketing metrics (KPI's) that will allow monitoring the evolution of the Marketing strategy applied as well. Lead the Marketing area, coordinating the different teamworks and ensuring an adequate and transversal communication with the areas of influence.
Assemble and create a competitive marketing team to support and meet the company objectives, leading the business, in the whole Latin America region achieving a net sales growth of +20% in 2022.
Ran the development of digital channels. Developed the marketing digital strategies including content schedule, social media platforms launch, and the first CRM program for consumers, increasing the conversion lower funnel by 12pp vs. prior year and increasing the web page readability by +110%.
Launched the new image and whole modification of the brand architecture and company, increasing brand awareness in +18pp.
Development and deployment of the company's Integrated Marketing Plan building a strong pipeline to boost penetration and to drive differentiation against direct competitors.
Guide and approve the development of insights-driven content for online & offline communication achieving the conversion goals by increasing in 12pp the lower funnel.
Latam Marketing Consultant
In charge of establishing and implementing the marketing strategy for the contracting companies, adapting these strategies to the business model of each one, considering the available resources, the current situation and their future prospects. Definition of the current situation of the company, as well as the extraction of conclusions and answers about the reasons for said current situation. Proxy in the development of proposals for differential marketing strategies on (digital) and offline to change or improve these current situations, executing these strategies, and providing the necessary measurement tools to keep track of possible deviations that may occur.
Development of the holistic marketing strategy of 3 different categories and segments for Mexican and Colombian companies.
Identification of the market needs and organization of the best alternatives based on consumers’ /users insights
Recommendation of the segment's pricing strategies, advice and proposal of the communication strategies, and creation of campaign strategies on both Online and Offline platforms.
Elaboration of B2B marketing plan strategies to develop the categories in different channels and distributor clients.
Sr Group Marketing Manager
In charge of planning, development, implementation, pipeline innovation, and Marketing strategies follow up, including B2B and B2C strategies for the entire portfolio of Sexual Wellbeing and Beauty in Mexico, as well as main support of the strategies for the entire Latinamerican region. Accountable of financial objectives, market share and equity goals in each one of the brands leveraging resources and innovation pipeline to reach higher levels of penetration in each segment. Development and deployment of the Channel strategy and strategic Marketing plan focused on the Sexual Health and Beauty portfolio. Responsible to create new processes to be applied for the main activities and initiatives of the category.
Institutional and Distributors channels sales increase of +17% by means of the elaboration of different marketing strategies (inbound & outbound) for B2B clients, prospecting the correct audiences and focusing on the client / distributors needs.
Development of the business planning in the medium and long term achieving +21% CAGR in sales from 2019 to 2021.
Llaunch of high-impact campaigns, obtaining as a result awards for the best campaign and strategy executions in 2020.
Accountable for driving the digital transformation of the categories in Mexico increasing 4.6 pp in market share, reaching new penetration levels and improving the brands funnels.
Development of the B2B and B2C strategy for the optimal development of the categories under my responsibility consolidating as leaders (share: 33.3%).
Latam Category Marketing Head
Promoted and transferred from Colombian business to Regional Marketing Team. Responsible for Marketing and strategic planning for shaving business, including B2C and B2B marketing Acquisition, Retention and Expansion marketing strategies using global input and aligned with local teams. Support the multichannel strategy to promote the portfolio along with the development of regional campaigns to influence the final consumer. Accountable for the enhancement of brand equity and market share across 7 markets (Colombia, Ecuador, Venezuela, the Caribbean (Dominican Republic, Jamaica, Costa Rica, among others). Coordinate product innovation and master plan rollout involving different stakeholders.
Led the successful implementation of the strategy change for the leading line business in Colombia, achieving a sales increase of +27%, influencing all involved areas for the ideal results of the brand and the company.
Design of an inbound differential marketing strategy for the institutional channel (B2B marketing), in terms of communication and innovation, increasing the level of service as a category, the GM and net sales by +17% vs. previous year.
Development of Strategies and Marketing Plans in the medium and long term achieving a market share increase by 3 pp, going from 23% to 26%. Led the commercial and marketing strategy for Shaving Preparations for the whole region reaching a +5% in Net Sales vs 2017.
Sr Brand Manager
Led multi-category portfolio (children formulas and nutritional supplements) and accountable for marketing strategy and local deployment to achieve financial objectives. Leadership and participation of cross functional teams to achieve launching plans on time, and with an appropriate quality. Responsible to provide strategically clear brand positioning and optimized the Marketing budget. In charge of the training of the medical and commercial sales force, as well as the execution of the B2B and B2C marketing strategy working with local opinion leaders and speakers to develop specific initiatives.
Creation of various B2B marketing strategies focused on the development of institutional clients and distributors.
Development and execution of the marketing plan and commercial strategies winning the LATAM award for the best market share in Latin America 53%, highest growth +143% and most effective strategy in 2012.
Definition and implementation of the franchise media and digital plans optimizing the marketing budget by 7% and improving the SOV by 4 pp vs previous year closure.
Launch and image refreshment of Sustagen (new packaging, improved flavors, better formula) reaching a +20% growth in net sales vs PY.
Education
Diploma NeuroMarketing
In Progress
Understanding of different aspects of Neuromarketing and Consumer Neuroscience, to better understand marketing effects on consumer behavior. Becoming aware of how consumers' unconscious (and sometimes conscious) brain processes drive their choices
Diploma Digital Business Strategies
The marketing paradigm has transformed with the rise of digital technologies. Companies today face a constant proliferation of social media channels, the growing power of connected customers, and an explosion of new digital tools. To succeed, marketers must be able to plan, implement, and measure the impact of digital strategies that are suited to today's customers and integrated with their traditional marketing and business goals.
Postgraduate degree in Strategic Marketing Management
Marketing continues to be one of the most valuable strategic areas for organizations. From this base, the reason why marketing becomes an area and a strategic managerial commitment of companies, but not acting as an independent axis, but understanding the ecosystem with which it must interact, becoming an important part of the value chain. Additionally, reinforce the joint work that must exist between marketing and sales, being essential to achieve the defined strategic objectives, and in which, in many cases, these two areas are part of the same management or direction.
