Mexico Video Resume
Experience
Head Integrated Marketing
Responsible of the creation, planning and implementation of all company's media communication campaigns, both Theatrical and Streaming and for our Radio stations and live events. Developed and improve the generation of new commercial opportunities and differential brand integrations for the sales department. Reporting directly to the Marketing VP. 12 direct reports.
Achievements:
• Planned and implemented successful 360º media campaigns as Avatar, The way of the Water (+640M pesos), Wakanda Forever (+618M pesos) and the little mermaid (+382M pesos), each one representing and excellent box office premiere weekend number. In streaming, campaigns as Mandalorian Season 3, which was an important subscription driver for Disney+ with a +23% when compared with last year season.
• Contributed to increment the positioning of each one of the portfolio franchises as Encanto, Pixar, Star Wars and Disney Princess, achieving an increment of product displacement in retail of +22%.
• Led, developed, and launch the first diversity, equity and inclusion project in Mexico, achieving in its first launch week a media value of +17M pesos in press and +2.7M views in You tube.
• Developed new commercial opportunities and innovating promotional integrations for the sales department, generating a revenue increase of +26%.
• Optimized the communication strategy of the intercompany campaign for Radio Disney, generating new revenues of +28% when compared with last year. Also increased the reach and positioning of the company’s frequencies, increasing the rating and ending within the top 5 radio stations in Mexico City in May 2023.
Marketing Director
Responsible for the communication and growth of the company’s entertainment, factual and family channels. Reporting directly to the Marketing VP. 8 direct reports.
• Rebranded the channels formerly known as Fox with a new, but not known brand in the region. Achieve to transfer all brand values, maintaining the audience share and subscribers, delivering an increment of the final media value of the campaign of +78% over the cash investment with a final value of $106M pesos. Increment the average time spent (ATS) in 41%, and the average rating in +14%.
• National Geographic needed to increment its brand awareness and its ad sales income, so developed an experiential strategy with a commercial partner, generating +$15M pesos in new revenues through a photo exhibit of endangered animals, reaching +39K persons in its opening week.
Executive Marketing Director
Responsible of the generation of innovating marketing strategies for Fox Channel and National Geographic to keep its current ranking position. Reporting directly to the General Manager. 11 direct reports.
• Achieve to maintain Fox Channel as the #1 ranked channel during all the fiscal year. Also increase the awareness for National Geographic channel under the factual category, ranking #2 among all pay tv channels. Consolidate a solid, strong, and more efficient relationship with our affiliate partners, increasing all earned communication with them by +35%. With media agencies and direct clients, developed and conducted a CRM strategic, ending in an increase of investment of +25%, when compared with previous year.
National Geographic Regional Brand Director
Responsible for the creation of all regional communication for National Geographic across Latin America, to re position the brand and developed the strategic launch of new original productions for Latin-American and the US Hispanic Market. Reporting directly to the local General Manager and to the regional CMO. 6 direct reports (1 local and 5 regionals)
• Contributed developed new and differential original production content, that needed to perform in all Latin American markets with their cultural differences. All titles became pop culture icons, Taboo and Alerta Aeropuerto. Each one of them deliver an average rating increment of +25%, ranking #1 in all markets.
