Mexico Video Resume
Experience
Marketing Product Head
As a Product Manager with a strong focus on Fintech, I am responsible for designing product vision, roadmaps, marketing plans, and category execution for the business lines of Commercial Expenses, Incentives, and Recognitions.
Successfully implemented change management strategies to drive business development, including Fintech analysis, product line marketing plans, pricing simulations, market segmentation, and tailored value propositions. I also lead agile marketing plans and provide a comprehensive overview of the current team, recommending necessary adjustments and structural changes.
A significant part of my role involves generating leads for both B2B and B2C segments through targeted campaigns, leveraging digital and offline channels. Additionally, I conduct strategic analysis of Fintech verticals to identify growth opportunities and develop new products based on market insights.
With a keen eye on market dynamics, I drive innovation and ensure the successful expansion of Fintech offerings.
MARKETING, DIGITAL, CRM & E-COMMERCE SENIOR MANAGER
As the e-commerce strategist, I was responsible for developing information technology-oriented strategies that enhance the customer experience in electronic commerce.
My project planning focuses on SEO, user experience, logistics, customer service, and lead conversion as key aspects of the business strategy.
Through a website redesign and investment strategy, we achieved remarkable results, generating 60% more traffic and a sales growth of 35%, with total revenue exceeding 12MDP.
Reported directly to unit management and oversee 11 team members across various functions, including design, marketing, CRM administration, electronic commerce, and e-commerce logistics.
As the marketing lead, I was responsible for developing and implementing the annual marketing strategy, including media and activities.
Also oversaw the project and business case for migration to Casa, focusing on creating sustainable ideas for business growth and profitability.
Monthly campaigns for each business unit have resulted in double-digit monthly growth.
Additionally, I supervised CRM management and ensure best practices are followed.
Reported to the Director of the Business Unit and manage a team of 6 direct reports in areas such as Design, Marketing, Visual Marketing, Administration, and CRM.
Achievement
Successfully developed a marketing strategy from scratch and redesigned it during the Covid pandemic, adopting a more digital approach from strategic planning to tactical actions. This adaptation proved crucial in saving the business amid shop closures, particularly in a low turnover category.
Furthermore, I implemented a CRM tool from the ground up and executed it across shops through a dedicated team. This initiative resulted in additional business, contributing to 15% - 20% of the total business, benefiting both physical shops and e-commerce.
Moreover, I introduced a shop flow tool using mobile devices, leading to substantial staff savings (1mdp per annum) and enhancing decision-making capabilities for each shop. The emphasis on data-driven conversations proved to be instrumental in driving efficiency and effectiveness.
REGIONAL MARKETING MANAGER LATAM
As a lubricants industry leader, I managed businesses in Mexico, Guatemala, Honduras, and El Salvador, generating revenues over 50M USD. My successful implementation of a comprehensive 360° commercial strategy delivered excellent results despite budget constraints. Additionally, spearheaded special growth projects in Guatemala.
Responsible for the entire Shell lubricants portfolio, I oversaw B2C brands (Helix, Quaker-State, Pennzoil) and a B2B portfolio with 15+ brands.
Leading marketing teams for macro distributors and stakeholders in Mexico and Central America, I provided valuable insights to implement Shell's regional strategy.
Designed yearly and 5-year roadmaps, aligned with LATAM region stakeholders and distributors, and managed various aspects, including portfolio development, brand value proposition, positioning, innovation, market share, and ATL and BTL communication.
In collaboration with the Retail Team, I promoted lubricants within Service Stations.
Reported to the Marketing Director for LATAM and Brazil, based in Houston, Texas, USA, and led teams across four countries with macro-distributors in each country.
As the leader responsible for Shell's market value of USD 35M, I oversee three marketing teams and third-party stakeholders in Mexico, working towards the successful implementation of Shell's regional strategy through marketing and business consulting.
My primary focus is on the distribution and launch of a B2C brand, utilizing a marketing plan that heavily emphasizes traditional distribution to strengthen market positioning. This approach has led to a significant distribution increase of up to 60%.
To ensure the effectiveness of our efforts, I closely monitor key performance indicators (KPIs) to evaluate results and make necessary adjustments to plans and budget. The total marketing budget under my management amounts to 4M USD.
Achievements
Successfully introduced the PENNZOIL and HELIX brands in Mexico, achieving an impressive 60% distribution in the first year through traditional channels and retailers.
Developed a new marketing plan for Guatemala, allocating an incremental marketing budget to achieve double-digit growth in the market.
Created a B2B plan for a macro-distributor in Mexico, implementing a LinkedIn Navigator strategy and mapping economic units by industry in Mexico. This initiative resulted in double-digit growth in sales opportunities.
SENIOR PRODUCT BRAND MANAGER
As the brand manager for Bepanthen, I achieved outstanding results, leading the brand to a remarkable 300% increase in sales and a 95% rise in brand awareness. This success was attributed to the implementation of a hybrid strategy, combining medical (OTX + OTC) and consumer approaches.
My responsibilities encompassed all aspects of the brand, from P&L management and brand values to product availability, distribution, business support, and new product development.
Reported directly to the Group Brand Manager - Derma, ensuring seamless communication and alignment with broader brand strategies and objectives. My strategic leadership and dedication contributed significantly to the brand's impressive growth and success.
As the responsible person for Vagitrol, the largest brand of medical visits (RX) in the division, I successfully designed and executed the launch of Alka-Seltzer Brand Extension (Boost). The launch was driven by a fully digital strategy, utilizing influencers, YouTube, Google, and other elements.
Additionally, achieved a remarkable reversal of 4-year volume loss, ensuring a single-digit gain and guaranteeing improved distribution for the brand. My strategic approach and effective implementation contributed to the brand's growth and success in a competitive market.
Achievements
Launch of the Bepanthen brand to the consumer, achieving 300% growth in sales per year.
Launched AlkaSeltzer Boost in Mexico, achieving 2% total category growth in Mexico in one year.
Reversed a 4-year negative trend for the Vagitrol brand, achieving 7% growth after correcting formulation, distribution, and marketing issues.
