Erika Espino

Shaper of corporate reputation and organizational transformation through integrated communication, PR, and high-impact marketing strategies. As a Senior Leader with 14 years of experience working with global brands and purpose-driven organizations, I specialize in aligning business objectives with powerful institutional narratives, turning complex corporate environments into sustainable reputational advantages.

Throughout my career, I have designed and deployed integrated communication systems that strengthen market trust, build leadership credibility, and drive deep engagement across key stakeholder networks. My approach combines analytical precision with flawless execution to deliver tangible business outcomes and measurable return on investment.

Key Leadership Milestones

• Brand Transformation: Orchestrated a comprehensive 360° organizational rebranding project, successfully completed in just 8 months.
• Share of Voice & Presence: Drove a 14% increase in media presence and expanded digital communities organically.
• Capital & Asset Optimization: Secured $318K USD in in-kind resources (media, production, and events) for mission-critical initiatives.
• Crisis Management: Designed rapid-response protocols and coached C-suite executives for high-stakes interviews and sensitive public scenarios.

I am recognized for my ability to act as a strategic advisor to executive committees, lead high-performing cross-functional teams, and navigate multi-stakeholder ecosystems with empathy, clarity, and future-forward vision.

Core Expertise: Global Communications Strategy • Corporate Reputation • Crisis Management & Containment • Media Relations & Thought Leadership • Executive Communications & Media Training • Stakeholder Engagement • Integrated Marketing • Corporate Narrative Development • Organizational Alignment & Operational Excellence (Asana).

I firmly believe in communications as a catalyst for social impact, and in a human-centric leadership style that transforms organizations through structure, empathy, and impeccable execution.

Let's connect! 📩 erika.esal@hotmail.com

Senior Marketing Manager at NMDP (2021-08 – 2026-01)

Non-Profit Healthcare

• Lead integrated marketing strategy (Brand Advocacy, Paid Media, Corporate & Employee Communications, Reputation Management, Media Relations) to promote stem cell donation initiatives. Managing a team of 7 direct reports.
• Lead content strategy across LinkedIn, X, Facebook, Instagram, TikTok, CRM, Email Marketing, and Paid Social Media to increase institutional visibility and support key initiatives.
• Own and drive budget management ($650K USD) for paid campaigns, agency management, events, and other marketing initiatives aligned with the global institutional guidelines.
• Advise senior leaders on executive positioning, high-stakes messaging, organizational change, and stakeholder communications to strengthen clarity and credibility.
• Drive media relation strategies to enhance the brand image, media relations, editorial planning, press materials, digital content, and community engagement to expand awareness of life-saving donation programs.
• Develop external partnerships with media, production, and event stakeholders, aligning in-kind support with campaign and institutional objectives.
• Oversee the production of communication and marketing assets (testimonials, marketing tools and promotional toolkits, social marketing, creative content for print, video).
• Completed a 360-degree organizational rebrand in eight months, strengthening institutional reputation and key stakeholders confidence.
• Raised media presence by 14% and expanded digital communities by 8%, increasing visibility for donation programs.
• Secured USD $318,000 in in-kind media, production, and event resources, extending program impact within a resource-constrained environment.
• Implemented Asana across the communications workflow, improving operational efficiency for more than 340 annual requests.

Account Manager at Edelman (2018-11 – 2021-08)

PR & Communications Consulting

• Lead integrated Corporate and Brand communications for Essity, Alsea, L'Oréal, and Alpura across earned, owned, and social channels.
• Own C-level client relationships and account strategy, translating business priorities into communications plans, campaign roadmaps, and measurable objectives.
• Develop earned-media and brand-positioning strategies that translate campaign and product objectives into relevant narratives, press materials, pitches, and spokesperson briefs.
• Direct media relations, content development, editorial outreach, and channel activation, ensuring narratives remain relevant to audiences and consistent with brand priorities.
• Advise clients on crisis communications and issue-sensitive workstreams, supporting scenario assessment, response messaging, stakeholder coordination, and reputational risk management.
• Partner closely with Editorial, Marketing, and Data Science teams to align objectives, share insights, and support data-informed decision-making.
• Manage media and influencer relationships across Mexico for client's accounts, maintaining targeted outreach and stakeholder follow-up around communication priorities.
• Monitor campaign, media, web-traffic, and stakeholder indicators, converting performance data into decision-ready recommendations and client reporting.
• Reduced stakeholder expectation gaps by approximately 40% through a monthly KPI-reporting framework that clarified PR contribution to web and commercial objectives.
• Standardized briefing and approval workflows, accelerating campaign delivery and reinforcing message consistency across markets.

PR Account Supervisor at COLOüRS (2018-02 – 2018-10)

Marketing & Advertising

• Manage earned-media, corporate-narrative, executive communications and crisis-management programs for HEINEKEN México.
• Build crisis‑response frameworks for INDIO, equipping brand spokespeople with concise, risk‑aware messaging and media coaching to navigate press interactions effectively and reduce exposure during reputationally sensitive moments.
• Translate business, sustainability, and innovation priorities into newsworthy storylines and targeted pitches for consumer and trade media.
• Prepare executives and brand spokespeople for interviews through message development, briefing materials, risk-aware talking points, and media coaching.

Consultant at LLYC (2015-03 – 2018-02)

PR & Communications Consulting

• Deliver corporate communications, editorial, and thought leadership programs for CA Technologies, Xiaomi, and Starbucks, connecting technical and consumer narratives.
• Cultivate journalist and influencer networks while positioning senior executives for expert commentary, speaking engagements, analyst interaction, and sector events.
• Position senior executives as industry authorities through speaking engagements and expert commentary, converting complex technical concepts into compelling business narratives that support partnerships, analyst relations, and sector visibility.
• Develop crisis-management and issues-response frameworks, combining scenario planning, message governance, escalation protocols, and spokesperson preparation to protect client reputation during periods of heightened scrutiny.
• Increased high-value media placements by approximately 20%-30% through sustained editorial programming and executive thought leadership.
• Design crisis-management plans for Starbucks Mexico through scenario planning, message governance, and spokesperson preparation for periods of heightened scrutiny.

Public Relations & CSR Coordinator at KidZania (2012-05 – 2014-03)

Entertainment Provider

• Lead integrated PR and CSR programs across media outreach, agency coordination, internal alignment, community partnerships, and beneficiary engagement; these efforts delivered a 2:1 PR ROI, expanded annual program beneficiaries by 10%–15%, and reduced crisis-response times through standardized protocols and stronger spokesperson readiness.

Bachelor's degree of Science in Communication – ITESM, Tecnológico de Monterrey (2012)