Integrated Marketing Manager LATAM at Redarbor (Computrabajo, OCC, Pandapé) (2022-09 – 2025-05)
Led brand strategy, equity building, and integrated marketing execution across 5 LATAM markets (MX, CO, PE, CL, AR), managing 3 regional agencies and cross-functional teams reporting to global HQ.
- Designed the Computrabajo Best Workplaces campaign across LATAM, strengthening brand positioning for 250 companies. Increased Share of Voice by 45%, tripled social media engagement through UGC strategy, and improved customer retention by 13%.
- Owned end-to-end GTM execution for Pandapé Engagement's launch in Mexico and Colombia, from consumer insight to creative concept, brand experiences, and media strategy, improving agency performance by 90% through KPI optimization.
- Accelerated full-funnel brand performance through Digital Talent Talks and HR Experience, delivering 114% growth in business opportunities and $390K USD ROMI vs digital investment, combining content marketing, influencer partnerships, and digital marketing.
Marketing Communications Manager LATAM at Shopfully / Tiendeo (2021-01 – 2022-08)
Developed and executed B2B and B2C marketing strategy across 6 LATAM markets (MX, CO, CL, PE, AR, BR) for the global leader in online-to-offline retail traffic, managing agencies in 2 countries.
- Drove brand penetration and category positioning in retail and tech sectors, delivering 75% SOV growth and 80% in strategic media visibility (CNN, Bloomberg, Forbes).
- Built high-impact brand partnerships with Google, P&G, Grupo Modelo, Nielsen, and Kantar, generating 700+ qualified leads and supporting commercial growth.
PR & Brand Activations Lead at Atelier Inspira (2017-04 – 2020-12)
Led consumer brand strategy, experiential activations, and strategic partnerships for luxury hospitality brands, driving brand desirability, revenue growth, and premium positioning.
- Developed and executed the "Land of Luchadores" campaign during COVID-19, increasing hotel occupancy by 131% through experiential marketing, and media amplification.
- Negotiated and launched the "WW84 luxury suite" in partnership with Warner Bros, generating sold-out demand, incremental revenue and premium brand exposure in Vogue, Robb Report, Glamour and Life & Style.
- Increased F&B revenue by 35% through gastronomy and lifestyle activations developed with embassies, tourism organizations and media partnerships optimizing media investment.
- Elevated luxury brand positioning for Sheraton Maria Isabel Hotel, hosting high-profile events like the Mercedes-Benz Fashion Week 2016, The Wine and Food Festival and Lancôme VIP experiences, supporting demand generation in high segments.
Marketing Communications Consultant at Yves PR Consulting (2014-07 – 2017-03)
- Supported Huawei's market expansion in Mexico through product launches, influencer activations, sponsorship amplification, and multi-channel media strategy, generating +200 placements across technology, business, sports, and lifestyle media.
- Designed destination marketing initiatives for PROMPERÚ, organizing trade events with +800 travel agents and luxury FAM trips with top talent like Alan x el mundo and the influencer Luisito Comunica, boosting destination awareness and tourism engagement.
PR Account Supervisor at Makken (2011-07 – 2014-06)
- Created "Día del Perro", the first multi-brand consumer activation for Nestlé, generating $16M in earned media ROI, national trending topic, and mass consumer engagement broadcast on CNN, Telemundo, and Univision.
- Executed the "Veet Naturals" product launch through a 360° omnichannel strategy (ATL, BTL, influencer, PR, digital) featuring talent Danna Paola, Yuya, and Regina Blandón, driving integrated online-to-offline consumer engagement and high brand visibility.
- Led "Está en tus manos", a large-scale P&G breast cancer awareness campaign, achieving a Guinness World Record in collaboration with FUCAM, IMJUVE, government institutions, and universities.
