Pamela Ledesma

Accomplished marketing and communications leader with over 18 years of experience in developing and executing impactful brand and communication strategies. Proven ability to lead teams, optimize budgets, and drive significant engagement, evidenced by a 23% budget reduction while maintaining reach and achieving over 2 million digital impressions. Expertise includes omnichannel strategy, PR, and stakeholder management, ready to leverage these skills to enhance internal communications and employee engagement at HSBC.

Head of Marketing & Corporate Communications at APYMSA (2024-10 – Present)

• Spearheaded the Communications and Branding department, overseeing a 14-member team with 6 direct reports.
• Formulated and implemented comprehensive 360° brand and performance strategies across ATL, digital, PR, point-of-sale, while managing the entire annual budget.
• Achieved a 23% reduction in Marketing budget compared to the previous year, maintaining campaign reach and impact.
• Secured over 2 million digital impressions in just 3 months through AutoExpertos (mechanics reality show), significantly enhancing brand awareness and engagement.
• Revamped the Communications area, aligning team capabilities, processes, and business objectives.

Marketing & Brand Director | Mexico at Bed Bath & Beyond (2018-08 – 2024-01)

Directed Marketing operations in Mexico while reporting directly to the CEO, with complete oversight of branding, performance, omnichannel communications, PR, and agency management. Expanded the team from 4 to 11 members over a 5-year span.

• Drove Marketing to contribute 6% of annual revenue, establishing attribution metrics for the first time in the company's history.
• Launched marketplace channels (Cornershop/Uber and Rappi), which constituted 2.7% of annual sales in 2023.
• Engineered the company's inaugural structured Marketing Plan in Mexico, professionalizing the function from inception.
• Managed media crisis during the U.S. corporate situation, safeguarding brand reputation in Mexico.

Product Manager & MarComm Lead at OSRAM (2014-02 – 2017-10)

Oversaw the Specialized Lighting portfolio (entertainment, cinema, medical, industrial, and automotive), in addition to Corporate Marketing leadership effective from 2016. Collaborated continuously with Germany and U.S. headquarters.

• Acquired 54% Top of Mind awareness against a main competitor's 36%.
• Extended Mexico's portfolio by over 50% through innovative product creation and adaptation for the mass market.
• Conducted the brand's inaugural PR event in Mexico, yielding favorable coverage in specialized trade media.

Marketing Communications Specialist at Acuity Brands Lighting (2011-09 – 2014-02)

Crafted communication and branding strategy for a 15-brand portfolio in Mexico, owning corporate identity, managing industry events, media relations, and coordinating with external agencies.

• Established the brand's first formal presence in the professional lighting market in Mexico.
• Redesigned corporate identity and developed technical sales support materials.

Marketing Coordinator | LATAM at Owens Corning (2008-02 – 2011-09)

Localized global Marketing strategies for Mexico and Brazil, focusing on B2B for Insulation and Reinforcements divisions.

• Conceived and designed the Sustainability Competition to enhance brand positioning among universities and companies in the construction sector.
• Developed the Corporate Identity Manual for the LATAM region.

MBA – Universidad del Valle de México (2012 – 2014)

B.S. in Marketing – Universidad del Valle de México (2003 – 2007)