DDB Mexico

Research and Insight Development: I conduct market research to understand consumer behavior, industry trends, and competitive actions. By analyzing data, I reveal insights that can influence campaign direction.

Strategy Formulation: Using insights, I create strategic frameworks that direct our creative team. This involves setting campaign objectives, identifying target audiences, and determining the core messages we wish to communicate.

Client Collaboration: I collaborate closely with clients to understand their brand goals and challenges, ensuring our work aligns with their vision and values. I frequently present strategies and adapt them based on their feedback.

Creative Briefing and Collaboration: I translate strategies into clear briefs for the creative team, ensuring that every element of the campaign—whether it's content, messaging, or media—aligns with our strategic vision.

Cross-Departmental Coordination: I work together with departments like media, digital, and account management to ensure our strategy is consistently implemented across all touchpoints.

Performance Analysis and Optimization: After launching a campaign, I monitor its performance and gather insights for future improvements. I ensure that our campaigns meet KPIs and adjust strategies as necessary.

Accounts:
Crédito Coppel, Afore Coppel, Seat, Cupra, Huggies, Peugeot, Herdez, Tequila Centenario, Embasa, Lionsgate+, Prudential, BP, Turin, Doña María, Oléico, Salsa Búfalo, BlackRock, among others.

Senior Strategic Planner

Barracuda Stories

Provided strategic marketing consulting to various clients, including Avante Textil, Optima, Skinny, Tops & Bottoms, Mullen Lowe Mexico, Bombay, Comunicación Lateral, Arcsa Capital, MR Seguridad, among others, delivering tailored digital communication platforms and lead generation processes.

Spearheaded the development of innovative marketing strategies that resulted in an increase in lead generation and improvement in client retention.

Our clients are Avante Textil, Optima, Tiendas Optima, Tops&Bottoms, Action Gear, Skiny Mexico, Baby Optima, Mullen Lowe Mexico, Bombay, Rootland, Omega Pro (Forex & Crypto), Investment Lions, Allo CBD Products, MR Seguridad, Coinpany Crypto, Stack Portfolio, Tailored Symmetry, HB Cryptoasesores, etc.

The brands which we’ve provided services for include: Bayer, Aspirina, Bepanthen, Redoxon, Elevit, Flanax, Little Caesars, Salsas San Marcos, Habi, Bodega Aurrera, Tequila Patrón, Biocodex, Bové, My4mula, BSN Medical, Promomedical, Bioskinco, Secretaría de Economía (PROSOFT), Plaza Inn, NAFIN, SAP, ARCSA Capital, Velvet Venture Capital, among others etc.

Account Planning Director

Barracuda Steel Works

Negotiated agreements with billion-dollar corporations in the self-storage industry, setting new standards in the self-storage industry. Implemented a real-time installation monitoring process, significantly improving quality and reducing callbacks, which became industry best practices. Regretfully, the company had to shut down during the pandemic.

Commercial Director

!Recórcholis!

We drove a 25% growth of a seven-year-old database in 6 months.
We successfully delivered the ¡Kataplum! Opening event.
We created and developed the ¡Kataplum! Brand communication platforms and strategies from scratch.
We designed and implemented the KPI metrics and dashboards. 
We developed the 2019 marketing plan.
We created the new “Tato” brand guidelines and loyalty platform model.

Senior Marketing Manager

Publicidad Augusto Elias

McCormick 
We increased YOY SOM in Mayonnaise, Teas, Spices, and Gelatins in 2017 and 2018.
Obtained Nielsens' A2 Market Leadership for the first time in the brand’s history.
Two new product launches increased awareness of Mayonesa Mil Islas and Gourmet Teas.
Co-Brand Strategies for Mayonnaise resulted in a 30% increase in sales during 2018.
We developed new communication concepts for Mustard, Gelatins, and Spices.
Grupo La Comer “Temporada Naranja” performance exceeded every expectation in its debut year. 
City Market.- We coordinated a program using Kantar’s Spectra studies to select the new opening locations and specific product portfolios for City Market, like San Miguel de Allende, Metepec, Los Cabos & Valle de Bravo.
Compartamos Banco
Crédito Grupal.- Stopped deceleration in growth through finding new market opportunities. +10% YTD
Crédito Individual.- Product awareness increased.
Envíos de Dinero .- We created a communication platform that connected several money-transferring services in the USA to misceláneas in remote villages through the establishment’s cash availability and  POS functionalities.

Senior Strategic Planner & Digital Development

Provided strategic marketing consulting to various clients, including BSN Medical, Promomedical and Secretaría de Economía.

Account Manager

Universidad Jannette Klein

Professor of Advertising in the Fashion Industry. 

Courses taught: 

Fashion Advertising
Legal Aspects of Communication 
Advertising Campaign 
Advertising Creativity 
Communication Theories 
Sales Techniques 
Pricing strategy 
Marketing Plans

Professor

We created qualitative studies about pain perception that drove key insights identification which led to the creation of the famous Sedalmerck’s “yellow man.”
We developed qualitative market research studies about the correlation between poor store presentation and spending increase in Mexico's lower class for Bodega Comercial Mexicana, eliminating the lower-tier stores and focusing on high-income locations.
We developed studies about the correlation between Ketchup consumption and a healthy diet for children from 7 to 12 years old, which led to the shutdown of McCormicks’ Ketchup project.

Strategic Planner

American Express

Marketing Executive for Merchant Services International.
Responsible for the creation, planning, and supervision of advertising campaigns for New affiliations and Top Prospects. We focus on business growth through strategic planning, creative development, and media execution. 
RESULTS: FARMACIAS SAN PABLO (+27 % AMX ROC), HOSPITAL SAN JOSÉ (+15 % AMX ROC), COFAR (+35 % AMX ROC), LAB. MÉDICO DEL CHOPO (+130 % AMX ROC), FARMACIAS BENAVIDES (+94 % AMX ROC), BEST BUY (+16% AMX ROC), LA EUROPEA, EMWA (+7 % AMX ROC), FONATUR & IAVE (+8% AMX ROC)
Creation of a Digital Community among the top Restauranteurs in Mexico (HÁBITAT CULINARIO).

Marketing Executive

Pauta Creativa

Copywriting and Design
• Key Accounts: - Multi-industry: ACDelco, General Motors/Parts, Roche, Nokia, Xbox, Leche Araceli, Peras USA, Del Fuerte, Nutrisa, Smucker’s, Campbell’s, Reynolds, Hershey’s, Ocean’s Spray, International Trucks, Universal Pictures Home Video.

Creativo Senior

I am a communications and branding strategist with over 20 years of experience in developing innovative strategies for international brands in sectors such as consumer goods, automotive, retail, and food. I specialize in linking consumer insights to creative solutions that deliver measurable impact. Holding an MBA in Economics and Finance, along with expertise in visual communication, I am looking to lead growth strategies in advertising agencies or multinational companies.

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