TikTok

I played a key role in positioning TikTok for Business as a dynamic platform that empowers brands to connect with their audiences through impactful, data-driven strategies. My focus was on developing and executing comprehensive brand narratives, vertical strategies, and providing consultative support for optimizing TikTok’s full-funnel marketing solutions.

By leveraging market insights and platform data, I create strategic frameworks that help brands make informed decisions. I also lead the development of product narratives, both global and localized, to launch and position TikTok’s products effectively in diverse markets. My expertise extends across Retail, Ecommerce, Travel, Entertainment, and Food & Drink, where I guide brands through tailored approaches that enhance brand performance and engagement.

Key Responsibilities:

Brand Strategy & Narratives: 
Craft and implement compelling brand stories that highlight TikTok’s value proposition in vertical and seasonal contexts.

Strategic Consultancy: 
Provide data-backed strategic direction for brands to optimize their presence and performance on the platform.

Product Launch Support: 
Collaborate on launching and positioning new products, integrating them into effective marketing campaigns.

Full-Funnel Marketing: 
Focus on top-to-bottom funnel solutions, helping brands achieve performance goals across key KPIs like ROAS and engagement.

Cross-Functional Collaboration: 
Work closely with product, sales, and marketing teams to create cohesive strategies that solve complex marketing challenges.

Data-Driven Insights: 
Develop and present case studies, proof points, and key insights that demonstrate TikTok’s impact on brand success.

RFP & Project Management: 
Lead responses to RFPs with a performance-oriented lens, ensuring brand alignment and strategic depth.

This role is deeply collaborative, working with both internal teams and external clients to shape the future of marketing on TikTok.

Marketing Solutions Strategy

UM Worldwide

Led the media strategy for Spotify LATAM, contributing to the planning and execution of major campaigns like Wrapped, TTHs (Today's Top Hits), Podcasts, and Only You.
Developed strategies that addressed community behavior insights, driving traffic and enhancing relationships between brands, communities, and artists.

As UM Studios Lead, directed branded content strategies for brands like Spotify, Mercado Libre, AMEX, Nestlé, Tous, Mattel, El Palacio de Hierro, Levi’s, and HBO.
Focused on content innovation and media strategies that added value to these key brands’ digital presence in Mexico.

UM Studios Lead & Strategy Director LATAM

Developed and managed media strategy for El Palacio de Hierro and elpalaciodehierro.com, overseeing digital and offline media teams to achieve business objectives.

Strategic Initiatives: Enhanced ecommerce performance by 2.5X, maintaining a high ROAS of 25 through effective full-funnel strategies and detailed analysis.

Leadership: Drove innovative approaches and strategic frameworks to optimize campaign performance and drive significant growth.

Safeguarded the team’s alignment with client needs while maintaining a high sensitivity to internal processes across the company.

Strategy Director

Only IF 

Brands:  The Coca-Cola Company, NETFLIX, Uber, Kellogg´s, Bud Light, Budweiser, Cerveza Cucapá, Tajín , AMAFORE e INE (Instituto Nacional Electoral).

Leader in the generation and execution of digital strategies and responsible for measurable results for the market or business, as well as the integration of creative concepts to a multi-platform digital ecosystem.

Development of E-commerce channel strategies that allow increasing reach, building frequency of use and improving the consumer experience within digital platforms and market places.

Analysis and structuring of Big Data for trend detection, predictions, behaviors and opportunities for the generation of strategies that allow maintaining and improving a brand, product or service or marketing actions. 360º campaigns based on data insights

- Analysis tools: Crimson Hexagon / Sysomos / Spreadfast / Euromonitor / Audience Insights / Open Sources.

Definition and fulfillment of KPIs for proposals and executions on digital platforms and paid campaigns, as well as A / B Testing to performance optimization.

Management of applications and web analysis to optimize performance such as Adwords, Analytics, SEO & SEM.

Leadership of "paid media" campaigns, budget measurement and optimization.

Leadership in UX development and multi-platform experiences and in charge of the constant innovation in the digital ecosystem.

Digital Strategy Manager

KTBO

Ensure the correct planning and implementation of the digital strategy at the regional level for the Special K and Pringles brands

Main point of contact with the Kellogg's IMC department.

Standardize and optimize processes with the client and ensure constant innovation through the correct use of digital tools, and delivery of quality per project.

Analysis and measurement of results / metrics

Data extraction and metrics to measure results.

Teams management

Interpretation and development of Brief.

Budget allocation, bills and delivery schedules.

Social media buying.

Ensure the correct growth of the account according to the expected KPIS.

Responsible for the training of the team in charge.

Project Manager Sr - Kellogg´s Latam

Ensure the correct planning and implementation of the digital strategy for the entire Fruits, juices and dairies division: Sprite, Fanta, Sidral Mundet, Fresca, Limón & Nada, Del Valle and Santa Clara.

Main point of contact with the brand and interactive department of The Coca-Cola company.

Standardize and optimize processes with the 12 people in the team in charge.

Cell Manager en Media House Coca-Cola

Development and implementation of strategies and campaigns for the different digital properties of the following brands:

-Pritt México & Latam (Henkel)
-Toks Restaurants
-Panda Express Restaurants
-Real estate Vinte.

Main point of contact with the marketing department.

Analysis and measurement of results / metrics

Project Manager Sr.

Lunave Multimedios S.A de CV

- Planning and development of strategic, tactical and operational projects.
- Carry out the analysis, report and statistics of the numbers made by the team in charge.
- Receive and know how to interpret the client's Brief.
- Analyze new media proposals and special media actions.
- Work hand in hand with the PM for the implementation and completion of projects assigned according to the Cross Process and on time.
- Ensure operational excellence in the production chain.
- Responsible for the training, supervision and evaluation of your team.
- Ensure the correct administrative monitoring of the account.

Main achievements:
- Migration of social media content to Diageo platforms / Coordination of coverage and events for Ciroc and Zacapa / Implementation of the "Ruta Zacapa" project as Project Manager.

- Take the Samsung account and develop and implement Annual Plan in content, guidelines and art.

- Product launches such as Galaxy S6 and coverage, Weareables, Campaigns with Mexican Selection and Sams Club / Position Samsung products for a "premium" target through content strategies and agendas for Facebook, Twitter, Instagram, Pinterest, Google +, Linked In, Vine and Youtube.

- Positioning of Diageo's "Acting Better" responsible consumption project on a digital level / "Alliance with Uber" Campaign - If the user followed the account, new users of the app were granted their first 2 free rides ".

- Development of Christmas, pink ribbon and back to school campaigns for 3M (Scotch Brite, Command, NexCare, Post It) - Latin America Region.

Ejecutivo de cuenta senior / Project Manager

INFINITI Motor Company Ltd.

Responsabilidades:
"	 Administración, control y seguimiento de presupuesto marketing & sales, manejo de pagos a proveedores.
"	Supervisión de estrategia digital, análisis, optimización, monitoreo y reporte de resultados.
"	 Contacto directo con agencias, supervisión de brand guidelines para distribuidores y publicidad.

	Principales logros:
"	 Lanzamiento Q50 medios digitales.
"	Gestión de campaña de lanzamiento Q50
"	Planeación y proyección de gasto de año fiscal 2014 con 3 diferentes presupuestos.
"	Preparar reportes y testigos para auditorías.

Digital media supervisor NMEX-LAC

Plenum media Mexico

Posicionamiento en medios digitales, campañas SEM y de Display, social media. 
Google Adwords
Google Analytics
Google trends

Asesor digital

Markets trading company

Sales manager Jr

Secretaría de Economía

-Validación de proyectos fondo PYME
-Promover programa nacional de microempresas
-Coordinar la realización de talleres de capacitación.
-Detección y captura de candidatos a recibir apoyo del programa.
-Posicionamiento del programa a nivel nacional

seguimiento a proyectos nacionales

With over a decade of professional experience, my focus and expertise is in integrated marketing strategy driven by data analysis for creating and conceptualizing brand campaigns, content, and cross-platform experiences. In my last role at TikTok, I have been instrumental in positioning the platform as a dynamic entertainment platform that drives impact through a unique value proposition.

Our team has developed compelling vertical and seasonal narratives, tailored to diverse markets, and I have provided valuable strategic consulting to optimize platform utilization. I have worked closely with cross-functional teams to ensure the effectiveness of our brand communication and the success of our strategic initiatives, always aiming to drive TikTok's vision and goals forward.

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