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Work Background
LLYCGeneral Director Marketing Solutions North LATAM
Oct. 2024Mexico City, MexicoLeading the LLYC Global Marketing Services team for Mexico, Colombia, Panama and Dominican Republic
Lopez Negrete CommunicationsExecutive Group Director
Oct. 2015 - Nov. 2023Houston, Texas AreaEGAD lead and primary C-suite contact for major clients, directed significant transformation across key accounts including Walmart, Unilever, and Mattress Firm, overseeing +$60M in media billings. Managed multi-disciplinary team of 30+, garnering national awards and setting new benchmarks in MC marketing. Worked closely with clients to develop marketing plans.
Instrumental in establishing Retail pillar, leading to significant CPG and retail business wins. Grew business portfolio to handle 50% of agency’s business.
Drove 30% increase in AGI through strategic P&L management, team restructuring, and process optimization to align with client needs.
Managed end-to-end production across various channels including Broadcast, Radio, Digital, Mobile, Social. Achieved multiple nat'l awards, including David Ogilvy Award and Mosaic National Excellence Award.
Oversaw creative development of 20+ integrated annual campaigns, enhancing brand affinity, advocacy, and profitability. Recognized for delivering impactful creative that resonated deeply with Hispanic audience.
Created secondary audience performance by identifying emerging segments, leading to clients increasing Hispanic audience spend from 3% to 19%; achieved higher ROAS for Hispanic audience compared to General Market.
Developed strategies targeting Gen Z, leveraging proprietary research for insights. Proficient in crafting holistic campaign ecosystems and customer journeys, collaborating with Data Analytics teams for optimized digital initiatives.
Led and contributed to business pitches, securing major accounts such as Mattress Firm, Total Wine, Unilever International. Conducted 5+ major pitches in last year alone, showcasing strategic vision and innovative solutions.
Invited speaker to ANA AIMM @ P&G and Unilever's Polycultural NA Mrktg Forum, emphasizing the shift of the HA audience to a significant market segment. Illustrated via case studies, highlighting successful mrktg strategies to new US mainstream.
TERAN\TBWAExecutive Director
May. 2010 - Sep. 2015Mexico City Area, MexicoRan multiple brand and product campaigns simultaneously, integrating digital media with traditional channels, propelling clients to forefront of industry trends. Set and achieved financial goals, managing P&L and SOW, with astute budget proposals and media mixes, navigating economic challenges effectively. Mentored cross-disciplinary team and led international fashion and beauty productions. Engineered transformative campaign for luxury retailer, El Palacio de Hierro, targeting rejuvenation of its brand image and consumer base expansion; orchestrated multi-faceted, multi-channel campaign, driving e-commerce, featuring Int'l actors and models, gaining experience in talent management and e-commerce.
Tapped into unexplored market segments, broadening target demographic to include young women and men.
Managed global marketing campaigns, collaborating with international teams to align go-to-market strategies and ensure consistent brand messaging. Led the development and execution of integrated marketing plans, driving engagement and collaboration across multiple channels. Oversaw project management, maintaining timelines and ensuring high-quality deliverables. Engaged with stakeholders to gather feedback and adjust marketing strategies in a fast-paced environment.
Brand revitalization led to acceptance by luxury entities like Prada and culminated in 20% sales increase in 2015. Cultivated energized, positive, and inclusive work environment, focused on DEI, nurturing a culture of creativity and inclusivity.
Agency team leader for TBWA global project, ‘Take the Lead 20\20’ Initiative aimed at increasing female leadership by 20% by 2020. Contributions were especially impactful in empowering women in Mexican advertising industry. RECOGNITIONS: ► Named by Adlatina.com as brand with Most Outstanding Campaign in Mexico in December 2014 ► Effie Awards finalist in 2012 for relaunch of PH branded store credit card.
World Wide MediaComVice President, Communications Director
Jan. 2008 - Apr. 2010Mexico City Area, MexicoHere I led a transformative, disruptive approach in communication planning, particularly for key clients like Coca-Cola Mexico, that has since become the cornerstone of the agency's planning model. I implemented a holistic approach centered on blending multi-disciplinary teams, including media and creative agencies, to foster enhanced cross-discipline thinking, leading to more impactful outcomes and improved ROI for clients. ► Managed a team of 30; organized and led a 3-day offsite brainstorming session for younger brands like Fanta, which significantly enhanced team collaboration and understanding ► Closely collaborated with Coca-Cola Integrated Marketing Communication (IMC) team to develop 360-degree integrated planning strategies, ensuring alignment and cohesion in communication efforts
RWA GROUP LIMITEDManaging Director
Feb. 2006 - Apr. 2008Mexico City Area, MexicoI steered this agency specializing in online experiential platforms through a transformative phase, focusing on aligning brand strategies with emerging digital technologies and niche audience engagement. Key clients: Ford Mexico, Nestle, Aegon, Accor Services, I-Mobile Cell Phones, Dave & Busters. One key strategy was pioneering engaging online games and digital campaigns tailored to brands' audiences, effectively aligning these brands with technology and innovation. ► Led project-based digital campaigns, introducing innovative media tactics to elevate consumer response rates ► Empowered teams to envision and realize customer-centric solutions; leadership instrumental in driving growth, differentiation, and loyalty, contributing to agency expansion ► Projects won accolades, including 2006 and 2007 Painini Awards for Ford Mexico, recognizing excellence in digital innovation and campaign management
Weight WatchersMarketing and Communications Director
Jan. 2001 - Dec. 2005MexicoRevitalized a dormant brand with three decades of market experience, strategically catapulting it from a dormant state to a position of resurgence through a multifaceted approach. The result: The expansion of the customer base by over 20% within two years, creating a noteworthy shift in the brand's demographic. Implementing a comprehensive strategic vision, we were able to approach the new coveted millennial audience, in addition to re-engaging the users of the past. + Comprehensive market research, on unique dynamics of the Hispanic markets
+ The implementation of highly targeted media tactics
+ The creation of program tools thoughtfully customized to align with local Mexican nutrition knowledge
+ The execution of tactical projects such as recipe books designed to resonate with local cuisine and cultural habits.
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