Higia De La Fuente

Marketing Director | Consultant @Independent Consultant

Marketing DirectorMarketingCommunications ManagerConsultingBrand Marketing ManagerAdvisor

I bring 20+ years of experience in marketing and innovation leadership across LATAM with Heartland Food Products Group, BASF, Mattel, Alpura, and Yum! Restaurants International. As the LATAM Marketing & Innovation Director at Heartland (Splenda), I led regional brand transformation efforts, repositioning Splenda from a single-category sweetener to a multi-category wellness brand, while managing a $7.5M budget and a high-performing team across the region. Select achievements from my current role include: • Achieved 6% sales growth and expanded Splenda's LATAM market share despite category contraction • Launched a successful brand campaign with 90%+ awareness and unified social media reach of 500K in 3 months • Grew share in adjacent categories including drink mixes (+5%) and protein shakes (+1%) in Year 1 Before joining Heartland, I served as Commercial Manager and Senior Marketing Leader at BASF, where I directed regional marketing strategy for a $200M agricultural portfolio and drove growth across both B2B and B2C segments. I also led the Fisher Price LATAM brand at Mattel, maintaining market leadership through digital transformation and campaign innovation. Earlier in my career, I held senior marketing roles with Alpura, Grupo Expansión, and Yum! Restaurants International, consistently driving brand growth, innovation, and market share expansion across food, beverage, and media sectors. I hold a Bachelor's degree in Marketing from Tec de Monterrey and have completed executive programs in digital marketing, negotiation, and brand management. My key areas of expertise include: Strategic Brand & Marketing Leadership | Innovation & New Category Development | Integrated Campaign Strategy | Market & Business Insights | P&L Ownership

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