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Work Background
Ferro Experimental KitchensManaging Partner
Feb. 2025Mexico City, MexicoThese are my key activities: • Lead the overall business strategy, defining the commercial direction and identifying growth opportunities across the brand portfolio.
• Oversee the marketing strategy, including brand positioning, communication planning, and audience development.
• Conceptualize and develop the creative foundations behind each brand, from identity and storytelling to culinary direction.
• Supervise the strategic operation of the concept laboratory, ensuring alignment between vision, product, and customer experience. Ferro Experimental Kitchens is a culinary concept laboratory dedicated to creating and operating
casual‑dining restaurant brands built for fast‑food and takeout formats. Each brand features its
own distinctive identity, flavor profile, and culinary style. https://ferrokitchens.com/
Ferro Experimental KitchensSocio Director
Jan. 2025Mexico City, MexicoMente Creativa detrás de Ferro Experimental Kitchens. Somos un laboratorio de conceptos gastronómicos. Creamos y operamos marcas de restaurantes de cocina casual, con un formato de comida rápida y para llevar. Cada uno con su propio concepto distintivo y estilo culinario. https://ferrokitchens.com/
PosadasSr. Brand Manager Upscale & Luxury Resorts
Jan. 2018 - Feb. 2025Mexico CityLive Aqua and Grand Fiesta Americana Hotels & Resorts • Drove the development and execution of brand strategies and annual marketing plans, contributing to stronger brand equity and alignment with corporate OKRs.
• Elevated the end to end customer journey by ensuring consistent delivery of the brand promise across all touchpoints, resulting in measurable improvements in guest experience.
• Launched new brand experiences and on property innovations informed by global trends and business intelligence, enhancing differentiation within the luxury segment.
• Improved customer satisfaction (NPS) across hotels and resorts by implementing elevated brand standards and partnering closely with Operations teams.
• Led brand integration for new hotel and resort openings, ensuring full compliance with brand standards—from architectural and interior design to pre opening experience delivery.
• Optimized marketing and media investments through data driven annual planning, supporting revenue growth and strengthening brand visibility.
• Ensured all communication, advertising, and PR initiatives reinforced the brand voice and visual identity, increasing consistency and recognition across channels.
• Developed high impact brand presentations and investor facing materials that supported business development and expansion opportunities.
PosadasBrand Manager
Jan. 2015 - Dec. 2017Mexico CityFranchise Brands and Travel Programs: Gamma Hotels / Kívac • Developed and executed marketing strategies for Gamma Hotels (soft brand under a full‑franchise model) and Kívac (prepaid vacation program), driving increases in brand awareness, customer acquisition, and revenue. • Standardized brand guidelines across all Gamma properties, ensuring consistent delivery of the brand promise and improving guest experience. • Led the reflagging process for hotels converting to the Gamma brand, ensuring seamless operational and brand integration. • Designed and optimized digital marketing campaigns—including search, display, social ads, email marketing, and SEM—to boost direct bookings and program engagement. • Built content marketing and social media strategies that strengthened brand visibility and community growth. • Developed on‑site marketing strategies for resort‑based vacation program sales, increasing conversion and upsell opportunities. • Created communication and PR strategies aimed at potential investors, supporting business development and expansion initiatives.
PosadasBrand Coordinator
Jan. 2014 - Dec. 2014Mexico City Metropolitan AreaVacation Properties and Travel Programs- Kívac • Coordinated cross functional efforts between branding, marketing, and external agencies to execute high impact online promotion campaigns for the Kívac travel program.
• Led social media initiatives focused on community growth, lead generation, and content development to strengthen brand engagement.
• Managed search and display advertising campaigns to drive qualified traffic and program conversions.
• Executed targeted email marketing strategies for existing customers, increasing retention and repeat purchases.
• Oversaw POP branding across resorts and partner locations, ensuring consistent brand visibility and alignment with commercial objectives.
Grupo PosadasCommunication Analyst
Jan. 2012 - Dec. 2013Mexico City Metropolitan Area• Led advertising and communication initiatives for Fiesta Americana Vacation Club, strengthening brand visibility and member engagement across key markets.
• Managed targeted email marketing campaigns for members in Mexico, the United States, and Canada, increasing retention and program participation.
• Served as content coordinator for ESCAPES, the members’ magazine, ensuring high quality storytelling and alignment with brand strategy.
• Produced promotional videos for resorts and sales teams, enhancing sales enablement and showcasing the value of the vacation club experience.
TelefónicaTrainee Program - Internal Communication
Jun. 2011 - Jan. 2012MexicoLed the implementation of the interpersonal communication program for the Technology-Systems area; produced content for the internal newsletter; coordinated events and executive meetings; and oversaw project progress. Worked directly for the CTO to implement a cross-company communication program in order to align projects and objectives between the technology and marketing areas.
N-clusterMarketing Communication Consultant
May. 2010 - Oct. 2011Mexico City Metropolitan AreaConsultant and Partner at a strategic communication agency, specializing in internal communications and marketing for clients including JPMorgan Mexico and Celeritas Trading & Consulting.
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