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Work Background
SYNLAB MéxicoSr Marketing Manager
Sep. 2025Ciudad de México, México
PPGSr Diffusion & Media Marketing Lead
Apr. 2024 - Jun. 2025Ciudad de México, MéxicoResponsibilities: - Led a team of 7 managers overseeing Media, Influencers, BTL, Sponsorships, and Events across Mexico and Central America to achieve brand diffusion objectives. - Managed and coordinated relationships with media, creative, influencer, and experiential agencies to deliver tailored strategies based on audience profiles and touchpoints. - Negotiated with key media and sponsorship partners to maximize ROI and expand the reach of brand positioning strategies. Achievements: - Transformed the media agency by updating work strategies, enhancing the team’s professional experience, improving relationships, strategies, Responsibilities and budget efficiency within 6 months. - Launched a new media strategy targeting key audiences, achieving a 17% increase in reach over approximately 3 months. Through measurement of TRPs and CPM, I secured 30% cost efficiency with one of the main TV networks. - Created a mobile training workshop by analyzing regional sales data, reaching 2,867 contacts and acquiring 81 new clients in 3 months, contributing to a 20% sales closing rate. - Successfully negotiated and led various sponsorships and activations for different audiences, reaching over 1,800 participants per event and generating new touchpoints throughout 1 year.
SanofiMedia Efficiency & Agency Relationship Head
Dec. 2022 - Apr. 2024MéxicoResponsibilities: - Negotiate with major media suppliers to maximize ROI and reach across various brand positioning strategies and optimize media strategies based on data through Media Mix Modeling studies. - Lead the relationship with strategic agencies, supervise and improve the annual scope of work, and embed the global annual Marketing Excellence plan within the marketing team. - Lead the annual media plan, maximizing brand plans and consumer touchpoints. Achievements: - Successfully negotiated with major media outlets, achieving a 0% increase in rates and adding Televisa to the investment, resulting in a 20% increase in reach. - Conducted MMM (Media Mix Modeling) studies for key brands which allowed me to redirect media investments for each brand, achieving a 7% increase in ROI. - Integrated different agencies into strategic forums, improving efficiency in work and response times, and most importantly, aligning everyone simultaneously under the same objective. - Implemented and organized a new Media planning process, the Experience Plan, integrating for the very first time cross-functional areas into a single forum, mapping the consumer journey for each brand, generating new and better ideas, and achieving 80% of all objectives.
SanofiSr. Media & Digital Manager
Oct. 2021 - Dec. 2022MéxicoResponsibilities: - Led a team of 3 Media Managers, 1 trainee, and the media agency to develop communication strategies for each brand. - Managed the total media budget and negotiated with key media suppliers to maximize ROI and reach across various brand positioning strategies. Achievements: - Increased digital media investment from 30% to 50%, achieving a 0% rate increase, and successfully implemented JBPs (Joint Business Plans) for the first time with major platforms such as Google, Meta, Amazon, and Mercado Libre. - Directed the media plan to be executed for the first time through the appropriate communication funnel for each brand, boosting investment in the consideration stage and achieving a 30% increase in net sales compared to the previous year (2021.)
SC JohnsonSr. Regional Brand Manager Pest Control RAID & Media Integrated Manager
May. 2021 - Oct. 2021MéxicoResponsibilities: - Led RAID brand with short- and long-term strategies, adapting brand positioning across Mexico, Central America, and the Andean Pact region (13 countries), maintaining category leadership. Managed 1 direct report and the media agency, oversaw brand P&L, portfolio management, and innovation pipeline, ensuring strong positioning through ATL and BTL media. - Oversaw media planning for all brands across all countries, optimizing budgets and maximizing reach. Achievements: - Defined the insecticide category strategy, clearly differentiating brand roles and crafting tailored communications for each target audience, resulting in a +3% increase in SOM vs. the previous year (2020). - Led product innovation strategy for the brand across all countries, ensuring a sustainable growth pipeline for the next 5 years. - Planned media investment and brand/channel/country mix with a focus on regional profitability, achieving 10% CPM efficiency and 0% rate increase through negotiations with key media partners.
SC JohnsonSr. Regional Brand Manager. Pest Control - Baygon, Shoe Care - Kiwi & Home Storage - Ziploc
Oct. 2018 - May. 2021Ciudad de MéxicoResponsibilities: - Developed the long-term brand strategy for three brands across Mexico, Central America, and the Andean Pact region, while leading a Junior Brand Manager. Achievements: - Developed the strategic plan for Baygon, defining the optimal portfolio by country and channel. Created a brand image based on consumer insights that became the Global VBL, and redefined the brand’s positioning for the first time in 20 years, resulting in an 18% increase in net sales and +10pp SOM, securing category leadership. - Successfully launched specialized product segments for Kiwi in most countries, achieving over 30% growth in net sales and +8pp SOM, positioning the brand as category leader. - Revamped Ziploc’s category image and positioning, tailored to each country. Drove cost optimization and product count adjustments to reduce out-of-pocket spend while protecting margins.
SC JohnsonSr Brand Manager Air Care MEXCAM
Dec. 2016 - Oct. 2018MéxicoAir Care In my capacity as the Business Lead for seven countries, managing a team of two direct reports and five indirect reports, I orchestrated the successful launch of two Limited Time Offerings for holidays, accounting for 40% of total sales and resulting in a substantial +8 percentage point Share of Market (SOM) increase. Furthermore, I led a comprehensive overhaul of the Car Fragrances portfolio, including repositioning, pricing adjustments, and communication strategies, contributing to a significant +5pp SOM growth. Currently, I am focused on strategic growth planning for the next five years.
Pinturas PrisaSr Brand Manager
Apr. 2015 - Dec. 2016Guadalajara Area, MexicoIn charge of 5 direct reports and 3 indirect Responsible of all Marketing Area. In charge of developing the whole new image and strategy of the company, analyzing all products portfolios and developing the right products for the right channels and targets. In charge of marketing plans, budgets and financials. B2B and B2C Strategies. In charge of advertising and communication plans.
AlpuraBrand Manager Yoghurt & Desserts
Feb. 2014 - Sep. 2014Mexico City• In charge of Yoghurts Category, YTD Growth of 10% vs 2013 • Defining concept and communication territory of the new institutional communication campaign. • Launch of new Yoghurt Yofrut, innovating in the segment of added-value Yoghurts, achieving up to now 43% of the category growth. • First time to assure Yoghurts promotional plan for Comercial Mexicana 3x2 and the strategy plan to maintain competitiveness on other retail chains, increasing 16% vs last year.
GSKWellness Marketing Manager & NPD Coordinator
Oct. 2012 - May. 2013México City• In Charge of OTC Brands such as; Contac, Emulsión de Scott, Tums, Mejoral, Mejoralito, Niquitin, Iodex, Breath Right • Created all brands strategies, and assure the resources to do all activities. • I developed all the launching strategy to enter in a new segment of Multivitamins • I achieved to increment the media budget for Tums by incrementing sales on 12% on the last campaign
ReckittMarketing Brand Manager for Lysol
Jan. 2012 - Oct. 2012Mexico City• Achieved Brand Objectives every year • Lysol, developed a new range of products, for Floor Cleaning segment (MPCs), where the Brand was not participating. From scratch, to product formula, claims, image, pricing and communication. • Lysol, Complete renovation of a falling segment (Triggers), recovering sell out on 13%. • Lysol, Improving media invest do to new products strategy, creating plans to maintain growth with innovation on new segments.
Reckitt BenckiserVanish, Woolite & 3en1 Brand Manager
Jan. 2009 - Jan. 2012Mexico City• Vanish, Stopping the downward trend of Vanish share, increasing it from 55% to 60%, • Vanish, Image change for entire powders and liquids products and production of all communication TVCs (Copy “Niños a Comer” for liquids 30’s, sell out increase of 10%, Copy adaptation for “Ferrari” 30’s, for powder, sell out increase on 8%) • Vanish, Launch of a new line, Vanish Extrahigiene, increasing turnover NR by 15%, full distribution in the self-service channel, cannibalization decreased from 30% to only 11%. • Vanish, Launch of new claim for liquids line "Better than chlorine" (copy production “Seasons”, increased 30% sell out). • Vanish, Vanish 100ml. Fully responsible for the wholesale channel, generating a market test to find out the right product and the most efficient distribution and communication to grow 'little shops', generating very good results for the national launch plan • 3en1, Planning the most important project for the company on 2010, re launching the entire line of “3in1”, including product innovation for 3 new categories (thereby increasing NR on 230%) • 3en1, briefing, shooting and production of 3in1 TVC, Version "Live" 30 "(increasing sell out on 26% vs weeks without media) and Destop Version "Mommy & Son" 20" • 3en1, aligning production sourcing and image of different products for Latin America. Growth of 12% of the total NR of all my brands. • Woolite, brand relaunch and repositioning, TVC development and adaptation for Mexican market, • Woolite, Substantial improvement in GM achieving company objectives, sales increased 15% vs LY, getting Lead Country for LATAM. Planchitex, planning an appropriate pricing strategy and image redesign and extension line launch, increased GM, and increasing sales on 60%
BlockbusterMarketing Analist
Jan. 2008 - Sep. 2008• Sales and Margin Analysis of the Top Product of Blockbuster, managed to increase sell by 4% vs last year and achieving retaining 50% of the partners. In charge of # 1 project for Blockbuster in 2008, which was to increase partner base of the previous year by 20%
Kellogg CompanySr Brand Analist
Oct. 2006 - Jul. 2007• Management, strategies, plans, results analysis and progress of the Loyalty Program. Control Brand Experience, able to develop a tool for evaluating and design brand experiences, transmission control values depending on the Brand. • Internet, control and monitoring of both corporate site (achieving a 120% increase in views) and brands sites.
Daimler ChryslerCoordinador de Promoción y CRM
Aug. 2005 - Oct. 2006
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