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Work Background
adidasDTC Marketing
Sep. 2024Mexico City, Mexico- Develop and implement strategic in-store communication plans for Performance Concept Stores. Ensuring all communication materials align with the brand narrative and the consumer journey.
- Innovate new ways to connect with the target audience and create memorable shopping experiences.
- Design, execute monitor and analyze creative activations that engage customers and drive sales.
- Manage and allocate the concept stores budget prioritizing campaigns based on ROI and ensure timely execution of activities within budget.
- Work closely with brand, sports marketing, product, visual merchandising, and retail operations teams to
align objectives and integrate campaigns seamlessly into the store environment.
- Coordinate with external vendors, shopping malls and agencies to produce high-quality communication
materials and activations.
- Develop KPIs and track the effectiveness of in-store communication campaigns. Report on campaign
performance and provide actionable insights for continuous improvement
NetflixMarketing Operations Coordinator (contractor)
Feb. 2023 - Sep. 2024Mexico City, MexicoExecute paid social content strategies tailored to the LATAM market. Oversee asset readiness in platforms like PST, POP, and PAL and ensure projects (titles) and campaigns (Pre-launch and Post-Launch) are completed on time. Collaborate with various teams, including creative, marketing, and localization, to ensure seamless execution of content initiatives. Lead the adaptation and localization of content to resonate with the diverse cultures and languages of the LATAM region. Ensure the highest quality standards for content, including video, subtitles, bugs, and audio, are maintained for the LATAM audience. Ensure all paid social content complies with local regulations and rights agreements in the LATAM market, specifically Brazil. Maintain clear and effective communication with internal (Marketing Managers) and external stakeholders (Agencies) to achieve paid social content objectives.
NikeDigital Operations Coordinator (Stretch Assignment)
Jul. 2020 - Jan. 2021Mexico CityLaunch of Mexico's NikeApp and Nike.com platform: project tracking, testing and iteration in the following features: language tropicalization, findability of products, creation and optimization of PDPs and banners, pop ups and landing pages.Implementation of operational readiness tools. Keep track and create reports of the current status of the assets, attributes, markdowns and assortment of the Nike.com/mx and SNKRS platforms. Lead and execute SNKRS MX in-season product launches with global teams during SU20, FA20 and HO20 Overview and management of pricing and markdown process, product activation and deactivativation.
NikeDigital & Retail Operations Specialist
Dec. 2018 - Jul. 2022Mexico City Area, MexicoImplementation and UX testing of 6+ new digital apps and platforms (such as Rappi x Nike, Membership, Ship To Store, RFID, Assist Mobile Checkout, Workforce Management, Store Inventory Management, among others) seeking new opportunities for innovation and leading the the offline to online strategy across all physical stores in Mexico. Results: Drive the biggest digital transformation of the last decade in Nike stores through the pandemic. Leadership, implementation and ongoing testing of Ship to Store service across the full fleet of stores (40+). Reporting key performance metrics (CTR, CR, Traffic, Growth, ROI, etc) and meeting with Global stakeholders, digital teams as well as negotiation with external Key Partners. Creation of digital and physical costumer journey, SOPs and in-store/remote training to more than 600 athletes (sales associates). Results: 8+ mill USD during 2nd year. Work with RDMS as a strategic partner, monitoring store results and providing coaching in: productivity indicators, scheduling, KPIs, business insights, etc - 100% assessments completion 90% operational excellence score // Labor efficiency from 76% to 88%
McCannJr. Art Director
Sep. 2018 - Dec. 2018Mexico City Area, Mexico- Creation of communication strategies and full development of graphic materials for CRM and social media campaigns from global brands.
Walt Disney WorldCultural Exchange Program - Merchandising
May. 2018 - Aug. 2018Orlando, Florida-Customer service in merchandise locations at WDW Parks and Resorts
-Stock management and product display
NikeRetail Operations (Internship)
Nov. 2017 - May. 2018Mexico City Area, Mexico-In-Store trainings and operations.
-MVP Athlete programs and Retail Relay administrator.
-Graphic content an internal communication between Nike Stores and Headquarters.
Forbes MéxicoWriter (Internship)
Jun. 2017 - Dec. 2017Mexico City, Mexico- Public Relations and luxury events attendance (product launches, press conferences)
- Content writing about luxury brands for Forbes Life Mexico (digital)
Freelan MarketingDesigner
Dec. 2016 - Dec. 2017Mexico City Area, MexicoCreation of graphic assets for digital and printed advertising strategies, such as: social media content, ebooks and motion graphics for social media, web design, among others.
Implementation of paid media (digital) strategies, SEO & SEM optimization and A/B asset testing with external clients.Production of assets and design (HTML & CSS coding) for external client’s websites.
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