Azucena Martínez

Communications Strategist @Epicentro

Marketing Analytics Manager💸 MarketingProfessor🧨 Consulting🧮 EducationCommunications ManagerCustomer Researcher

Azucena Martínez is a seasoned Communications Strategist at Epicentro, a leading media and communications company. She holds a wealth of experience in the field spanning over a decade, with a proven track record of developing and implementing effective communication strategies. Azucena's expertise lies in corporate communication, brand messaging, and digital marketing. Before joining Epicentro, she held various strategic roles in multiple high-profile companies, refining her ability to drive brand awareness and customer engagement. Azucena holds a Bachelor's degree in Marketing with a specialization in Business. and is known for her innovative approaches and forward-thinking strategies. Her work has significantly contributed to the growth and success of the companies she has served.

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Work Background

HD* - Culture | Learning | ComunicaciónConsultora de innovación

Mar. 2024Miguel Hidalgo, CDMX, Ciudad de México, MéxicoGuiando empresas hacia el entretenimiento consciente y la conexión humana

Epicentro agencyStrategy Consultant

Aug. 2023Miguel Hidalgo, CDMX, Ciudad de México, MéxicoGuiando empresas hacia el entretenimiento consciente y la conexión humana

Capital DigitalHead of Product Development

Jan. 2023 - Dec. 2023

Dentsu Aegis NetworkStrategy Director

Jul. 2017 - Jan. 2023México- Integration of the strategic process in campaigns through planning and implementation path. - Develop of the strategy through media ecosystem among all the communication touch points paid, own, shared and earned. - Converge big data analysis with innovative ideas that meet brands objectives and challenges. - Generation and promotion of initiatives to boost up-to-date knowledge of relevant topics within the industry - Training of the agency's strategic process - Develop of initiatives to promote the integration between agencies such as elaboration of joint briefs, development of insights, multi-agency workshops and workshops with media partners. - Strategic leadership of pitches developing strategic platform and driving integration across strategy, research and account teams. - Alignment of the global strategic vision at the local level.

Tecnológico de MonterreyTeacher of Business School

Jun. 2017 - Jun. 2018Ciudad de México y alrededores, MéxicoStrategy Seminar Marketing Consultancy

MECLeader of strategy

Aug. 2016 - Jun. 2017Mexico City Area, MexicoMain activities: - Elaboration of online and offline communication strategies focused on responding to the user's behavior and the business goals. - Leading the data collecting process and its transformation into insights with a multidisciplinary team. - Leading long and short term strategic framework elaboration to help the brands to achieve their business and communication goals - Boost the knowledge of the consumer journey, transferring the importance of understanding how the consumers make their decisions to connect all the marketing and communication activities. - Support the creative process with focus on innovative and clever ideas to influence consumers in order to support business results - Leading the creation of activity measurement frameworks to respond to business KPI 's - Collaboration in new business project generation with a multidisciplinary team. - Analysis of category communication and media strategy to contextualize brands situation. - Foment clients’ Digital knowledge and actualization.

Havas Media MéxicoHead of strategy and brand intelligence for Nike, Jumex, La Costeña, Danone, Bonafont, PUIG and Dish

Mar. 2013 - Jul. 2016Media orchestration of integrated communication strategies considering: experiences, content, offline media and digital media (Search, SoMe, Programmatic and performance). Analysis and development of communication strategies for different brands. Participation in new business project generation. Development of annual plan strategies to respond to each brand´s KPIs and objectives. Development of creative solutions to the annual challenges of each brand. Category communication and strategy analysis (competitor brands). Participation in synergy projects between media and agency. Alignment coordination of marketing plan and media executions. Generating of Marketing innovation reference material. Fomenting clients’ Digital knowledge. Anticipation of Client needs and proactivity with proposals responding to these needs. Consumer study, research and analysis.

SAPMarketing Trainee

Apr. 2012 - Dec. 2012CRM managing for creation of leads, campaigns, reports and analysis. Research of trend and situation of different industries as well as the elaboration of reports of such research. Responsible of analysis and reports of surveys for demand generation and market trend detection. Management of the relationship with partners, events, and shared campaigns.

BIMBO AsiaMrketing Intern

Aug. 2010 - Sep. 2010Beijing China.I followed through on market research for a variety of products, performed research on Chinese social media, wrote briefs to request product performance studies, attended the Nielsen Seminar “Chinese confidence survey results 2010 Q2” and took the Nielsen course for handling Isight software.

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