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Work Background
Plus Brand® Industries Inc.Head of Marketing and Media Relations
Mar. 2025Sheridan, Wyoming, Estados UnidosI lead all marketing and media efforts at Agua Plus Alkaline, shaping the brand’s presence across digital, experiential, and traditional channels. From brand strategy and creative development to media planning, influencer partnerships, and NIL programs, I oversee initiatives that drive growth, cultural relevance, and consumer engagement. I work closely with athletes, artists, and creators to elevate the brand through strategic partnerships, while managing cross-functional teams and agency partners to bring integrated campaigns to life. Key responsibilities and highlights:
Spearhead a brand refresh to modernize Agua Plus’ identity and strengthen its connection with Gen Z and millennial consumers.
Launch data-driven marketing campaigns that increase brand awareness and accelerate sales growth.
Lead the NIL and talent collaboration program, driving cultural impact and authentic community engagement.
Oversee 360° go-to-market strategies across retail and DTC channels.
Founders AgencyRegional Account Lead for Spotify Latam
Oct. 2024 - Mar. 2025Miami, Florida, United States
Founders AgencyLead Account Director
Jul. 2024 - Oct. 2024Miami, Florida, United States
NetflixScaled Launch Operations PM Lead
Oct. 2022 - Mar. 2024Mexico City, Mexico• Pioneered the implementation of a new operational hub model, facilitating business expansion and growth.
• Played a key role in establishing a new global project management hub by training and mentoring more than 10
team members, ensuring alignment with company standards and best practices.
• Built and optimized global workflows and processes to streamline the release and promotion of new content on
Netflix, contributing to increased efficiency and effectiveness.
• Partnered with cross-functional teams, including engineers and product managers, to develop a project
management solution that significantly improved productivity, saving time and resources for over 20 full-time employees.
• Spearheaded and managed the knowledge management program, demonstrating strong leadership skills in driving
cross-functional collaboration and alignment.
• Redefined the approach to accessing and sharing knowledge within the hub, resulting in the creation of a reliable, centralized, and up-to-date self-service knowledge portal.
• Developed an invaluable knowledge base for project managers, significantly streamlining access to critical
information, reducing search time, and minimizing operational risks during title launches. This was also stablished as a comprehensive onboarding tool for new team members, facilitating self-study and seamless integration into workflows, thereby enhancing productivity and reducing ramp-up time
NetflixLaunch Manager (LATAM)
Mar. 2021 - Oct. 2022Mexico City, MexicoAt Netflix, we launch a high volume of titles regularly to meet the entertainment needs of our growing member base. The scale and quality at which we launch titles is paramount to our success in bringing these stories to the right audience at the right time. • Main POC and responsible for optimizing the content strategy, via launching titles through effective project
management, cross-functional alignment on a title and catalog level as well as leading and being part of initiatives
on innovating and productizing new Product experiences.
• Responsable for managing communication and alignment across multiple stakeholders, tracking and managing
dependencies and moving targets, predicting and mitigating risks and ensuring titles launch with a full suite of
assets.
• Own title launches from end to end. While multiple teams (internal or external) get involved at different times along
the launch journey for deliverables, you will be overseeing the title and ultimately be responsible for the quality of
the launch
• Be an expert at the Netflix product and advise our stakeholders on means to improve how members interact with the
title on the Netflix platform
• Maintain the quality of the launch and mitigate risk to launch by being proactive, exercising sound judgment, and
informing and influencing the concerned stakeholders
• Partner with internal and external teams and serve as the primary point of contact on operational matters for the title
• Constantly evaluate our workflows with the intention of improving our efficiency and effectiveness in launching titles
• Active part of a larger Product Creative Operations team who innovates approaches to tooling, vendors and quality
to develop scalable solutions and measurements for the quality of our assets so that we can work smarter and
increase efficiency.
NetflixCreative Marketing Producer
Oct. 2020 - Feb. 2021Mexico City, MexicoCreative Marketing Production at Netflix is focused on developing and delivering high-impact creative campaigns at speed and scale, to create public joy. Our team gives life to marketing concepts around the globe and our expert local teams enable us to do so.
UberLATAM Marketing Communications Program Manager
May. 2019 - May. 2020Mexico City Area, MexicoLATAM Program Communications Manager. (Part of the massive Global Covid-19 Lay-off)
Acted as first contact and filter for managing the end to end process for Uber Latam Regional Marketing Campaigns.
Efficiently partnered with Brand, Product, Ops & Creative Teams to manage competing priorities and different stakeholders.
Coordinated the process of prioritizing the work as well as implementing creative strategy and brand/product positioning.
Identified different needs amongst stakeholders and ensured a cross-functional communication workflow for the effective exchange of information and deliverables.
OgilvyBusiness Leader
May. 2018 - May. 2019Mexico City Area, Mexico
TERAN\TBWAStrategic Account Director for EL PALACIO DE HIERRO
Jun. 2017 - Jun. 2018Ciudad de México y alrededores, MéxicoLeading and strengthening TERAN´S relationship with the clients and working cross-functionally with entire clients' teams: account, strategy and creative to conceptualize, develop and execute compelling brand strategy, ideas and communication that will result in business growth for EL PALACIO DE HIERRO.
Serve clients in terms of marketing and advertising supports in order to build clients' brands in the market successfully
Establish and maintain strategic and personal relationships with clients.
Ensure the implementation of the strategic direction in collaboration with the Creative Director and oversee all account assignments.
Supervise and set direction of activities for accounts, including client needs, staffing, strategy, quality of work and budgeting.
Manage and review key client deliverables (i.e. messaging, branding, communications/marketing plans and strategy documents).
Draw out the best thinking of clients to ensure pragmatic, well-executed outcomes.
Identify “next level” thinking/ideas for clients by tracking industry trends and activities.
Demonstrate a positive attitude / problem solver. Approach issues, conflicts, and problems calmly and professionally. Presenting potential solutions to problems when seeking input or advice.
Marcel WorldwideSenior Account Manager
Aug. 2015 - Aug. 2017Mexico City Area, MexicoObjectives a) Leadership on account Strategic Services.
b) Marketing and Business Development Performance Selected Achievements
- Key enabler to build strong business relationships with clients, delivering outstanding client service and strategy while addressing the accomplishment of business objectives.
- Leading Business and Brand Portfolio for key clients, such as: - Heineken Company, Dos Equis, Love is bad
- Cerveza Sol, healing and improving the Brand equity with Sol Mezclas - Digital Strategy for: Dos Equis, Love is Bad (2016-2017), Purina Dog Chow, Essentials (2017), Sol mezclas (2017) - Brands: Cerveza Sol México, Sol Global, Dos Equis, Purina, Google Play Music - Direct and intense contact with the customer on a daily basis
- Lead and participate in the strategic planning and creative development of the campaigns in charge
- Manage the administrative work of assigned accounts
- Manage administrative work generated day by day
- Assurance of the correct administrative operation of the account (Billing, collections, etc.)
- Build an effective relationship with Clients and potential clients
- Correct operation and integration of the different areas within the agency
- Coordination of the different teams in the agency for pitch
- Search for business opportunities with current clients
J. Walter Thompson WorldwideProject Manager
Jul. 2014 - Aug. 2015MexicoResponsible for the day-by-day agency representative for the client and maintains a highly responsive service orientation in all transactions. Duties
- Develops in-depth expertise in client's business and markets.
- Participates in internal activities of client.
- Obtains client approval of estimates.
- Provides account team with timely/accurate market data, budget limits, job specifications, marketing direction, and completion due dates.
- Leads team in development of plan and strategy.
- Reviews all materials before client presentations/final production.
- Maintains accurate records of client expenditures, time utilization, billing information, client contacts, conference reports, etc.
- Keeps supervision informed of/involved with client activities/problems. Clients:
Cerveza Victoria
Fundación Modelo
Grupo Modelo
COMEX
Beyondit GroupAccount Manager
Feb. 2013 - Jul. 2014Mexico City Area, MexicoFull responsibility for the successful planning and execution of projects. Coordination, planning and implementation of work plans, time, cost and direct customer feedback. Leader and Coordinator of the Executive and Creative team of designers and graphic production team. In other to provide an outstanding quality service, identify customer needs, solve problems and create business opportunities. Oversee and Manage the assigned portfolio of National and International Brands: The Coca-Cola Company Mexico, The Coca-Cola Company Europe, Revlon NY, Mars Mexico, Yoplait, Yoplait Placer, Tangamanga, Bernina, San Rafael, Chimex, Scotiabank, Café Garat, among others. Study market trends: Competence, packaging, innovation and new technologies, branding strategies, prices, promotions, shelf layout and graphic styles.
IGTProduct/ Point of Sales and Marketing and Comunications Specialist
Jun. 2010 - Nov. 2012Contributed to the planning and execution of the marketing initiatives for casino targeted programs for both our domestic and internationally based customers.
•Supported the development and implementation of marketing campaign strategy and the positioning of IGT and its brands, creating a favorable image of the company and its products with the casino operators.
•Collaborated on marketing communications campaigns; responsible for the quality and timeliness of messaging and content delivered, and delivering projects that are on time and on strategy.
•Created and prepared presentations on products, business plans and management communications for both internal and external purposes.
•Collected and analyzed various marketing and customer data and prepare reports to advise management.
•Supported the development of plans and executed tactics for product promotion in support of marketing objectives
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