Experience

• 

  University of California, Riverside

  • México

  • Official Representative

    • Jan 2023 - Dec 2023
    • México

    Responsible for the University's soft landing in the Mexican market, incl. strategic partnerships with key players in the Mexican higher education and government sectors, KOL approach and relations strategy, events, and activation.

• 

  DaPlot- Strategic Convergence Hub/ EdTech, Education

  • Monterrey, Nuevo León, Mexico

  • Chief Strategy Officer (CSO), Co-founder

    • May 2018 - Dec 2023
    • Monterrey, Nuevo León, Mexico

    Marketing, Branding, and New-market soft landing for leading organizations in the Higher Education and EdTech fields.Leader, responsible for the oversight, development, and implementation of Triple-Helix strategies linking Government, Academia, and Enterprise in the service of sustainable development. Manages internal and external audiences with a focus on providing guidance and building trust and confidence with and among senior leadership on all sides. Coordinates multidimensional storytelling applied to content strategy, creation, and marketing, and initiative commercialization.

• 

  TECNOLÓGICO DE MONTERREY

  • Monterrey, Nuevo León, Mexico

  • National Director of Communications and Public Relations

    • Oct 2014 - Jan 2018
    • Monterrey, Nuevo León, Mexico

    High-throughput, high-performance leadership and strategy for one of LatAm's leading educational institutions, serving 61,000+ active students.Planned, coordinated, and executed the University's yearly and mid-term Integrated Marketing and Communications Master Plan (advertising, brand property, budgeting, content, crisis, digital, execution, management, mass media, PR, market research and intelligence, and strategic communications) and policy, KPIs for the measurement of its success and effectiveness, and delivered results in a digestible, information-rich way through yearly executive and public reports.Responsible for a team of over 15 experts, led, & overseen through the execution of the aforementioned Integrated Plan, & a nationwide integrated campaign for University positioning (with a focus in inclusiveness and social mobility), from strategy to final implementation.Generated $60M+ in revenue and student attraction through breakthrough strategies and brand properties, including Millenials - the first digital university magazine, with multidimensional stakeholder appeal (students, collaborators, parents, academia, and corporate partners) and over 50,000 monthly readers - and Embajadores Tecmilenio - a majorly successful student ambassador program later replicated throughout the institution's campuses and in other universities.Planned, organized, and coordinated Happiness 360 - an international forum dedicated to the science and psychologyof happiness and wellbeing, and a flagship event for the university's Tecmilenio project, with over 5,000 on-site attendees and 30+ participating countries (incl. keynote speakers from Harvard and Penn State) - and its associated integrated marketing campaigns (worth over $1M).Directly responsible for brand health, stakeholder relations, storytelling, initiative and goal priorization, media relations with a focus on vision and execution, and Agency and production partner and consultant oversight.

• 

  Independent Consultant

  • Miami, Florida, United States

  • Independent Consultant - TV Production and Content Commercialization

    • Jan 2011 - Aug 2014
    • Miami, Florida, United States

    Production, social responsibility-oriented content, commercialization, and donor relations consultancy for leading national and international non-profit broadcasters.Responsible for the revitalization and growth of essential donor relations for program funding & new donor acquisition and activation, broadcast-relevant market and viewership research, and the transformation and streamlining of production logistics and promotion.

• 

  L.I.N.K.

  • Mexico City, Mexico

  • VP, Strategic Planning & Marketing

    • 2001 - 2010
    • Mexico City, Mexico

    Co-founder and VP. Answering directly to board and responsible for strategic planning, research solutions, market intelligence, emerging and potential opportunity detection and capitalization, positioning, advertising, content marketing, brand KPIs, and tactical initiatives. Designed and executed events and activations. All for world class clients, including: Unilever (Rexxona, Sedal, Institutional work / route-to-market), Merck, Pfizer (Caltrate), Danone Group, Nokia, Nestlé, General Mills, Colgate-Palmolive, General Mills, and The Coca-Cola Export Company (winning the Landmarks Award in the process).Specialized in Branding, Brand Architecture, and Brand Positioning consultancy for leading global communications groups, incl. Publicis Groupe, Ogylvy and VMLY&R.Developed new ventures and business opportunities, planned and executed creative development and integrated campaign execution, and led the Creative, Planning, & Account Services Teams.Awarded and/or lauded by The Coca-Cola Company (Landmarks Prize, School Campaign Award), PWC (5 stars), Merca2.0 Magazine (Top Agencies), and Unilever (Project "KINDER").

• 

  The Coca-Cola Company

  • Mexico City, Mexico

  • Advertising Regional Manager

    • Jan 1998 - Feb 2001
    • Mexico City, Mexico

    Responsible for all advertising campaigns for Core Brands and Coca-Cola Flagship in Mexico and LatAm tropicalization and Regional Brands. Managed agency relationships and established and executed a replicable performance evaluation framework for strategic communications agencies, including: McCann-Ericsson, Lowe & Partners, Leo Burnett, Lintas, Momentum, Noble DMB, ZETA, and Agency Partners at The Coca-Cola Company. Responsible for a record year at Coca-Cola Mexico (78.75% stock price increase).Developed, planned, and implemented brand property campaigns (Coca-Cola Christmas, Coca-Cola Music, Coke Light Movies, and more), leading production and activation agencies, including: Momentum and XX. Developed and ensured compliance with brand manuals and brandbooks.Adapted international campaigns for regional effectiveness, assuring brand consistency throughout all marketing, communications, and advertising efforts, including packaging and agency partners (ARG). Tropicalized and adapted all relevant international campaigns, including voiceover.Produced mass media, OOH, film, and TV advertising campaigns, including: Coca-Cola Light eMail, the Delaware Punch Repositioning & Relaunch / Drink It If You Dare (New York Festival winner), and Ciel Repositioning & Relaunch, directing production partners (Zeta Films / Alejandro González Iñárritu, La Fábrica / Hari Sama, Bross Films / Simon Bross, Stanley Films, Cucamonga Films, and Carlos Carrera).

• 

  Young & Rubicam

  • Mexico City, Mexico

  • Account Director

    • Dec 1996 - Dec 1997
    • Mexico City, Mexico

    Managed the AT&T Account, + negociations.Responsible for the integrated marketing and advertising campaign for AT&T's brand launch in Mexico, including creative strategy, media strategy and budgeting, brand image and branding, PR strategy coordination (w/ Burson-Marsteller), direct marketing (w/ Wunderman-Thompson), print, radio, OOH, and film and TV campaign production.Coordinating the creative and accounts teams assigned to AT&T, and joint efforts with media team.

• 

  Banca Promex

  • Guadalajara, Jalisco, Mexico

  • Advertising Director

    • Jun 1992 - Nov 1996
    • Guadalajara, Jalisco, Mexico

    Chief of In-house Media & Advertising Agency.In charge of the bank's corporate image and reputation, including communications, media, shareholder relationships, and advertising. Designed, planned, and developed the bank's Yearly Report, from data to printing, publication, and diffusion. Managed the bank's media strategy. Successfully developed and implemented the bank's branding and identity, including physical locations, policies, visual identity, and brandbooks (including architectural brand manuals). Spearheaded the youth banking and low-income account campaigns, transforming untapped markets into multiannual, sustained, double-digit growth for the bank.Youngest director in the bank's history (26 years old).