Experience

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  Grupo HITEC

  • Mexico City, Mexico

  • Head of Marketing

    • Apr 2024 - Present
    • Mexico City, Mexico

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  UREYE CONSULTING

  • Área metropolitana de Ciudad de México

  • Strategic Marketing Consultant at UREYE Consulting

    • Feb 2020 - Apr 2024
    • Área metropolitana de Ciudad de México

    Accountable for developing and evolving business models/brands, generating high-impact projects, visioning new opportunities, and defining/supervising innovative 360 marketing and communication strategies.ACHIEVEMENTS:Client in the Production and Transformation Sector: •Successfully support a regional company that commercialize CNC machines in Mexico and Latin America (B2B and BTC) with + 6 business units, over 11 brands & +119K skus in tools to evolve their business & brands by •Strengthening their positioning developing a brand architecture and a 360 marketing and communication plan resulting in sustainable double-digit growth over the last 3 years, generating over $600 million in sales from $140 million USD in EBITDA. •Successfully led & implemented a digital transformation, developing ecosystems starting with digital engagement events: open houses & demo days surpassing 5,000 people and achieving + $30 million in sales within a year. •Developing an online subscription app with over 10,000 members and an e-commerce platform with over 119,000 SKUs, representing 10% of total sales. •Conducting market research for better content creation & communication campaigns, media strategy, and promotions, increasing Brand Awareness and Brand Engagement by 45%•Generating leads and conversions increasing by double digits.•Successfully organized over 10 massive events.•Develop Brands Ambassadors and influencers gaining the top of mind in the industry.Client in the Production and Transformation Sector: •Successfully repositioned the company, products and services, supported by a 360 marketing plan to increase sales and surpass prospect and sales expectations by 30%.Client in the Tourism & Luxury Sector:•Developed and implemented value propositions for a hotel client based on unique experiences, achieving 90% occupancy, a 40% increase, and a 50% rise in additional revenue•Successfully created a differentiation plan for an online luxury yacht rental client

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  Twentieth Century Fox

  • United States
  • Media Production
  • 700 & Above Employee

  • Managing Director Mexico & Latam Home Entertainment

    • Jul 2016 - Jul 2019

    Accountable for mapping the vision, building, planning and developing Fox´s streaming business & team in Mexico & Latam. Owning, leading & delivering the financial targets & commercial/marketing goals boosting transactions & shaping the future.Principal Achievements: •Drove sustained revenue & contribution margin growth, increasing the business 4 times in 5 yrs . •Delivered the best EBITDA growth in last 2 years: +45% & 17% respectively. •Developed strategic partnerships with global & local client´s achieving double & triple digits sustained revenue growth •Planed, developed & execute successfully the strategies to maximize our films sales based on data & insights: market & consumer research.•Effective Portfolio Management.•Global alignment and franchise growth in territory.•Led consumer centric model, deeply understanding consumers needs, wants and behavior turning data into insights, improving the UX: + 40% in transactions, + 40% in ROI. •Brought new consumers though unique experiences : +50% engagement rates. •Innovation and Strategic partnership with Samsung: App Estrenos del Momento•Maximized product profitability by 30% improving product, pricing, windowing, branding and media strategies. •Connected company´s KPIs with digital initiatives, maximizing opportunities and identifying risks. Optimized social & media campaigns: ROA•Grew LATAM by 41% in FY19 vs. previous year.•Successfully managed regional projects in line with global through an integrated marketing and commercial plans including all verticals.•Successfully built a regional & international high-performance team.

  • Marketing Director Home Entertainment

    • Sep 2014 - Jul 2016

    In charge of boosting digital growth and maintaining the physical business by managing and leading 4 Studios: Fox, DWA, MGM, SONY with 9 business units, 3 platforms & 4 films per month.Principal Achievements: • Surpassed FY16 digital & physical budget by 21% vs. ly. • Drove digital revenue growth: 50% above budget maximizing existing platforms.• Improved conversation rates by 15%, YOY catalog growth: +43% & local clients YOY growth 39%.• Implementing a strategic partnerships with Samsung: + 20% in rev. building a new ecosystem.• Strengthened franchises: Deadpool, XMEN, StarWars, James Bond surpassing rev expectations. • Implemented a dedicated digital structure & enhanced Client focus.• Transitioned effectively the physical distribution to WB maintaining the C. Margin in spite of the learning curve reaching 100% of the goal.

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  Paramount Home Entertainment

  • Mexico D.F

  • Marketing Director

    • Aug 2007 - Sep 2014
    • Mexico D.F

    Managed & led Paramount and Universal Studios Marketing, Branding & Communication Plans with 8 different key business units, 3 platforms & 22 films per year. Accountable for forecasting, budgeting & planning: media and promos campaigns, partnerships, sponsorships and other relevant programs to boost sales & expand brand equity.Principal Achievements: • Surpassed the financial goals in double digits during the last 6 years maximizing margins & EBITDA. • Became with Universal, the second most Important studio in Mexico in terms of market share with 21%, driving key franchises growth: Transformers, Iron Man, Minions.• Received for 2nd consecutive year the award for the best promotional and partnership campaigns given by MIxup ( #1 Customer) based on innovation. • Successfully transformed Paramount into digital becoming: 36% of the total EBITDA.

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  Church & Dwight Co., Inc.

  • México

  • Head of Marketing ( Grouper) Laundry & Cleaners Division

    • 2003 - 2007
    • México

    Accountable for visioning the future of the Arm & Hammer and Oxi Clean Brands expanding footprint in Mexico, conquering new opportunities and compete / win vs Procter & Gamble and Reckitt BenckiserPrincipal Achievements: • Led and designed relevant 360 marketing programs including a deep market & consumer research successfully positioning and releasing + 10 Top Brands & + 50 skus. Oxi Clean, Orange Glo, Orange Clean, Kaboom, Arm & Hammer Detergents.• Successfully launched and positioned OxiClean as the #2 player in the safe bleach: a new niche created by us driving double digits growth in the first 2 years. • Successfully planned line extensions & new launches, contributing to 30% of total brand´s profit developing continuous promotions, strategic alliances, media and social campaigns • Successfully implemented strategic alliances (Whirlpool), optimizing the marketing campaigns by 500%. • Led with the Country Manager, an effective transition of Orange Glo to Church & Dwight. Gained 5 share points in Arm & Hammer Laundry Detergents.• Achieved Wal-Mart´s 2007 VPI (Volume Potential Item) recognition. Drove efficient collaboration with the US, resulting in 51% increase in sales Q1 vs. ly.

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  The Clorox Company

  • México

  • Senior Marketing Manager Automotive Division

    • Nov 2000 - Sep 2003
    • México

    Principal Achievements: • Managed/led the implementation of the marketing plan to step change Armor All market Share from 30% to 54%. • Contributing and delivering the FY04 volume and management profit growth of 17%.• Successfully led multifunctional teams, launching new products and strategic promos.• Envisioned opening a new segment for the Armor All wipes, targeting housewives and bringing convenience to Armor All current Users, exceeding expectations by 2.5 times and holding 70% market share in spite of many competitors entries.

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  Sony Pictures Entertainment

  • México

  • Brand Manager Sony Home Entertainment

    • Sep 1999 - Nov 2000
    • México

    Principal Achievements: •Achieved the Columbia Tristar award for Best Employee of the year 2000 based on innovation. •Won the Blockbuster Annual Award among all movie studios for best promotional support. •Built a strategic alliance with 12 leading Companies maximizing resources winning the Columbia Tristar Worldwide award for the Best Marketing Campaign for Stuart Little

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  J. Walter Thompson Worldwide

  • México

  • Executive Account Manager at JWT for Warner Lambert, Kimberly Clark & Kellogg

    • Jun 1997 - Aug 1999
    • México

    Principal Achievements: •Won the Burt Manning Scholarship Award.•Led via the agency the successfull reposition of Kellogg´s Corn Pops from children to teen brand.•Led a LATAM regional project across all Kellogg´s subsidiaries and won the JWT annual Corporate •Award for the best promotional campaign with Kellogg´s Kamaritas.