Topline | Xavier Cortina Romo

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Xavier Cortina Romo

Marketing Director LATAM at EBC Financial Group

Intro Book

Marketing leader with 20+ years building brands and scalable acquisition engines across Financial Services/Fintech & FMCG. Expert in media (TV/CTV/digital), growth strategy, and customer-centric transformation. Led cross-functional teams (up to 55), eight-figure budgets, and multi-market execution (Mexico, LATAM, U.S. Hispanic). Track record: +25pp awareness lift, 200% digital acquisition growth, +7pt share in remittances, and 3× product adoption.

Verified

Location

Mexico City, Mexico, MX

Languages

English Native or bilingual proficiency
Spanish Native or bilingual proficiency

Skills

Growth strategy
Brand strategy
Media planning (TV/CTV/Digital)
Performance marketing
CRM/Lifecycle
Funnel analytics
JTBD/CX
Agency leadership
Budget/P&L
Sponsorships
GA4
Appsflyer/Adjust
Meta/Google Ads
DV360
Looker/Power BI
SQL (basic)
MMM/MTA (working knowledge)
Project Management
Communication
Leadership
Critical Thinking
marketing
digital
Show all

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Rate

This rate is determined by the professional's skill set, client collaboration, experience and appearance on lineups.

$215.0

Hourly Rate

How This Rate is Calculated

Okay, let's tackle this. The user wants me to determine Xavier's hourly rate based on his profile. First, I'll look at his experience. He has over 20 years in marketing, which is a lot. His roles are senior, like Marketing Director LATAM at EBC Financial Group, and he's led large teams and managed eight-figure budgets. That's significant.

Next, his skills are extensive. He's got growth strategy, media planning, performance marketing, and tools like GA4, Meta/Google Ads, SQL basics. These are in-demand skills, especially in digital marketing. His education includes multiple master's degrees, including one from MIT in Digital Transformation. That adds prestige and could justify a higher rate.

Location is Mexico City. Normally, rates there might be lower than in the US, but he's working across LATAM and the US Hispanic market, which might mean his clients are international. Companies paying for his expertise might be based in the US or have larger budgets.

Looking at his track record: +25pp awareness lift, 200% digital acquisition growth. These results show he delivers value, which can command higher rates. His current role involves integrating tech and analytics, which are high-value areas.

Comparable rates: Senior marketing directors in the US can charge $150-$300/hour. Considering his location, maybe a bit lower, but his international experience and proven results might push it higher. Maybe around $200-$250? But since he's in Mexico, perhaps adjust down slightly. However, if he's consulting for US firms, they might pay US rates.

Wait, his education shows a Master's from MIT listed as 2025, but the current year is 2023. Maybe that's a typo or future degree. Not sure if that affects it. Also, NEXT MBA and others. Still, the MIT affiliation could add perceived value.

Languages: Native in English and Spanish, which is a plus for working in multiple regions. His experience in Mexico, LATAM, and US Hispanic markets makes him versatile.

Putting it all together, his expertise, leadership roles, proven results, and education suggest a high hourly rate. Even in Mexico, for consulting at his level, maybe $180-$220. But considering international clients, maybe higher. I'll average around $200-225. Let's go with $215 as a midpoint.

Bio

Experience

EBC Financial Group
- Mexico & LATAM
- Marketing Director LATAM
  - Jul 2025 - Present
  - Mexico & LATAM
  Leading brand positioning and digital acquisition strategy across LATAM, integrating technology, analytics, and creativity to accelerate market penetration. Designing and executing growth strategies and full-funnel lead generation programs, aligning performance marketing, CRM, and content to deliver high-quality leads. Driving data-informed media mix and channel optimization, leveraging advanced analytics to improve CAC, LTV, and conversion rates. Building regional brand presence through targeted awareness campaigns, events, and thought-leadership initiatives for both B2C traders and HNW/C-Level audiences.
Gentera
- Mexico
- Financial Services
- 700 & Above Employee
- Marketing Director
  - Jan 2024 - Mar 2025
  - Mexico & Peru
  Owned multi-brand strategy (banking, insurance, payments) and full-funnel execution (Awareness→Retention). Scaled CTV + digital mix to drive +200% digital acquisition; introduced MMM-lite and creative testing to reallocate 25% of spend to top-ROI channels. Rebuilt omnichannel journey (web/app/branch/call center) using insight-led JTBD; reduced drop-offs and lifted activation-to-usage conversion.
Coppel

Mexico

Retail

700 & Above Employee
- Head of Marketing (Financial Services)
  
  Aug 2021 - Jun 2023
  
  Led strategy for BanCoppel, Remittances, Afore, Insurance; managed team of 55 and large national budget. Built U.S. Hispanic media program; boosted brand presence and lower-funnel efficiency with culturally tuned creative and partner networks. Negotiated with agencies; implemented ROI guardrails and pacing that improved cost efficiency YoY. Deployed sports media and regional sponsorships (ESPN/Fox/Vix; pro baseball & football) to lift consideration. Mobile banking adoption +300% via lifecycle personalization and in-app nudges.
- Marketing Manager
  
  Feb 2018 - Aug 2021
  
  Shipped first 360° brand campaigns (TV/CTV/Digital/OOH) for BanCoppel; +25pp awareness. Launched BanCoppel’s first fully digital debit card (GTM, funnel, paid acquisition). Targeted U.S. Hispanic campaigns delivered +7pt share gain in remittances.
Flux Financiera
- Mexico
- Financial Services
- 1 - 100 Employee
- Commercial Director
  - Aug 2016 - Dec 2017
  Pivoted to fintech model with 100% digital onboarding; automated lead gen → 2.3× monthly acquisition.
Lean Six Sigma Institute
- United States
- Higher Education
- 100 - 200 Employee
- Marketing Manager
  - Aug 2012 - Aug 2016
  Repositioned brand & portfolio for key retail (Walmart, Starbucks); earned Entrepreneur Magazine innovation case study.
Bayer (OTC Dermatology)
- Senior Brand Manager
  - May 2011 - Aug 2012
  Canesten V to 60% share; Effie winner (“Entre Mujeres nos Cuidamos”); Global “Launch of the Year” (1-Day).
Grupo Bimbo
- Brand Manager
  - Feb 2006 - Aug 2009
  Drove white-bread category launch in China; led corporate campaigns on health/sustainability/nutrition.

Education

2025 - Present

NEXT MBA
Master, AI

2025 - Present
2011 - 2011

NHTV Breda University
Master, Business Innovation

2011 - 2011
2005 - 2005

Universidad Iberoamericana
Master, Business Administration

2005 - 2005
2025 - 2025

MIT
Master, Digital Transformation

2025 - 2025
2022 - 2023

IEBS Biztech
Diploma, Digital Channels Monetization, Growth Hacking

2022 - 2023

Services

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Xavier Cortina Romo

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$215.0

Hourly Rate