Description

Mexican brand strategist inspired by cultural understanding to shape meaningful marketing strategies that resonate across countries.

With a global perspective and +3y experience working with multinational brands like Coca-Cola and Sam's Club.
I led the development of an Effie award-winning campaign, translating consumer insights into impactful brand ideas.
With a strong connection to Gen Z and emerging trends, my aim is to build marketing strategies that are both culturally relevant and commercially effective.

Industry field of expertise

Languages

Spanish
Native or bilingual
English
Fluent

Workplace preferences

Can work on-site

London (up to 50km)

VML Mexico
Planner SR
May 2025 - January 2026 (8 months)
Mexico
• • Led the development of "Gen Z: Matices Sin Filtro," a human-first research report combining cultural analysis and demographic data to help brands understand the realities and nuances of Mexican Gen Z across FMCG, automotive and telecom categories.
• • Led strategic planning for Sam's Club's World Cup campaign, translating consumer insights into a brand platform positioning members as expert users of their membership across the 2025 peak promotional season and into Q1–Q2 2026.
• • Defined positioning and value propositions for three casino brands through a process including discovery workshops and alignment sessions, ensuring cross-functional teams were aligned on strategic direction and emerging trends.
VML Mexico
Planner Jr.
November 2023 - May 2025 (1 year and 6 months)
Mexico
• • Analyzed competitive landscapes, brand equity, consumer behavior, and emerging trends across key retail brands (Walmart, Bodega Aurrera and Sam's Club) to develop actionable strategic recommendations that guided creative executions.
• • Partnered with cross-functional teams to develop integrated communication strategies for Bodega Aurrera, aligning brand messaging across ATL and BTL channels to strengthen consistency and campaign effectiveness.
• • Identified and synthesized local and global cultural trends for "Future 100," VML's global foresight report that translates cultural insights into strategic guidance that shaped campaign development and brand decisions for clients and internal teams.
• • Led the development of the Bronze Effie award-winning advocacy case "Un amor irresistible" for Sam's Club, translating the brand's advocacy into a narrative that showcased the impact of "Sam's Lovers" during the peak season of the year.
The Coca-Cola Company
Sprite LATAM Brand Strategy Intern
September 2022 - July 2023 (10 months)
Mexico
• • Monitored and analyzed KPIs across multiple Sprite initiatives in Latin America, translating performance data into insights that informed brand strategy and decision-making across markets.
• • Coordinated with cross-functional and multicultural teams across LATAM to align marketing calendars and ensure consistent execution of brand initiatives.
• • Led the development of internal marketing strategies to strengthen brand engagement and advocacy among associates and sales teams across 13 Latin American markets.