Defined and implemented company-wide 360-degree marketing strategy covering digital advertising, brand campaigns, CRM automation, and in-store activations. Planned and executed multi-channel demand generation campaigns across Google Ads, Meta, TikTok, email marketing, SMS, WhatsApp, and OOH, driving measurable acquisition and retention outcomes. Owned full marketing budget allocation and tracked performance through KPIs including ROAS, CAC, CPC, LTV, conversion rate, and customer recurrence — equivalent discipline to managing MDF-funded partner programs. Built and operated CRM and marketing funnel automations including email sequences, lead nurturing flows, and segmented audience campaigns to improve pipeline quality. Coordinated external vendors, design teams, and content partners to ensure consistent and timely multi-channel campaign delivery. Organized end-to-end in-store activations and brand events, from strategy and planning through execution and post-event performance analysis. Led SEO strategy in collaboration with technical and content teams to grow organic traffic and reduce paid acquisition dependency.

Led commercial and marketing strategy for 3 brands across fragrance, makeup, skin care, and personal care categories in 11 Latam countries simultaneously. Executed and optimized digital campaigns and brand activations to drive brand visibility, consumer engagement, and sell-through across retail channels. Managed trade marketing budgets and ROI analysis, optimizing promotional investments across multiple markets — directly aligned with MDF fund management discipline. Tracked campaign KPIs and sales data to measure success and inform real-time optimization decisions across all active programs. Represented Commercial Planning in Demand Review and S&OP forums, ensuring alignment between marketing execution, sales pipeline, and supply chain. Developed customized trade programs with marketing and sales teams to improve lead quality and conversion across channels.

Designed and executed strategic brand and commercial plans across 18 campaigns per year in 4 Latam markets, managing internal teams and external vendors concurrently. Led new product launch strategies across Latam, generating $1.5M in incremental revenue through coordinated multi-channel campaigns. Applied data analytics and market research to identify growth opportunities, achieving a 20% increase in market penetration within one year. Managed product mix, pricing strategy, and promotional tactics to enhance competitiveness across retail and wholesale channels. Executed digital and traditional campaigns simultaneously, coordinating cross-functional teams and external agencies to meet campaign timelines and KPI targets.

Oversaw digital and traditional marketing campaigns for Personal Care and Accessories categories across Mexico and Panama. Managed trade budgets and conducted ROI analysis to optimize promotional investments and campaign performance. Analyzed sales data and market trends to inform trade marketing decisions and improve commercial initiative outcomes. Led pricing strategy and product launch plans to grow market share in target categories.