WORK EXPERIENCE

Global Brand & Communications Manager/
Global Marketing Cabify / August 2017- September 2019

 

To generate brand’s value growth in 12 countries (Europe & LatAm) by ensuring that all brand’s communications and advertising campaigns are aligned to the global brand positioning strategy and the global visual guidelines. To bring a consistent and coherent brand experience in each touchpoint with the customer and to identify local needs and insights in order to have a full scope and a deep understanding of the business in the local markets.

Bringing new creative solutions to evolving the brand in an organic and strategic way for a better tropicalization and positioning of the brand.

Improving the health of the brand by delivering consistency across all markets, increasing brand awareness, impoving conversion rate and brand loyalty.

Analyzing and crossing data with other departments to measure marketing effectiveness and brand’s performance and drive decision making.

Keeping the brand’s styleguide fresh and up-to-date.

Working closely with advertising agencies to ensure quality & alignment. Supervise casting and photo-shoots for global campaigns.

 

Design Director Mexico & Central America

WPP Lambie-Nairn / November 2010-July 2016

Brand guardian for Telefónica-Movistar for Mexico and Central America, overseeing and enhancing brand positioning strategy for 6 countries. Achieving consistent brand implementation and deep international markets knowledge.

Supervise that 360º campaigns, communications & materials developed by the local markets meet the global marketing plans, brand strategy and the visual guidelines.

Evolve Telefónica and Movistar brands in order to make them more flexible and adaptable to the Latin markets.

Oversee suppliers to meet global quality, achieving a consistent, memorable and strong brand experience in stores and distribution points.

Redesigned the AVON Fashion & Home product catalogue for Mexico and Latin America; implementing a more organized, unique, coherent catalogue aligned to the global guidelines and marketing strategy.

 

Senior Designer 

Ideograma Consultores / August 2005- August 2010

Spearheaded, created, and implemented important award-winning brands, such as Federal Government, Compartamos Bank, GBM, Volaris, Intec, Banco Amigo.

Brand-Guarded important National and International brands, such as Roche Laboratories, PepsiCo and American Express.

 

Senior Designer 

Summa Branding Barcelona, Spain / 2009

Designed creative concepts for advertising campaigns for European

brands such as the Catalonia City Council and Damm Beer and Ferrovial.