Notable Highlight
Built marketing function from zero for a nutraceutical holding with 15 brands and 150+ products. Aligned 80 SKU launches across Mexico and US while generating 500+ qualified monthly leads at 25% conversion.
Experience Summary
Marketing Director with 12+ years of experience leading brand strategy, go-to-market initiatives, and portfolio development across automotive, consumer goods, biotechnology, and health sectors. Expertise in brand positioning, multi-brand portfolio architecture, and commercial growth strategies across B2B and B2C channels.
Key Achievements
- Built and led the entire marketing function for a nutraceutical holding company with 15 brands and 150+ products. - Developed portfolio architecture and positioning strategies across premium, performance, longevity, and value-focused supplement segments. - Led the launch of Vitanna, introducing 10 products across Amazon, Mercado Libre, and eCommerce channels. - Contributed to sales performance exceeding launch targets by 5% through marketplace, social media, and influencer marketing initiatives. - Generated over 500 qualified monthly leads while maintaining approximately 25% marketplace conversion rates. - Successfully moved inventory projected for six months within four months through strategic launch planning and demand generation. - Built and managed a 10-person marketing team covering social media, eCommerce, marketplaces, design, multimedia, and marketing operations. - Managed an approximate monthly marketing budget of MXN million. - Participated in Expo Wellness & Fitness, generating over 600 qualified leads and an estimated 30% close rate among gyms and specialized retailers. - Increased awareness among healthcare professionals from 55% to 80% through targeted branding and communication initiatives. - Grew quarterly sales by 5% through segmentation strategies and targeted campaigns. - Increased market share by 25% and revenue by 45% at Vol.
Skills
Work Experience
Marketing Director
Nut. · 2025 – Present
- Built the marketing function from the ground up for a nutraceutical holding with 15 brands and more than 150 products.
- Defined portfolio architecture and strategic positioning across premium, performance, longevity, and value segments.
- Developed the 2026 marketing strategy, aligning the launch of 80 SKUs with expansion plans across Mexico and the United States.
- Led the go-to-market of Vitanna®, launching 10 products and activating Amazon, Mercado Libre, and e-commerce channels.
- Implemented marketplace campaigns, social media, and influencer marketing initiatives, contributing to sales performance exceeding initial targets by 5%.
- Generated more than 500 qualified monthly leads with an average marketplace conversion rate of 25%.
- Participated in Expo Wellness & Fitness, generating more than 600 qualified leads and an estimated 30% commercial close rate with gyms and specialized retail.
- Optimized initial sell-through performance, moving inventory projected for 6 months within 4 months and enabling new forecasting and replenishment cycles.
- Implemented marketing infrastructure (CRM, analytics, and marketing stack) to support growth and decision-making.
- Developed branding systems, visual guidelines, and communication materials to strengthen consistency and brand differentiation.
- Built and led a 10-person marketing team, coordinating external agencies and managing an approximate monthly budget of M MXN.
Marketing Director
TB · 2024 – 2025
- Redesigned brand architecture and marketing strategy for 6 business units across different industries.
- Implemented branding and communication strategies that increased brand recognition among medical specialists from 55% to 80% in qualitative studies.
- Increased sales of new products by 15% through brand evolution and strategic media investment.
- Implemented KPI frameworks to optimize media investment and improve marketing performance visibility.
- Led product relaunches and brand identity evolution without negative impact on sales.
Marketing Manager
GVI. · 2023 – 2024
- Drove commercial growth through segmentation strategies and targeted campaigns, increasing quarterly sales by 5%.
- Led the launch of COSRX across B2B and retail channels, establishing its presence in the Mexican market.
- Increased brand awareness by 50% through communication strategies and participation in specialized industry events.
- Developed performance measurement systems to support decision-making and commercial tracking.
Global Marketing Manager
GP · 2020 – 2023
- Led global marketing strategy for a portfolio of more than 3,500 products across 100 countries.
- Conducted qualitative and quantitative research to identify brand evolution and portfolio optimization opportunities.
- Implemented global branding and communication strategies to strengthen visual consistency and international positioning.
- Redesigned packaging strategically, increasing portfolio profitability by 25%.
- New product lines exceeded initial commercial displacement expectations by 10% during launch phase.
- Supported European commercial expansion through the onboarding of new retail chains for both owned brands and manufacturing partnerships.
- Optimized inventory rotation and production planning based on positive product line performance.
Regional Marketing Manager
Vol. · 2016 – 2020
- Developed integrated strategies that increased market share by 25% and revenue by 45%.
- Led multichannel strategy for automotive brands, integrating campaigns, retail, and brand experience.
- Implemented branding and rebranding initiatives focused on positioning and customer retention.
- Analyzed campaign performance and commercial metrics to optimize investment and performance.