Carmen R.
Marketing & Communications Director
Notable Highlight
Built and scaled Mat.'s marketing function into the company's largest department (11 FTEs) while directing integrated 360° campaigns across retail, e-commerce, and digital, driving sustained brand growth and annual efficiency gains of 15–20%.
Experience Summary
Marketing Director with 10+ years of experience leading brand strategy, product launches, and omnichannel campaigns for consumer goods, beauty, and wellness brands across Mexico and LATAM. Expertise in brand positioning, influencer marketing, e-commerce, and cross-functional team leadership. Proven track record building high-performing teams and executing integrated go-to-market strategies.
Key Achievements
- Progressed from Growth Marketing Manager to Marketing & Communications Director at MSN. - Led marketing strategy and commercialization efforts for a supplements portfolio exceeding 60 products. - Managed the launch of approximately three new product lines annually within the supplements and wellness category. - Built the company's marketing department into its largest business function, growing the team to 11 full-time employees. - Designed KPI frameworks covering customer acquisition, conversion, retention, revenue growth, and brand equity. - Achieved 100% of company sales KPIs during the first three years at Mat. - Successfully executed a complete company-wide rebrand across physical packaging and digital assets within approximately three months. - Built an internal paid media function from scratch, reducing reliance on external partners and increasing operational control. - Improved marketing efficiency by 15–20% annually through agency and budget optimization. - Increased lead generation by 25% and reduced CPL by 15% during tenure at SC. - Increased organic reach by 40% through content and brand-building initiatives.
Skills
Work Experience
Marketing & Communications Director
MSN · Ciudad de México · Jan 2023 – Jun 2025
- Directed brand strategy, portfolio growth, and go-to-market execution across beauty, wellness, and consumer health categories, leading integrated omnichannel initiatives across retail, e-commerce, digital, PR, influencer marketing, and experiential channels.
- Led end-to-end New Product Development (NPD) and portfolio expansion across seven product categories, partnering with regulatory, product development, operations, sales, and commercial teams from concept development through commercialization.
- Directed integrated 360° marketing campaigns across digital, social media, PR, trade marketing, retail, and e-commerce channels, contributing directly to the achievement of annual revenue objectives and sustained brand growth.
- Established consumer insights and social listening capabilities to identify emerging trends, inform innovation pipelines, and translate market opportunities into scalable products and commercial initiatives.
- Collaborated closely with regulatory and product development teams to ensure COFEPRIS compliance across product claims, labeling, packaging, and marketing communications.
- Managed marketing budgets, agencies, and strategic partners, delivering 15–20% annual efficiency improvements.
- Built and scaled the marketing function into the company's largest department (11 FTEs), developing high-performing teams, performance frameworks, and cross-functional ways of working.
- Designed KPI and reporting frameworks linked to brand equity, customer acquisition, conversion, retention, revenue growth, and market share, providing strategic recommendations to executive leadership and key stakeholders.
Growth Marketing Manager
MSN · Ciudad de México · Jun 2021 – Dec 2023
- Led the company's digital growth strategy and commercial marketing infrastructure, building scalable e-commerce and customer acquisition capabilities from the ground up.
- Owned go-to-market strategy and commercialization plans for new product launches, coordinating cross-functional teams across product development, regulatory, operations, sales, and marketing.
- Participated in product concept development and formulation discussions, translating consumer insights, market opportunities, and brand positioning.
- Evaluated and selected e-commerce and ERP platforms, including migration to Shopify, establishing the technological foundation required to support portfolio growth and scale.
- Collaborated with regulatory and product teams to develop communication frameworks aligned with COFEPRIS requirements, ensuring compliance across product claims, packaging, labeling, and marketing materials.
- Built and managed the brand ecosystem across retail, e-commerce, and digital channels, creating scalable content systems, communication frameworks, and customer journeys.
- Directed social media, content, influencer, and creator strategies across platforms while managing agency relationships and in-house teams.
Brand Marketing Manager
SC · Ciudad de México · Oct 2020 – Jun 2021
- Developed and executed the brand marketing strategy to support product launches, lead generation, and brand positioning in a highly competitive industry.
- Designed and implemented integrated marketing plans aligned with business objectives, increasing lead generation by 25%.
- Led performance marketing campaigns and brand positioning efforts across digital and offline channels, optimizing spend to maximize ROI.
- Managed partner agencies across PR, creative, and social media execution, ensuring brand consistency across all touchpoints.
- Measured and reported campaign performance (ROI, ROAS, KPIs), delivering insights to drive continuous improvement.
- Built brand presence across digital platforms through creative content and storytelling, increasing organic reach by 40%.
- Strengthened digital positioning and lead generation through data-driven campaigns, achieving a 15% reduction in CPL.
- Established structured collaboration with agencies to scale creative production and improve operational efficiency, reducing turnaround time by 10%.
Senior Marketing & Trade Specialist México & Colombia
For. · Ciudad de México · Jul 2019 – Aug 2020
- Led B2B and B2C marketing and trade strategy across Mexico and Colombia, ensuring alignment between global brand standards and local commercial execution.
- Owned omnichannel trade marketing execution across retail, e-commerce, and in-store environments.
- Partnered with sales teams to define promotional strategies that improved sell-through performance and commercial KPIs.
- Developed and optimized the customer journey using shopper and market insights to improve conversion and engagement.
- Analyzed market, competitor, and category performance to identify growth opportunities and guide channel strategy.
- Coordinated product launches, trade calendars, and retail activations across multiple markets.
- Defined promotional and in-store execution guidelines based on consumer and shopper behavior.
- Collaborated with sales, marketing, and agencies to ensure consistent execution across all touchpoints.
Marketing & Trade Specialist México & Colombia
For. · Ciudad de México · Nov 2018 – Jul 2019
- Executed integrated marketing and trade strategies across retail, digital, PR, and events.
- Coordinated product launches, campaigns, and brand activations with retailers and distributors.
- Supported development of go-to-market strategies and commercial presentations for key partners.
- Managed execution of marketing materials across retail, digital, and offline channels.
- Conducted market and competitor analysis to support strategic decision-making.
- Supported campaign performance tracking, budgets, and ROI analysis.
- Delivered training sessions for sales teams and commercial partners.
PR & Content Media Specialist
For. · Ciudad de México · Jan 2018 – Nov 2018
- Led the brand's initial market entry execution in Mexico, at a stage where no local office existed and communication strategy was fully digital-first.
- Supported the development and execution of PR and digital communication strategies focused on influencer marketing, media relations, and brand positioning.
- Coordinated and executed digital campaigns, ensuring alignment with global brand guidelines and local market relevance.
- Played a key role in the planning and execution of the first physical brand launch event in Mexico, transitioning the brand from digital-only presence to in-person activations.
- Managed content development for digital, PR, and retail communication assets in collaboration with agencies and vendors.
- Monitored campaign performance and supported KPI tracking to optimize communication impact and brand visibility.