Hult International Business School

Tecnológico de Monterrey

Director de Comunicación at Casa de México en España

Skills: Media relations · Strategic communications · Comunicación · Gestión de relaciones con clientes (CRM)

Casa de México en España

Director de Comunicación

Developing and implementing strategic marketing plans and sales to achieve institutional objectives. 
Forecasting requirements and prepares annual budgets.
Managing market information by collecting, analyzing, and summarizing data and trends.
Designing communication plans and managing media relations.

Papalote Museo del Niño

Sales and Marketing Director

Planned the integration of commercial, editorial, media, digital, events, and distribution activities into one business strategy.
Challenged to align area goals across all the organization increasing sales and position in the market at least in 25%.
Coordinated the integration of a CRM system.

Arquine

Marketing Specialist

Generated an identity manual to standardize branding nationally.
Formed the image, communication and marketing strategy.
Redesigned the website increasing visibility and optimizing communication impact.
Planned and executed the company social media strategy.
Planned and designed the CRM integration process.
Positioned the company in press media resulting in budget savings up to 50%.

O'Donnell

Marketing Director

Coordinated Presidential activities to increase positive perception in national and international media. Resulted in an average of ten positive press mentions per event including print and electronic media.
Planned, designed, executed, and measured the promotional strategies for positioning Mexico in competitive rankings worldwide. Achieved more than 100,000 impacts every year through integral marketing campaigns using traditional and nontraditional media. 
Achieved an increase of 30% phone calls requesting services to ProMexico’s call center. 
Reached 25% and 22% of brand awareness and recognition among targeted audiences for ProMexico and Mexico brand respectively.
Achieved more than one million impacts through the design and execution of campaigns and activities for projects such as the World Economic Forum in Switzerland, the Soccer World Cup in South Africa, Expo Shanghai in China, Year of Mexico in France, and B20/G20 in Mexico. 
Managed merchandise and promotional materials.
Executed more than thirty events nationally and internationally that impacted more than one million people

Promexico

Marketing and Image Director

Generated an identity manual to standardize branding globally.
Formed the Image and Marketing Department in order to supply in-house services not only for ProMexico, but also for other federal government institutions.
Created the first institutional website increasing visibility and optimizing B2B operations.

Image Director

Increased sales by 10% average in accounts under my responsibility. 
Created and managed strategies for national and regional chains such as Wal-Mart, Gigante, Soriana, HEB, Comextra, Círculo K, Am Pm, Super City, and Farmacias Benavides, achieving 45% of shelf space for brands portfolio.
Closed and arranged commercial agreements with more than eight key accounts based in market share expectations and within marketing budget.
Managed brand portfolio for convenience store chains, supermarkets and price clubs.  
Migrated logistics from traditional distribution system to Distribution Center model in retail and wholesalers chains such as Wall-Mart, City Club, HEB, Comextra, and Soriana.

British American Tobacco Mexico

Key Account Manager

Increased visibility for premium brands in concerts, nightclubs, bars, and restaurants in Mexico City by 50%.
Developed an exclusive image and commercial project between Camel and top worldwide DJs in Mexico City.
Increased share of market in volume and commercial space in the Horeca channel by 5%.
Negotiated and commercial contracts in the Horeca channel resulting in up to 50% savings in contract fees compared to the year prior.

British American Tobacco

Brand Trade Marketing Executive

Enrolled in brand ambassador program to increase awareness and recognition of premium brands such as Kent, Camel, and Lucky Strike.
Managed sales and inventory of strategic company brands, achieving 110% average monthly goals.
Created sales and market reports defining constraints and business opportunities for premium brands.

Trade and Distribution Executive

Restructured NGO’s projects, making them measurable and attractive to sponsors.
Deployed and tracked over ten different monitoring and evaluation plans. These plans look for influencing fields of education and public policy. 100% of projects were funded for the next period.

INSAD

Research and Evaluation Officer

Conducted sales-forecasting projects for commercial area.
Launched and implemented the platform for sales forecasting.
Analyzed sales data and generated sales reports for the commercial managers. 
Performed market research of competitors’ products and consumer profiles for developing new products.

Rubén Pizá