Marketing, PR & CRM Director

I lead the integrated Marketing, PR, CRM and Customer Operations agenda for CHIREY, OMODA and JAECOO in Mexico. My remit covers brand, content, aftersales marketing, retail marketing, media, CRM, user operations, call center operations, data and AI, with more than MXN 250 million in annual investment.

I lead a 25+ person internal team and a 100+ person extended ecosystem across more than 70 retailers. I have strengthened demand, lead governance and commercial performance, delivering CPL reductions, major growth in digital sales contribution, improved media impressions, stronger sentiment and increased share of voice.

I built the end-to-end go-to-market and premium-brand ecosystem for EXEED Mexico from pre-launch. The scope included positioning, consumer research, media, PR, digital, social, CRM, retail, customer journey design, call center and concierge operations, roadside assistance and launch experiences.

I exceeded the pre-launch brand-awareness target, reaching 105% within six months using 27% of the allocated budget. I also developed a digital transformation roadmap incorporating AI chatbots, DMS integration, dealer websites, virtual showrooms, loyalty and referral programs, while managing launch delays and reputation risk through social listening and crisis protocols.

I created the automotive marketing department from the ground up and led a 20-person team across 27 locations and 10 car and motorcycle brands. I managed the function with an annual budget below MXN 5 million.

I built a centralized demand-generation, CRM and retail operating model across Volkswagen, SEAT, CUPRA, Audi, Ducati, BMW, BMW Motorrad, OMODA and JAECOO. I delivered 9,849 effective used-vehicle leads and 770 digital sales, while introducing funnel reporting, mystery shopping, lead governance and dealer performance reviews.

I directed Marketing, PR, CRM and aftersales demand for Volkswagen Commercial Vehicles across a 90+ dealer network. I managed an annual budget of approximately MXN 50 million through an agency-led operating model.

I led Salesforce CRM implementation across 98 retail locations, improving response-time governance, lead visibility, data quality and commercial reporting. I also developed executive dashboards and dealer governance routines connecting media investment, lead management, customer follow-up and commercial decision-making.

I progressed from Pricing Specialist to Communications and Retail Marketing Manager, and then Senior Manager, expanding my leadership across communications, retail marketing, events and sponsorships. I managed annual budgets of approximately MXN 50-80 million across 15 Porsche retail points and personally led seven facility inaugurations.

I built foundational digital and retail capabilities, including national and dealer websites, social media channels, retail marketing programs, integrated campaigns, media buying and advertising production. I delivered more than 250 national and international brand-experience projects, including model launches, customer events, motorsport activations and global programs in coordination with Porsche Latin America and Porsche AG.

I worked as an Innovation Project Coordinator, supporting innovation initiatives within Cadbury Adams Mexico.

My responsibilities focused on coordinating projects and contributing to cross-functional innovation execution.

I worked as PITEX Manager at Asistencia al Comercio Internacional.

I managed responsibilities related to the PITEX program and international trade support operations.

Bachelor of Arts in International Relations with a specialization in Security and Diplomacy.