Mexico and LATAM Marketing Director (CMO)
Grupo Elektra
Jan 2017 - Jan 2018 (1 year 1 month)
Led marketing department and developed market strategies and plans. Conducted research for company's products and services in order to determine and pursue market gaps. Created advertising campaigns, including management of budgets and finance, expenditures, research and development appropriations, return on investment and profit-loss progressions. Upheld the Elektra brand image; ensuring quality level customer experience, marketing, advertising, social network services, e-commerce web page, and promotional activities for 10 million app users, 1.1k stores in Guatemala, Honduras, Panama, and Peru, with sales of over US $1,300M.
•Tripled sales vs. market index by changing the marketing strategy from discount mindset to customer mindset in th