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Violeta Dolores Salas Gil

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Torreón, Coahuila, Mexico

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Résumé

Jobs verified_user 0% verified
  • W
    Senior Corporate Communications Analyst
    Walmart de Mexico
    Dec 2019 - Feb 2026 (6 years 3 months)
    Led integrated communication and PR strategy for key brands: Walmart, Bodega Aurrera, Sam's Club, and Walmart Express. Designed and executed national campaigns such as Hot Sale and El Fin Irresistible (2023–2025), achieving millions of media impressions and high visibility. Led communications for store openings and licensing campaigns (e.g., Harry Potter), increasing lifestyle media coverage. Designed and implemented internal communication campaigns focused on culture, diversity, and inclusion. Developed and executed engagement and listening programs (e.g., “Walmart Listens”), enhancing employee experience. Created the “Zero Tolerance to Sexual Harassment” strategy, aligning communications with corporate values. Key Achievements: • Signific
  • Llorente y Cuenca
    Senior Consultant
    Llorente y Cuenca
    Jan 2018 - Jun 2019 (1 year 6 months)
    Designed and executed communication strategies for telecom, banking, and alcoholic beverage sectors. Developed internal communication plans for pharmaceutical and infrastructure companies.
  • A
    Senior Executive
    ALTERPRAXIS
    Jun 2017 - Jan 2018 (8 months)
    Led PR strategies for education and tourism brands. Managed crisis communications during Hurricane Maria (Puerto Rico) and the 2017 earthquake at Tecnológico de Monterrey.
  • another
    Executive
    another
    Sep 2015 - Mar 2017 (1 year 7 months)
    Implemented PR strategies for digital brands and startups. Led e-commerce launches including GAIA, Luuna, and Ben & Frank.
  • C
    Executive
    Cohn & Wolfe
    Mar 2013 - Jul 2015 (2 years 5 months)
    Designed and executed PR strategies for pharmaceutical, tourism, luxury, and beverage industries.
Education verified_user 0% verified
  • Eastern New Mexico University
    Exchange Program
    Eastern New Mexico University
    Jan 2012
  • Universidad Autónoma de Coahuila
    Bachelor's degree in marketing
    Universidad Autónoma de Coahuila
    Jan 2009 - Jan 2013 (4 years 1 month)
Projects (professional or personal) verified_user 0% verified
  • W
    National Campaigns: Hot Sale & El Fin Irresistible
    Walmart de Mexico
    Nov 2025
    Maximize visibility and preference during highly competitive commercial peaks. Strategy: • PESO orchestration with focus on Earned & Shared • Customer-centric storytelling • Cross-functional coordination (marketing, e-commerce, agencies) Execution: • Media relations (briefings, interviews, spokesperson management) • Activations with lifestyle and business media • Editorial calendar and content management Results: • +9.9 million media impressions nationwide • +9% increase in coverage vs. previous year • 100% positive sentiment • Coverage in top-tier outlets: Expansión, Milenio, El Financiero, El Economista, Merca 2.0 • Strong top-of-mind positioning during campaign Differentiator: Cross-functional alignment and fast execution without losing
  • W
    Listening Program: “Walmart Listens”
    Walmart de Mexico
    Jan 2020 - Apr 2022 (2 years 4 months)
    Build effective two-way communication channels. Strategy: • Feedback loop implementation • Insight-driven decision making Execution: • Surveys, forums, and digital channels • Executive reports with actionable recommendations Results: • +92% participation rate • Reduced friction in internal processes Differentiator: Turning insights into concrete actions.
  • W
    Internal Communications: Culture & D&I
    Walmart de Mexico
    Dec 2019 - Apr 2023 (3 years 5 months)
    Strengthen organizational culture and adoption of diversity & inclusion initiatives. Strategy: • Segmented internal campaigns • Employee-centered storytelling Execution: • Multichannel internal launches • Storytelling assets (videos, intranet, newsletters) Results: • +85% internal engagement • +16% participation in D&I initiatives • Improved organizational climate indicators Differentiator: Human-centered communication focused on real adoption.
  • A
    Crisis Management: Hurricane Maria & 2017 Earthquake
    ALTERPRAXIS
    Sep 2017 - Dec 2017 (4 months)
    Protect brand reputation in high-sensitivity scenarios. Strategy: • Stakeholder and spokesperson alignment Execution: • Timely, transparent, and empathetic communication • Crisis Q&A and holding statements • Media monitoring and response Results: • Narrative control in media • Minimized reputational impact Differentiator: Decision-making under pressure and message consistency.
  • another
    E-commerce Brand Launches (GAIA, Luuna, Ben & Frank)
    another
    Sep 2015 - Mar 2017 (1 year 7 months)
    Position digital brands in competitive markets. Strategy: • Digital PR + influencers • Targeted media selection Execution: • Product seeding, events, and collaborations • Media and creator pitching Results: • Tier 1 media coverage • Fast awareness positioning Differentiator: Strong sense of trends and media timing.