AIDA GABRIELA VALLADARES FRANYUTI
Strategic Marketing Leader
Mexico, México
Summary
B2B Marketing Leader with 20+ years of expertise across telecommunications, payment services, and SaaS industries, driving business growth through innovative, industry-specific go-to-market strategies. Proven track record in crafting and scaling pipeline creation, market penetration plans, and data-driven, customer-centric solutions. Renowned for aligning marketing initiatives with corporate objectives in dynamic, high-growth environments, delivering measurable impact and operational excellence. Adept at navigating complex ecosystems to foster sustainable business success.
Overview
18
18
years of professional experience
Work History
Senior Marketing Manager, Brazil and Mexico
PayPal
10.2021 - Current
- Spearheaded merchant marketing initiatives for Brazil and Mexico, driving YoY growth in pipeline revenue and transaction margins
- Collaborated with external companies to develop detailed market penetration reports by verticals, transforming insights into successful 360 marketing campaigns that boosted brand visibility and sales pipeline
- Designed and implemented Account-Based Marketing strategies and full-funnel campaigns, achieving significant customer acquisition and enhancing market positioning
- Partnered with cross-functional teams and external agencies to align marketing strategies with business goals, ensuring seamless execution and measurable impact
- Delivered innovative, scalable programs that expanded market share and reinforced PayPal’s leadership in the region
- Consistently met pipeline revenue targets in both markets
- Strengthened PayPal’s presence in LATAM through strategic campaigns and partnership programs
Marketing Manager, Mexico
Stibo Systems
09.2018 - 10.2021
- Directed demand generation programs and GTM strategies tailored to the Mexican market, ensuring alignment with business objectives
- Managed external PR and communications efforts, enhancing brand visibility and reputation through targeted media engagement and strategic messaging
- Implemented marketing automation solutions to streamline workflows and maximize campaign efficiency
- Conducted market research to identify opportunities and inform strategic planning, resulting in tailored campaigns that resonated with key audiences
- Enhanced market penetration through innovative demand generation initiatives
Marketing Manager, Mexico, Central America and the Caribbean
Polycom
04.2012 - 09.2018
- Directed CALA marketing operations with full P&L and ROI accountability, leading demand generation programs to support pipeline growth
- Devised and executed distributor marketing strategies to drive revenue and align with sales objectives
- Managed regional communications, PR strategies, and multi-channel campaigns, ensuring alignment with global standards
- Increased pipeline and revenue through targeted inbound/outbound activities
- Successfully deployed marketing automation tools, enhancing lead nurturing and conversion rates
Nokia Siemens Networks
01.2007 - 01.2012
- Held multiple leadership roles, including Marketing Manager for Latin America, where I led customer marketing campaigns, PR strategies, and digital transformation initiatives to strengthen brand equity and market presence
- Introduced marketing programs recognized as benchmarks for global implementation
- Pioneered virtual demo platforms to showcase innovative solutions, increasing customer engagement
- Managed complex marketing communications across 17 countries, delivering high ROI on campaigns
Education
MBA - Digital Transformation
IEBS Business School
Strategic Administration Diploma - undefined
Universidad Anáhuac
Digital Marketing Diploma - undefined
The University of Texas at Austin
Bachelor’s - Marketing (with Honors)
Universidad del Valle de México
Skills
- Strategic Marketing Planning & Execution
- Pipeline Growth & Demand Generation
- Go-To-Market Strategy Development
- Digital Marketing & Automation
- Cross-Regional Leadership & Collaboration
- Customer Segmentation & Content Strategy
- ROI Analysis & Budget Management
- Multi-Channel & International Marketing
- Marketing Campaigns & KPI Tracking
- Stakeholder Engagement & Partnerships
- Effective Communication & Critical Thinking
- Adaptability & Problem-Solving
Notableaccomplishments
- Successfully led multi-regional marketing programs that contributed to exponential revenue growth.
- Recognized for implementing innovative digital marketing strategies that became global benchmarks.
- Demonstrated ability to navigate complex markets, delivering strategic initiatives that drive business transformation across LATAM.
Timeline
Senior Marketing Manager, Brazil and Mexico
PayPal
10.2021 - Current
Marketing Manager, Mexico
Stibo Systems
09.2018 - 10.2021
Marketing Manager, Mexico, Central America and the Caribbean
Polycom
04.2012 - 09.2018
Nokia Siemens Networks
01.2007 - 01.2012
Strategic Administration Diploma - undefined
Universidad Anáhuac
Digital Marketing Diploma - undefined
The University of Texas at Austin
Bachelor’s - Marketing (with Honors)
Universidad del Valle de México
MBA - Digital Transformation
IEBS Business School
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