CARMEN RUBIO GRAYEB

Led brand strategy, portfolio growth, and go-to-market execution across a portfolio of supplements and consumer health products, connecting brand building with commercial objectives across retail, e-commerce, digital, PR, influencer, and experiential channels.

Led end-to-end New Product Development for +10 product categories, partnering with Product Development, Regulatory, Operations, and Commercial teams.

Defined portfolio strategy and innovation roadmaps based on consumer insights, market trends, competitive intelligence, and business opportunities, translating insights into differentiated product propositions and commercial opportunities.

Directed integrated 360 marketing strategies and product launches across digital, social media, PR, influencer, retail, e-commerce, and experiential channels.

Built consumer insights and social listening capabilities to identify emerging trends, understand consumer needs, and inform brand, portfolio, and innovation strategies.

Partnered closely with Regulatory team to ensure compliance with COFEPRIS requirements across product claims, labeling, packaging, marketing communications, and commercialization processes.

Managed marketing budgets, agencies, and strategic partners, delivering 15–20% annual efficiency improvements while maintaining operational and governance standards. Total year budget $10M pesos MXN.

Built and led an 11-person marketing organization, establishing performance frameworks, ways of working, and cross-functional collaboration models.

Joined the company during its early-stage startup phase and built its digital growth and commercial marketing infrastructure from the ground up, establishing scalable e-commerce and customer acquisition capabilities to support business growth.

Led digital growth strategy across e-commerce, paid media, CRM, social media, content, and customer acquisition.

Led go-to-market and commercialization plans for new product launches, coordinating cross-functional teams across Product Development, Regulatory, Operations, and Sales from launch planning through market execution.

Built and managed the brand's e-commerce ecosystem, including platform strategy, customer journeys, content infrastructure, and digital merchandising to support portfolio growth.

Evaluated and selected e-commerce and ERP platforms, including the migration to Shopify, establishing the technological infrastructure required to scale the business.

Developed and implemented social media, content, influencer, and creator strategies, coordinating internal teams and external agencies to strengthen consumer engagement and acquisition.

Managed performance reporting and optimization across digital channels, using acquisition, conversion, engagement, and commercial KPIs to guide investment and growth decisions.

8 month project.

Launch of the first Centauro Dental Clinic in Tijuana.Managed agency relationships translating commercial goals into brand communication strategies, with KOL's, media interviews for the CEO, OOH and social media coverage.

Evaluated campaign performance (ON & OFF) and market insights to optimize investment decisions.

Developed an end-to-end "Marketing-to-Sales & Call Center Lead Management Manual" and monitored the process for three months to measure LTV and acquisition cost relative to sales closure value.

Brand Manual Update

Workshops for the Point of Sale, Sales, Legal, and Technology areas regarding the brand manual, "dos and don'ts," and identity nuances.

Creation of the "Cofepris Manual for Social Media and Websites," highlighting how to use keywords and avoid legal violations.

8-month project

Led B2B and B2C marketing and trade initiatives across Mexico and Colombia, supporting brand growth across retail, e-commerce, and emerging digital channels.

Developed and executed omnichannel marketing and trade strategies aligned with commercial objectives, customer expectations, and market opportunities.

Partnered with Sales and key retail partners to develop promotional strategies, assortment recommendations, shopper initiatives, and commercial programs.

Led go-to-market planning and execution for new product launches, coordinating cross-functional teams across marketing, sales, e-commerce, and distribution.

Analyzed market, consumer, competitor, pricing, distribution, and merchandising insights to identify growth opportunities and inform commercial decisions.

Managed trade marketing calendars, promotional initiatives, and retail execution across key accounts and strategic channels.

Supported the development of brand and commercial strategies across Mexico and Colombia, translating global brand priorities into local market execution.

Managed B2B and B2C marketing activities across Mexico and Colombia, spanning digital marketing, PR, media planning, trade marketing, and retail activation.

Supported the development and execution of short- and long-term marketing strategies for the Mexican market, translating brand objectives into local commercial initiatives.

Led trade marketing initiatives across key retailers and distribution channels, supporting product launches, promotional programs, merchandising, and shopper activation.

Analyzed consumer, market, and channel insights to identify opportunities for growth and optimize marketing investment.

Managed marketing budgets and integrated campaigns across digital, retail, PR, and experiential channels.

Coordinated cross-functional initiatives with Sales, Marketing, and international teams to bring new products and commercial programs to market.

Promoted twice within two years to lead increasingly strategic responsibilities across Mexico and Colombia for one of the world's leading beauty-tech brands.

Owned the end-to-end commercial marketing funnel, from market assessment and consumer insights through product launches, retail execution, demand generation and post-launch performance optimization.

Developed market expansion strategies for Mexico and Colombia by adapting global business initiatives to local consumer behavior, competitive landscapes and commercial priorities.

Defined go-to-market strategies for new product launches, coordinating Product, Sales, Trade Marketing, PR, Digital and Creative teams to ensure successful execution across all consumer touchpoints.

Led consumer, category and competitive intelligence to identify growth opportunities, optimize portfolio performance and strengthen FOREO's positioning within the premium beauty and beauty-tech categories.

Built strategic partnerships with key retailers, distributors and e-commerce platforms, expanding commercial reach while enhancing the in-store and omnichannel customer experience.

Managed annual marketing investments across retail marketing, PR, influencer marketing, digital campaigns, merchandising and point-of-sale activations, balancing brand-building initiatives with commercial objectives.

Directed agency relationships and cross-functional collaboration between local teams and global headquarters, ensuring consistent brand execution while accelerating decision-making and project delivery.

Oversaw product lifecycle initiatives from launch planning through commercial execution, monitoring market performance and continuously optimizing strategies based on consumer insights and business results.

Managed cross-functional coordination between internal areas for marketing activations, digital campaigns, influencer programs, and large-scale brand events for consumer brands. Aligned agencies, influencers, suppliers, guests, logistics, and brand requirements across campaigns and experiential activations. Contributed across events, digital media, sponsorships, and consumer experiences for brands including adidas, H&M, Diageo, and AB InBev.

POS PR activities: Xaman, Limantour, Baltra, Campobaja & Rhodesia.

Internal communication improved across intranet news, company bulletin, internal magazine, press releases, motivation activities, and staff onboarding with company. Clear internal communication policy manual supported consistent internal messaging.

Radio campaign performance improved through target-listener analysis and review of prior customer campaigns. Clear branding direction was established for brand creation, positioning, and diffusion.