Isabel Villagomez de la Peña
CDMX
Summary
Dynamic communications leader with extensive experience at Mastercard, driving strategic initiatives across North Latin America. Expert in corporate communications and crisis management, fostering employee engagement and brand advocacy. Proven track record in relationship building and strategic planning, enhancing market positioning and thought leadership in diverse sectors.
Overview
17
17
years of professional experience
1
1
Certification
Work History
Director Communications North Latin America
Mastercard
03.2024 - Current
- Lead strategic communication initiatives across diverse markets in the North Latin America Division, including Mexico, Central America, and the Caribbean
- Facilitate collaboration across regions and functions to develop impactful strategies aligned with business goals
- Drive thought leadership and differentiation while overseeing internal communication efforts to enhance engagement across the division
Director Communications & Strategy Mexico
Mastercard
08.2023 - 03.2024
- Responsible for the coordination, execution and follow-up of strategic initiatives, as well as the monitoring of key portfolio and market indicators
- Responsible for development and implementation of corporate communication strategy, providing creative direction to shape and manage innovative strategies that ensure brand positioning and thought leadership
- (media relations, corporate events, crisis management, influencer amplification, and corporate social responsibility programs)
- Ensure high levels of understanding of our strategy among our employees and inspire them to be advocates for the company
Director Communications Mexico & Central America
Mastercard
02.2018 - 07.2023
- Communications lead at Mastercard for Mexico & Central America
- Responsible for development and implementation of corporate communication strategy, providing creative direction to shape and manage innovative strategies that ensure brand positioning and thought leadership
- (media relations, corporate events, crisis management, influencer amplification, and corporate social responsibility programs)
- Ensure high levels of understanding of our strategy among our employees and inspire them to be advocates for the company
Marketing, Communications and Transactional Products Director for Santander Private Banking
Banco Santander Mexico
04.2016 - 02.2018
- 5 years' developing marketing and communication strategies for affluent and super-affluent segments
- (Media relation, editorial content, event planning and coordination, unique experiences, liaison with media agencies, brand image, strategic alliances and exclusive benefits)
- Development of transactional product strategy for Santander Private Banking segment: commercial tracking and customer loyalty programs
- Focus on improving service through different channels analyzing our customer needs
- (CRM, online banking and implementation of new technology)
- Santander Private Banking brand: website, intranet, CRM, call center service
Marketing Manager Santander Private Banking
Banco Santander Mexico
07.2012 - 04.2016
- Responsible for marketing and communication strategy: unique experiences, loyalty programs, benefits, and brand image
- Event coordination and planning: brand image, target audience, concept, production, content creation and key messages
- Led internal communication strategies for Private Banking
Investment Funds Executive
Compass Investment Group
08.2011 - 06.2012
- Investment Funds sales focused on brokerage firms
- Developed B2B communication strategy with focus on customer loyalty
- Benchmark & behavioral analysis of our managed investment funds
Sales Executive
TV Azteca
10.2007 - 08.2009
- Sales portfolio management, retail clients: Coca-Cola, Domino´s Pizza, Bacardi, Tetra Pak, Burger King, Cemex, Avon, Innova, Probiomed
- Developed product placement strategies, media agency relation, celebrities & influencers strategy
Education
MBA - Business Administration
Universidad Anáhuac
Mexico City07-2007
Bachelor of Science - Marketing
Universidad Anáhuac
Mexico City07-2005
Skills
- Relationship building
- Strategic planning
- Verbal and written communication
- Decision-making
- Employee development
- Crisis management
- Corporate communications
- Media relations
Certification
Fashion Marketing
Digital Marketing: Customer Engagement, Social Media, Planning & Annalytics
Media Training
Running, golf, traveling and red wine
I’ve completed one marathon and two half marathons so far, as well as a full triathlon and a half triathlon. I’m also a passionate traveler who loves experiencing new cultures and broadening my perspective. One of my favorite things is red wine—I truly enjoy it.
Languages
English
Bilingual or Proficient (C2)
Spanish
Bilingual or Proficient (C2)
Timeline
Director Communications North Latin America
Mastercard
03.2024 - Current
Director Communications & Strategy Mexico
Mastercard
08.2023 - 03.2024
Director Communications Mexico & Central America
Mastercard
02.2018 - 07.2023
Marketing, Communications and Transactional Products Director for Santander Private Banking
Banco Santander Mexico
04.2016 - 02.2018
Marketing Manager Santander Private Banking
Banco Santander Mexico
07.2012 - 04.2016
Investment Funds Executive
Compass Investment Group
08.2011 - 06.2012
Sales Executive
TV Azteca
10.2007 - 08.2009
MBA - Business Administration
Universidad Anáhuac
Bachelor of Science - Marketing
Universidad Anáhuac
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