Summary
Overview
Work History
Education
Skills
Languages
Accomplishments
References
Timeline
Generic

Lorenza Arvizu Pascal

Mexico City

Summary

Experienced Brand Strategist with a strong track record in developing and implementing compelling brand strategies. Skilled in leveraging consumer insights and cultural trends to create impactful brand identities. Proven success in driving brand growth through innovative strategies, and effective collaboration across diverse industries.

Overview

4
4
years of professional experience

Work History

Marketing Manager

Wadhwani Foundation Mexico
01.2024 - Current
  • Built the marketing area in Mexico from the ground up.
  • Led the development of localized marketing strategies, ensuring alignment with global directives, while addressing local market needs.
  • Pioneered transmedia communication strategies to maintain narrative consistency and enhance audience engagement.
  • Conducted thorough research and trend analysis, strengthening stakeholder connections through tailored strategies.
  • Collaborated with international teams to customize global strategies for various cultural contexts.
  • Managed events that fortified strategic partnerships and increased the foundation's visibility.

Brand Strategist

McCann WorldGroup Mexico
11.2022 - 12.2023
  • Developed brand strategies based on qualitative research, deep consumer understanding, and cultural trend analysis.
  • Created strategic narratives and creative concepts for communication campaigns.
  • Built communication strategies that connect with consumers through insights and deep motivations.
  • Collaborated with creative teams and clients to design innovative approaches aligned with brand values and business objectives.

Junior Brand Strategist

La Casa de Carlota & Friends
Barcelona
09.2021 - 05.2022
  • Developed brand strategies focused on inclusion, diversity, and sustainability.
  • Created strategic narratives and concepts for various European brands.
  • Conducted qualitative research and developed insights to enhance brand authenticity and relevance.
  • Participated in co-creation processes and creative workshops with multidisciplinary teams.
  • Barcelona

Education

Master’s - Strategic Planning & Digital Marketing

Complot, School of Creativity
Barcelona
07-2021

Bachelor’s - Social Responsibility & Sustainable Development Management

Anahuac University
Mexico
12-2019

Skills

  • Brand strategy leadership
  • Consumer insights
  • Strategic communication
  • Partnership development
  • Cultural analysis
  • Creative thinking
  • Transmedia storytelling

Languages

  • Spanish, Native
  • English, Fluent

Accomplishments

  • Developed and led the brand strategy for the Mexican Olympic Committee's Paris 2024 campaign, selected through a competitive pitch process against multiple agencies and creative teams. The strategic approach positioned the committee as a culturally relevant brand, resulting in stronger public engagement and sponsor interest
  • Winner of the 2021 Drac Novell International Award for Best Digital Campaign, recognizing creativity and strategic excellence in student advertising work

References

References available upon request.

Timeline

Marketing Manager

Wadhwani Foundation Mexico
01.2024 - Current

Brand Strategist

McCann WorldGroup Mexico
11.2022 - 12.2023

Junior Brand Strategist

La Casa de Carlota & Friends
09.2021 - 05.2022

Master’s - Strategic Planning & Digital Marketing

Complot, School of Creativity

Bachelor’s - Social Responsibility & Sustainable Development Management

Anahuac University

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Lorenza Arvizu Pascal