Marlén León Díaz

• Responsible for the overall strategy and account management, leading multidisciplinary teams and ensuring alignment with global and regional agencies.
• Implemented processes that improved delivery efficiency by 80% and increased billing by 30%, positioning the agency as a strategic business partner.
• Achieved 100% of store visitation targets in Mexico from year one, through integrated communication efforts (creativity + media) directly impacting business growth.
• Surpassed the IKEA Family membership recruitment KPI, meeting the target in the first year and strengthening the brand’s loyalty program.
• Delivered 100% of social media KPIs, ensuring effective digital campaigns and stronger engagement with key audiences.
• Oversaw major campaigns (geolocated newness, seasonal launches, traffic-driving activations) with large-scale annual budgets.
• Awards: IAB Mixx (Silver & Bronze in Store Visitation) and Effie Mexico (Shortlist in Store Visitation and Double Deal Reviews).

By Apple Cosmetics & New Business

• Designed and implemented processes that ensured 100% on-time campaign delivery, optimizing coordination between creative, media, and PR.
• Led interagency collaboration to guarantee consistent communication and efficient production of digital and retail assets.
• Ensured flawless execution of tactical projects, strengthening client trust and positioning the agency as a reliable partner.

• Led the accounts of Grupo Herdez and Salsa Búfalo, managing multidisciplinary teams and acting as the primary client contact.
• Defined and implemented brand strategies and digital campaigns, ensuring alignment across creativity, media, and audiovisual production.
• Developed an integrated action plan that secured the retention of the agency’s largest client, guaranteeing business continuity and revenue stability.
• Introduced budget control processes and profitability analysis, optimizing cost–benefit across projects.
• Recognized by the client as a trusted strategic partner, consolidating the relationship and opening opportunities for future collaboration.

• Led multidisciplinary teams in the development of ATL, BTL, and Digital campaigns for a diverse brand portfolio.
• Key accounts: Nutella (Core, Nutella&Go, B-Ready), BIC (stationery, lighters, razors), Cielito Querido Café, Macropay, Ricolino (Bubulubu, Duvalín, Chocoretas, Barras Ricolino), Tequila Hijole, Plaza Sésamo (social media).
• Defined strategies and provided key input from briefing through final delivery, ensuring consistency and alignment with business goals.
• Negotiated and delivered against project objectives, guaranteeing on-time and high-quality outputs.
• Improved internal processes, increasing team efficiency and project profitability.
• Oversaw budget methodology, profitability analysis, and billing processes, ensuring financial viability of campaigns.
• Built trust-based relationships with clients, creating new business opportunities and strengthening the agency’s positioning.

• Led multidisciplinary teams in ATL, BTL, and Digital communications, overseeing strategic planning, execution, and monitoring.
• Key accounts: Roshfrans, Grupo Piaggio (Piaggio, Vespa, Aprilia, Moto Guzzi), Grupoardós-Howden, and New Business.
• Implemented management processes that improved delivery efficiency by 50% and enhanced cross-team coordination.
• Increased billing by +40% for Grupoardós-Howden and +53% across automotive and retail accounts through integrated strategies.
• Improved digital engagement: +35% on Facebook and +15% on Twitter with targeted content and paid media strategies.
• Managed budgets, profitability analysis, and billing processes, ensuring financial efficiency in every project.
• Achieved 97% on-time delivery and received 5/5 in client satisfaction over four consecutive years.

• Led ATL, BTL, Digital, and promotional projects for global and local consumer, retail, and technology brands.
• Key accounts: Samsung, Elektra, Sports World, Liverpool, Spring Air, Telefónica Movistar, La Europea, Continental Tire, and Club Premier.
• Managed annual budgets of $100M+ MXN for Club Premier, delivering monthly traditional media campaigns and co-branding with 32+ strategic partners.
• Oversaw large-scale projects like Samsung with $20M MXN bi-monthly budgets, ensuring goal achievement and creative consistency.
• Achieved 95%+ in billing and delivery metrics, ensuring client satisfaction and strengthening partnerships.

• Planned and developed marketing strategies for fashion events, including styling, photo shoot coordination, and media outreach.
• Supported the marketing and PR planning of Vancouver Fashion Week (FW13, SS13) and Eco Fashion Week 2012, ensuring visibility and brand positioning.
• Managed front of house and press relations, securing coverage and strengthening brand presence.
• Achievements: recognized at Vancouver Fashion Week FW13 by outlets such as Vancouver Magazine, The Georgia Straight, Hush, and Momentum.
• Built a strong network with stylists, influencers, and public figures, boosting brand exposure and sales opportunities.

• Managed internal communication and ATL campaigns for clients in the financial and industrial sectors.
• Key accounts: Asociación de Bancos de México (ABM), Scotiabank, TenarisTamsa, Banamex, Techint, ExFarma.
• Coordinated vendors, scouted and supervised event logistics, and administered budgets and executive reporting.
• Achievement: Recovered a key client with a project rated 98% effectiveness by the client.

• Supported editorial production through research, writing, and content review.
• Secured unpaid media coverage with top national outlets (Mariano Osorio, Adriana Pérez Cañedo, Lolita Ayala, Joaquín López Dóriga).
• Contributed to free tactical actions that expanded the magazine’s visibility.