Summary
Overview
Work History
Education
Skills
Lecturer in Marketing
Key Projects
Languages
Timeline
ProjectManager
Martha Barragán

Martha Barragán

Aguascalients

Summary

Results-driven marketing and business development expert with track record of enhancing market growth and profitability. Skilled in team leadership, business intelligence, and digital transformation. Proven ability to forge strong relationships and execute innovative strategies to achieve business objectives.

Overview

21
21
years of professional experience

Work History

AGENCY DIRECTOR

GNP INSURANCE
06.2019 - Current
  • Entrepreneur in Mexico's Insurance Industry | Business Accelerator, Strategic Marketer & High-Performance Team Builder
  • Spearheaded market growth initiatives, mentoring teams to exceed performance targets.
  • Expertise in developing talent and expanding businesses strategically across Mexican insurance industry.
  • Specialized in building and maintaining strong business relationships.
  • Optimized digital and traditional marketing efforts for increased leads, engagement, and growth.
  • Proficient in executing initiatives to increase brand awareness and secure high-value clientele.

MARKETING, PRICING & COMMUNICATION MANAGER

DONALDSON & PARTMO
10.2015 - 05.2019
  • Go-To-Market & Growth Strategy: Developed and executed market-entry strategies tailored to Latin America, leveraging competitive analysis and customer segmentation.
  • Pricing & Profitability Optimization: Designed and implemented regional pricing models to maximize promotions and profitability.
  • Digital & Brand Management: Led digital platforms and global web initiatives to enhance brand presence and customer engagement.
  • High-Performance Team Leadership: Built and managed top-performing teams, fostering a culture of innovation and continuous improvement.
  • Customer Experience & Success: Designed and executed CX strategies across Mexico, Colombia, Peru, Chile, and Brazil to drive satisfaction and retention.
  • Enterprise Onboarding & Adoption: Led large-scale customer onboarding programs, ensuring seamless transitions and long-term success.
  • Data-Driven Decision Making: Leveraged analytics to anticipate customer needs, optimize strategies, and strengthen relationships.
  • Executive Stakeholder Management: Delivered strategic reports, market insights, and executive business reviews to drive informed decisions.
  • Cross-Functional Collaboration: Partnered with Sales, Product, and Engineering teams to align efforts and enhance customer outcomes.
  • Industry Representation: Acted as a thought leader, representing the company at key industry events and conferences across LATAM.

STRATEGIC MARKETING, DIGITAL & PRICING MANAGER

DONALDSON LATIN AMERICA
05.2015 - 10.2015
  • Strategic Market Study and Growth Planning – LATAM (Temporary Role)to built a 5 years plan)
  • Market Expansion Strategy: Led a comprehensive market study across five key LATAM countries, defining a five-year growth roadmap with breakthrough expansion goals.
  • Competitive & Market Intelligence: Collaborated with Frost & Sullivan to develop market valuation and competitive analysis for Mexico, Peru, Colombia, Chile, and Brazil.
  • Data-Driven Insights: Analyzed internal sales, customer segmentation, product performance, and pricing to establish strategic priorities.
  • Executive & Sales Team Engagement: Conducted workshops with leadership and sales teams to gather insights on customer needs, competition, and market opportunities.
  • Strategy Development & Execution: Created intelligence reports consolidating key findings and spearheaded strategic planning workshops to define action plans and growth objectives.
  • Performance Monitoring & Reporting: Established execution tracking systems, conducted regular executive meetings, and delivered strategic reports on progress and market share growth.
  • Profitability Optimization: Redesigned pricing lists in Brazil, driving improved margins and competitive positioning.
  • Digital Enablement: Launched 'Donaldson Digital University,' an e-learning platform to enhance market engagement and customer education.

INDUSTRIAL MARKETING MANAGER

DONALDSON LATIN AMERICA
01.2010 - 04.2015
  • Marketing & Brand position initiatives for Industrial Division Latin America (Torit, GTS,UFMembranes).
  • Digital Strategy develop and implementation which generated business of $12Musd on FY15, 100%
  • Develop 6 strategic web pages for industrial BU at
    DonaldsonLatinAmerica(design&structure):Donaldsonlatam.com,toritlatam.com,ultrafilterlatam.
    com,donaldsongts.com,tetratexlatam.com&normasambientales.com.mx.
  • Communication strategy and branding programs
    E-training for 3 years and upgrading to Universidad Donaldson online
    (e-learningplatform)www.universidaddonaldson.com.
    Public Relations

MARKETING & SALES MANAGER TORIT AFTERMARKET & GTS

DONALDSON LATIN AMERICA
07.2008 - 01.2010
  • Transition of GTS business from DCI to Mexico, maximizing business opportunities.
  • Market mapping in Mexico to identify strategic business opportunities.
  • Implementation of CRM and development of automation tools to improve operational and
    commercial efficiency.

MARKETING MANAGER LATIN AMERICA, ENGINE DIVISION

DONALDSON LATIN AMERICA
07.2004 - 07.2008
  • Development of market studies and strategic databases to optimize decision-making.
  • Implementation of pricing strategies that improved margins by 2 percentage points.
  • Creation of innovative advertising campaigns and brand positioning strategies.
  • Development of promotional programs with 25% impact on sales growth

Education

MBA - Especialización en Marketing

Tecnológico De Monterrey
Ciudad De México
07.2006

BBA - ADMINISTRACIÓN

UNIVERSIDAD INTERCONTINENTAL
CDMX
07.1995

Skills

  • Digital Marketing Strategy
  • Business Intelligence
  • Team Leadership
  • Market Analysis
  • Relationship Management
  • Data-Driven Strategy & Performance Management
  • Visionary & Strategic Thinking

Lecturer in Marketing


Tecnológico de Monterrey (ITESM)
2024 – Present

  • Teach marketing courses to students, covering topics such as Digital Marketing, Consumer Behavior, Marketing Strategy, Brand Management, Market Research, Social Media Marketing, and Advertising.
  • Prepare students for real-world marketing challenges designed by school in collaboration with industry partners. They work on real problems faced by selected company, developing strategic marketing strategies, data-driven decision-making, and leadership skills to compete against other campus in all Mexico.Winner present project to Company board of directors.
  • Provide mentorship and guidance to students

Key Projects

· CRM Implementation: Optimization of lead conversion processes and customization to align with business objectives. 

-Development of Analysis and Reporting Tools: Creation of automated scoring matrices to generate accurate reports and improve strategic decision-making.

-Order-to-Cash Process Optimization: Reduction of time and improvement in operational efficiency, recognized as "Outstanding Person" for effective implementation.

Languages

  • Spanish, Native
  • English, C1
  • Portuguese, A2

Timeline

AGENCY DIRECTOR

GNP INSURANCE
06.2019 - Current

MARKETING, PRICING & COMMUNICATION MANAGER

DONALDSON & PARTMO
10.2015 - 05.2019

STRATEGIC MARKETING, DIGITAL & PRICING MANAGER

DONALDSON LATIN AMERICA
05.2015 - 10.2015

INDUSTRIAL MARKETING MANAGER

DONALDSON LATIN AMERICA
01.2010 - 04.2015

MARKETING & SALES MANAGER TORIT AFTERMARKET & GTS

DONALDSON LATIN AMERICA
07.2008 - 01.2010

MARKETING MANAGER LATIN AMERICA, ENGINE DIVISION

DONALDSON LATIN AMERICA
07.2004 - 07.2008

MBA - Especialización en Marketing

Tecnológico De Monterrey

BBA - ADMINISTRACIÓN

UNIVERSIDAD INTERCONTINENTAL

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