Salesforce
MAYRA CATALINA GONZÁLEZ VARGAS
Integrated Media & Digital Strategy Sr Manager
CDMX
Summary
Marketing and Digital Strategy leader with +13 years of experience driving growth through digital transformation, e-commerce, integrated media, retail media, and consumer experience initiatives. Proven track record leading cross-functional teams and omnichannel strategies across global FMCG organizations, delivering business growth, marketing effectiveness, customer-centric innovation, and operational excellence.
Overview
1
1
Language
3
3
Certifications
11
11
years of professional experience
Work History
Integrated Media & Digital Strategy Sr Manager
Diageo México
12.2025 - Current
- Media strategy for Diageo's portfolio featuring World Cup cross-channel initiative
- Drove digital transformation strategy from global to local
- Led growth and acceleration of new channels and strategic initiatives
- Managed social media strategy and real-time operational framework
- Led cross-functional teams to achieve project milestones and deliver high-quality results.
- Mentored junior staff members for skill development and career progression within the organization.
- Oversaw budget management, ensuring alignment with organizational financial goals and business objectives.
Retail Media Lead
Diageo México
08.2024 - 11.2025
- Led retail media and digital shelf transformation
- Redefined retail media strategy to encompass full funnel brand-building indicators. Enhanced digital channel market share across platforms like Rappi, Uber, Amazon, and Walmart Connect. Shifted focus from commercial objectives to comprehensive brand engagement metrics. Implemented new strategies to optimize performance within e-commerce environments.
- led JBPs restructuring enhancing negotiation efficiency and category performance
- Enhanced structure and oversight of media and commercial budget, resulting in 3x ROAS.
Ecommerce Brand Content & Experience Manager
Diageo México
01.2023 - 07.2024
- Defined and optimized digital content strategy, achieving over 10k new users in under one year
- Managed ecommerce brand strategy for all Diageo’s portfolio and SPOC between marketing and commercial teams
- Oversaw ecommerce budget +$40M
- Multidisciplinary teamwork leading ecommerce strategies as champion for: 3rd space marketing and media-digital projects.
- Managed brand experience team: content and design agency content and performance manager and trainee.
IQOS Consumer Feedback Manager
Philip Morris México
05.2020 - 12.2022
- Led strategic design and implementation of consumer data and measurement frameworks, including service level evaluation and enterprise NPS, to enhance decision-making and optimize end-to-end consumer journey.
- Orchestrated IQOS user acquisition strategy for indirect retail channels, amplifying results through integrated execution and performance management.
- Improved overall customer experience by providing insights from consumer feedback into future product development initiatives.
Project Manager Ecommerce IQOS
Philip Morris México
07.2019 - 05.2020
- Led the IQOS launch in Mexico by defining the mid-term ecommerce strategy and delivering the first digital acquisition channel in under three months, contributing 6% of total user acquisition.
- Orchestrated omnichannel commercial programs across owned and indirect retail channels, aligning global guidelines while driving retailer selection, engagement, training, and performance.
Digital Trade Marketing Manager
Philip Morris México
06.2017 - 05.2019
- Business plan development to enable migration of traditional channel retail activations to digital
- Design and deployment of digital business model
- Development of midterm B2B engagement campaign strategy
- Concept creation and transition plan for convenience stores.
Commercial Innovation Coordinator
Philip Morris México
09.2016 - 05.2017
Marketing Services & Media Executive
Philip Morris México
04.2015 - 09.2016
Education
Bachelor's in Business Administration & Marketing - Marketing
Universidad Panamericana
Mexico City, Mexico 05.2001 -
Skills
Media strategy
Digital transformation
Social media strategy
Retail media strategy
Campaign optimization
Ecommerce strategy
Omnichannel planning
Digital shelf optimization
Commercial budget management
Joint business planning
Media mix modeling
A/B testing
Customer journey mapping
Marketing automation
Conversion rate optimization
Budget forecasting
Nielsen data analysis
Software
Sprinklr
Office (excel, power point)
Certification
- Digital Marketing Course by Collective Academy. Nov-Dec 2024
Timeline
Integrated Media & Digital Strategy Sr Manager
Diageo México
12.2025 - Current
Retail Media Lead
Diageo México
08.2024 - 11.2025
Ecommerce Brand Content & Experience Manager
Diageo México
01.2023 - 07.2024
IQOS Consumer Feedback Manager
Philip Morris México
05.2020 - 12.2022
Project Manager Ecommerce IQOS
Philip Morris México
07.2019 - 05.2020
Digital Trade Marketing Manager
Philip Morris México
06.2017 - 05.2019
Commercial Innovation Coordinator
Philip Morris México
09.2016 - 05.2017
Marketing Services & Media Executive
Philip Morris México
04.2015 - 09.2016
Bachelor's in Business Administration & Marketing - Marketing
Universidad Panamericana
05.2001 -