Mercedes Cardenas Diez
Mexico City
Summary
Marketing & Licensing professional with over 6 years of experience in brand management, licensing, and go-to-market strategies for global entertainment brands. Proven track record in developing high-impact consumer products, driving retail expansion, and increasing licensing revenue. Expertise in P&L oversight, cross-functional leadership, and strategic marketing to maximize brand performance across LATAM.
Overview
5
5
years of professional experience
Work History
Senior Marketing Promotion (Cinema Channel)
PING SOLUTIONS
Mexico City
03.2024 - 12.2024
- Led the development of 300+ licensed promotional products for the cinema channel, ensuring alignment with IP guidelines and brand compliance for Disney, Universal, Warner, and Paramount.
- Drove a 200% sales growth in South America by optimizing product placement, approval processes, and franchise integration strategies.
- Managed the licensing approval pipeline, reducing turnaround times by 30% and ensuring timely approvals from major studios.
- Secured the 2025 production pipeline 6 months in advance, improving manufacturing and distribution efficiency.
Marketing and Communication Specialist
CHEVEZ RUIZ ZAMARRIPA
Mexico City
06.2022 - 06.2022
- Developed and executed 360° brand marketing strategies, increasing brand equity and customer engagement by 20% across five international markets (Mexico, Spain, USA, etc.).
- Led PR campaigns that strengthened brand reputation and improved media coverage by 30%.
- Adapted marketing strategies for different regions, ensuring localized consumer engagement.
Design and Communication Coordinator
Santamarina Steta
Mexico City
01.2020 - 06.2022
- Designed and launched the corporate website and social media channels, boosting brand awareness by 200%and increasing engagement metrics.
- Implemented innovative marketing campaigns that led to a 35% increase in client acquisition within one year.
- Oversaw the company's brand management and implemented communication strategies, ensuring consistent messaging and visual identity across all channels while enhancing collaboration between internal and external teams
Education
Master of Arts - Advertising
Miami Ad School
Mexico City12-2023
Bachelor of Arts - Graphic Design
Universidad Anahuac
Mexico City12-2018
Skills
- Brand Management
- Consumer Product Strategy
- Retail & E-commerce Growth
- P&L Management & Budgeting
- Stakeholder & Licensee Negotiation
- Marketing & Product Innovation
- Project Managemen
- Organization
Languages
Spanish
First Language
English
Proficient (C2)
C2
Timeline
Senior Marketing Promotion (Cinema Channel)
PING SOLUTIONS
03.2024 - 12.2024
Marketing and Communication Specialist
CHEVEZ RUIZ ZAMARRIPA
06.2022 - 06.2022
Design and Communication Coordinator
Santamarina Steta
01.2020 - 06.2022
Master of Arts - Advertising
Miami Ad School
Bachelor of Arts - Graphic Design
Universidad Anahuac
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