Norma Carpizo
Huixquilucan,MEX
Summary
Dynamic marketer and publicist with over 22 years of expertise in strategy, brand identity, and communications within the consumer products and services sector. Proven track record in developing comprehensive 360° marketing strategies that prioritize ROI while enhancing client acquisition, retention, and satisfaction through traditional and digital channels. Recognized for leadership in public relations and events, with a strong ability to provide strategic insights that drive impactful outcomes for diverse clients. Expertise in consulting, strategic planning, data analysis, and process improvement complements a commitment to fostering team collaboration and adapting to evolving market conditions, ensuring project success and exceeding client expectations.
Overview
28
28
years of professional experience
1
1
Certification
Work History
Brand, Communications, and Corporate Culture Consultant
LifeSolutions
Mexico
11.2022 - Current
- Orchestrated initiatives to align organizational efforts by transforming cultural values and fostering open communication for sustained engagement.
- Developed and implemented structured digital campaigns and social media strategies to strengthen brand positioning for companies.
- Designed comprehensive leadership strategies and wellness plans aimed at achieving company objectives.
- Developed innovative processes for employer branding and established objective metrics to enhance outcomes.
- Formulated and executed digital marketing strategies and social media campaigns to enhance brand identity and visibility.
- Facilitated alignment of internal culture with external branding to enhance consistency and authenticity.
- Led cross-functional teams to develop and implement strategic initiatives that enhanced operational efficiency.
Director of Marketing and Communications
Actinver Financial Group
México
09.2017 - 11.2022
- Achieved increased client acquisition and retention through strategic marketing initiatives. Developed impactful sales materials and organized contests that drove engagement. Executed successful digital marketing and public relations campaigns, optimizing traditional and digital media presence. Managed budgets effectively for events and loyalty programs, contributing to enhanced client loyalty for Actinver Financial Group's B2B and B2C clients.
- Increased and reached the Company´s goals for customer lead generation and retention by developing digital customer acquisition strategies: SEO, SEM, ROI, CPM, CPC, social media, Influencers, and email marketing.
- Developing advertising and client communication strategies for acquisition, retention, and cross-sales throughout the company products and areas.
- Management and improvement of Reto Actinver achieving historical goals of 150% reach and registrations of 11,800 new leads, through digital media, and a self-paid campaign.
- Strategy and management of events and Live webinars, such as Actinver Day and, with a scope of at least 60,000 people in one year.
- Design sales contests and sales materials, conventions, and off-sites.
- Branding development, USP, and increase of market share positioning by external communications: PR, Newsletters, Social Media, blog.
- Culture and employee engagement by internal communication strategies.
- Change management for several major introductions in the company like CRM, new HR tools, and internal Social media.
- Responsible for the social Responsibility area, Actinver Apoya, integration, women's equality, NOM 35, NMX 25, and ESG implementations throughout the company.
Marketing Director, Channel 7 and Azteca Deportes
TV Azteca Networks
04.2012 - 08.2017
- Responsible for the communication strategy and diffusion of the different contents and productions of Channel 7 and Sports.
- In direct contact with producers, creative directors, media, press, and public relations.
- Responsible for the strategy and coordination of Internet and Social Media.
- Increased the channels market share by developing new images and positioning strategies for the channels and the hosts of every show.
- Development of communications and local engagement strategies for each of the channels' products.
- Launch, PR, and promotion of the 5 main broadcast TV products in those years: La Isla (The Island), Master Chef, Box Azteca, and Fut Azteca achieving better ratings than the competition each year by 20%.
Marketing and Communications Director
Principal Financial Mexico
05.2008 - 02.2012
- Head of the Marketing and Advertising department.
- In charge of the Institutional Marketing Strategy for the corporation and its companies.
- Annual campaign development, media management, PR, WEB and Digital strategy, events, and 360º communications for clients and employees.
- Responsible for the reduction of client attrition by 10% by developing a strategy for brand positioning, customer loyalty plans, communication campaigns, cross-selling, ATL, BTL, Digital, and mass events.
- Supervision and leadership of the Digital strategy to implement WEB and WEB2.0 website change, social media, and digital client communication strategies to get new customers, cross-sales, and retention.
- Increase and management of communication channels and frequency of contact with internal and potential customers by 90%.
- Implementation and follow-up of a PR plan.
- Implementation of an in-house agency with a creative team that made costs and internal processes more efficient.
- Management of incentive programs for the direct sales force, contests, events, Kick-offs.
Marketing and Communications Director
Ixe Financial Group
02.2004 - 05.2008
- Responsible for the plan and strategy of marketing and Institutional communications for all its companies, services and products.
- Management and control of media, advertising, and WEB agencies.
- Responsible for the media plan and the annual advertising campaign.
- Coordination of events, promotions, and communication in 360o.
- Responsible for image and concept in branches, as well as the implementation of new sales tools and contact media.
- Increase the Market share from 200,000 clients to 1,000,000 by developing the slogan "It's the same, but it's not equal" and its implementation in the company's campaign and general image, which increased positioning by 60% (12% in 2004-65% in 2008).
- Developing Ixe Café concept and image, branches specialized in customer service and attention with a paradigm-breaking image.
- Developing and leadership of Cara a Cara, the Culture program for quality service and employee commitment to customer relations, which was the driving force that led the company to obtain the title of Best Company to Work For in 2008 and one of the best companies in Customer Satisfaction according to studies by the ABM and Condusef.
- In charge of the new digital image and a new era in digital media: first group to implement Twitter as a communication media, CRM, SEO and electronic banking.
- Recognized as the best brand positioning strategy by Merca2.0 magazine in 2007.
- Product development in conjunction with the corresponding areas, from conception to launch, and sales material for the sales forces.
- Development and leadership of Ixe Apoya, a trust fund to support Mexico's neediest children.
Marketing Director
Edoardos Martin Mexico
06.2000 - 02.2004
- Responsible for the creation of the new Advertising and Marketing Department; the creation of the marketing plan, contract, and supervisor of PR and Advertising agency; approval of campaigns, briefs, and creatives; budget planning and media program; supervision and design of internal image products; control and follow-up of suppliers; and review of the stores image and branding.
Art Director and Copywriter
McCann Erickson
CDMX, Mexico
01.1998 - 12.2000
- In charge of print production for various accounts; as well as art direction for TV commercials; development of creative pieces for TV and print, brand names and promotions, and corporate and sales videos.
- In charge of print control and creatives; design of logos, sales posters, P.O.P., packaging, labels, hangtags, press media, and magazines.
Education
Harvard Top Leaders Certificate - Management
Harvard Business, Harvard University
Remote10-2022
Diploma in Marketing - Marketing
Universidad Iberoamericana
CDMX, Mexico12-2003
Diploma in Advertising - Advertising
Universidad Iberoamericana
CDMX, Mexico12-2002
B.A. in Graphic Design - Graphic Design
Universidad Intercontinental
CDMX, Mexico12-1998
Skills
- Stakeholder and internal communications
- Unified multimedia communications solutions
- Analytics and growth
- Brand Specialist
Extra-Curricular Activities
Partner at Koncientizando por un Mundo Mejor, A.C., 2014-03-01, ongoing, Association dedicated to rescue, rehabilitation, and adoption of animals in Mexico City., www.facebook.com/koncientizando Shaanti-Ho, Personal Project, 2022-11-01, ongoing, I believe in people and that we all can be and live an extraordinary life. Developing well-being courses, meditation, mindfulness, and personal life plans., Certified Life Coach by ICF, Certified Meditation Coach by The Transformation Academy, Certified Happiness Coach by the Institute of Happiness, www.shaantiho.com.mx
Certification
- Certified Consultant, CONOCER - 2025
- Certified Life Coach, CFC - 2023
- Certified Chief Happiness Officer, UNIR - 2023
- Certified NOM035 Implementor - 2022
- Certified OKRs Leader - 2026
Additional Information
Founder and associate of Koncientizando por un mundo mejor, Rescue and adoption association for Dogs and Cats in Mexico City.
Hicker and traveler.
Languages
English
French
Spanish
Timeline
Brand, Communications, and Corporate Culture Consultant
LifeSolutions
11.2022 - Current
Director of Marketing and Communications
Actinver Financial Group
09.2017 - 11.2022
Marketing Director, Channel 7 and Azteca Deportes
TV Azteca Networks
04.2012 - 08.2017
Marketing and Communications Director
Principal Financial Mexico
05.2008 - 02.2012
Marketing and Communications Director
Ixe Financial Group
02.2004 - 05.2008
Marketing Director
Edoardos Martin Mexico
06.2000 - 02.2004
Art Director and Copywriter
McCann Erickson
01.1998 - 12.2000
Harvard Top Leaders Certificate - Management
Harvard Business, Harvard University
Diploma in Marketing - Marketing
Universidad Iberoamericana
Diploma in Advertising - Advertising
Universidad Iberoamericana
B.A. in Graphic Design - Graphic Design
Universidad Intercontinental
Personal Information
Title: DIRECTOR OF MARKETING AND COMMUNICATIONS