PAOLA PEREZ MIGUELEZ
Mexico City
Summary
LATAM Advertising Leader with 9+ years of experience in e-commerce across Amazon and Mercado Libre, managing multi-level, cross-border teams and building high-growth advertising businesses across Mexico and Brazil. Led regional Ads strategy for Mercado Libre, managing Top 3 Beauty accounts across LATAM and expanding portfolio to global brands such as Nike and Adidas. Proven track record launching teams from scratch, scaling revenue 4x, exceeding sales goals, and driving +130% YoY ad investment growth. Executive leader with a strong track record in regional P&L; ownership and long-term growth strategy across LATAM. Known for building trusted client and partner relationships, partnering with key media agencies to create incremental value, and working closely with C-level stakeholders. Actively focused on applying AI to media, advertising, and e-commerce to drive smarter monetization and scalable growth models.
Overview
9
9
years of professional experience
Work History
LATAM Advertising Senior Manager
Mercado Libre
Mexico City
01.2025 - 12.2025
- Led regional advertising strategy for the Beauty category across LATAM for the Top 3 regional accounts, including L'Oréal.
- Expanded portfolio to additional global brands such as Nike and Adidas, managing cross-category growth strategies.
- Developed and scaled vitamins & supplements accounts, a high-growth strategic bet and emerging trend within the marketplace.
- Managed +$30M USD in annual advertising revenue across 10+ key enterprise accounts in multiple countries. Consistently exceeded sales goals while driving long-term growth and retention.
- Built strong trust-based relationships with clients and partners.
- Partnered with key media agencies to co-develop integrated solutions and unlock incremental value for brands.
- Drove regional frameworks for performance tracking, upskilling, and innovation across markets.
- Built strategic growth plans with global and regional CMOs, category directors, and senior stakeholders.
- Launched new media packages (video, brand lift, loyalty audiences) accelerating product adoption and revenue growth.
- Established KPIs to monitor performance, ensuring alignment with organizational objectives.
Senior Manager, Global Growth Accounts LATAM
Amazon
01.2022 - 12.2024
- Built and led two advertising teams in Mexico and Brazil from scratch, growing revenue 4x in three years.
- Managed a cross-border organization of 20+ people across two countries, overseeing 1,500+ advertiser accounts and +$50M USD in annual revenue.
- Increased team productivity +70% YoY and scaled headcount from 3 to 15.
- Developed a three-year growth strategy, ad product roadmap, and KPI-based compensation model.
- Grew ad investment +130% YoY for key enterprise brands.
- Built strategic relationships with top global advertisers and agency holding groups across LATAM.
- Partnered with internal product and tech teams to define new ad formats and monetization levers.
Marketplace Manager
Amazon
12.2017 - 12.2021
- Launched the Tires category from scratch, defining GTM strategy, seller selection, pricing, and FC capacity planning.
- Led a 12+ person team managing a $1B business size with +35% sales productivity YoY.
- Launched the Handmade program, building specific plans for artisans during COVID.
- Opened two new FCs and implemented inbound and outbound forecasting models.
- Launched the Partnered Carrier Program with DHL, driving +37% seller adoption.
- Built the Beer, Wine & Spirits (BWS) category from scratch, defining compliance, seller onboarding, and growth strategy.
- Negotiated with key alcohol brands and distributors to onboard regulated inventory.
- Worked closely with legal and public policy teams to ensure regulatory compliance.
Consultant
Sintec Consulting
07.2016 - 12.2017
- Led operational and growth strategy projects for enterprise clients.
- Designed performance improvement frameworks and transformation roadmaps.
- Delivered cost optimization and process automation initiatives across multiple industries.
Education
MBA - Business
IE Business School
Madrid04-2016
Bachelor of Science - Ingenieria Industrial
Tecnológico De Monterrey
Mexico01.2009
Skills
- Go-to-Market Strategy & Revenue Growth & Monetization
- Category Leadership (Beauty, Lifestyle & Fashion)
- Key Account Management - High-permorfers (Global & Regional)
- Business Case Development
- LATAM Team Leadership (MX & BR) - Sales Team Scaling & Enablement
- Performance Management (KPIs, OKRs)
- Stakeholder Management (C-level)
- Organizational Design
- Data-Driven Decision Making
- Mercado Ads / Amazon Ads
- Amazon Marketplace - E-commerce deep knowledge
Languages
English
Bilingual or Proficient (C2)
Spanish
Bilingual or Proficient (C2)
Timeline
LATAM Advertising Senior Manager
Mercado Libre
01.2025 - 12.2025
Senior Manager, Global Growth Accounts LATAM
Amazon
01.2022 - 12.2024
Marketplace Manager
Amazon
12.2017 - 12.2021
Consultant
Sintec Consulting
07.2016 - 12.2017
MBA - Business
IE Business School
Bachelor of Science - Ingenieria Industrial
Tecnológico De Monterrey
Personal Information
Title: LATAM ADVERTISING SR. LEADER