+15 years’ experience in General management positions; Vast and proven experience in C-Suite responsibilities in Corporate Strategy, Sustainability, Marketing & Branding globally and LATAM, in areas of supply chain, retail, as well as multi-category FMCG’s, consumer electronics, automotive industry and tv networks. Led +200 strategic and operational consulting projects for long & short-term plans in the past 10 years. Entrepreneurial spirit: developed and launched 4 own businesses in the last 13 years. Experienced leader with strong background in guiding people across multiple geographies, managing complex projects, and achieving strategic objectives. Known for collaborative approach and commitment to results with excellence.
Hi, I’m
Silvia Ma. De la Luz Suárez Guerra
Cancun
Summary
Overview
34
years of professional experience
Work History
BRAMBLES
Global Branding Strategy Director
09.2019 - 12.2023
Job overview
- I had global responsibility (+60 countries, 5 regions) for Brambles and CHEP corporate branding and positioning, leading to unsurpassed reputation as top 5 most sustainable companies in the world
- Developed criteria, process and methodologies for benchmarking, market research and dashboard for target/progress monitoring
- Lead Latin America region strategic business development and ESG, market penetration and growth, ensuring monitor and implementation of key initiatives, reporting to regional president, global vice-presidents, CEO and executive leadership team, developing regional papers for the Executive Board of Directors
- Achieved consistent and sustainable double-digit growth in revenue and profit, as well as predominant share growth in key markets like Mexico, Brazil, and Chile
- I drove customer experience efforts (online/offline) and development of specific plans towards attraction, development, and retention/loyalty
- I was responsible globally for the 2025 sustainability target of Circular Economy Transformation, seeking to generate 1M changemakers or advocates towards circularity, developing processes, systems, technology, social media campaigns and tools for education
- We closed the fiscal year of 2023 with an achievement of 94% of the target, 2 years in advance of the 2025 deadline
- During my tenure, my team earnt 4 global CEO awards in the areas of sustainability, customer experience and DEI
- Formulated comprehensive strategic plans by conducting thorough market research and stakeholder consultations.
- Aligned departmental objectives with overall corporate strategy with detailed roadmap development.
- Mentored junior team members, fostering professional development and nurturing future leaders within the organization.
- Conducted market research to identify emerging trends, utilizing data-driven insights to inform future strategy direction.
- Championed corporate social responsibility efforts, enhancing brand reputation among stakeholders and clients alike.
- Increased company revenue by developing and implementing strategic plans for business growth.
- Developed strong relationships with key industry partners, opening doors for future collaborations.
- Represented organization at industry conferences and events.
- Developed innovative sales and marketing strategies to facilitate business expansion.
- Initiated strategy to drive company growth and increase market share and profitability.
- Oversaw divisional marketing, advertising and new product development.
- Communicated business performance, forecasts and strategies to investors and shareholders.
- Honorary President for the National Food Pact, Mexico Chapter
ACH FOODS MEXICO
Innovation & Marketing Director
01.2010 - 11.2013
Job overview
- Full P&L responsibility, ensuring top & bottom-line results through rigorous follow up of commodity costs and adjustable price policy to key clients
- Lead efforts to turnaround main company brand Capullo (edible oil) towards recovering leading market position and share of market, optimizing brand health metrics and consistent sales growth in a difficult consumer environment
- Repositioned and re-launched 3 major brands of company portfolio (Inca Shortening, Karo Syrups and Aladino Peanut Butter), recovering lost share to a combined share growth above 10pp
- Changed company perspective towards effective Innovation, creating short- & long-term pipeline of platforms and core concepts, strengthening process and delivering 5-7% incremental net sales, through +30 projects over 3 years, earning a 'best innovative product of the year' award
- Successfully lead brand endorsement efforts with influential stakeholders, from detection to implementation
- Stabilized marketing team voluntary turnover from 35% to 13%, with record high environment reading, up to 85% (Great Place to Work)
- Responsible to generate brand, marketing & commercial plans for all company portfolio, as well as lead long term vision & planning efforts
- Developed comprehensive marketing strategies by analyzing market trends and consumer demographics.
- Spearheaded market research efforts to align brand development with consumer expectations.
- Built strong relationships with industry professionals and influencers.
- Developed comprehensive marketing plans in alignment with overall business goals and objectives.
- Oversaw the creation of compelling marketing materials, including brochures, presentations, and social media content.
- Managed annual marketing budget, ensuring cost-effective allocation of resources for maximum impact.
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
- Coordinated public relations efforts to secure positive press coverage for company milestones and achievements.
- Boosted brand awareness by developing and implementing strategic marketing campaigns.
- Evaluated competitor activity to inform strategic decision-making within the marketing department.
- Developed and presented marketing plans and reports to CEO and shareholders.
- Mentored junior team members, fostering professional development within the organization.
- Managed marketing budget for maximium ROI.
- Fortified competitive advantage by conducting thorough market research and competitor analysis to inform strategic decisions.
- Implemented customer feedback loop, utilizing insights to drive product improvements and marketing message optimization.
- Elevated brand loyalty and customer retention by launching personalized communication and rewards program.
- Fostered culture of innovation within marketing department, encouraging experimentation with new marketing techniques and technologies.
- Led cross-functional team to launch new products successfully, ensuring alignment with customer needs and market trends.
- Executed comprehensive marketing plans that consistently achieved targets for increased revenue.
- Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
BRITISH AMERICAN TOBACCO MEXICO, S. A.
Strategic Planning Director
01.2005 - 01.2007
Job overview
- Lead 5- and 10-Year Company Planning Process
- Fully developed a Strategic Leadership Agenda, oriented to transform business practices at all management levels, in the seek of higher than budgeted goals (+25% Profit Growth, Share of Market, #1 Great Place to Work, Preferred Partner in Social Responsibility)
- Created the Programme Management Office, responsible of balanced score card and timely follow up of company plans across all functions
- Created and fully implemented the Innovation Strategy with specific tools to involve all 2,000 employees
- Optimized resource allocation across projects by implementing effective project management practices and prioritization techniques.
- Designed and executed change management plans to facilitate smooth implementation of strategic initiatives at all organizational levels.
- Managed cross-functional teams to ensure streamlined communication and successful execution of strategic initiatives.
- Conducted risk assessments for proposed strategies, ensuring proper mitigation measures were in place before execution.
- Reviewed and updated strategic plans on a regular basis, adapting to changing market conditions and ensuring continued relevance of objectives.
- Collaborated with executive leadership to establish corporate vision, mission, and objectives aligned with overall business goals.
- Championed a culture of innovation within the organization by encouraging new ideas and supporting continuous improvement initiatives.
- Created new methodologies to improve planning process and results.
- Worked closely with project managers to create project work scopes and schedules.
- Set aggressive targets for employees to drive company success and strengthen motivation.
HEWLETT PACKARD MEXICO, S.A.
Consumer Marketing Director
01.2001 - 01.2005
Job overview
- Responsible for development of business and marketing strategies, objectives, and action plans for the Imaging & Printing business unit and for the hosting services for the PC’s business unit
- First area with a fully consumer-oriented approach, creating business, training and communication platforms directed to households, delivering top rank market share in Y1 in PC’s, laptops and multifunctional printers
- Created and implemented a regional (LATAM) planning cycle adaptable to 4 seasons during the year, generating savings in budget at 10% as well as positive impact with retailers for anticipation of plans
- Lead a highly productive team, achieving outstanding results in share of market, sales objectives, profit growth and brand awareness for new products, recognized by the retailers as most innovative solutions at the point of sale (Office Depot, Compudabo, Liverpool)
- Posted as '50 most influential marketing leaders in Mexico' by key business magazine
- Boosted brand awareness by developing and executing targeted marketing campaigns.
- Established strong relationships with key industry influencers to enhance brand credibility and reach new audiences.
- Coordinated trade show participation, maximizing brand exposure at key industry events.
- Managed a high-performing team of marketers, fostering a collaborative environment that prioritized professional development and continuous improvement.
- Drove sales performance improvements with comprehensive competitor analysis and market research.
- Budget management responsibilities included forecasting expenses, tracking expenditures, and allocating funds appropriately across various marketing initiatives.
- Streamlined marketing processes for increased efficiency, reducing time spent on administrative tasks.
- Devised product pricing strategies and trade marketing investments to support growth.
- Collaborated with merchandising team on creating differentiated in-store experiences through unique merchandising and collateral opportunities.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
- Conducted market research to identify new opportunities and target markets.
- Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
- Secured long-term accounts by recommending strategies to promote brand effectiveness and highlight product benefits.
PEPSICO (FRITOLAY Snack Division)
New Business Development Director for Latin America
01.1999 - 01.2001
Job overview
- Responsible for network, coordination, and plan alignment (brand & marcomm) throughout 15 countries for Potato brands (60% of net sales)
- Lead efforts & ensured non-disruptive transition from regional potato brand names to international brand name 'Lays' in 5 countries
- Fully developed 3 new business projects with a regional impact of US$400 Mn (Sweet Snacks, Potato New Flavors, Nuts & Seeds, Confectionery) with direct supervision of main market intelligence initiatives, leading recommendation efforts towards latter acquisition of 'Mafer' brand
- Provided market feedback to company leaders regarding competitive offerings, prospect needs, and product development ideas.
- Conducted thorough market research to identify emerging trends and capitalize on potential opportunities for growth.
- Analyzed market trends and customer needs to identify new business development opportunities.
- Planned and coordinated implementation of business plans and penetration of new markets.
- Enhanced company revenue by identifying new market opportunities and executing targeted sales campaigns.
- Delivered compelling presentations to key stakeholders that effectively communicated value propositions aligned with their interests, driving buy-in for proposed projects or partnerships.
L’OREAL MEXICO (Maybelline / Garnier Public Division)
Sales & Marketing Director
01.1995 - 01.1999
Job overview
- Management of all sales and marketing teams, as well as sales admin and logistics manager
- Successfully managed transition from Maybelline to L’Oreal through acquisition with no impact in customers and consumers, in a difficult business environment coming out of a deep devaluation
- Identified emerging trends for proactive adjustments in marketing campaigns.
- Nurtured strong client relationships to foster loyalty and repeat business.
- Analyzed sales and marketing data for improved strategies.
- Improved brand visibility with well-executed promotional campaigns and engaging social media content.
- Optimized sales processes, streamlining procedures for increased efficiency and better customer service.
- Increased market share by identifying untapped customer segments and developing tailored offerings to meet their needs.
- Negotiated contracts skillfully, achieving favorable terms that contributed to bottom-line results.
- Managed cross-functional teams to execute successful product launches and marketing initiatives.
- Spearheaded successful branding initiatives, sales strategies and public relations approaches to underpin and enhance marketing campaign deployment.
- Developed key account relationships for improved client retention and long-term partnerships.
- Participated in trade shows and industry events to network and promote products.
- Built relationships with customers and community to establish long-term business growth.
- Managed revenue models, process flows, operations support, and customer engagement strategies.
- Managed accounts to retain existing relationships and grow share of business.
- Prepared sales presentations for clients showing success and credibility of products.
- Held one-on-one meetings with sales team members to identify selling hurdles and offered insight into best remedy.
- Exceeded sales quotas and increased profitability through effective sales strategy and business planning.
- Resolved problems with high-profile customers to maintain relationships and increase return customer base.
- Drove sales by developing multi-million dollar contract sales.
- Increased sales volume and expanded product line to new retailers, warehouse clubs and natural food chains.
GLAXO SMITHKLINE (former STERLING HEALTH MEXICO)
Group Marketing Manager for Skin Care
01.1990 - 01.1995
Job overview
- Responsible of leading efforts to a Hinds brand turnover, implying changes in all marketing mix; delivered +25% brand sales growth
- Lead the Hinds brand in Latin America (Brazil, Chile, and Argentina) for new product, packaging improvement and advertising
- Participated in top team initiatives for Sales, such as 'Trade Partnerships' successfully leading results with key customers
- Earned worldwide recognition as 'most valuable employee living corporate values', award granted by CEO
Education
UNIVERSIDAD ANÁHUAC
Postgraduate from Corporate Reputation & Communication
12.2024
University Overview
UNIVERSIDAD ANÁHUAC
Postgraduate studies from Independent Executive Board
12.2024
University Overview
ANÁHUAC DEL MAYAB
Postgraduate from Christian Pilgrimage Studies
12.2022
University Overview
WWF & ENVIRONMENTAL MINISTERY OF GUATEMALA
Postgraduate from Circular Economy program
12.2022
University Overview
NORTHWESTERN KELLOGG
Digital Transformation Executive program
12.2022
University Overview
IPADE MEXICO
Independent Advisory Board program
12.2021
University Overview
IPADE MEXICO
Postgraduate from Business Management
12.2018
University Overview
AD1; continued with Management Program Diploma (Continuity AD1)
INSEAD FRANCE
Retail Store wars Diploma
12.2004
University Overview
INSEAD FRANCE
Business Management Diploma
12.1997
University Overview
TEC DE MONTERREY
Postgraduate from International Businesses
12.1991
University Overview
Skills
- Team leadership
- Strategic thinking
- Marketing
- Entrepreneurial and innovative
- Strategic planning
- Visionary leadership
- Team engagement
- Strategic vision
- Corporate governance
- Industry expertise
- Board reporting
- Board collaboration
- Team building
- Adaptable and flexible
- Strategic business planning
- Profit and loss management
- Results orientation
- New business development
- Effective communicator and public speaker
- Innovative and visionary
- Brand management
Languages
English
French
Brazilian Portuguese
Spanish
Timeline
Global Branding Strategy Director
BRAMBLES
09.2019 - 12.2023
Innovation & Marketing Director
ACH FOODS MEXICO
01.2010 - 11.2013
Strategic Planning Director
BRITISH AMERICAN TOBACCO MEXICO, S. A.
01.2005 - 01.2007
Consumer Marketing Director
HEWLETT PACKARD MEXICO, S.A.
01.2001 - 01.2005
New Business Development Director for Latin America
PEPSICO (FRITOLAY Snack Division)
01.1999 - 01.2001
Sales & Marketing Director
L’OREAL MEXICO (Maybelline / Garnier Public Division)
01.1995 - 01.1999
Group Marketing Manager for Skin Care
GLAXO SMITHKLINE (former STERLING HEALTH MEXICO)
01.1990 - 01.1995
UNIVERSIDAD ANÁHUAC
Postgraduate studies from Independent Executive Board
ANÁHUAC DEL MAYAB
Postgraduate from Christian Pilgrimage Studies
WWF & ENVIRONMENTAL MINISTERY OF GUATEMALA
Postgraduate from Circular Economy program
NORTHWESTERN KELLOGG
Digital Transformation Executive program
IPADE MEXICO
Independent Advisory Board program
IPADE MEXICO
Postgraduate from Business Management
INSEAD FRANCE
Retail Store wars Diploma
INSEAD FRANCE
Business Management Diploma
TEC DE MONTERREY
Postgraduate from International Businesses
UNIVERSIDAD ANÁHUAC
Postgraduate from Corporate Reputation & Communication
Honoraryresponsibilities
Honoraryresponsibilities
BANCO DE ALIMENTOS DE MÉXICO, Honorary President for the National Food Pact, 01/01/21, 10/31/23Children
Children
39Hobbies and Interests
Hobbies and Interests
- Sports
- Wildlife
- Dogs
Personal Information
Personal Information
- Citizenship: Mexican
- Marital Status: Widowed
Entrepreneurships
Entrepreneurships
- SOLUTION PARTNERS, Founder Partner & General Manager, 11/01/13, Present, Consultancy services providing superior marketing and sales/commercial strategies.
- CIELO ROSA, Founder Partner & General Manager, 03/01/24, Present, Started own business in Cancun, which is a ceramic atelier and workshop.
- ROSÉ ATELIER, Founder Partner & General Manager, 04/01/18, 12/31/24, Started own business innovating in sales of premium packaged natural preserved roses.
Honoraryresponsibilities
Honoraryresponsibilities
BANCO DE ALIMENTOS DE MÉXICO, Honorary President for the National Food Pact, 01/01/21, 10/31/23Children
Children
39Hobbies and Interests
Hobbies and Interests
- Sports
- Wildlife
- Dogs
Personal Information
Personal Information
- Citizenship: Mexican
- Marital Status: Widowed
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