Mauricio Cadena

About Mauricio Cadena

Award-winning bilingual marketing strategist with 20+ years of experience leading insight-driven, multicultural campaigns across the U.S. Hispanic and Latin American markets.I’ve helped iconic brands like McDonald’s, Miller Lite, Yahoo, and Nestlé connect with audiences through cultural relevance, strategic creativity, and measurable impact.My work has been recognized with Effie Awards, ANA Multicultural Excellence Awards, and Hispanic Marketing Council Strategic Excellence Awards. I’ve had the honor of serving as a judge for the Effie Awards (U.S. & LATAM), ANA Multicultural Excellence Awards, and HMC Awards, as well as a guest lecturer at the University of Miami.What drives me most is turning cultural insights into brand growth, crafting strategies that move people emotionally and drive real business results.Outside of work, I run Lado B, a YouTube channel where I share music discoveries and explore the culture of record collecting. I’m passionate about exploring new places, discovering local cultures, and experiencing the world as a global citizen. I’m an avid reader with a love for storytelling, marketing trends, and creative strategy.

Experience

1. Group Brand Strategy Director

   Alma

   Sep 2021 — Present

   I lead insights and data-driven communication and advertising strategies to drive engagement and brand growth for McDonald\'s in the US Hispanic market, focusing on Millennials and Gen Z.Spearheaded Effie, ANA, and HMC award-winning multicultural campaigns.Built strategies that deliver impactful, measurable advertising results by connecting Millennials and Gen Z with brands through a deep understanding of culture and consumer behavior.

Education

• Universidad Intercontinental

  Communication Sciences, Bachelor's Degree

  1995 — 1999

Skills

• Customer Insight
• Online Advertising
• Integrated Marketing
• Social Media Marketing
• Creative Strategy
• Multicultural Marketing
• Brand Management
• Marketing Strategy
• Mobile Marketing
• Advertising
• New Business Development
• Digital Strategy
• Strategic Planning
• Sem
• Strategy
• Digital Marketing
• Product Development
• Marketing Research
• Digital Media
• Marketing Communications
• Social Media
• Media Planning
• Shopper Marketing
• Marketing
• Web Marketing
• Strategic Communications
• Online Marketing