Lilia Soren García

Head of Brand Experience @Grupo Rotoplas

Mexico City, MX

I lead the global brand and communications vision for three brands, owning and orchestrating all brand-building efforts to ensure a cohesive, differentiated, and compelling identity across every consumer touchpoint-I am responsible for the brand strategy at a global level, overseeing phygital and digital content strategy, including all social media platforms, influencer ecosystems, owned content, and brand narratives, ensuring consistency, relevance, and long-term brand equity growth-I also lead integrated brand campaigns and offline media strategies, including out-of-home (OOH), radio, and TV, optimizing investment to maximize brand impact, memorability, and efficiency-Within PR and media relations, I manage press strategy and relationships to increase share of voice, positioning the brands as leaders in key industry and social conversations, with strong visibility in top-tier outlets.Key Achievements-Drove a record increase in brand equity, growing the index from 53 to 60 points, and raised Top of Mind awareness by more than 5 points across the brand and key products through strategic, multichannel institutional campaigns.

Universidad Panamericana

Master's degree, Institutional Communications

Universidad del Claustro de Sor Juana

Bachelor of Fine Arts - BFA

Universidad Nacional Autónoma de México

Bachelor's degree, Communications and Journalism

Northwestern University - Kellogg School of Management

Digital Marketing, Marketing