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Ricardo M.
VP of Marketing @Aplazo
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WORK HISTORY
VP of Marketing @Aplazo
MX
Designed and executed B2B and B2C go-to-market strategies that strengthen Aplazo’s positioning as theleading BNPL fintech in Mexico-Developed and executed comprehensive marketing strategies focused on brand positioning, customer acquisition, and revenue growth-digital marketing initiatives (SEO, SEM, social media, email campaigns, and content marketing) to drive traffic, engagement, and conversions-Oversaw brand management ensuring consistent messaging across digital, print, and partnership channels to strengthen market presence-Built and maintained strategic partnerships with key industry players to expand reach and generate new business opportunities-Leveraged market research and customer insights to better understand needs, preferences, and behaviors, enabling targeted campaigns-Managed and mentored high-performing marketing teams, fostering collaboration, accountability, and innovation-Established performance metrics and analytics frameworks to measure campaign effectiveness, optimize strategies, and demonstrate revenue impact-Implemented demand generation strategies, marketing automation, and conversion funnel optimization to maximize growth-Leads a multidisciplinary team spanning marketing, insights, performance marketing, and B2B, focused ongenerating commercial impact, process optimization, and measurable results-Holds ownership over revenue, expansion, and strategic account development, driving sustainable growth through marketing, partnerships, and commercial innovation.
EDUCATION
Universidad Panamericana
Master's degree, Communication
Universidad Panamericana
Bachelor's degree, Administration and Marketing
Colectivo23
Diploma of Education, Growth Marketing
Universidad Iberoamericana, Ciudad de México
Diploma, Neuromarketing
ABOUT RICARDO M.
Professional executive with over +20 years of experience (CPG & Startup) specialized building world-class brands and leading the generation of sales, logistic and marketing profitable strategies in consumer products & tech companies. director de mercadotecnia, marketing director, head of Marketing, VP of Marketing, CMO, Chief Marketing Officer, grouper marketing, senior marketing manager, gerente de mercadotecnia senior, FMCG, CPG, fintech, tech, consumo, personal care, skin care, beauty care, cuidado personal, dairy, yogurt, lácteos, confitería, botanas, dulces, aceite comestible, 360, ATL, BTL, PR, branding, lanzamientos, campañas, medios, pautas, lanzamientos, P&L, promociones, digital, redes sociales, PR, RRPP, CRO, Chief Growth Officer, BNPL, Buy Now Pay Later, compra ahora y paga después, payments, card readers, pagos digitales, AI, fintech, BNPL, buy now pay later
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