About Betty
I’m a Marketing & Growth Strategist with 15+ years of experience across beauty, retail and FMCG, working with leading companies such as L’Oréal, Liverpool, Energizer and Colgate-Palmolive.
I help brands and retailers drive profitable growth by combining strategy, data and omnichannel execution. My approach focuses on turning consumer insights into actions that directly impact traffic, conversion and revenue.
I’ve led projects in category repositioning, digital acceleration, retail media and business expansion, delivering measurable results such as +12% traffic, +8% purchase frequency, +10% average ticket and +50% YoY increase in brand investment.
How I can help
- Growth Strategy definition and execution
- Omnichannel marketing strategy (full funnel)
- Category management and portfolio optimization
- Retail media strategy and monetization
- Go-to-market strategy and product launches
- Consumer & shopper insights analysis
- Digital transformation and customer experience
Typical deliverables
- Growth Strategy Framework (diagnosis + actionable roadmap)
- Omnichannel marketing plan
- Category growth strategy
- Retail media proposal
- Go-to-market plan
- Customer experience audit (online & offline)
What makes me different
I don’t just design strategies — I make them work in real business environments. My profile combines:
- Strategic thinking
- Strong commercial and retail expertise
- Hands-on execution in complex organizations
- Focus on measurable business impact
I’m currently expanding my expertise in Artificial Intelligence for Business, integrating new tools to enhance marketing and growth decision-making.
Best-fit projects
- Brands looking to scale and accelerate growth in Europe
- Retailers aiming to optimize their omnichannel strategy
- Companies needing structure, clarity and execution in marketing
- Teams looking for senior external perspective with fast impact
También puedo colaborar en español.
Spanish
Native or bilingual
English
Fluent
Remote only
Primarily works remotely
Experience
- LIVERPOOL MÉXICOMarketing Growth Manager - Beauty, Tech, Toys, Babies & OthersMay 2022 - September 2025 (3 years and 4 months)Ciudad de México, Mexico
- Led the strategic repositioning of the Beauty category, strengthening competitiveness and brand equity against emerging players.
- Designed and implemented an omnichannel growth strategy, delivering: +12% traffic | +8% purchase frequency | +10% average ticket YoY.
- Increased supplier investment by +50% YoY through retail media strategy.
- Led cross-functional teams (commercial, media, digital, creative), ensuring end-to-end execution and strategic alignment.
- L'ORÉAL MÉXICOKey Account Manager – Luxe DivisionMarch 2021 - March 2022 (1 year)Ciudad de México, Mexico
- Managed key accounts, driving growth and profitability, achieving +15% YoY.
- Developed joint business plans aligned with sales and margin targets.
- Led a global product traceability initiative, mapping origin and distribution flows across fragrance, skincare and makeup to mitigate grey market risks, protect brand equity and safeguard revenue.
- L’ORÉAL MÉXICORetail Media Sr. Coordinator - Dermatological BeautyJanuary 2020 - March 2021 (1 year and 2 months)
- Defined the e-commerce strategy for pure players and e-retailers, driving dermocosmetics category growth.
- Optimized the digital shopper experience through data-driven insights and behavioral analysis.
- Led the planning and execution of digital campaigns and key seasonal activations, aligned with commercial objectives.
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Education
- Master's Degree in Artificial Intelligence for BusinessESDEN Business School.Master's Degree in Artificial Intelligence for Business
- Bachelor's Degree in MarketingTec de Monterrey2013Bachelor's Degree in Marketing