Arlette Ballesteros
I drive LATAM growth, funnel optimization, and business transformation for digital products.
Mexico City, MX
Full time
Hybrid/Remote
Accomplished growth and marketing leader with over 19 years' experience in digital product acquisition, conversion, and retention across LATAM. Proven...
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My Career Journey
1/7
Look-ya
Head of Digital Marketing & E-commerce
Jan 2024 - Present | 2y 8m
Mexico City, MX
Built and scaled a digital commerce and marketplace business, owning full-funnel growth across acquisition, conversion, retention, and monetization. Designed and optimized growth systems across paid media,...
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Grupo Modelo / AB InBev
Senior Brand & Product Manager (LATAM)
Jan 2022 - Jan 2024 | 2y
Led growth strategy and optimization for a digital platform across LATAM, focusing on acquisition, engagement, and retention. Improved user experience, optimized funnels, increased customer insights through...
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Banco Azteca
Senior Brand & Customer Experience Manager
Jan 2020 - Jan 2022 | 2y
Led acquisition and conversion strategy for digital adoption in remittances, optimizing funnels across campaigns, app, and branches. Increased conversion from 0.11% to 36%, scaled transactions +104% YoY,...
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Pisa Farmacéutica
Senior Marketing Manager (Animal Division)
Jan 2018 - Jan 2019 | 1y
Led product marketing and GTM strategy for veterinary portfolio, including pricing, positioning, packaging, and campaigns. Managed $11M MXN budget, delivered +8% sales growth and +5% market share, achieved...
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PPG Comex
National Brand Manager — Head of Loyalty & Trade Engagement
Jan 2014 - Jan 2018 | 4y
Led national brand strategy, loyalty ecosystem, and professional/retail channel engagement. Scaled loyalty program +300%, increased average ticket +40%, managed $8M–$14M MXN, and delivered +45% brand awareness...
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Grupo Posadas
Senior Marketing Manager — Loyalty & B2B Engagement
Jan 2010 - Jan 2014 | 4y
Led loyalty program strategy and optimization, improving engagement, frequency, and profitability through segmentation. Increased visit frequency +20%, ticket +25%, improved efficiency +20%, and generated...
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JWT
Account & Project Roles — Global Brands
Jan 2006 - Jan 2010 | 4y
Managed integrated marketing campaigns across LATAM for global brands such as Nestlé, Ford, Coca-Cola, and Nokia. Led 360° campaigns across ATL, BTL, digital, and experiential. Expanded Nestlé account...
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Collaboration
Integrative Thinking
Complex Problem Solving
Creative Thinking
Business Acumen
Decision Making
Results Focused
Analytical Thinking
Coordinating
Most proud of (2/3)
1st
Led the strategy and growth of a digital platform across 9 LATAM markets, connecting product, marketing, customer engagement and data-driven initiativ
2nd
Transformed Banco Azteca’s digital funnel: conversion 0.11%→36%, transactions +104%, cost per transaction -67%.
Career Highlights
1/2
PPG Comex | Brand, Loyalty & Customer Engagement
Drove 300% Loyalty Growth & 40% Higher Ticket
Mexico City, MX, 2026
In 2014–2018 I built PPG Comex’s loyalty and engagement program for professional painters from...
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Senior Brand & Customer Experience Manager, Banco Azteca (2020–2022)
Transformed Digital Acquisition: 0.11% → 36% Conversion
Mexico City, MX, 2021
In 2020–2022 I led Banco Azteca’s shift from traditional marketing to a data-driven digital growth...
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My values
Results-Oriented
Problem Solving
Customer-Centricity
Collaboration
Communication
Education
Universidad Europea
Business Management
Ongoing
Universidad del Valle de México
Marketing
Ongoing
Certifications & Qualifications
Product Owner Certification
2026
Amazon Marketplace & E-commerce
2026
Digital Marketing Strategy
2026
EGADE Business School Programs
EGADE Business School2026
Language(s) I speak
Spanish
Fluent
English
Intermediate
French
Beginner