Carmina Willars Márquez
Transforming LATAM brands through growth strategy, digital innovation and team leadership.
Mexico City, MX
Full time
On-site/Hybrid/Remote
Experienced Chief Marketing & Growth Officer with 18+ years in Retail, FMCG, Automotive, and Consumer sectors across LATAM. Expert in leading commercial...
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My Career Journey
1/5
CONVERSE
Marketing Director | LATAM
Jun 2025 - Present | 1y 2m
Mexico City, MX
Led enterprise marketing strategy for Mexico, aligning global brand with growth. Developed integrated strategies connecting brand, retail, ecommerce and creator ecosystems. Optimized media investment through...
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ITALIKA Automotriz
Senior Director Global Marketing
Sep 2018 - Jun 2025 | 6y 9m
Directed marketing for the leading motorcycle brand in Mexico. Increased Brand Power, achieving category leadership. Delivered substantial Hot Sale and Buen Fin growth. Oversaw large marketing investments....
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GRUPO SALINAS
Marketing Chief | Mexico & LATAM
Apr 2013 - Aug 2018 | 5y 4m
Directed multi-unit brand strategy, partnering with executive leadership to drive growth. Led brand governance, repositioning, consumer insights, and data-driven decision frameworks. Enhanced retail and...
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HOSPITAL MÉDICA SUR
Marketing Coordinator
Jan 2012 - Jan 2013 | 1y
Developed integrated marketing and PR strategies. Launched new brand identity and consumer research initiatives, improving overall awareness via strategic communications.
MOVISTAR
Marketing Executive
Jan 2007 - Jan 2012 | 5y
Supported product marketing and executed integrated campaigns.
Education
Tecnológico de Monterrey
Marketing
Ongoing
Certifications & Qualifications
Marketing Strategy: Competitive Intelligence Using Generative AI Across the Marketing Lifecycle
2026
Advanced Content Marketing
2026
Digital Marketing Tools & Services
2026
SEOday Certification
2023
Diploma – Formadores para el Futuro
Harvard Business School2020
Language(s) I speak
Spanish
Fluent
English
Intermediate