Juan Ignacio Rodriguez Ray
Building brands through culturally relevant omnichannel marketing across LATAM
Mexico City, MX
Full time
Hybrid
Marketing leader with over 12 years of experience growing brands and leading campaigns across LATAM in FMCG, CPG, fintech, and entertainment. Excelled...
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My Career Journey
1/13
GRUPO LALA
Sr Brand Marketing Manager: Protein Yogurt Category, Lala Griego México
May 2025 - Present | 1y 2m
Led relaunch and innovation of Lala Griego yogurts, elevating product and packaging, resulting in double point-of-sale rotation, +50% share of shelf, and planned +60% brand growth. Integrated storytelling,...
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DiDi
Brand Marketing Manager, DiDi Préstamos México
Jul 2024 - May 2025 | 10m
Launched campaigns for DiDi Préstamos to boost brand awareness and image attributes. Combined offline and digital channels to drive consideration, trust, and education. Led educational strategies and developed...
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Mattel
Marketing Grouper: Building Sets & Games LATAM Region
Apr 2023 - Nov 2023 | 7m
Oversaw a $40M+ portfolio, improving profitability and launching multiple marketing campaigns. Drove major brand-building efforts, including a Scrabble campaign with 250M+ impacts. Managed media and product...
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Mattel
Marketing Grouper: Other Dolls Category LATAM Region
Feb 2022 - Apr 2023 | 1y 2m
Managed $50M+ dolls portfolio, positioned Mattel as #1 small doll brand in LATAM. Led Disney brand partnerships, integrated launches, and planned key initiatives. Drove new product development and category...
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Mattel
Senior Brand Manager: Action Figures brands LATAM Region
May 2021 - Feb 2022 | 9m
Doubled Masters of the Universe business YoY, winning an IAB Mixx Silver Award. Managed Minecraft and incremental business development. Increased business by $5M via new distribution models.
Mattel
Senior Manager - Consumer Analytics & Insights: Boys Category LATAM Region
Aug 2019 - May 2021 | 1y 9m
Crafted strategic insights for business fundamentals, identified $20M+ white space opportunities, and created impactful market trends reports and webinars. Participated in global media mix models.
Mattel
Jr. Brand Manager: Other Girls Brands Chile, Argentina, Central America | Brand Manager for Little Mommy LATAM Region
May 2017 - Aug 2019 | 2y 3m
Grew Little Mommy brand revenues via innovation and improved budget efficiency. Managed 9 brands’ P&L, pricing, and ToyFair event projects for LATAM clients.
Mattel
Assistant Brand Manager: Barbie™ Brazil
Oct 2016 - May 2017 | 7m
Managed Barbie brand segments, maintaining growth with localized marketing plans and product/financial strategies.
Mattel
Assistant Brand Manager: Ever After High™ and DC Super Hero Girls Brazil
Jul 2016 - Oct 2016 | 3m
Led marketing and retail launches for Ever After High™ and DC Super Hero Girls. Developed launch dashboards and tracked brand performance.
Mattel
Assistant Brand Manager: Monster High™ Mexico
Jul 2015 - Jul 2016 | 1y
Drove Monster High brand through integrated marketing and sales tracking. Developed tools for category/brand performance. Led market data and analysis projects.
Confidential (Condominiums)
Business Manager
Dec 2010 - Mar 2016 | 5y 3m
Mexico City, MX
Coordinated administrative, staffing, and financial decisions for condominiums in Mexico City.
Procter & Gamble
Marketing Intern: Personal Beauty Care Division
Feb 2014 - Jun 2015 | 1y 4m
Owned consumer & sales data analysis, created information centers, participated in brand launch campaigns, and managed regional product listings.
ITAM (Instituto Tecnológico Autónomo de México)
Research Assistant, Business Department
Aug 2012 - May 2013 | 9m
Mexico City, MX
Conducted research investigations, analyzed data, and drafted business cases focused on entrepreneurial companies.
Education
Instituto Tecnológico Autónomo de México (ITAM)
Business Administration
2015
Certifications & Qualifications
Strategy Finishing School
Julian Cole2024
Effie Latin America 2023 First round online jury
Effie Latin America2023
Digital Marketing & Analytics
General Assembly2020
Digital Marketing “Ponte en Forma IPG Mediabrands” Facebook blueprint eLearning
Facebook blueprint eLearning2017
Digital Marketing IAB Spain powered by Google and Actívate Academies
IAB Spain2016
CENEVAL Excellence Performance Award
CENEVAL2015
Entrepreneurship Program
Babson College2013
Language(s) I speak
Spanish
Fluent
English
Fluent
Portuguese
Intermediate