Lizbeth Sandoval Santiago
Growth-driven marketing leader with global expertise and a passion for brand innovation.
Mexico City, MX
Full time
Hybrid
Seasoned marketer with 21 years of experience driving transformative, insight-driven growth in local, regional, and global consumer health markets. Led...
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My Career Journey
1/12
BAYER CONSUMER HEALTH
Marketing Head for OTC Division and Dermatology Category Head for LATAM
Jan 2025 - Nov 2025 | 10m
Sao Paulo, BR
Created and executed full-funnel marketing strategies for the €186 Million Brazilian market, managing global megabrands. Achieved +16.6% market growth, launched new products, developed disruptive campaigns,...
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BAYER CONSUMER HEALTH
Global Sr. Brand Manager - Aspirin
Mar 2022 - Dec 2024 | 2y 9m
New Jersey, US
Led global brand strategy and innovation for Aspirin, launching new solutions across US, Mexico, EMEA. Drove a new visual identity and packaging rollout, spearheaded global campaigns and assets across...
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BAYER CONSUMER HEALTH
Sr. Regional Brand Manager Mexico & LATAM - Aspirin Pain & Cardio
Jan 2019 - Feb 2022 | 3y 1m
Mexico City, MX
Developed and launched regional strategies, innovation pipelines, communication campaigns, and led brand managers. Drove market share and sales leadership in Mexico, and maximized regional best-practices...
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PFIZER CONSUMER HEALTHCARE
Marketing Group Manager Wellness Portfolio
Jul 2017 - Dec 2018 | 1y 5m
Mexico City, MX
Grew Centrum's market share, raised Caltrate to double-digit growth, and launched Emergen-C in Mexico. Led brand managers in strategic development and innovation, delivering consistent business gains.
PFIZER CONSUMER HEALTHCARE
Marketing Group Manager Health Portfolio
Jan 2017 - Jun 2017 | 5m
Sao Paulo, BR
Led growth for the Health Portfolio in Brazil, developed low-income consumer strategies for Advil, launched LATAM regional campaigns, and collaborated on innovation pipeline design with global teams.
PFIZER CONSUMER HEALTHCARE
Sr. Brand Manager Analgesics Portfolio
Mar 2012 - Dec 2016 | 4y 9m
Mexico City, MX
RECKITT BENCKISER
Sr. Brand Manager Sexual Well-being Portfolio - Mexico & LATAM
Jun 2011 - Feb 2012 | 8m
Mexico City, MX
Led Durex’s LATAM strategy, rolled out entry model in 10+ countries, created regional plans, and implemented portfolio strategies for Mexico, achieving regional model adoption.
WYETH CONSUMER HEALTHCARE
Brand Manager Analgesics Advil
Dec 2009 - May 2011 | 1y 5m
Mexico City, MX
WYETH CONSUMER HEALTHCARE
Jr. Brand Manager Cough & Cold (Dimacol, Dimetapp, Robitussin & Chapstick)
Jan 2008 - Nov 2009 | 1y 10m
Mexico City, MX
WYETH CONSUMER HEALTHCARE
Brand Assistant for Pain Brands Advil & Robaxisal
Apr 2006 - Dec 2007 | 1y 8m
Mexico City, MX
WYETH CONSUMER HEALTHCARE
Intern for Pain Brands Advil & Robaxisal
Apr 2005 - Mar 2006 | 11m
Mexico City, MX
3M
Corporate Marketing Assistant (Social Service)
Nov 2003 - May 2004 | 6m
Mexico City, MX
Accountability
Collaboration
Critical Thinking
Intercultural Competence
Leadership
Communications
Strategic Thinking
Innovation
Results Focused
Business Acumen
Most proud of (2/3)
1st
As Marketing Head, drove €186M Brazil OTC growth, delivering +16.6% market growth through full‑funnel strategies.
2nd
Rolled out New Aspirin Global Strategy and Architecture and Led the 125th‑anniversary campaign across 10+ markets
Career Highlights
1/2
Marketing Head, OTC & Dermatology LATAM — Bayer Consumer Health (2025)
Drove +16.6% market growth in Brazil (OTC & Dermatology)
São Paulo, BR, 2025
In 2025, as Marketing Head for the OTC Division and Dermatology Category Head for LATAM at Bayer...
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Global campaign lead — Aspirin 125th anniversary
Rolled out Aspirin 125th‑anniversary campaign across 10+ markets
Jersey City, US, 2024
At Aspirin I led the development and global rollout of the 125th‑anniversary campaign, building...
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My values
Collaboration
Empowerment
Innovation
Accountability
Communication
Education
MIT Sloan and MIT CSAIL
Artificial Intelligence: Implications for Business Strategy Program
2026
Universidad de la Comunicación
Marketing
2005
Universidad Motolinia
2001
Language(s) I speak
Spanish
Fluent
English
Fluent
Portuguese
Fluent