Lyana Lorena Mercenario Vega
Media Director crafting 15+ years of high-impact campaigns that increase client revenue.
Mexico City, MX
Full time
On-site/Hybrid
I lead media planning and campaign execution at Sherpas (formerly Media Option), bringing over 15 years of experience and delivery of 100+ campaigns across...
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My Career Journey
1/5
Sherpas (Previously Media Option)
Media Director
Jun 2018 - Present | 8y 2m
Mexico, MX
Coordinated high-impact offline campaigns and led strategic planning to drive brand penetration for top clients. Managed 100+ media campaigns across traditional channels, delivered market research insights,...
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Media Option
Account Director
Mar 2013 - Jun 2018 | 5y 3m
Mexico, MX
Developed client briefs and delivered pitch strategies that won and grew accounts. Negotiated contracts, led cross-functional teams, and directed key projects to ensure quality, revenue growth, and strategic...
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Media Option
Account Manager
Jun 2010 - Mar 2013 | 2y 9m
Mexico, MX
Managed advertising budgets and conducted media analysis to optimize campaign performance across digital and traditional platforms. Designed media strategies and launched campaigns with contract management...
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Citibanamex
Advertising and Marketing Advisor
Sep 2007 - Jun 2010 | 2y 9m
Mexico, MX
Supported product managers and managed agency relationships to execute large-scale initiatives such as Restaurant Weeks. Controlled advertising budgets, streamlined campaign and payment processes, and...
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CMV Advertising
Trainee in the Healthcare Area
Jan 2007 - Sep 2007 | 8m
Mexico, MX
Assisted account management in the healthcare area by coordinating project tasks and supporting client communications. Contributed to communication strategy development and client relations during healthcare...
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Communications
Working Quickly
Calmness Under Pressure
Most proud of (3/3)
1st
Coordinated high-impact offline campaigns as Media Director at Sherpas, driving measurable client outcomes.
2nd
Built 15+ years of expertise in media planning and campaign execution across channels.
3rd
Led my first big campaign, which significantly boosted the client's revenue and demonstrated impact.
Career Highlights
1/1
First major campaign — resolved client conflict and improved outcomes
Turned around a tense client campaign to grow revenue
Mexico City, MX,
In my first major campaign I worked with a particularly difficult, often rude client who frequently...
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Fun fact about me
I love building LEGO — it’s my hands-on way to explore and unwind.
