Mario Caballero Cruz
Driving growth through marketing leadership across LATAM & US Hispanic markets.
I am a regional marketing leader with over 20 years of experience building high-performance teams and delivering significant growth in direct selling,...
Show more
My Career Journey
1/10
Cerule International
Marketing & Country Manager
Apr 2024 - Dec 2024 | 8m
Directed the full marketing and country operations for Mexico, delivering +37% YoY growth, strengthened field communications, improved distributor productivity, and ensured alignment between global leadership...
Show more
PM-International
Regional Marketing Senior Specialist - LATAM
Apr 2023 - Dec 2023 | 8m
Sarasota, US
Supported LATAM growth through integrated marketing communications, coordinated regional campaigns, and enabled field teams to achieve recruitment and retention objectives.
SBC Joy & Sense
General Marketing Communications Manager & Project Director
Mar 2021 - Apr 2023 | 2y 1m
Mexico City, MX
Launched a new direct selling organization, designed business and communication frameworks, managed a MXN $25M budget, implemented PMO, and delivered significant cost savings.
Kyäni Sun
Regional Marketing Senior Director – LATAM & US Hispanic Market
Aug 2017 - Feb 2020 | 2y 6m
Mexico City, MX
Led regional marketing strategy, enabled +27% LATAM growth, launched new markets, built cross-functional teams, and aligned sales and communications across LATAM & US Hispanic markets.
Shaklee Corp.
Marketing Communications Senior Manager
Jul 2016 - Jun 2017 | 11m
Mexico City, MX
Led branding, product communications, PR, and nationwide recruitment and retention strategies, contributing to +5% turnover growth QoQ.
FranklinCovey
Marketing Communications Manager – Mexico & Caribbean
Nov 2013 - Jul 2016 | 2y 8m
Mexico City, MX
Led regional strategy across multiple countries, localized consulting solutions, and enabled significant revenue growth through regionalizing training materials.
ANT Communications
Strategy & Communications Senior Director
Dec 2010 - Dec 2012 | 2y
Mexico City, MX
Created an innovative behavioral communications framework, pioneered new advertising technologies, and drove 12% agency growth with key accounts.
Herbalife International
Senior Marketing & Creative Services Manager – Mexico & Central America
Nov 2007 - Nov 2010 | 3y
Mexico City, MX
Built and led communications functions to support field growth, positioned Mexico as a top global market, and led fundraising and regional launches.
FCB Mexico
Group Creative Director
Sep 2002 - Aug 2007 | 4y 11m
Mexico City, MX
Led integrated communications for major transformations, delivered 360° campaigns, and launched new banking products and divisions.
Terán/TBWA
Associate Creative Director
Sep 1999 - Sep 2002 | 3y
Mexico City, MX
Awarded for Apple Computers campaign, managed regional communication strategies for global brands, and increased brand penetration.
Leadership
Business Acumen
Strategic Thinking
Creativity
Team Management
Most proud of (3/3)
1st
Take Herbalife Mexico to be the 2nd most important market at world level
2nd
Successfuly opening of two new regional markets for Kyani: Dominican Republic and Peru. DR market became the 2nd mis important market for Kyani
3rd
Relaunching Shaklee brand in Mexico
