Martha Alfaro Ramírez
Driving growth through brand strategy, innovation, and analytical leadership.
Mexico City, MX
Full time/Project based
Hybrid
Strategic marketing professional with over 15 years of experience in brand building, product innovation, and growth strategy. Expert at integrating consumer...
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My Career Journey
1/6
Brandgical (Self-Employed)
Marketing and Brand Strategy Consultant
Feb 2019 - Jan 2026 | 6y 11m
Cujimalpa, MX
Founded consultancy to help entrepreneurs with brand positioning and digital marketing. Designed integrated brand strategies, advised on customer acquisition, and led workshops and planning sessions.
Alpura
Shopper Marketing Manager
Jan 2022 - Aug 2023 | 1y 7m
Mexico City, MX
Led shopper marketing strategy for modern trade and e-commerce. Developed omnichannel strategies, partnered with commercial teams and retailers, led cross-functional initiatives. Turned shopper insights...
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Grupo AlEn
Brand Marketing Manager
Jan 2015 - Dec 2018 | 3y 11m
Monterrey, MX
Led cross functional teams, developing strong leadership and stakeholder management capabilities.
Drove the marketing strategy for Pinol, delivering +2% YoY growth on the company's largest and most...
Drove the marketing strategy for Pinol, delivering +2% YoY growth on the company's largest and most...
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Grupo AlEn
Key Account Manager
Sep 2012 - Dec 2014 | 2y 3m
Mexico City, MX
Managed strategic retail accounts, led growth initiatives, portfolio development, and trade marketing execution. Created annual business plans with top retailers, negotiated commercial and promotional...
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Pernod Ricard
Trade Marketing Senior Coordinator
Sep 2009 - Aug 2012 | 2y 11m
Mexico City, MX
Led shopper marketing initiatives for the Spirits portfolio, collaborating with wholesalers, sales teams, and BTL agencies to boost brand visibility and optimize in-store execution.
Nielsen
Client Service executive
Aug 2006 - Jul 2009 | 2y 11m
Mexico City, MX
Conducted consumer and market research for leading FMCG firms, transforming insights into actionable strategies and recommendations.
Active Learning
Decision Making
Action Oriented
Problem Solving
Analytical Thinking
Creativity
Results Focused
Most proud of (1/3)
1st
I led an omnichannel strategy to conquer northern Mexican territory, increasing market share and brand presence.
Career Highlights
1/2
Project lead — omnichannel expansion in northern Mexico
Grew brand share across northern Mexico
monterrey, 2023
As project lead for the northern Mexican expansion I inherited a territory with low brand penetration....
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Shopper Marketing Manager — emergency agency coordination
Averted launch disruption after activation mix‑up
Monterrey, 2023
As a Shopper Marketing Manager I discovered an agency error that misaligned activation dates...
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Fun fact about me
I studied MKT to understand consumers and later, I became a psychotherapyst to better understand people. Turns out, i´ve always been curious about what drives human behavior.
My values
Collaboration
Accountability
Adaptability
Compassion
Courage
Curiosity
Education
Instituto Mexicano de la Pareja
Master's Degree in Psychology
2021
Tecnológico de Monterrey
Master's Degree in Marketing
2012
Tecnológico de Monterrey
Bachelor Degree in Marketing
2007
Certifications & Qualifications
Leadership and Managerial Abilities Diploma
IDESSA MTY2017
Language(s) I speak
Spanish
Fluent
English
Intermediate