Mauricio Álvarez Castrejón
Driving business growth through strategic marketing, brand and team leadership.
Guadalajara, MX
Full time
Hybrid/On-site
Marketing Manager with 9+ years’ experience in regional strategic planning and brand development at leading FMCG and toy companies, including Unilever,...
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My Career Journey
1/7
The Hershey’s Company
Marketing Manager Spicy & Sweets – MX & US
Jan 2021 - Present | 5y 8m
Led Spicy category's growth with #1 Brand, increasing SOM by over 65bps YTD. Responsible for P&L, innovation, marketing strategy and communication support with a $120M marketing budget. Defined US go-to-market...
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The Hershey’s Company
Brand Marketing Manager Drink
Dec 2020 - Dec 2021 | 1y
Led Drink category, overseeing P&L, innovation, and marketing. Redefined brand strategy to reverse negative trends and win share of market for the first time in 17 months (+10bps YTD). Delivered 3-year...
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Mattel de Mexico
Associate Brand Manager (Barbie & Disney Brand LATAM)
Jan 2018 - Feb 2020 | 2y 1m
Managed multi-target regional strategy and 200+ SKUs. Delivered 12% growth in 2019 through innovation and consumer insights. Developed successful Barbie LatAm YouTube content with 12MM+ views. Led Toy...
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Mattel de Mexico
Brand Manager (Disney ROLA C & Disney Jr LATAM)
Apr 2017 - Jan 2018 | 9m
Led marketing for all Disney brands in LATAM, including Coco and Roadster Racers launches. Achieved 150% growth for Disney Jr LatAm via multicategory strategy, model later replicated globally.
Mattel de Mexico
Assistant Brand (Hot Wheels & Toy Box Mexico)
Jun 2015 - Apr 2017 | 1y 10m
Unilever
Senior Consumer & Market Insights Executive
Jan 2014 - May 2015 | 1y 4m
Unilever
Sales Merch Representative
Jul 2013 - Dec 2013 | 5m
Leadership
People Management
Strategic Planning
Results Focused
Team Motivation
Most proud of (2/3)
1st
Launched Ricatira and grew it to the top market-share earner in 2025.
2nd
Led Spicy & Sweets to #1 brand, increasing SOM by 65+ bps YTD while managing a $120M marketing P&L.
Career Highlights
1/2
Product launch lead — Ricatira, 2025
Launched Ricatira to lead market share in 2025
Guadalajara, MX, 2025
In 2025 I launched Ricatira after recognizing a gap in the category; I drove product definition,...
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First management role — Mattel, Disney LATAM
Managed Disney brand for LATAM at Mattel
Mexico city, 2019
In my first management role at Mattel I led the Disney brand across Latin America, rapidly learning...
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My values
Leadership
Customer Satisfaction
Accountability
Education
Universidad del Valle de México
Marketing
Ongoing
Certifications & Qualifications
Omnichannel Strategy and Management
Dartmouth Business School2023
Retail Fundamentals
Dartmouth Business School2022
DIPLOMA IN ENTREPRENEURSHIP IN EMERGING ECONOMIES
Harvard Business School2020
Finance Essentials for MBA
Imperial College Business School2020
Teams Management & Coaching
Mattel Latin-America2019
Mattel Digital Academy
Mattel International2019
Digital Acceleration Program
Unilever México2015
Unilever Marketing Foundation
Unilever México2014
Unilever Business Development for Trainees
Unilever México2014
SPECIALTY IN NEUROMARKETING
Escuela Superior de Desarrollo e Innovación Empresarial2013
Finance For Customer Development
Unilever México2013
Language(s) I speak
Spanish
Fluent
English
Intermediate
Portuguese
Intermediate