Rafael Figueroa
Driving measurable B2C growth in LATAM through data-driven marketing excellence.
Mexico City, MX
Full time
Hybrid
Senior Marketing and Digital Growth Leader with 12+ years' experience across Latin America, specializing in digital strategies that drive customer acquisition,...
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My Career Journey
1/3
Ford Motor Company
Planning & Distribution Manager
Jan 2023 - Jan 2026 | 3y
CDMX, MX
Led data-driven planning initiatives, connecting demand, product availability and distribution with business objectives. Managed budget planning, performance tracking and stakeholder alignment. Analyzed...
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Ford Motor Company
B2C Digital Platform Lead – LATAM
Jan 2012 - Jan 2023 | 11y
CDMX, MX
Led regional B2C digital strategy, optimizing campaigns and platforms with paid media teams. Enhanced CRM, automation, websites, customer journeys and analytics. Designed online reservations system for...
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Ford Motor Company
Digital Platforms & Web Performance Specialist (B2C)
Jan 2010 - Jan 2012 | 2y
CDMX, MX
Built and optimized websites and campaign experiences for acquisition and conversion. Improved SEO and analytics, migrated platforms from Flash to HTML. Reduced website costs by 60%, increased web traffic...
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Communications
Active Listening
Collaboration
Coordinating
Virtual Collaboration
Leadership
Organizational Skills
Most proud of (2/3)
1st
Led data-driven planning that increased special-technology vehicle mix 27% and halved wholesale platform loading times.
2nd
Led LATAM B2C digital strategy and built an online reservation system that doubled lead flow to dealers.
Career Highlights
1/2
B2C Digital Platform Lead — Ford Motor Company (LATAM), 2012–2023
Doubled dealer leads with online reservations
Mexico City, MX, 2022
In my role as B2C Digital Platform Lead – LATAM at Ford Motor Company (2012–2023) I led the regional...
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Led platform migration to CMS tools and new analytics plans
Modernized CMS and analytics for agency collaboration
Mexico City, MX, 2012
In a platform migration project I led the shift to modern CMS tools and defined new analytics...
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My values
Collaboration
Teamwork
Open Communication
Accountability
Empowerment
Education
Universidad Tecnológica de México
Industrial Operations Management
1996
Universidad Tecnológica de México
Electronics and Communications Engineering
1995
Certifications & Qualifications
AI Mastery Certificate Program
Coursiv2026
Language(s) I speak
Spanish
Fluent
English
Fluent