Ricardo Morales Escalante
Driving business growth through strategic partnerships and innovation in digital markets.
Mexico City, MX
Full time
On-site/Hybrid/Remote
Results-driven marketing, product, and growth leader with 10+ years of experience scaling businesses across digital and technology-driven environments....
Show more
My Career Journey
1/8
Intersybarite (Jamón Joselito MX)
Marketing & Brand Strategy (Freelance)
Jun 2014 - Present | 12y 1m
Mexico City, MX
Led brand positioning strategy for Joselito in Mexico and consolidated market presence in the ultra-premium gourmet segment. Coordinated brand alignment between Mexico and Spain and expanded presence in...
Show more
Azteca Play - TV Azteca / Grupo Salinas
Sr. Marketing Manager
Apr 2022 - Nov 2025 | 3y 7m
Led strategic partnerships with global iGaming and tech companies, generating new revenue streams with +120% ROI. Coordinated product, marketing, and partners to execute multi-platform campaigns. Implemented...
Show more
Total Protect (Grupo Salinas)
Sr. Product Marketing Manager
Oct 2023 - Nov 2025 | 2y 1m
Scaled go-to-market and commercial strategy for B2B business, increasing qualified lead generation by 35% and strengthening the sales pipeline. Led strategic rebranding toward technology-driven IoT positioning,...
Show more
Grupo Chiquita Mamá
Brand Voice & Social Media Manager
Mar 2014 - Jan 2020 | 5y 10m
Mexico City, MX
Led brand positioning for Joselito in Mexico, consolidating presence in gourmet segment and strengthening brand perception. Expanded organic community and retail presence, aligned strategy with Spain headquarters,...
Show more
Cultura Colectiva
Lead YouTube
Aug 2018 - Mar 2019 | 7m
Led the growth and expansion strategy of YouTube channels across Mexico and the U.S., focusing on audience scalability and monetization. Optimized content performance through data analysis, developed collaborations...
Show more
Google
Digital Marketing & Ad Manager
Sep 2016 - Mar 2018 | 1y 6m
Mexico City, MX
Contributed to the launch of YouTube Premium in Mexico, supporting acquisition and conversion strategies. Developed content and growth strategies for engagement, retention, and monetization. Partnered...
Show more
Uber
Lead Social Media Manager
Aug 2015 - Jul 2016 | 11m
Mexico City, MX
Led national digital communication strategy, driving user acquisition and growth in new markets. Managed teams across marketing, content, design, and product. Developed crisis communication, supported...
Show more
Traveo Turismo y Entretenimiento
CMO / Social Media Manager
Jun 2013 - Aug 2015 | 2y 2m
Mexico City, MX
Developed brand digital voice and executed influencer campaigns to drive traffic and sales. Managed online reputation and customer engagement, and led crisis communication and operational improvements...
Business Acumen
Decision Making
Collaboration
Team Leadership
Prioritization
Delegation Skills
Adaptive Leadership
Most proud of (3/3)
1st
Leading UNLOCK25 from concept to execution and seeing multiple teams come together to deliver one of Grupo Salinas’ first major technology keynotes.
2nd
Led strategic partnerships at Azteca Play, driving 120%+ ROI and unlocking new digital revenue opportunities.
3rd
Launched YouTube Premium in Mexico with Google, helping bring a global product to the local market.
Career Highlights
1/2
Commercial lead, Total Protect
Drove commercial growth through GTM transformation
Mexico City, MX, 2023
In my role at Total Protect I moved the B2B go-to-market from awareness-focused tactics to a...
Show more
Sr Marketing Manager, Azteca Play
Delivered +120% ROI through strategic partnerships
Mexico City, MX, 2022
At Azteca Play, I led strategic partnerships with global brands while working closely with marketing,...
Show more
Fun fact about me
Outside of marketing, I produce disco house music under the name Xivo. Building tracks from scratch has taught me the same lessons I apply at work: creativity, iteration, attention to detail, and knowing how to connect with an audience.
My values
Results-Oriented
Leadership
Teamwork
Communication
Empowerment
Education
Asuntos Digitales
Diploma in Marketing Agency Management & Leadership
2026
Universidad Anahuac México
Diploma in AI Applied to Marketing & Digital Audiovisual Communication
2025
Miami Ad School
Technical Degree in Art Direction
2021
Centro de Estudios en Ciencias de la Comunicación (CECC)
Bachelor’s Degree in Advertising
2016
Certifications & Qualifications
Marketing Digital IAB Spain (Interactive Advertising Bureau)
Google2025
Certificación en Google Adwords
Google2025
Digital Marketing Associate
Meta2020
Advertising API Developer
Meta2020
Language(s) I speak
Spanish
Fluent
English
Fluent