Roberto Salomón Azar
Scaling CRM and omnichannel growth with data-driven digital leadership.
Mexico City, MX
Full time
Hybrid
Commercial and digital growth leader with over 15 years of experience driving CRM, omnichannel marketing, and digital monetization at top companies including...
Show more
My Career Journey
1/4
Walmart de México y Centroamérica
Deputy Director — CRM & Omnichannel Marketing
Jan 2024 - Jan 2026 | 2y
Mexico City, MX
Transformed Bodega Aurrerá's CRM ecosystem into an omnichannel growth engine scaling campaigns 300% YoY, reaching 80M+ customers monthly and delivering 5% incremental sales across Grupo Walmart. Designed...
Show more
Walmart Connect
Sr Manager — Digital Product & Monetization
Jan 2022 - Jan 2024 | 2y
Mexico City, MX
Built Retail Media Mobile business, creating a new advertising channel and generating $55M MXN net revenue with 33% YoY growth. Redesigned 'Individual Sampling' eCommerce product, tripling revenue and...
Show more
Terra Networks
Sr Commercial Manager — Digital Products & VAS, LATAM
Jan 2013 - Jan 2022 | 9y
Scaled LATAM telecom digital products from early stage to $480M MXN annual revenue, positioning Terra as leading content aggregator. Architected Telefónica Regional Content Store deployed in 10+ countries,...
Show more
Telefónica México
Commercial Expert / Sr Marketing Specialist
Jan 2008 - Jan 2013 | 5y
Supported Postpaid iPhone launch: 1M plans sold, ARPU >$500 MXN, 50%+ customer base growth. Designed Mexico–Central America International Top-Up strategy, creating over $10M USD in revenue through extensive...
Show more
Teamwork
Collaboration
Goal-Oriented
Analytical Thinking
Team Leadership
Business Acumen
Leadership
Motivational Skills
Data Reporting
Most proud of (3/3)
1st
Launching CRM strategy for the loyalty program and increase usage of the program 75%
2nd
Usage of whatsapp for the business and increase marketing KPIs and campaigns convertion +20%
3rd
Working in a data driven and omnichannel model with digital, traditional and CRM marketing channels puting the client in the center always
Career Highlights
1/1
Leading business growth with Marketing initiatives | CRM | Loyalty | Digital | AI
Commercial & Growth Sr Manager/Director
Mexico, 2026
Led the transformation of Bodega Aurrerá's CRM ecosystem from tactical operations into an omnichannel...
Show more
Fun fact about me
I love cooking and try to keep myself bussy, so i repair and fix things in house some times
My values
Team Empowerment
Results-Oriented
Teamwork
Leadership
Accountability
Education
Universidad La Salle
Business Administration
2004
Certifications & Qualifications
GenAI Applications
Google2026
Global Management Programme
Universidad Telefónica2018
UX Certification
Electronic Arts2010
Strategic Marketing Program
Universidad Iberoamericana2006
Language(s) I speak
Spanish
Fluent
English
Intermediate