Victoria Lorenzana
Driving data-driven marketing growth across LatAm with integrated strategies.
Mexico City, MX
Full time
On-site/Hybrid/Remote
Marketing leader with 8+ years designing and executing integrated marketing and communication strategies for digital consumer products in LatAm. Proven...
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My Career Journey
1/11
PMM Strategy Studio
Product Marketing Consultant (Fractional PMM)
Apr 2026 - Present | 5m
Ciudad de México, MX
Led go-to-market and marketing strategy design for fintech and AI companies, focused on user acquisition and growth.
Addi
Sr. Product Marketing Manager
Sep 2025 - Jun 2026 | 9m
As the first Product Marketing hire, defined marketing and positioning strategies with cross-departmental teams. Collaborated with agencies to execute campaigns aligned with commercial goals.
Tala
Senior Product Marketing Manager
Mar 2023 - Oct 2025 | 2y 7m
Designed integrated communication strategy based on deep market and user understanding, supporting business and growth goals across several LatAm countries.
Smart Research
UX Research Advisor (Part-time)
Feb 2021 - Mar 2023 | 2y 1m
Advised on UX Research for various clients and projects.
Aprende Institute
Sr Product Manager Comunidad / Product Manager App
Oct 2021 - Mar 2023 | 1y 5m
Managed app and student community product, solving user needs with a user-centered design approach.
Aprende Institute
UX Researcher Lead
Nov 2020 - Oct 2021 | 11m
Led company-wide UX Research to deliver an excellent student experience.
BBVA
UX | Design Researcher
Jan 2020 - Nov 2020 | 10m
Conducted user experience research for digital banking and fintech services.
Tala
User Experience Researcher
Dec 2018 - Jan 2020 | 1y 1m
Performed user experience research for Tala's fintech lending product.
BEST Research
Manager of Market Research
Oct 2016 - Nov 2018 | 2y 1m
Managed LATAM market research projects, strategic reporting, and vendor/agency relationships.
Ipsos
Research Executive
Dec 2015 - Aug 2016 | 8m
Coordinated and designed multisector market research studies in LATAM.
Facta Research
Research and Development Manager
Jan 2012 - Apr 2015 | 3y 3m
Designed and managed multisector market research studies in LATAM, laying a foundation for specialization in customer insights for product.
Active Listening
Analytical Thinking
Diplomacy
Collaboration
Discussion Facilitation
Information Synthesis
Information Gathering
Most proud of (2/3)
1st
Joined Addi as the first Product Marketing hire and defined go-to-market positioning and cross-functional marketing strategy.
2nd
Transformed my role from research handoff to strategy owner, integrating Tala user insights into product positioning and credit-access narratives.
Career Highlights
1/2
Evolved from researcher to strategy owner, aligning teams
Turned research into decisive product strategy
Mexico City, MX,
In client engagements I shifted from handing off research to owning strategy: I synthesized user...
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Used user insights and narratives to reset debates
Aligned teams with customer data and storytelling
Mexico City,
In early-stage fintech projects I pulled customer calls and behavioral data into meetings to...
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