Vincencio Colmenares Cumana
Driving brand turnarounds and growth with data-driven omni-channel marketing.
Mexico City, MX
Full time/Project based
Hybrid/Remote/On-site
Brand management and integrated marketing professional with leadership experience across FMCG, technology, and fintech sectors. Recent accomplishments...
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My Career Journey
1/5
Independent
Product Developer, Digital Competitive Intelligence Platform
Jan 2026 - Present | 6m
Mexico City, MX
Developing an AI-assisted tool for transforming digital brand data into competitive insights; ongoing independent product development.
DiDi
Brand Manager, DiDi Card
Aug 2024 - May 2026 | 1y 9m
Mexico City, MX
Led the national relaunch of DiDi Card’s brand, resulting in 1.5M cardholders and higher brand awareness. Built a business measurement framework, drove media reach expansion, and oversaw award-winning...
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Kavak
Senior Brand Manager
Feb 2023 - Jul 2024 | 1y 5m
Mexico City, MX
Rebuilt trust during a reputational challenge, increasing brand consideration by 73%. Modernized promotion planning and led a team that improved output and operational efficiency. Managed a MXN 200M budget,...
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Procter & Gamble
Senior Brand Manager - Old Spice Deodorants & Hair Care
Sep 2020 - Dec 2022 | 2y 3m
Mexico City, MX
Spearheaded five annual campaigns, outperformed market declines during COVID-19, launched Old Spice Red Reserve achieving market leadership, and pioneered influencer/PR/experiential marketing driving millions...
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Procter & Gamble
Brand Manager - Secret Deodorant
Dec 2018 - Sep 2020 | 1y 9m
Mexico City, MX
Turned around a struggling market entry to nearly triple market share and exceed business targets. Designed a data-driven model for positioning, leading to broad organizational adoption. Led relaunch across...
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Analytical Skills
Business Acumen
Influencing Skills
Strategic Thinking
Motivational Skills
Prioritization
Most proud of (3/3)
1st
Led national relaunch of DiDi Card to 1.5M cardholders, built business-measurement framework and managed USD15M investments.
2nd
Turned around Secret Deodorant market entry, nearly tripling market share with data-driven positioning and MXN50M budget management.
3rd
Turned Old Spice into the leading Male Deodorant brand in Mexico, beating Axe for the first time ever.
Education
Tecnologico de Monterrey (ITESM)
Communications and Digital Media
2018
UC Berkeley
Sociology International Study Program
2018
Certifications & Qualifications
Effie Awards Mexico - Silver (2025)
Effie Awards Mexico2025
IAB Mexico - Bronze (2025)
IAB Mexico2025
Spotify Ad Awards – Best Campaign with immersive audio (2025)
Spotify Ad Awards2025
Language(s) I speak
Spanish
Fluent
English
Fluent