Xavier Cortina
Driving growth and omnichannel brand success across LATAM for 20+ years.
Mexico City, MX
Full time
On-site/Hybrid/Remote
Seasoned Marketing Director with 20+ years of expertise driving brand strategy, business growth, customer experience, and omnichannel transformation in...
Show more
My Career Journey
1/8
Global Payments
Commercial Director / Growth Strategy
Oct 2025 - Present | 10m
Mexico City, MX
Led commercial growth initiatives for enterprise and midsize clients in Mexico, focusing on transaction volume, net revenue, client retention and expansion. Developed omnichannel value propositions and...
Show more
EBC Financial Group
LATAM Marketing Director
Jul 2025 - Oct 2025 | 3m
Led integrated marketing and brand strategy for LATAM. Crafted brand growth and digital acquisition for Mexico, Chile, Colombia, and Peru. Leveraged regional FC Barcelona sponsorship to strengthen awareness....
Show more
Gentera
Marketing Director
Jan 2024 - Mar 2025 | 1y 2m
Led marketing and customer experience for Compartamos Banco and Yastas. Designed omnichannel customer journeys and orchestrated messaging by channel and customer need. Drove brand architecture, consistency...
Show more
Coppel / BanCoppel
Head of Marketing
Feb 2018 - Jun 2023 | 5y 4m
Directed marketing, growth, and customer lifecycle strategies. Expanded BanCoppel app users from 1.5M to 5M and increased brand awareness from 12% to 48% over 5 years. Led integrated campaigns, regional...
Show more
Flux Financiera
Commercial Director
Aug 2016 - Dec 2017 | 1y 4m
Led commercial and marketing evolution to a fintech model with fully digital onboarding and demand generation. Managed brand, UX/UI, and digital acquisition funnel. Oversaw commercial lead management and...
Show more
Coronado
Marketing Manager
Aug 2012 - Aug 2016 | 4y
Led brand repositioning and redesigned in-store customer experience. Reconfigured brand visuals and physical experience in stores; developed 360° brand campaigns. Recognized by Entrepreneur México's Top...
Show more
Bayer
Sr. Brand Manager
May 2011 - Aug 2012 | 1y 3m
Directed branding and 360° campaigns for OTC brands. Developed mass and digital campaigns. Winner of Effie Social.
Grupo Bimbo
Brand Manager
Feb 2006 - Aug 2009 | 3y 6m
Developed brand innovation, international projects, and product launches for the China market. Supported international expansion and portfolio localization.
Team Motivation
Team Leadership
Active Listening
Engagement Skills
Questioning Skills
Creativity
Visionary
Analytical Thinking
Strategic Thinking
Most proud of (2/3)
1st
Grew BanCoppel app users from 1.5M to 5M and lifted brand awareness from 12% to 48%
2nd
Led Flux Financiera's shift to a fintech model with fully digital onboarding and demand generation.
Career Highlights
1/2
Brand strategy, BanCoppel
Commissioned a bold brand refresh to shape future vision
Mexico City, MX, 2019
At BanCoppel I saw the brand needed a clearer, future-facing vision, so I asked our creative...
Show more
Marketing strategy, BanCoppel
Shifted measurement beyond conversion to build trust
Mexico City, MX, 2021
At BanCoppel I realized optimizing solely for conversion attribution missed earlier stages of...
Show more
My values
Communication
Collaboration
Customer-Centricity
Leadership
Education
Universidad Iberoamericana
Marketing
Ongoing
Breda University of Applied Sciences
Master in Imagineering (MBA)
Ongoing
Certifications & Qualifications
Effie Social
Effie Awards2026
Certificate in Digital Transformation
Massachusetts Institute of Technology2025
Digital Channels Monetization
IEBS Business School2023
Growth Hacking
IEBS Business School2022
Top 10 Innovación Entrepreneur México
Entrepreneur México2013
Language(s) I speak
Spanish
Fluent
English
Fluent