Leading Mexican Women’s Class of 2022

This year, in partnership with Adlatina, 15 marketing and advertising executives will be honored as part of the Leading Women Mexico program. These pre-eminent players in Mexico’s communications and marketing industry join a group – formerly known as Women to Watch – of more than 100 professional women, all impacting the Mexican market.

Ad Age welcomes this outstanding group of leaders who join the hundreds of women around the world who have been recognized as Leading Women.

Coral Arnedo

CEO, Gray Mexico

Coral has 17 years of experience in areas such as media, below-the-line, promotion and shopper, but she found her passion in above-the-line marketing, working for agencies such as JWT, McCann and Circus. She joined Gray in 2015 as Account Director and was promoted to General Manager in four years. Two years later, she rose to her position as CEO at Gray México. Her goal is to continue to grow and position Gray México as one of the best agencies through innovation and technology.

Alejandra Buenrostro

Marketing Director, Bodega Aurrera/Walmart

Buenrostro has over 18 years of experience with a bachelor’s degree in marketing, postgraduate studies in quality and productivity and a master’s degree in leadership. In 2005 she joined Walmart Mexico and Central America in the marketing and strategic planning of Sam’s Club. She later moved to Marketing at Superama. In 2011, she was appointed Executive Marketing Manager for Walmart Supercenter. She joined Bodega Aurrera in 2013 and was promoted to Marketing Sub-Director in 2017. Buenrostro was part of the Diversity and Inclusion Committee of Walmart Mexico and Central America.

Palmira Camargo

Vice President of Communications, Essity Latin America

Camargo is a lawyer and corporate communications and sustainability expert with more than 20 years of experience in multiple organizations. In 2016 she joined the hygiene and health company Essity. Camargo leads projects where inclusion is a relevant issue, aiming to help people of all ages, genders, social and economic conditions lead healthy lives with better hygiene, working with allies to tackle social challenges. Strategic campaigns and alliances help create a new social awareness of menstruation.

Laura Flores

General Manager, Hogarth Worldwide México

Over the past five years, Flores has been working on the conception and implementation of a new agency model based on an agile and interdisciplinary approach to multimedia production. Together with her team, she has combined craftsmanship with knowledge and technology. Flores has had an extensive career at global creative agencies such as Terán\TBWA, TBWA\Hamburg, Publicis Groupe, J. Walter Thompson, Leo Burnett and Dragon Rouge where she focused on global client leadership, strategic marketing consulting, brand building and development from new companies. She holds a bachelor’s degree in marketing from Bentley University in Massachusetts and a master’s degree in international business from ESSEC in France and in international strategic communications from ITAM in Mexico City.

Gabriela Gonzalez

VP, Customer Loyalty and Business Development, VMLY&R México

González has over 25 years of experience in the advertising industry and today leads the customer retention team and new business at VMLY&R México. She is passionate about great ideas that create powerful connections to transform clients’ businesses and brands. Always looking for innovation in all aspects, she has led multicultural and multidisciplinary teams to success. She has worked for international agencies such as DDB, JWT, Leo Burnett, Saatchi & Saatchi and Publicis. She has assisted clients such as Procter & Gamble, Mead Johnson, Toyota, Mondelēz, Nestlé, GSK, Gamesa, Citibanamex, Colgate, Pfizer, Whirlpool, Sams and Bodega Aurrera, among others. She works with organizations such as Greenpeace, Cruz Roja and Amnesty International.

Paola Hernandez

Senior Marketing Director, PepsiCo Foods México

Hernandez began her career in the entertainment industry in 2005 with a bachelor’s degree in business administration from Tec Monterrey. She later became marketing coordinator for Kimberly-Clark’s home division, followed by OTC and oral care experience at GlaxoSmithKline Pharma. She joined PepsiCo in 2011 as a brand manager for multiple brands and platforms within Gamesa’s cookie business. In 2021, she won a Golden Effie as Marketing Manager for her Aprendiendo juntos campaign by Marías Gamesa and later took on a new position in the Sabritas business unit. As Senior Marketing Director for Cheetos and the Flamin’ Hot platform, she recently led a campaign related to the Netflix release of Stranger Things Season 4, El Santo vs. Demogorgon.

Elisa Martinez

Director, Digital Marketing, Mattel Latin America

Martínez has over 23 years of experience leading marketing teams at multinational companies including Mattel, Avon, Warner Brothers Home Entertainment, Intel and Sony Electronics. She has worked on implementing e-commerce platforms, developing digital transformation plans, and designing, executing and optimizing data-driven marketing campaigns. She currently leads a regional team, where she has achieved the creation and follow-up of new work areas and synergies with the teams. Thanks to her skills and leadership, Mattel LATAM implemented a digital transformation plan with CRM strategies that have positively impacted leads, e-commerce and campaign execution and exceeded ROI targets. Martínez holds a bachelor’s degree in Finance and Accounting from TEC Monterrey in Mexico and a master’s degree in Marketing and Advertising from the University of Leeds in England and in Internet Business from ISDI.

Gina Munoz

Global Director, Q Intelligence, Quiroga Medios

Muñoz, with a Masters in Marketing from Tecnológico de Monterrey and a specialization in Effective Leadership from Universidad de los Andes, has worked in communications strategy for more than 35 years. She has worked in various fields such as media, strategic planning, research, communications and business intelligence. Her experience includes working on more than 50 brands. She has worked with industry organizations to apply best practices. Muñoz is currently a professor participating in the Master of Digital Marketing at UNITEC and is a mentor at Exatec and WICT.

Lucy Olvera

Marketing Manager, Grupo Campari

Olvera, who has a BA in Marketing and an MBA, is a marketing professional with 19 years of experience building and executing big brands. Their effective marketing strategies ensured sustained growth across all brands. She has worked for companies such as Lala, Pernod Ricard, AB InBev Grupo Modelo and Kellogg. She currently manages a portfolio of more than 50 wine and spirits brands including Aperol, Campari, Skyy Vodka, Appleton Estate, Montelobos, Espolon and Grand Mariner. With a team of 12 marketing and category managers, she has led the portfolio to positive figures over the past two years and managed to position it as one of the key players in the Mexican market.

Paula Ospina

Head of Marketing, Mexico and Latin America, HSBC Wealth and Personal Banking

Committed to growing the HSBC brand in the region, Ospina and her team implement a customer-centric marketing strategy that delivers business outcomes with the wealth of insights that data and technology offer. Colombian Ospina worked in Asia, Europe, the United States and Latin America before coming to Mexico. She has led digital transformation, customer experience and business intelligence projects in various financial institutions.

Louise Pinto

VP Customer Service, Alvarado Molina

Pinto fell in love with advertising 25 years ago and has remained true to this profession from the very beginning. Observing human behavior and understanding people’s motivations is fascinating and addictive for them. Communicator by trade with a Master’s degree in Internet Business, she developed her career in international creative agencies that allowed her to work with clients of different categories in Mexico and abroad.

Diana Ramirez

Head of Advertising Sales, Spotify Latin America

Ramírez is an e-commerce and digital marketing expert with more than 18 years of experience in the industry. Before joining Spotify, she worked with major technology brands such as Twitter, where she was Business Director for Latam, and Microsoft, where she was responsible for the commercial relationship with strategic partners such as Samsung, Coca-Cola and Nestlé, among others. Considered one of the pioneers of digitization in Mexico, Ramírez holds degrees with honors in Communication from the Universidad Iberoamericana. She also graduated from the Stanford School of Business and the Israel Start Up Nation Executive Program.

Claudia Reyes Cuevas

Marketing Director, Grupo Herdez

Reyes Cuevas began her career at GE with a strong focus on innovation and business disruption. She later ventured into other companies such as Best Buy, strategizing in entertainment and working overseas on fashion brands such as Mango, giving her a broad vision of businesses and consumers. She joined Grupo Herdez in 2015 in the Nutrisa division; She was later appointed Head of Marketing for the Impulse division, a position she currently holds. She leads the strategy of the Nutrisa, Nestlé ice cream, Cielito Querido Cafe, Moyo and Chilim Balam brands in terms of innovation, communication and digital acceleration, as well as commercial responsibility for part of the physical stores. She has promoted sustainability initiatives consistent with Grupo Herdez’s global strategy on gender equality and women’s empowerment and circularity. She has a degree in Marketing from ITESM and an MBA from Universidad de Barcelona. Reyes Cuevas also holds a certificate as a health coach from the Institute for Integrative Nutrition and is certified by IASE México for international sustainable management.

Michelle Romo

Vice President of Marketing and Communications, Mastercard México and Central America

Romo is responsible for the development of integrated strategies in the areas of customer marketing, media and business partners. With over 17 years of marketing and communications experience, she has helped develop brand communications strategies for Nestlé, P&G, Beam Global Brands and Mastercard products. Her work on the agency and client side has enabled her to build strong relationships with partners and clients and to develop innovative ideas to add value to the company. Romo has a degree in Marketing from ITESM and recently completed the D1 Management Improvement Program at IPADE Business School.

Lorena Salmeron

Chief Strategy Officer, Teran\TBWA

Salmeron holds a degree in Communications from Ibero American University and a master’s degree in Culture, Media and Communications from NYU. Her career as a strategist started in 2003 at Terán\TBWA with brands such as Pedigree, BDF, Yoplait, Bachoco and Andrea. She joined JWT in 2008 to work on brands including Kimberly-Clark, Nestlé, Mondelēz, Conagra Foods and Schering-Plough. In 2010 she returned to Terán\TBWA and has since been involved in new businesses, consulting projects and clients such as Nextel, Yoplait, FUD, Whiskas, Visa, GNP, Profuturo, Volaris, Nissan, Brown Forman, ATT, Bachoco and BBVA Dominos Pizza. She firmly believes in the philosophy and strategic tool of disruption, and her greatest interest is in creating iconic, relevant brands connected to culture and consumers.

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