I was born in Texas and raised in Monterrey, Nuevo Leon, Mexico, a place where the mountains stand tall, and hard work is woven into the fabric of everyday life. Growing up, I watched my parents work tirelessly, always striving for a better life. Their relentless dedication became the foundation of my work ethic, and their example continues to inspire me today.

From an early age, I was driven to set high standards for myself. Thanks to scholarships, I had the opportunity to attend some of the best educational institutions, graduating top of my class with a degree in Marketing from college, where I also participated in two international case competitions held in Victoria, Canada (where I got to know the house they use for the X-Men movies, as Charles Xavier school… as an X-Men fan… I was blown away!) and L.A., California. This achievement opened the door to a merit-based scholarship for my master’s in Finance. During my studies, I had the incredible experience of going on an international exchange to Vancouver, Canada, where I immersed myself in marketing courses and had the unique opportunity to experience the Winter Olympics.

When I returned to Mexico, I landed my first real job as a marketing executive for a Latin American company that manufactured paper products, called Softy’s. I was immediately captivated by the manufacturing process—watching raw materials transform into finished goods sparked my love for the industry. I dove headfirst into product development, pricing, branding, and sales administration. This was just the beginning.

Next came an amazing chapter with John Deere, one of the world’s most beloved brands. My role there taught me that no challenge is too great. I worked on everything from negotiating with suppliers to managing branded merchandise, hosting dealer network trainings and expos, and speaking in front of hundreds of people. It was here that I truly learned the art of brand management, and I took great pride in my role as Brand Ambassador, ensuring the integrity of the iconic John Deere logo was upheld in every application. In this role I got to collaborate with so many cultures, from collaborating with the HQ team in the US to collaborate with dealerships and farmers across Mexico and the rest of Latin America (the reason I learned Portuguese). I got to travel a lot as well and know so many new places to me; I got to know almost every John Deere dealership in Mexico, HQ in Moline, IL, HQ in Rosario, Argentina, HQ in Indaiatuba, Brazil, attend international Expos in the US and in my last years, got to travel to Honduras and Colombia, going to the farmers place of work and talk to them to get to know their business and their needs better.

After almost five years, I transitioned to Cuprum, the holding company of Louisville Ladder. This was my chance to lead. I spearheaded marketing efforts for Mexico and other countries, working closely with sales teams to develop tools that boosted product sales. Eventually, I was promoted to lead global marketing, overseeing brand strategies across Mexico, the U.S., and Canada. Among my proudest achievements are reducing our product portfolio by over 50%, striking a balance between sales efficiency and cost savings, launching new Brand Guidelines, getting the Escaleras Cuprum brand on the ranking of the Top 100 Hardware brands in Mexico, digitalization of marketing and sales processes, and the ability to lead and mentor a team.

After six years at Cuprum, I was offered the opportunity to take my career abroad at Onduline North America, an international lightweight roofing company. Here, I took on a major brand transformation—leading rebranding efforts, revamping the website, sales collateral, and strengthening my skills in tradeshow management. In collaboration with my team, we built Lowes.com A+ Content, which was featured as a best practice to other vendors. I had to learn an entirely new industry (construction in the U.S. was different from Mexico), forcing me to think more creatively. I developed and deployed a content strategy that boosted social media engagement, produced over 10 videos in one year, updated all sales collateral in three languages, collaborated with influencers, and even got our products featured on the cover of trade magazines—without paying for it!

After Onduline, my journey led me to LL Flooring, a 400+ store flooring retailer, focusing my marketing efforts on the Pro Customer. Here, I collaborated with a brilliant in-house creative team, partnered closely with sales, and launched a paid media campaign that resulted in a 70% traffic increase and 40% revenue growth. I also managed the in-house transition of email campaigns and spearheaded a market research project targeting Hispanic Pros. A highlight of this role was launching new Brand Guidelines, new value proposition, a paid media campaign, and our first Pro Marketing Collateral in Spanish.

Throughout my professional career, I’ve learned that the key to success is connection. Connection with your audience, your customer, your peers, your brand, your product—and with yourself to understand your own capabilities. I’ve found deep joy in every role I’ve taken on, and I believe that passion is what makes me excel at what I do. I truly love it.