Introducing Leading Women Mexico’s class of 2024

Leading Women Mexico, in association with Adlatina, has brought together standout players in the Mexican communications and marketing industry. Ad Age welcomes this outstanding 2024 group of Mexican executives to join the hundreds of women all over the world who have been recognized as Leading Women. The event to celebrate this year’s class of honorees will be held on Nov. 22 at the Four Seasons Hotel in Mexico City. The celebration is part of a lunch attended by executives from companies, agencies, colleagues and collaborators, journalists, family members and other women from the industry. Those who wish to attend lunch should contact Agustín Basile. ALMUDENA BLANCO Managing director, Le Pub Mexico Blanco is a communication strategist with experience in creating creative business ventures and commercial models. She was part of the founding team of Le Pub in Mexico, working with brands including Tecate, Heineken, Amstel and Kellanova. Prior to joining Le Pub, she led agency relationships at Twitter Mexico, consolidating the commercial strategy before Elon Musk’s acquisition in October 2022. She also held key roles as business lead and planner for brands including BMW, Nissan, Visa and Oreo. Blanco holds a master’s degree in brand positioning from the School of Visual Arts in New York and a postgraduate degree in leadership and business from the UCLA Anderson School of Management. BRENDA CÁMARA Marketing director, Sephora Mexico Cámara has over 20 years of experience in marketing for consumer health care and beauty, including working for the Estée Lauder Companies, GSK and Kumiko Skincare Mexico. She joined Sephora Mexico as marketing director in January. Before joining the cosmetic retail giant, she led multidisciplinary teams in local, regional and global areas, driving the transformation of organizations and brands through omnichannel strategies and direct-to-consumer marketing. Cámara holds numerous degrees from Tecnológico de Monterrey (ITESM) and international institutions including Universidad Complutense and Columbia Business School. SANDRA CARRANZA Senior director of marketing for home care, Colgate-Palmolive With 18 years of experience and a degree in marketing from Universidad Anáhuac, Carranza is a brand leader for oral care and home care brands. She specializes in brand value creation, positioning, new products, communication, omnichannel experiences and commercial strategy. One of her personal passions is professional training for young people. Carranza joined Colgate-Palmolive in August 2006 and has held her current role for two and a half years. CAROL EID Executive director of digital marketing, Santander Eid leads the digital marketing team at Santander Mexico, driving the brand’s digital transformation. With 19 years of experience in the industry, she has held strategic roles at multinational companies including Google, PayPal, eBay, Televisa and Barceló. Eid’s career has taken her around the world, including to the United States, Spain and Mexico. JESSICA DELPIANO Managing director of operations, Initiative Over the course of her career, Delpiano has worked with several well-known brands, including GNP, Helados Holanda, Hellmann’s, Knorr, Axe, Pond’s, Mabe, GE and Samsung. She served as the marketing director for Samsung from 2021 to 2022 and for Mabe from 2015 to 2020; prior to that, she held various leadership roles at Unilever. Delpiano earned a degree in marketing from Tecnológico de Monterrey and a master's in business administration from the Beedie School of Business. MARTA GARCÍA ALONSO VP of marketing, Heineken Mexico García Alonso has served as the VP of marketing for Heineken Mexico since 2023. She has been with Heineken for more than 10 years working in a variety of global roles, including global director of data, media and marketing transformation. García Alonso has a degree in business administration from Universidad Pontificia Comillas and completed executive programs at IESE and Universidad Francisco de Vitoria. She was part of the Association of Strategic Planners in Spain and led Heineken’s creative approach. KAREN GOLDBERG Chief marketing officer and senior director of marketing for the mobile experience division, Samsung Goldberg has over 20 years of experience in marketing. She is passionate about the intersection of the digital world and brick-and-mortar, and the various marketing strategies that maximize both. She holds a degree in communication with a specialization in advertising from Universidad Anáhuac and completed programs at Kellogg School of Management and IPADE. Goldberg has worked on developing digital and physical strategies for leading brands, including Tommy Hilfiger, Coach, Brooks Brothers, Sephora and Victoria’s Secret at Grupo Axo. Her career spans branding, digital marketing and strategic leadership. In 2023, she embarked on a new chapter in her career by entering the tech sector, leading Samsung Mexico’s mobile marketing team. LILA LÓPEZ NEGRETE General manager of beauty and wellbeing for Mexico and chief marketing officer of skin care for Latam, Unilever A graduate of Tecnológico de Monterrey, López Negrete began her career as part of the Future Leaders program, where she worked as a marketing intern for Dove. She held strategic roles for other brands, including marketing manager for Magnum and Knorr. López Negrete eventually rose to marketing director for hair care brands Sedal and Tresemmé, responsible for driving comprehensive campaigns to strengthen the regional positioning of both brands. With over 20 years of experience at Unilever, López Negrete now serves as the general manager of beauty and well-being for Unilever Mexico and chief marketing officer of skin care for Latin America. IVETTE MEDRANO Marketing director of personal care for Mexico and Central America, Essity A graduate of the Universidad Tecnológica de México with a degree in marketing and specialization in finance, Medrano has built her career in the personal care sector, where she led the growth of iconic brands like Saba and Tena. In her current role, she develops and implements strategies that not only reinforce each brand’s leadership in the category but also promote awareness of wellness, generating conversations that break taboos about intimate care, menstruation and incontinence. LUCIANA NOVO VP of client services, Anónimo Novo holds a degree in advertising from Universidad del Salvador in Argentina and has 28 years of experience at global agencies, including Savaglio TBWA and Ratto BBDO in Argentina. In 2003, she moved to Mexico and served as account director, group director, business director, agency leader and head of shopper at FCB, DDB, JWT, Grey and Saatchi X. Since 2020, she has been part of Anónimo, an independent agency ranked third by Scopen. She has worked with brands including Pepsi, BDF, Banorte, McDonald's, Ciel, Powerade, Diageo, P&G and Bimbo. Current clients include Jumex, Lala, Sabadell, Nacional Monte de Piedad and Teletón. FERNANDA PÉREZ Head of brand and integrated communications, Movistar Mexico With a background in communication and a master’s degree in business and marketing, Peréz is a marketing executive with a career that spans entertainment and fintech. During her time at WarnerMedia, she handled strategies for TNT, CNN, Warner Channel and Cartoon Network, among other brands. In 2020, Peréz ventured into the fintech industry, playing a role in the development and growth of buy now, pay later company Zip. After a stint at Rappicard, she took the role of head of brand and integrated marketing communications at Telefónica Movistar in 2023. CAROLINA RUBIANO GROOT Chief strategy officer, VML Mexico Born in Colombia, Rubiano Groot is a trained systemic clinical psychologist currently pursuing a master’s degree in education for innovation, specializing in strategic marketing, data-driven strategic understanding and market research. She has lived in Mexico City for over 11 years and is passionate about human behavior—her approach is to use psychological insights to understand culture, always through different social contexts and brand moments. Rubiano Groot has over 16 years of extensive experience in the industry, from integrated communication strategy to research, and has worked on the client side as well as at advertising and media agencies. Before joining VML Mexico, she worked at AB InBev, Turner, Mindshare and J. Walter Thompson. ANNETTE SÁNCHEZ Head of global business marketing, TikTok Sánchez, who studied at The Wharton School and Universidad Intercontinental, has over 19 years of experience in strategic marketing and managing global brands. She specializes in brand building and business expansion, and combines a strategic vision with a strong commitment to developing high-performance teams and fostering innovation. For nearly three years, Sánchez has led TikTok’s commercial development in Mexico. Prior to joining the social video platform, she was at Google for nine years, working on marketing for YouTube Mexico. YUPI SEGURA Director, Oriental Films Segura is a director specializing in intimate storytelling. She is part of Oriental Films, a production company with offices in Montevideo, Uruguay; Mexico City; Bogotá, Colombia; and Santiago, Chile. She was awarded Best Director by El Ojo de Iberoamérica for two consecutive years, in 2022 and 2023, as well as by the Mexican Circle of Advertising Professionals. Segura has directed commercials for various brands through agencies including Grey, Monks, Anónimo and VML Mexico. In 2024, she represented Mexico on the Film Craft jury at Cannes Lions International Festival of Creativity. REBECA VÁZQUEZ Marketing director, KFC Mexico Vázquez is a marketing professional with over 20 years of experience in consumer goods marketing. She has held local and international roles at large companies, including Procter & Gamble, Mattel and Henkel. For the past year and a half, Vázquez has turned her attention to the food industry as marketing director for KFC Mexico. She is also dedicated to talent development and team building. ISABEL VILLAGÓMEZ Communications director for the northern division, Mastercard Latin America Villagómez is the communications director for the northern division of Latin America at Mastercard, leading the financial giant’s positioning strategy in Mexico, Central America and the Caribbean. She has 18 years of experience in marketing and communications; Villagómez began her career at TV Azteca and later led the marketing and communications team in private banking at Banco Santander. She holds a degree in marketing and an MBA from Universidad Anáhuac.

Introducing Leading Women Mexico’s class of 2024

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