Angelina Martinez MArtinez

Soy una profesional bilingüe en marketing con más de 12 años de experiencia liderando estrategias de marca, fidelización y comunicación para empresas globales como Procter & Gamble, Mattel, Sky y Volaris. Me especializo en brand management, omnichannel marketing, sponsorships, content strategy y loyalty programs, siempre con un enfoque data-driven y orientado al cliente. He logrado superar metas de crecimiento de ventas y pasajeros en más del 20–30% en campañas clave, reducir costos de adquisición en un 20% y desarrollar estrategias reconocidas internacionalmente (Cannes Lions, CLIOs). Mi pasión está en diseñar marcas que conecten con el consumidor, integrando creatividad, data y visión estratégica para lograr resultados medibles y sostenibles.

Volaris | Marketing Manager | 2023 - 2025

Led brand strategy, sponsorships, and real-time communications, aligning marketing efforts with commercial planning, route development, and macroeconomic context to maximize performance.

• Surpassed commercial KPIs, achieving +20% over sales targets during Hot Sale 2024 and +30% over passenger goals in the 19th-anniversary campaign.
• Improved budget efficiency by reducing cost per acquisition by 20%, leveraging on attribution models & optimization 
• Awarded 2 Bronze Cannes Lions and 3 CLIOs for the WingCodes campaign, showcasing global creative excellence.
• Developed and launched Altitude by Volaris, the airline’s first loyalty program, focusing on customer retention.
• Applied omnichannel strategy and digital innovation (CRM, SEO/SEM, geofencing, push notifications, AICM counters, OnBoard entertainment) to deliver seamless customer experiences across touchpoints.

Sky Televisión | Brand Manager | 2022 – 2023

Directed brand and acquisition strategy, integrating media planning with retention initiatives to drive subscription growth and upsell.

Volaris | Head of Content & Disruptive Marketing | 2015 – 2022

Oversaw brand narrative, storytelling and media strategy across Mexico, the U.S., Central America, and new markets in Colombia and Peru.

• Drove acquisition of 1.2M+ first-time flyers through targeted campaigns and lifecycle marketing.
• Achieved sustained social growth (+5% reach, +6% impressions) and led COVID-19 recovery efforts, positioning Volaris as Mexico’s #1 airline by market share in 2021.
• Launched the “Bus Switching” strategy, converting ground travelers to air, expanding market reach and accelerating growth.

Mattel | Sr. Associate Brand Manager | 2012–2015

Led brand strategy and campaign execution for the Boys portfolio across Latin America, collaborating with global agencies (Ogilvy, Hogarth, BPN) to deliver regional activations and global TV spots.

• Managed a US$300M business with an 80% sell-through rate, driving consistent revenue growth and market share.
• Oversaw annual forecasting in units and revenue, aligning with global HQ and local sales teams to ensure supply accuracy and demand planning.
• Designed Mexico-exclusive assortments to improve sell-through and consumer relevance, applying market segmentation and consumer insights.
• Negotiated a royalty reduction for 12” DC Comics SKUs, enabling LATAM expansion in partnership with Warner Bros. and global stakeholders.
• Drove cross-functional collaboration across marketing, sales, trade, and licensing to ensure brand consistency and commercial success.

Procter & Gamble | Jr. Associate Brand Manager – Hair Color Category | 2010–2012

Managed brand and category strategy for Miss Clairol, Wellaton, and Motif, focusing on product launches, retail execution, and consumer engagement.

• Led multibrand campaign initiatives (MBCI) across the four Walmart banners (Sam’s Club, Superama, Bodega Aurrera, Supercenter), collaborating with each banner’s marketing team to co-develop joint campaigns and strategic alliances.
• Built foundational experience in cross-functional collaboration, retail marketing, and category management within a global FMCG environment.

EDUCATION

Bachelor of Science in Business Administration (International Business Management) | UVM | 2007–2011 

Marketing 2.0: Digital & Experiential | Tecnológico de Monterrey (ITESM) | 2019–2020 Interactive Marketing & Design Thinking | IAB / Universidad Panamericana | 2021–2022

EXTRACURRICULAR

Omnichannel Strategy & Innovation, IAB, 2024–2025 | Marketing 2.0: Digital & Experiential, ITESM, 2019–2020 | Interactive Marketing & Design Thinking, IAB / Universidad Panamericana, 2021–2022