My Marketing journey: From curiosity to strategic leadership
Updated: Jan 22
Hello everyone! In this post, I’d love to share my personal journey in the world of marketing: how it all started, the experiences that shaped my career, the skills I’ve developed, and how all of this has led me to the professional chapter I’m building today.
🎓 Early beginnings
I didn’t start out in Marketing—I was initially drawn to Sociology, fascinated by the complexity of human behaviour and relationships. But something didn’t quite click. A conversation with a close friend introduced me to the world of Marketing, and that spark of curiosity quickly turned into a calling.
I went on to study Marketing and Business Administration at ITESO in Mexico, where I built a strong foundation in consumer behaviour, strategic thinking, and brand communication. While studying, I worked at a market research agency, balancing long days of fieldwork and lectures. I graduated with Academic Excellence, earning praise from my professors for my performance, leadership and skills.
✈️ Expanding horizons
After graduation, I moved to Madrid to pursue a Master’s in Marketing. During my final summer, I landed an internship at Oxford University Press, which evolved into a three-year role as ELT Marketing Coordinator. I organised events, supported product launches, and gained hands-on experience in the publishing and education sectors.
This opportunity opened the door to a long and fulfilling career at Pearson, where I spent 17 years in various Marketing and Sales roles. I began by managing events, author tours, and some social media initiatives.
Eager to broaden my perspective and get Sales experience, I transitioned into a Technology Specialist role, where I developed and implemented tech-driven business solutions tailored for the Higher Education market. I worked closely with the Sales team through a dotted-line reporting structure—providing training, onboarding support, and strategic guidance to improve performance and customer experience.
This position allowed me to bridge the gap between marketing, sales, and technology, helping educators adopt digital tools that enhanced learning outcomes. I collaborated with key stakeholders to define focused business plans and drive growth across Spain and Portugal.
Awards & Recognition: I was honoured with different Sales awards in 2011, 2012, and 2013.
🚀 Advancing my career
As my career progressed, I stepped into more strategic roles that allowed me to combine my passion for Marketing with a broader business perspective. I took on leadership responsibilities in Portfolio and Product Management, where I oversaw product launches, developed sales enablement tools, and aligned messaging with market insights.
One of the most rewarding aspects of this phase was supporting Marketing across 14 countries in Europe and Latin America. From Spain and Portugal to Panama, Costa Rica, Argentina, Chile, and beyond, I worked closely with regional teams to tailor campaigns and materials to local needs while maintaining brand consistency. This multicultural experience sharpened my ability to lead with empathy, adapt quickly, and deliver results across diverse markets.
I became deeply involved in analysing market data, refining messaging, and aligning strategy with regions and customer needs.
In addition to my marketing responsibilities, I also played a key role in driving Sales performance—managing the Inside Sales Representative, developing go-to-market plans, and implementing tools and processes that improved conversion rates and customer engagement.
Later, as a Senior Marketing Executive, I led cross-functional teams and collaborated with agencies to deliver integrated campaigns. One of my proudest achievements was guiding a European team into the Corporate segment, resulting in a 50% year-on-year increase in lead generation and a significant boost in brand visibility. I was honoured to be named European Marketeer of the Year (2023) and to lead award-winning campaigns across five countries.
🧠 Skills and Expertise
Over the years, I’ve developed a broad and adaptable skill set, including:
Strategic Marketing Leadership
Digital Marketing & Growth
SEO, content, PPC, email, web and social media
Data‑driven decision making
Project & Team management
Sales enablement and go‑to‑market strategy
Clear and effective communication
AI integration for marketing
🎓 Lifelong learning
Marketing never stands still, and neither do I. I’ve continued investing in my development through programmes such as:
5G Technologies for Business Innovation – INFOCA Formación Especializada
Mini MBA in Management – Marketing Week (now MiniMBA)
AI for Business & Marketing – Digital Marketing Institute
Professional Diploma in Digital Marketing – Digital Marketing Institute
Mini MBA in Marketing – Marketing Week with Mark Ritson
These programmes have helped me stay ahead of the curve, especially as AI becomes a transformative force in marketing strategy and execution.
🔮 Looking ahead
As I continue my journey, I’m excited about the possibilities that artificial intelligence and emerging technologies bring to the marketing world. From personalisation to predictive analytics, I believe we’re entering a new era of smarter, more human-centred marketing, and I’m eager to be part of it.
Thanks so much for reading and joining me on this journey! I’ll be sharing more insights, reflections, and practical tips in future posts. Let’s keep learning, growing, and having fun with marketing and AI.
Happy marketing! 🎉
