Carlos Oropeza Assennato

Head of Marketing Mexico @ Hanesbrands Inc.

About

A senior marketing professional with +20 years of experience in diverse industries. Worked for different multinational companies, all leaders in their industry worldwide. International work experience in NY, USA with Danone. Proven experience developing B2B & B2C marketing strategies, managing global and local brands & leading digital transformation. Strong skills in marketing strategy, brand management, advertising, content development, digital strategy, multichannel marketing, inbound marketing, lead generation, new product development / innovation, business intelligence, CRM, project management (agile), market research, media planning & strategic planning. Results oriented with a proven track of delivering results consistently, strong team player, proved strategic & analytical skills, excellent communication & presentation skills, with the ability to build relationships at all levels.

Country

Mexico

City

Álvaro Obregón

Industry

Pharmaceuticals

Skill

AI Solutions, AI strategy, Technological Innovation, Artificial Intelligence (AI), Marketing Strategy, FMCG, Strategy, Marketing Research, Analytical Skills, Digital Marketing, Digital Campaigns, Digital Transformation, Online Advertising, Brand Strategy, Marketing Analytics, Conversion Rate, Search Engine Optimization (SEO), Content Marketing, Strategic Thinking, Consumer Marketing

Experience

Head of Marketing Mexico

Hanesbrands Inc.

2025-2 - Present · 1 yr 8 mos

Mexico City, Mexico

In my role at Hanesbrands Mexico, I lead marketing efforts for a portfolio of iconic brands (Hanes, Playtex, Maidenform, Chaps, Polo RL, Wonderbra & Rinbros), focusing on brand strategy, product development, and digital marketing.

Business Support & Innovation Director

MSD Salud Animal

2020-11 - 2022-11 · 2 yrs 1 mo

Ciudad de México, México

Leader of the area in charge of providing strategic support to all Business Units. Area conformed by Business Intelligence, Sales Force Effectiveness (CRM), Communications & PR, Digital Strategy, Customer Engagement & Events.

Multichannel Marketing Director

MSD Salud Animal

2017-5 - 2020-12 · 3 yrs 8 mos

Mexico City Area, Mexico

- Leading the digital transformation and end user communication to drive demand. - Implementing B2B & B2C strategies through MCM initiatives - Multichannel marketing, digital strategy, inbound marketing, social media, content strategy, paid media, mobile, telemarketing, analytics, marketing automation.

Associate Marketing Director

MSD Salud Animal

2013-1 - 2017-4 · 4 yrs 4 mos

Mexico City Area, Mexico

Responsible for all marketing initiatives: advertising, digital, media, market research, new product launch, marketing plans, congresses, budget and agencies management. • Led successful launch of Bravecto, biggest innovation in Animal Health and key global priority. Achieved market leadership #1 in less than two years. • Developed & implemented a successful new digital strategy (website, e-commerce, social media, content strategy, database, automation, email marketing, promotional strategy)

OTCs Portfolio Senior Brand Manager

Johnson & Johnson

2011-6 - 2013-1 · 1 yr 8 mos

Mexico City Area, Mexico

Responsible for the whole OTC portfolio including brands such as Tylenol, Motrin, Dramamine, Lomotil, Caladryl, Nicorette, Benadryl among others. Lomotil grew its sales +12% in 2011after implementing a new advertising campaign. • Achieved record market share for Lomotil in 2012 (+2.5pts VYA). • Motrin achieved 11% growth in 2012 and regained market share growth (+1.5pts). • Through medical visit efforts, Motrin gained best prescription market share in 2012.

Senior Brand Manager

Danone

2007-8 - 2010-1 · 2 yrs 6 mos

White Plains, New York

Proactive Health Brands (Activia & Actimel)

Senior Brand Manager

Danone

2006-1 - 2007-7 · 1 yr 7 mos

Mexico city

Senior Brand Manager for Vitalinea

Brand Manager

Cadbury Adams Mexico S. de R.L. de C.V.

2000-6 - 2004-9 · 4 yrs 4 mos

Mexico City Area, Mexico

Brand Manager for Clorets Brand Associate for Trident Brand Assistant for Chiclets

Education

Kellogg Executive Education

Artificial Intelligence Applications for Growth

2023-7 - 2023-9 · 3 mos

AI technologies are fundamentally altering how we work, live, and manage businesses. The AI Applications for Growth program from Kellogg Executive Education will help business leaders, innovators, and investors harness the power of AI to create customer value and competitive advantage.

Northwestern University - Kellogg School of Management

2019 - 2019

The program provides an end-to-end view of marketing from understanding your customers and engaging them across media, to employing A.I. and automation through iterations of the marketing cycle.