Emilio Alcolea

Chief Sales and Marketing Officer @ VIDA Wellness and Beauty

About

I am a revenue-focused executive with over 11 years of experience scaling commercial operations in Mexico and the U.S. My background combines strategic financial planning (P&L, Zero-Based Budgeting) with technical execution in data analytics and automation. Currently, I serve as CSMO at VIDA Wellness & Beauty, leading the company's expansion into the U.S. market. By aligning sales, marketing, and medical operations, I reduced Customer Acquisition Cost (CAC) by 62% while maintaining deal volume. Unlike traditional marketing leaders, I bridge the gap between commercial strategy and engineering. I leverage Python, SQL, and AI tools to build internal data ecosystems that ensure every dollar invested has a measurable return. I specialize in high-ticket service industries, cross-border markets, and digital transformation for established companies looking to modernize their revenue architecture. Globally mobile and open to relocation.

Country

Mexico

City

Tijuana

Industry

Hospital & Health Care

Skill

Marketing Analytics, Customer Relationship Management (CRM), Application Programming Interfaces (API), Python (Programming Language), Brand Development, Agency Management, Crisis Communications, Crisis Management, Public Relations, Reputation Management, Strategic Communications, Government Administration, Digital Transformation, Political Consulting, Commercial Strategy, B2B Marketing, Real Estate, Fundraising, Establishing Strategic Partnerships, Conversion Rate Optimization

Experience

Chief Sales and Marketing Officer

VIDA Wellness and Beauty

2023-6 - Present · 3 yrs 4 mos

Tijuana, Baja California, Mexico

Leading commercial strategy for a premier medical tourism provider. Responsible for P&L governance, sales operations, and marketing execution targeting the US market. Key Achievements: CAC Reduction: Successfully executed the US market growth strategy, reducing Cost Per Surgery (CAC) by 62% while decreasing overall ad spend by 20%. P&L Governance: Established zero-based budgeting models to define strict ROI thresholds per channel and enable dynamic capital allocation. AI & Automation: Deployed an AI-driven automation roadmap for lead routing and scoring, reducing lead response times to under 2 hours. Revenue Architecture: Designed the pricing and packaging architecture for MX and US markets, integrating sales forecasting with operational capacity.

Senior Digital Strategy & Communication Manager

UNETE

2022-5 - 2023-6 · 1 yr 2 mos

Ciudad de México, México

Directed digital fundraising and strategic partnerships for an education technology non-profit. Fundraising Growth: Architected digital fundraising strategies for Mexico and the U.S., driving a 25% increase in online donations. Global Partnerships: Consolidated alliances with key global partners including Dell and Bloomberg to expand program reach. Performance Optimization: Optimized the institutional website and acquisition funnels, resulting in a 35% increase in organic visits and a 40% conversion rate improvement.

Principal Consultant

Self-Employed

2017-1 - 2022-12 · 6 yrs

México

Strategic consulting for clients across Tech (SAP ecosystem), Real Estate, and Automotive sectors. Specialized in implementing digital acquisition funnels for high-ticket B2B/B2C products. Political Consulting: Advised on high-profile political campaigns using data-driven narratives and opposition research to optimize messaging impact. Digital Transformation: Led digital adoption projects for traditional businesses, implementing CRM architectures and performance marketing loops.

Deputy Director of Communications and Marketing

Gobierno Municipal de Boca del Rio, Veracruz, Mexico

2017-11 - 2021-12 · 4 yrs 2 mos

Boca del Río, Veracruz de Ignacio de la Llave, México

•Led and supervised 20 social media accounts, strategizing and executing targeted campaigns across all channels. •Successfully advised the Mayor and senior management on communication strategies, policies, procedures, and issues. • Formulated communication strategies that increased media coverage. • Successfully led a team of 12 communication specialists who executed all communication plans. • Created partnerships with local media to improve press coverage and proactively manage negative sentiment. • Successfully led the creation of a new city-wide brand campaign that improved public perception.

Creative Director

Gallo Reyna Prospección Online

2014-1 - 2017-9 · 3 yrs 9 mos

Veracruz, Veracruz de Ignacio de la Llave, México

Agency Growth: Managed agency P&L and led a 15-person creative team to increase profits by 30%. Key Projects: Led "City Brand" repositioning for Boca del Río (+270% web traffic) and organized major Esports tournaments with sponsors like Logitech and HyperX.