Josafat Vazquez Frontana

Marketing Head for payments business and money collection instruments. In charge of branding and GTM strategy including long term positioning and marketing planning

Reponsible for DiDi Pay (digital wallet) branding strategy in México

Offline and Brand communications Marketing leader driving for Shopee México, specializing in positioning e-commerce platform while consolidating and expanding consumer base. With a proven track record in managing high-performance teams and strategic initiatives, I oversaw a team of 15 professionals, including 5 direct reports, focused on delivering exceptional results across multiple domains. Key responsibilities *Media Planning: Spearheading annual media strategy, communication plans, and budget allocation to optimize spending and maximize KPIs such as SOI, SOV, and reach. Managing media budget of $6MM USD *Creative Development: Crafting compelling creative concepts that effectively communicate our brand message, backed by market research to differentiate our approach in the competitive landscape. *Partnerships and Alliances: Cultivating strategic partnerships to enhance brand awareness and deliver added value to Shopee consumers in México while contributing to user aquisition and retention (Banking industry, payment methods and merchants) *Social Media and KOL Management: Devising comprehensive communication plans across major platforms (Facebook, Instagram, TikTok, Twitter), including influencer strategies to amplify brand visibility. *Market Research: Leading the design and execution of tailored studies and internal surveys to drive informed decision-making and consumer-centric strategies. *Design Leadership: Overseeing an in-house design team to ensure cohesive visual identity across all in-app materials and communication channels. Key results: Under my leadership Shopee App achieved significant milestones, including: *Becoming the No. 1 app in downloads in México as of July 2022. *Notably, during the May 2022 Hot Sale Season, I successfully increased overall brand awareness by 16 percentage points *Top of Mind Awareness increase by 2 percentage points during month of May

Strategic brand manager with a focus on driving growth and innovation within the collector action figure category at BANDAI México. In my role, I oversaw a portfolio of 6 brands and more than 110 SKUs, specializing in developing robust marketing strategies and executing campaigns to achieve both top and bottom-line objectives. Key responsibilities included: *Brand Strategy, Marketing planning and commeciarl strategy: Led annual and long-term brand positioning efforts, crafted marketing plans, GTM strategies, and sales forecasts to drive revenue growth. Optimized portfolio mix and launched innovative products. *Integrated Marketing Campaigns: Orchestrated 360° communication campaigns across social media, mass media, PR, and events. Managed agency relationships for advertising creative concepts, events, BTL activations, and social media strategies. *Partnership and Alliance Management: Negotiated with international partners to expand brand portfolio, develop products, and secure funding for local marketing. Developed strategic content plans with partners like Disney, Epic Games, and Warner. *Team Leadership and Personnel Management: Mentored and managed a marketing coordinator, fostering a collaborative environment focused on achieving strategic goals and encouraging innovation. Key Achievements: *Drove BANDAI's collector portfolio growth, achieving a 36% increase in sell-in and a 171% growth in sell-out year-over-year. *Positioned BANDAI as the #3 competitor in the Action Figures category, gaining a 3 percentage point share in NPD YTD 2019 rankings. *Executed strategic alliances with entities such as Warner Studios, FOX, Channel 5, Imagen TV, and Rappi, resulting in over 10 million organic brand impacts at no additional cost. *Launched a successful live-stream TV show on BANDAI's social media during the Christmas season, featuring influencers and achieving over 3 million views.

Strategic brand manager with focus on developing marketing strategy for week and weekend prime time launchings at Azteca Uno, responsible for managing 70% of the channel's net revenue, with a net brand worth of 146 MM USD. Key Responsibilities: *Executed re-positioning and branding strategy for the launch of Azteca Uno (formerly Azteca Trece), overseeing TV screen media management, PR, digital platforms, and marketing events. *Supported establishment of marketing department within TV Azteca, focusing on consumer-centric content strategies to expand our viewer base and enhance content creation through user reasearch *Managed agency relationships, conducting briefing sessions and evaluating creative concepts. Led quantitative and qualitative consumer research with anthropological perspectives. *Drove marketing strategy for primetime innovation across multiple platforms including long term positioning and launching campaign with comprehensive 360 communication campaigns across different channels both offline and online, including media and budget management. *Managed relationships with studios for property acquisitions and launches (e.g., Endemol Shine). *Built entertainment franchises with a long-term branding strategy to drive business objectives and create new sales opportunities. *Spearheaded the creation of regional content and new sales channels for local brands and government initiatives. Key Achievements: *MasterChef México 2016 achieved a +30% increase in ratings compared to the previous season and set a record for season premiere viewership in weekend primetime. *MasterChef México 2017 was awarded the Silver Award for the launching campaign at the Promax 2018 BDA Latin America Awards (Global Association for Entertainment Marketing in the USA).

Managed marketing for Vips, México's largest cafeteria chain and Alsea's top revenue brand with a net worth of $243 MM USD. Key Responsibilities: *Brand Repositioning: Led Vips' repositioning with a new brand concept, overseeing consumer acquisition, brand architecture, concept testing, image refresh, and digital voice renovation. Orchestrated 360° communication campaigns. *Brand Strategy: Developed annual and long-term brand strategies and marketing plans. *Innovation and Portfolio Management: Managed innovation, optimized the portfolio, and managed pricing strategies with full P&L accountability, achieving +4% net menu sales growth. *Consumer Attraction and Promotion: Implemented strategies to attract new consumers and increase average ticket size through innovative promotional programs. *Children's Menu Marketing: Led children's marketing strategy, partnering with Disney to increase transactions by +12%, net sales by +14%, and improved consumer satisfaction by 13 points. *Strategic Alliances: Planned and executed alliances with PepsiCo México Foods, Conagra Foods, Coca-Cola, Top Chef, and Sony Entertainment Television at zero cost. *Budget and Personnel Management: Managed annual budgets and led a results-oriented team focused on innovation in a dynamic environment. Key Achievements: *Successfully repositioned Vips brand, achieving significant growth in consumer satisfaction and sales metrics. *Implemented effective consumer acquisition strategies and innovative promotions, driving menu sales and average ticket size increases. *Established long-term partnerships with Disney and key partners, increasing children's menu transactions by +12%, net sales by +14%, and improving consumer satisfaction by 13 points.

Led the execution of marketing plans for the Vualá con Sorpresa brand (Sweet bread business) within the New Platforms BU, with a net brand worth of $40 MM USD. Key Responsibilities: *Promotion Strategy: Ensured quarterly promotion renewal for Vualá con Sorpresa, leveraging powerful licenses and maintaining a balanced value equation aligned with pricing strategy. *Consumer Research and Supplier Negotiation: Conducted consumer research to understand new dynamics in properties consumption. Negotiated with international suppliers to meet bottom-line objectives. *Creative Concept and Media Planning: Managed TV ad creative concept briefs and media planning, focusing on budget allocation, reach, Share of Voice (SOV), and Share of Influence (SOI). *Budget Management: Oversaw the annual budget to optimize resource allocation and ensure financial objectives were met. Key Achievements: *Achieved a +33% increase in net sales compared to the Annual Plan objective in 2015. *Successfully recovered 4 percentage points of market share compared to 2014.

During a year and a half program, I successfully led several impactful projects in marketing and sales, delivering measurable results: Key responsibilities and achievements: *Sabritas Innovation Leadership: Achieved a +15% increase over the top-line objective for Sabritas 10g products in the competitive WHS channel. *Quacker revenue brand growth: Revitalized Quaker's innovation process for imported products, resulting in the first successful innovation in two years. Strengthened retailer partnerships and enhanced the Quaker Chicago relationship. *"Temporada Saludable" Launch: Planned and executed national rollout of "Temporada Saludable," instore exhibition program boosting net sales by +8% year-over-year for Quaker branded products. Featured in Merca 2.0 Magazine (Year 12, No 136, June 2013). *Subway Latin America and PMF Strategic Alliances: Developed and executed strategic alliances with Subway Latin America and PMF, focusing on innovating Subway's service model. Successfully centralized commercial relationships between Subway Latin America and PepsiCo Mexico.

I was part of the grassroots marketing team, focusing on local and professional soccer, lacrosse, and rugby to enhance brand awareness and expand the company's consumer database. Key responsibilities and achievements: *Execution of Large-Scale Partnerships: Led initiatives with Adidas for the launch of the new Mexico soccer team jersey and partnered with Makita Tools as sponsors of the Mexican Soccer team in 2011. Managed brand presence at professional Mexican soccer team matches in California and Denver. *Successfully increased brand visibility and consumer engagement through strategic partnerships and grassroots marketing efforts. Additional Qualifications: Possess a valid social security number for work authorization with DHS and maintain a clean driving record in the United States.

Exchange student and scholarship holder for Santander bank program