Experience

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  Southern california bride

  Jan 1985 - Jan 1987

  Account executive

  Account Executive for all tour and travel national and international advertising for the bridal magazine, as well as editor for the hispanic market

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  Hill & knowlton limited

  Jan 1987 - Mar 1989

  Account director

  MARKETING COMMUNICATIONS FOR THE MEXICO MINISTRY OF TOURISM, FONATUR WEST COAST USA AND CANADA

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  Mexico ministry of tourism

  Jan 1988 - Jan 1990

  Advertising and pr director north america

  Advertising and Public Relations Director for all international campaigns for the Undersecretary of Promotion and Development. Planned, implemented , executed and measure all the creative, media planning and buying, as well as strategic communications for all international markets out of the Mexico City HQ.

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  Custom marketing group/publicitas globe media

  Jan 1990 - Apr 2004

  Ceo/ managing director

  Hired to open up and operate the Mexico office of this leading international media representation company along with the Custom Marketing Group, of this Swiss-based company with an active portfolio of over 14 publications: New York Times, Chicago Herald Tribune, Los Angeles Times, Amex Publishing, Smithsonian, Outside, Financial Times, International Herald Tribuneto name a few.•Launched the online media representation version of Publicitas called Real-Media.•Directed co-op integrated marketing programs, including magazine, newspapers, online, promotion, event marketing and direct mail efforts, with leading corporations.rofitably increased sales from $1.5 million to $18 million from 1998 to 2003.• Instituted a 12-year partnering agreement with Mexico and deployed multimedia programs through the Mexico Tourism Board and other national agencies.•Boosted conversion rates by 85% through innovative customer relationship building and landing page optimization. Show less

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  Condé nast méxico y latam

  Apr 2004 - Dec 2008

  Ceo

  Responsible for leading a team of 11 direct reports and 105 employees with full P&L accountability for strategic planning, sales, marketing, editorial, circulation, production and administration.• Active member of the Mexican MPA (CANIEM) tasked with determining industry direction and advertising investment.• Turned around this low-performing company to significant profits within 4 years, representing a positive variation of 1,300%. • •Successfully positioned this entity as 1 of the Top 3 magazine publishing groups in Mexico and the top for Luxury and Premium Publishing group in Mexico and Latin America.Took this group to market leadership in terms of high-end advertisers, profit margins and reader circulation rates for Vogue, AD, Glamour and successfully launched GQ magazine.Set up a comprehensive HR platform and inculcated a working environment that enabled 100% retention of all senior executives, while minimizing employee churn. Show less

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  Citibank (banamex usa)

  Apr 2009 - Apr 2011

  Vp premium marketing

  In charge of all aspects of target marketing, promotions and campaign execution for different groups, including Wealth Management, Corporate Banking, Institutional Banking, Premium Credit and Debit Cards, with this 130-year-old financial institution.• Ensure that all offline and online marketing strategies and tactics are aligned with each group's business plan.• Key contributor to helping grow each division and expanding market share close to 35% for 2010.• Created the marketing architecture to address the affluent segment of the Financial Group.• Targeted both offline and online consumers by designing a multi-pronged and comprehensive marketing strategy for clients such as: Atlantis Paradise Island Resort in Bahamas, Axtel, Conservation International, Edmonds International, Amigos de Sian Ka'an, Thompson Playa del Carmen, Oceana Bal Harbour, El Palacio de Hierro, NewYork-Presbyterian Hospital.• Boosted website traffic by co-creating apps and digital hubs for travel accounts by creating an integrated social media strategy.• Wrote off-site SEO content such as press releases, guest blog posts and informational articles.• Designed strategies for all PR tactics such as press releases and media advisories each campaign for event announcements and public relations efforts.03/2009 TO 01/2011• Launched a full array of innovative communication vehicles such as "Valor" and "Valor Corporativo" magazines, that improved the company's footprint among online portals, CRM applications, blogs, specialized publishing and virtual client-centered marketing.• Established and maintained the overall CRM-Loyalty Cluster and marketing platforms that optimized business operations and enhanced client engagement to the group, individual divisions and the master brand.• Managed project deadlines and monitored milestones through completion stage. Show less

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  Alchemia in the business of transformation

  May 2011 - Jun 2016

  Ceo/founder

  About usAn Innovative Agency For A Modern WorldWe are a multi-platform agency specializing in the development of integrated communication strategies, based on sustainability as a principle of innovation for a better future.An agency dedicated to Marketing Communications, International Media Representation & Strategies.SpecialtiesPermamarketing®: Strategic Marketing, Alchemia PR®: Public Relations, Alchemia Dirige®: CRM, Alchemia Creativum®: Design, Event Marketing, Digital Communications, and Alchemia Publishing®HeadquartersMexico, DF Company Size11-50 employees Websitehttp://www.alchemia.com.mxIndustryMarketing and Advertising Founded2011 Show less

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  Mexico tourism board

  Jul 2016 - Apr 2017

  Ceo

  The Mexico Tourism Board (MTB) is the organization entrusted to coordinate, design and develop the national and international strategies of touristic promotion for Mexico. Furthermore, the Mexico Tourism Board is also in charge of promoting the numerous destinations and activities that Mexico has to offer, as well as Mexico’'s many natural and cultural locations.Sector Objective Programme.Boosting tourism promotion to contribute to the diversification of markets and the development and growth of the sector.Sectoral strategies goals.To promote Mexico as a quality tourist destination offering a variety of attractive and unique experiences.To impulse the development of the domestic market by promoting in the population of the country the desire for a deeper knowledge of Mexico and its destinations.To Increase the promotion of Mexico in traditional markets, and to encourage the diversification of markets.Institutional objectivesStrengthen the image of Mexico as a tourist destination by promoting the quality, diversity and authenticity of its attractions.To contribute to economic growth from international tourism through advertising campaigns and promotional tools aimed at products, customer segments and niche markets with great potential.To boost the growth of the domestic tourism by encouraging locals to travel and visit the sights that Mexico offers.To Consolidate the presence and increase in market share in the United States and Canada.To Diversify source markets of tourists with focus on emerging markets with higher growth potential.To promote greater air connectivity to facilitate the arrival of tourists to a greater number of destinations and to open new markets. Show less

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  Alchemia: in the business of transformation®

  May 2017 - now

  Presidente /alchemia communications group

  Lourdes founded her marketing-by-design communications company Alchemia: In the Business of Transformation in 2011 with three major divisions: AlchemiaCom (marketing communications), AlchemiaNet (media and publishing) and AlchemiaForPlanet (social sustainability marketing)