Mariana Fonseca Medina
Digital, Marketing, And Loyalty Executive
Aventura,FL
Summary
Accomplished Marketing, Digital and Loyalty Executive with a proven record of delivering results in building, launching and growing multi-national brands.
Recognized for building high-performing teams that can develop and implement goals and strategy in matrixed organizations.
Strong executive presence and skilled in evangelizing company plans to stakeholders of all levels, in large or small settings, in order to influence decision-making.
Data-driven decision maker motivated to achieve financial results that directly impact a P&L.
Overview
17
17
years of professional experience
6
6
years of post-secondary education
3
3
Languages
Work History
Senior Vice President - Loyalty Product Management
Mastercard
Miami, FL
01.2023 - Current
- Accountable for the Loyalty business which delivers over $250M in gross revenue and 40%+ YOY growth to customers across many industries including travel, financial institutions and retail
- Oversee and guide customer success and program management for over 100 customers across Latin America providing expertise to drive customer acquisition, booking volume, upsell and cross-sell via loyalty strategies
- Manage a matrixed team of Product owners responsible for designing new products and bundles along with their business case and go-to-market strategy with the objective of growing revenue and improving customer's objectives
- Provide research, UX and digital expertise in support of Mastercard's DTC Loyalty platforms in Brazil as well as the B2B2C solutions
Digital, Loyalty and Marketing – Vice President
Virgin Voyages - a Virgin Group and Bain Capital company
Plantation, FL
01.2021 - 10.2022
- Designed the Marketing, Digital and Loyalty organizations, setting objectives to deliver steep growth targets and managing a P&L
- Drove Digital and Technology Excellence across all platforms across the product lifecycle: research, design, test, build and monitor
- Orchestrated demand and booking generation which l led to a 10x increase in revenue through integrated programs across CRM, Content pages, Promotion generation and booking/cross-sell enhancements
- Introduced Loyalty strategies to Virgin Voyages to drive bookings and profitability. Strategies spanned the design of the Loyalty program to enhancing the onboard experience for sailors to enabling post-voyages sales strategies
- Drove Center of Excellence for Content production, CMS strategy, martech platforms, User Experience, Agile processes, and analysis and reporting
- Contributed and participated in weekly Operating Committee and Board Meetings to review plans to achieve overall corporate success
Digital Customer Experience Managing Director
American Airlines
Fort Worth, TX
11.2019 - 01.2021
- Responsible for strategy, planning and execution of the direct sales experience including aa.com and the American Airlines app which drives nearly half of the airline’s ~$40B in sales
- Led 350+ direct and matrixed resources across Product, UX, Contact Center and Engineering to drive booking, cross-selling, servicing and travel readiness
- Directed definition and adoption of American’s Digital Transformation through organizational design, lean governance, and modern funding processes
- Leveraged research and experimentation to drive human-centered and data-centric decisions to drive conversion, upsell, cross-sell and customer satisfaction in collaboration with diverse stakeholders such as Revenue Management, Marketing, Distribution and Operations
Merchandising and Digital Analytics Director
American Airlines
Fort Worth, TX
03.2017 - 10.2019
- Drove strategy and implementation for $3B+ of American's highly-matrixed internal and third party ancillary revenue streams
- Led American’s Digital Analytics practice including reporting, implementation and optimization for American’s $14B+ Direct consumer channels
- Leveraged design thinking and system design to define American’s omni-channel tooling and technology roadmap inclusive of decisioning tools, content management systems and data management platforms
Corporate Planning Senior Manager
American Airlines
Fort Worth, TX
11.2015 - 03.2017
- Led and developed an Internal Consulting team centered on strategic planning, collaborative goal-setting, risk & change management and profitability analysis
- Managed team of high-performing individuals who delivered top projects and product launches such as the Premium Economy and Cuba flights rollouts
- Designed and Managed Executive Level prioritization and governance for large initiatives including American Airlines and US Airways merger
Strategic Alliances and Partnerships Manager
American Airlines
Fort Worth, TX
06.2013 - 11.2015
- Responsible for American’s airline partnerships worth $2B+
- Delivered revenue objectives through negotiation of broad cooperation agreements, performance monitoring, and delivering on strategic tactics based on an ongoing assessment of net value exchange
- Created Joint Business negotiation framework spanning several departments and negotiated a $1.5B Joint Business agreement
Senior Financial Analyst
American Airlines
Fort Worth, TX
06.2011 - 06.2013
- Provided strategic planning advice and financial oversight for stakeholders resulting in $180M in funding for capital projects
- Reviewed and analyzed RFPs, participated in supplier negotiations, and modeled economic assumptions to develop and implement cost reduction initiatives for $500M+ department budget
Department Head
Cyusa Construcción y Urbanización, Top Mexican Construction
Mexico City, MX
01.2007 - 01.2009
- Implemented Project Management for $2M+ construction projects to ensure delivery on-time, in-budget and with expected quality and specifications
Education
MBA - Corporate Finance
University of Notre Dame Notre Dame
Notre Dame, IN 08.2009 - 05.2011
Bachelor of Science - Civil Engineering
Instituto Tecnológico Y De Estudios Superiores De Monterrey
Monterrey, Mexico 08.2002 - 05.2007
Skills
Corporate Strategy Development
undefinedAffiliations
Notre Dame, Mendoza College of Business - Corporate Advisory Board Member
Chief - Member
Texas Women’s Foundation – Past Audit Committee Member
Additional Information
Sample speaking Engagements
- “The future of interconnected travel”, Future Travel Experience, Las Vegas, 2021
- “Ecommerce and the Airline Industry”, Future Travel Experience, Istanbul, 2019
- “Implementing a merchandising strategy in the world’s largest carrier”, Aviation Festival, London, 2018
Timeline
Senior Vice President - Loyalty Product Management
Mastercard
01.2023 - Current
Digital, Loyalty and Marketing – Vice President
Virgin Voyages - a Virgin Group and Bain Capital company
01.2021 - 10.2022
Digital Customer Experience Managing Director
American Airlines
11.2019 - 01.2021
Merchandising and Digital Analytics Director
American Airlines
03.2017 - 10.2019
Corporate Planning Senior Manager
American Airlines
11.2015 - 03.2017
Strategic Alliances and Partnerships Manager
American Airlines
06.2013 - 11.2015
Senior Financial Analyst
American Airlines
06.2011 - 06.2013
MBA - Corporate Finance
University of Notre Dame Notre Dame
08.2009 - 05.2011
Department Head
Cyusa Construcción y Urbanización, Top Mexican Construction
01.2007 - 01.2009
Bachelor of Science - Civil Engineering
Instituto Tecnológico Y De Estudios Superiores De Monterrey
08.2002 - 05.2007
Similar Profiles
Susan VinsonSusan Vinson
Customer Relationship Management Specialist at MasterCardCustomer Relationship Management Specialist at MasterCard
Mauro VillegasMauro Villegas
Digital Products Management at MastercardDigital Products Management at Mastercard
Juan Pablo AntonovichJuan Pablo Antonovich
Account Manager at MasterCardAccount Manager at MasterCard
Senthilkumar SelvarajSenthilkumar Selvaraj
Senior Lead Developer at MasterCardSenior Lead Developer at MasterCard
Luca De BarbieriLuca De Barbieri
Real Estate Advisor at Bachman RealtyReal Estate Advisor at Bachman Realty