Monica Barcelo
Experienced Integrated Marketing Strategist
Austin
Summary
Experienced Sr Marketing Manager with a deep passion for storytelling and marketing strategy. I combine narrative with data to generate campaigns that connect with audiences and deliver business impact. Proven ability to lead cross-functional teams and execute go-to-market strategies that boost brand health and growth.
Overview
13
13
years of professional experience
Work History
Sr Integrated Marketing Manager
Expedia Group
Austin
11.2025 - Current
- Managed UK and MX marketplaces, collaborating with brand and owned and earned channels on go-to-market strategies that drove awareness and consideration, achieving significant lifts since January 2026.
- Oversaw soccer partnership and launched digital campaigns that boosted consideration and favorability, with CTR and VTR exceeding benchmarks.
- Collaborated with research and insights team to analyze brand health and audience segments, guiding selection of key audiences for 2027 strategy.
SR BRAND AND MARKETING STRATEGIST
Expedia Group
Austin
11.2022 - 11.2025
- Spearheaded a cross-functional team to develop and execute the go-to-market strategy for an emerging audience sub-segment, driving a 6pp increase in brand Consideration and a 5pp lift in Usage.
- Coordinated with product and supply teams on go-to-market strategy for vacation rentals on Expedia, leading to double-digit growth in booking value after launch.
- Owned campaign performance measurement and developed comprehensive measurement framework, defining KPIs and establishing reporting cadence to integrate learnings into business operations.
Growth Marketing Manager
Bumble
Austin
07.2022 - 11.2022
- Executed in-app brand initiatives to enhance active user engagement and feature usage, launching a cultural campaign that resulted in a 7% YoY increase in feature usage.
MARKETING MANAGER - PASSENGER LEAD
DiDi Global
Mexico City
02.2019 - 07.2022
- Led end-to-end launch of marketing campaign focused on safety features, improving safety perception by +5pp.
- Spearheaded campaign reporting, continuously tracking and optimizing online campaign, resulting in statistical lift of key performance indicators.
- Optimized communication testing strategies, increasing open rates of push notifications and emails by +3.5% in 3 months through A/B testing.
PRODUCT MARKETING LEAD
DiDi Global
Mexico City
02.2019 - 07.2022
- Developed product messaging, positioning, and go-to-market strategy, managing launch of 10+ new product features that increased awareness and adoption.
- Conducted consumer research to identify target personas and pain points, providing insights that informed product roadmap and marketing campaigns, enhancing engagement rates.
- Created a collaborative process with the Product team to influence feature development roadmap.
MARKETING MANAGER CENTRAL TERRITORY
DiDi Global
Mexico City
02.2019 - 07.2022
- Developed integrated marketing campaigns for new city and product launches, integrating in-app communications, OOH PR, and social media to enhance customer acquisition.
- Designed and implemented marketing strategies to enhance engagement and retention among churned users, achieving record high reactivation rates.
- Conducted in-depth customer research to gather insights on 'driver target', adapting in-app content to emphasize key benefits, leading to a 5% increase in pop-up open rates.
MARKETING MANAGER
G500 Gasoline Group
Mexico City
01.2018 - 01.2019
- Formulated and implemented go-to-market strategy for premium product, enhancing market positioning. Directed negotiations with leading gasoline quality certification to leverage as unique selling point. Established communication strategy that drove measurable sales growth.
MARKETING MANAGER
General Motors
Mexico City
07.2016 - 01.2018
- Managed Buick and GMC brands, ensuring brand health and profitability by aligning product portfolio with market trends and research.
MARKETING SPECIALIST
American Express
Mexico City
01.2014 - 06.2016
- Supported marketing strategies for three co-branded cards generating USD$1 billion in total charges. Coordinated expenses diversification strategy, increasing charge volume for new retail merchants by USD$6M in 2015.
MARKETING SPECIALIST
CSI Leasing
Mexico City
03.2013 - 12.2013
- Designed multi-channel campaign leveraging paid and owned channels to support new business line launch and drive brand growth.
Education
International Master - Marketing
EADA
Barcelona, SpainBBA - International Business
UDLAP
Puebla, MexicoSkills
- Go-to-market strategy
- Campaign Management
- Campaign Measurement
- Data Analysis
- Cross-Functional Collaboration
- Team Management
- Strategic Thinking
Timeline
Sr Integrated Marketing Manager
Expedia Group
11.2025 - Current
SR BRAND AND MARKETING STRATEGIST
Expedia Group
11.2022 - 11.2025
Growth Marketing Manager
Bumble
07.2022 - 11.2022
MARKETING MANAGER - PASSENGER LEAD
DiDi Global
02.2019 - 07.2022
PRODUCT MARKETING LEAD
DiDi Global
02.2019 - 07.2022
MARKETING MANAGER CENTRAL TERRITORY
DiDi Global
02.2019 - 07.2022
MARKETING MANAGER
G500 Gasoline Group
01.2018 - 01.2019
MARKETING MANAGER
General Motors
07.2016 - 01.2018
MARKETING SPECIALIST
American Express
01.2014 - 06.2016
MARKETING SPECIALIST
CSI Leasing
03.2013 - 12.2013
International Master - Marketing
EADA
BBA - International Business
UDLAP