ROCIO BALCAZAR
DUBLIN
Summary
Results-driven strategist with expertise in transforming ambiguity into actionable business solutions through effective leadership. Skilled in aligning cross-functional stakeholders to advance enterprise priorities and enhance operational effectiveness. Focused on utilizing human insights to inform strategies that drive significant outcomes and create scalable impact.
Overview
22
22
years of professional experience
Work History
GLOBAL MARKETING OPERATIONS DIRECTOR
ABBOTT- DIABETES CARE (FREESTYLE LIBRE)
ALAMEDA
05.2022 - Current
- Directed brand management team to create brand narrative, customer journeys, and visual identity.
- Oversaw marketing campaigns and creative platforms to drive customer awareness and loyalty.
- Developed tools and processes that enhanced brand strategy and streamlined marketing operations.
- Defined insights and technologies that unified marketing team efforts and improved collaboration.
- Managed content development to ensure alignment in communications and messaging strategies.
- Collaborated across teams to integrate efforts towards achieving unified business goals.
- Tracked progress of marketing initiatives to assess effectiveness and inform optimization strategies.
- Led employee engagement initiatives, focusing on onboarding, internal communications, and training programs.
GLOBAL BRAND AND DIGITAL STRATEGY , SR. MANAGER
ABBOTT- DIABETES CARE (FREESTYLE LIBRE)
ALAMEDA
10.2021 - 05.2022
- Activated brand strategy through integrated planning that aligned markets, teams, and touchpoints for cohesive execution.
- Developed global brand architecture and proposition to unify portfolio growth and positioning.
- Standardized global frameworks to capture and prioritize customer and market insights, enhancing strategic decisions.
- Defined global marketing metrics and standardized measurement frameworks for performance tracking.
- Aligned teams on common metrics, fostering consistent decision-making across regions.
- Enabled comparability of marketing performance across regions and brands.
SR. PROGRAM COMMERCIAL LEAD, US
ABBOTT- DIABETES CARE (FREESTYLE LIBRE)
ALAMEDA
03.2020 - 10.2021
- Led development of top patient program in Abbott Diabetes Care from conception to execution.
- Managed brand strategy and communication plan, enhancing program enrollment through targeted messaging.
- Collaborated with digital channel teams to implement targeted acquisition tactics for enrollments.
- Coordinated with key stakeholders and cross-functional teams to identify interdependencies for program launch.
- Developed measurement approach, optimizing program for exceptional user experience.
- Executed continuous improvements, refining user experience based on stakeholder feedback.
- Partnered with insights team to analyze behaviors of individuals needing diabetes management support.
AREA DIGITAL MARKETING MANAGER - CANADA & LATIN AMERICA
ABBOTT- DIABETES CARE (FREESTYLE LIBRE)
ALAMEDA
12.2018 - 03.2020
- Owned digital strategy for LATAM and Canada, focusing on awareness and acquisition of Freestyle Libre portfolio.
- Developed go-to-market strategy for Freestyle Libre launch in Canada and LATAM, driving regional alignment and execution.
- Served as regional liaison between LATAM and Canada markets, ensuring strategic alignment with central office initiatives.
- Led customer journey mapping across all countries to enhance go-to-market execution.
- Partnered with insights team to develop regional customer segmentation strategies.
- Implemented targeted strategies to engage healthcare professionals and consumers in LATAM, enhancing brand visibility and market presence.
- Monitored and analyzed campaign performance to inform future marketing initiatives.
MARKETING DIRECTOR - PERSONAL CARE DIVISION
SPECTRUM BRANDS (REMINGTON)
MIAMI
04.2017 - 12.2018
- Led product marketing team for personal care division across Americas, utilizing consumer insights to drive growth initiatives.
- Managed regional portfolio and P&L to drive product prioritization, commercialization, and revenue maximization.
- Oversaw regional creative services team to align brand campaigns with strategic insights, enhancing brand consistency and market relevance.
SR. MARKETING MANAGER - PERSONAL CARE DIVISION
SPECTRUM BRANDS (REMINGTON)
MIAMI
07.2012 - 04.2017
- Standardized P&L and portfolio management processes across 22 countries, leveraging metrics to drive performance improvements in personal care categories.
- Led new product development processes in LATAM, applying structured frameworks to facilitate market entry and growth.
- Executed regional digital strategy for social web e-commerce, establishing KPIs to measure and optimize impact.
- Aligned product roadmaps with brand platforms and regional execution through disciplined rollout processes.
MARKETING MANAGER
SPECTRUM BRANDS (REMINGTON)
MEXICO CITY
12.2009 - 07.2012
- Spearheaded launch and commercial strategy for leading personal care brand in LATAM, leveraging Nielsen 2017 data to drive market penetration.
- Established CRM and e-commerce strategies for women's and men's categories, enhancing customer engagement and sales performance.
- Developed brand and product strategies for Mexico's leading categories.
- Introduced first regulated beauty medical device category in major retail outlets.
DIGITAL AND PROMOTIONS MANAGER
VOLARIS
MEXICO CITY
08.2009 - 12.2009
- Negotiated cross-promotions with major partners including Krispy Kreme, Fox, Disney to expand reach.
- Executed annual promotional plan to strengthen market presence and increase brand visibility.
- Drove conversions through optimized digital customer journeys informed by insights.
- Developed strategies and content for various digital channels.
- Analyzed profit margins of promotions according to planned routes.
- Sourced sponsorships for large-scale events in Mexico and California.
PRODUCT MANAGER (BATTERIES & LIGHTING)
ENERGIZER (SPECTRUM BRANDS)
MEXICO CITY
08.2007 - 12.2009
- Managed battery portfolio in Mexico, utilizing consumer insights for assortment and pricing strategies.
- Tracked key performance metrics, including market share and distribution velocity, to inform strategic product decisions.
- Collaborated with sales and insights teams to translate consumer data into actionable product recommendations, driving alignment across teams.
QUALITATIVE MARKETING RESEARCH ASSISTANT
SERTA DE MEXICO
02.2004 - 01.2005
- Synthesized qualitative data to distill key themes and insights, revealing customer motivations that informed strategic decisions.
- Created concise research summaries and presentations to effectively communicate insights, enabling stakeholders to make informed decisions.
- Coordinated qualitative research execution, managing participant recruitment, fieldwork logistics, and interview support to ensure smooth project delivery.
Education
CUSTOMER CENTRICITY -
NORTHWESTERN'S KELLOGG SCHOOL OF MANAGEMENT
CHICAGO, ILL05-2022
BACHELOR IN INTERNATIONAL MARKETING -
TECNOLÓGICO DE MONTERREY CAMPUS EDO DE MEXICO
MEXICO CITY, MEX12-2006
BACHELOR IN MARKETING AND FINANCE -
BORDEAUX ECOLE DE MANAGEMENT
BORDEAUX, FRANCE01-2005
Skills
- Brand strategy and insight-led decision making
- Performance metrics prioritization and decision-making
- Business needs translation into analytics direction
- Insight integration and storytelling
- Operating model systems thinking and workflows
- Cross-functional leadership and team building
- Stakeholder influence and executive presence
- Strategic and commercial acumen
Languages
- ENGLISH, FULL PROFESSIONAL PROFICIENCY
- SPANISH, NATIVE
- FRENCH, BASIC
- PORTUGUESE, BASIC
Timeline
GLOBAL MARKETING OPERATIONS DIRECTOR
ABBOTT- DIABETES CARE (FREESTYLE LIBRE)
05.2022 - Current
GLOBAL BRAND AND DIGITAL STRATEGY , SR. MANAGER
ABBOTT- DIABETES CARE (FREESTYLE LIBRE)
10.2021 - 05.2022
SR. PROGRAM COMMERCIAL LEAD, US
ABBOTT- DIABETES CARE (FREESTYLE LIBRE)
03.2020 - 10.2021
AREA DIGITAL MARKETING MANAGER - CANADA & LATIN AMERICA
ABBOTT- DIABETES CARE (FREESTYLE LIBRE)
12.2018 - 03.2020
MARKETING DIRECTOR - PERSONAL CARE DIVISION
SPECTRUM BRANDS (REMINGTON)
04.2017 - 12.2018
SR. MARKETING MANAGER - PERSONAL CARE DIVISION
SPECTRUM BRANDS (REMINGTON)
07.2012 - 04.2017
MARKETING MANAGER
SPECTRUM BRANDS (REMINGTON)
12.2009 - 07.2012
DIGITAL AND PROMOTIONS MANAGER
VOLARIS
08.2009 - 12.2009
PRODUCT MANAGER (BATTERIES & LIGHTING)
ENERGIZER (SPECTRUM BRANDS)
08.2007 - 12.2009
QUALITATIVE MARKETING RESEARCH ASSISTANT
SERTA DE MEXICO
02.2004 - 01.2005
CUSTOMER CENTRICITY -
NORTHWESTERN'S KELLOGG SCHOOL OF MANAGEMENT
BACHELOR IN INTERNATIONAL MARKETING -
TECNOLÓGICO DE MONTERREY CAMPUS EDO DE MEXICO
BACHELOR IN MARKETING AND FINANCE -
BORDEAUX ECOLE DE MANAGEMENT