Perla A. Urquijo

Perla A. Urquijo has a diverse and extensive work experience. Perla A. currently serves as the Chief Marketing Officer at Banco Sabadell México since July 2023. Prior to this, they were a Board Member-LATAM at Advertising Week starting from January 2017. Perla A. also worked as the Head of Marketing: crédito y cobranza at Grupo Salinas from February 2023 to July 2023.

Before joining Grupo Salinas, Perla held the position of Head of Marketing & Brand Partnerships at Alsea from November 2020 to February 2023. Perla A. was responsible for developing the overall marketing strategy, improving the digital presence, and analyzing audiences to enhance the customer experience in digital channels.

From January 2018 to October 2020, Perla worked as the Digital Marketing Director at Banco Santander Mexico. Perla A. created and led the digital marketing department, implemented conversion rate optimization practices, and delivered cost-effective digital strategies.

Prior to Banco Santander, Perla was the Head of Marketing at wibe seguros from February 2015 to July 2017. Perla A. developed marketing strategies, enhanced the digital presence, and implemented creative improvements for the site design.

Perla also has experience working at El Palacio de Hierro as an E-commerce Marketing Manager from May 2013 to January 2015, where they developed marketing strategies, managed online marketing campaigns, and conducted ROI analysis.

Before that, they worked at American Express in various roles, including Digital & Social Media Management and Marketing for the Membership Rewards program. Their responsibilities included planning and executing marketing strategies and managing media budgets.

Perla's career started at MediaTavern as a Senior Media Planner from June 2009 to January 2011 and then as a Media Planner at Agency.com from June 2006 to June 2009. In these roles, they developed media strategies, supervised budgets, and conducted negotiations with vendors.

Overall, Perla A. Urquijo has gained significant experience in marketing, digital strategy, and management throughout their career across various industries and organizations.

Perla A. Urquijo completed a Diploma in Leadership for Digital Transformation at Tecnológico de Monterrey in 2020. Prior to that, they obtained a Bachelor of Arts (B.A) degree in Business Administration, International Law, and International Business Management from Tecnológico de Monterrey between 2001 and 2006. In 2004, they also earned a Bachelor's degree in International Marketing & Operations from ESDES école de management. Additionally, Perla obtained certifications in various digital marketing tools and platforms, including Adobe Analytics/SiteCatalyst, DoubleClick Bid Manager, DoubleClick Rich Media, DoubleClick Search, and DoubleClick DFA in 2014.