Lidia Rubi

Led the migration of legacy databases to modern cloud platforms for a client in the industrial-facilities construction sector, reducing CAPEX 6% and enabling advanced analytics and executive dashboards. Lead the marketing business unit, designing tailored processes and strategies per client to accelerate growth and innovation.

Built an omnichannel e-commerce segmentation model spanning 60,000+ customers scored by CLV, increasing average order value (AOV) +45% within 3 months and adding ~$2.6M in incremental annualized revenue. Designed and launched the company's first IaaS brand-positioning campaign (Wingu), growing sales pipeline from $480K to $1M per month (+108%).

Redesigned the UHT-milk retail planogram based on shopper insights, piloted in modern trade, resulting in +22% sales and +8% chain profitability. Designed a new tiered product-testing protocol across 6 categories, cutting annual R&D spend 18% while strengthening portfolio ROI discipline.

Led consumer and shopper research for Holanda, Kibon, Primavera, and Hellmann's across Mexico, Colombia, and Brazil, managing a team of 3 direct reports.

Developed category, portfolio, and brand strategies, and managed the Stage-Gate innovation process with an annual budget of approximately USD $2.8M.

Master's Degree in Communication from Universidad Complutense de Madrid.

Dual Bachelor's Degree in Business Administration and Actuarial Science from ITAM, a top-ranked Mexican university in business and economics.