Open to opportunities

Lissie Aguilar

@lissieaguilar

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Regional marketing and commercial strategy leader driving growth across Central America.

El Salvador

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What I'm looking for

I’m looking for a leadership role where I can own regional brand and commercial strategy, drive measurable ROI and market share growth, and lead cross-functional teams through integrated marketing, customer-centric initiatives, and data-driven decision-making.

I’m a Regional Marketing & Commercial Strategy Leader with 15+ years of experience building brand growth, consumer engagement, and commercial performance across Central America. I bring strong FMCG, restaurant, telecommunications, and consulting experience, with a consistent focus on ROI, market share expansion, and long-term brand value.

In my recent role as Marketing Manager at Premium Restaurant Brands, I led customer-focused marketing strategies for the China Wok brand in El Salvador. I developed integrated campaigns, monitored portfolio profitability and KPIs, and aligned cross-functional execution to business objectives—keeping growth measurable through Top of Mind, sales targets, and market performance.

Previously, I scaled regional positioning and loyalty strategies at Lactolac and strengthened portfolio performance at Alimentos Ideal (Mercosal). As Founder & Marketing Director of Octopus, I now help SMEs grow through digital and traditional strategy, acquisition and conversion optimization, and consulting that connects customer experience to commercial results.

Experience

Work history, roles, and key accomplishments

Current

Founder & Marketing Director

Current

Octopus

Oct 2018 - Present (7 years 8 months)

Founded a marketing consulting agency and developed digital and traditional strategies for SMEs across multiple industries. Managed advertising investments and optimized acquisition/conversion while delivering consulting projects on digital positioning, customer experience, and commercial growth.

Go To Market Strategy Digital Advertising Performance Marketing Customer Experience KPI Tracking

Marketing Manager

China Wok

Nov 2020 - Feb 2025 (4 years 3 months)

Led marketing strategies for China Wok in El Salvador, driving customer satisfaction, brand positioning, and sales performance through integrated campaigns and promotions. Monitored portfolio KPIs and collaborated cross-functionally to align marketing execution with business objectives.

Brand Management Marketing Campaigns KPIs Consumer Insights Cross functional Leadership Trade Commercial Alignment

Regional Marketing Manager

Lactolac S.A. de C.V.

Nov 2017 - Oct 2018 (11 months)

Led regional brand positioning and loyalty strategies across Central America, managing campaigns to support sales growth and customer engagement. Oversaw marketing budgets and directed multidisciplinary teams across marketing, trade marketing, and sales.

Regional Strategy Positioning Loyalty Programs Trade Marketing Budget Management Campaign Management Cross Functional Team Leadership Customer Engagement

Marketing Manager

Alimentos Ideal S.A. (Mercosal)

Jul 2015 - Oct 2017 (2 years 3 months)

Designed and executed marketing plans aligned with portfolio growth objectives, strengthening brand positioning through ATL/BTL initiatives. Managed agency relationships and tracked ROI, market share, profitability, and other commercial performance indicators.

Brand Management Agency Management Marketing Planning Profitability Analysis ROI Measurement

Regional Brand Manager

Productos Alimenticios Diana

Oct 2013 - Jun 2015 (1 year 8 months)

Developed brand positioning, activation platforms, and innovation initiatives to drive snack product performance. Led profitability improvement and product enhancement projects while managing annual budgets and media/digital/brand execution with agencies.

Positioning Activation Innovation Management Budget Management

Market Research Manager

Productos Alimenticios Diana

Aug 2012 - Sep 2013 (1 year 1 month)

Created and developed the Central America market research department, leading qualitative and quantitative studies. Produced segmentation and consumer behavior insights to support executive decision-making and product innovation.

Market Research Qualitative Research Quantitative Research Segmentation consumer behavior Executive Decisioning Consumer Insights

Commercial Financial Control Specialist

Telefónica Móviles El Salvador

May 2011 - Jul 2012 (1 year 2 months)

Managed commercial budgeting and financial analysis while supporting operational optimization initiatives. Developed commercial controls, supported vendor negotiations, and created profitability analysis tools for decision-making.

Financial Analysis Optimization Profitability Analysis Performance Monitoring