Open to opportunities

Paulina Arciniega

@paulinaarciniega

Message

I lead growth and marketing strategy, blending digital performance with brand building and offline campaigns.

Mexico

Message

What I'm looking for

I’m looking for a role where I can lead marketing or growth strategy end-to-end—owning acquisition, retention, and brand execution—while collaborating with teams to scale campaigns and operational performance.

I’m a marketing and growth leader who builds performance-driven strategies across digital channels and offline experiences. Currently, I’m serving as Head of Marketing, focused on optimization, email marketing, referrals strategy, and social media campaigns.

Previously, I led growth initiatives as Head of Growth and Growth Manager, strengthening acquisition and retention through lead generation, user acquisition, and follow-up systems. In one acquisition lead role, I drove improvements in user acquisition (+30%) and first order (+25%).

I also bring strong brand and trade marketing experience, including regional trade marketing work and operational marketing execution. I’ve managed growth operations, supported teams through sales and partnerships, and planned monetization with a practical, results-first mindset.

Alongside my marketing leadership, I’m hands-on with creative and production tools—Photoshop, Illustrator, InDesign, and Premiere—so I can translate strategy into clear, compelling assets. I’m also energized by learning and execution, reinforced by certifications and programs like Google AdWords certification and the TRUE GROWTH Master Program.

Experience

Work history, roles, and key accomplishments

Current

Head of Marketing

Current

Mi Papaya

Jan 2026 - Present (6 months)

Led marketing efforts including email marketing, referral strategy, and growth initiatives.

Email Marketing Canva Growth Marketing

Current

Investor

Current

Brinkitos Store

Jan 2024 - Present (2 years 6 months)

Provided an investor role for Brinkitos Store.

Regional Trade Marketing

Telefónica Movistar

Aug 2024 - Jan 2026 (1 year 5 months)

Supported regional trade marketing activities.

Trade Marketing

Growth Manager

Bepensa Spirits

Jan 2023 - Jan 2024 (1 year)

Led branding and social media initiatives within a growth marketing capacity.

Growth Marketing Branding Social Media

Head of Growth

Ozon

Mar 2022 - Aug 2022 (5 months)

Managed growth initiatives spanning marketing, brand, and partnerships.

Growth Marketing Sales Team Management Digital Marketing Brand Partnerships

Growth Marketing - Acquisition Lead

Apperto

Aug 2021 - Mar 2022 (7 months)

Owned acquisition efforts including lead generation, user acquisition, and follow-up with active users.

Lead Generation User Acquisition First Order Optimization Lead Follow Up Active Users Follow Up

Growth Marketing

Rappi

Mar 2018 - Jul 2021 (3 years 4 months)

Drove growth marketing across new city launches and market focus for prepared foods and CPG categories.

Growth Marketing New Cities Expansion Prepared Foods CPG

Marketing Coordinator

Coldwell Banker

Jul 2017 - Mar 2018 (8 months)

Coordinated marketing activities including lead generation, digital marketing, design, and events.

Lead Generation Digital Marketing Events Design

Internal Communications

Sitwell Furniture

May 2016 - Jul 2017 (1 year 2 months)

Handled internal communications and related PR and recognition activities alongside digital marketing and design.

Digital Marketing Internal Communications PR Design

Education

Degrees, certifications, and relevant coursework

Anahuac University

Master of Science (MSc) in Marketing and Brand, Marketing and Brand

2019 -

Activities and societies: Managed second-hand baby articles/pre-owned activities; applied marketing and sales know-how (Mérida, Yucatán).

MSc in Marketing and Brand. Also reported applying marketing and sales knowledge through managing second-hand baby articles/pre-owned business activities in Mérida, Yucatán.