YVYazmin Valles
@yazminvalles
Digital strategist driving omnichannel growth through AI and eCommerce.
MexicoWhat I'm looking for
I am a digital strategist with deep experience in eCommerce, AI, automation, and cross-functional program leadership across FMCG and fintech sectors.
I have led large initiatives—such as BNPL-integrated checkout launches, LATAM eTailer expansions, and integrations like Kueski Pay—delivering measurable business results and operational efficiencies.
My background combines business administration, management engineering and a Master’s in Digital Marketing & eCommerce, which I apply to design user-centered omnichannel experiences and scalable digital operations.
I champion digital culture and compliance, driving team enablement, real-time analytics, personalization strategies and successful brand partnerships that expand visibility and revenue.
Experience
Work history, roles, and key accomplishments
Ecommerce Strategy Lead
Coca-Cola
Apr 2024 - Present (1 year 6 months)
Leading ecommerce and omnichannel growth initiatives, establishing LATAM eTailer partnerships (Amazon, Mercado Libre, Walmart, Rappi) and launching Coca-Cola catalog on Amazon & Mercado Libre to expand digital sales channels.
Senior Manager, eCommerce & Personalization
Kueski Pay
Mar 2022 - Apr 2024 (2 years 1 month)
Led eCommerce architecture and personalization efforts including BNPL-integrated checkout and adaptive customer experiences, and drove Kueski Pay integration as biweekly payment option on Amazon.
Senior Digital Marketing Manager
Invicta Watch Group
Jan 2020 - Jan 2022 (2 years)
Managed digital marketing and operations across U.S. distribution, drove licensed global collections and brand partnerships, and implemented automation that improved distribution center efficiency by 25%.
OOH Marketing Manager
Heineken
Jan 2019 - Jan 2020 (1 year)
Oversaw out-of-home marketing and merchandising initiatives across LATAM, launching physical and digital products and supporting field operations and brand visibility.
Field Ops Supervisor
Nestlé
Jan 2014 - Jan 2018 (4 years)
Supervised trade marketing field operations in Monterrey, managing teams and executing sales and merchandising initiatives to support regional commercial goals.
Education
Degrees, certifications, and relevant coursework
UBUniversity of Texas at Austin, McCombs School of Business
AI Prompt Engineering
2025 - 2025
Completed the AI Prompt Engineering for Business certification through UT Austin McCombs in 2025.
University of La Rioja
Master of Arts, Digital Marketing & eCommerce
2023 - 2023
Completed a Master's program in Digital Marketing & eCommerce focused on digital marketing strategies and eCommerce operations.
HAHSLU (Lucerne University of Applied Sciences and Arts)
Digital Transformation
2021 - 2021
Completed a Digital Transformation program focused on digital strategy and organizational change.
URUNIR (Universidad Internacional de La Rioja)
Strategic Marketing / eBusiness
2020 - 2020
Completed digital and strategic marketing coursework through UNIR in 2020.
TMTecnológico de Monterrey
Business/Marketing
2011 - 2013
Attended Tecnológico de Monterrey with studies related to business and marketing between 2011 and 2013.
TecMilenio
Bachelor of Business Administration, Business Administration
2012 - 2012
Completed a Bachelor's program in Business Administration with coursework in management, marketing, and business engineering.
Tech stack
Software and tools used professionally
Availability
Location
MexicoAuthorized to work in
Job categories
Skills
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