Carlos Salgado Naime Email & Phone Number

Miguel Hidalgo, CDMX, Ciudad De México, México

• In addition to the Senior Brand Director functions described further down, in the Marketing Director role I:
• Lead the Marketing and Visual Merchandising team (In-house. 12 members, with 3 direct reports).
• Develop ideas, creative concepts and supervise the digital and traditional Marketing campaigns for Móbica, iRobot Mexico, Charbroil Mexico and Casa 360 aligned to commercial objectives.
• Supervise the conceptualization and implementation of digital ads, SM content, according to the Marketing calendar and assure the budget is assigned to the correct media, adjusting according to performance/budget/sales.
• Monitor the department’s KPI’s weekly, adjusting the campaigns and strategies as needed to align them with the short to medium-term plans.
• Work collaboratively with the other areas in the company (Merchandising, Store Ops, Planning) to monitor and achieve quarterly sales goals.

Mexico City

• At the helm of the design and visual merchandising department, leading a team of 12 people with responsibility for the image (architecture, interior design, POP materials, window installations, music and maintenance).
• Responsible for the complete look & feel of three brands (mōbica, Decoupage and iRobot) including the conceptualization and creation of their creative campaigns and strategies for traditional and digital marketing, and.
• 360-degree coordination and execution of the brands’ image update applications, as well as sub-brands’ development.
• Planning, designing and executing 12 new stores over six years as well as updating six façades, and different corners for the brands to test new markets.
• Coordinating the brands’ visual transition in nine stores simultaneously in a period of nine months after merger with Grupo Encanto.
• Improvement of the floor efficiency per store on a layout level, in tandem with the Merchandising team, in order to maximize the floor space and sales.

Mexico City

• Coordinating the set-up of the first three stores to introduce the brand in Mexico, planning and implementing new seasons according to the brand’s time frames.
• Received training with the brand’s experts in Visual Merchandising for a month.
• Daily upkeep of store look, maintaining displays fresh and attractive and keeping a sense of abundance to maximize sales, contributing to the brand’s positioning in order to meet the first year growth targets.
• Reported directly to the Global Head of Visual Merchandising.
• Conceptualization and adaptation of window installations and special vignettes with different concepts to promote the brand.
• Following and adapting planograms in accordance with stories and seasons.

Worldwide

• Third-place winner, globally, in the “Unemployee of the Year” competition organized by Benetton’s Unhate Foundation for 18-30 year old “non-students” and unemployed youth to create a temporary job opportunity for the.
• Conceptualization and design of a social project: a media campaign that promoted the beauty of female diversity.
• Awarded a €5,000 grant to undertake the campaign by myself within a six-month period.
• Worked with Grupo ISA, the company that sells and manages advertising space in Mexico City’s subway and Metrobus system, to broaden the reach of my campaign which was shown in six subway stations during a one-month.

Bachelor Of Architecture (B.Arch.), Interior Design

Diploma, Diseño E Iluminación De Escenografía

Activities and Societies: Diseño de escenografía e Iluminación