Hello, I'm Maria Zubiaur.
Details
- Professional CategoryBrand, Marketing & Communications
- Location
- Years of Relevant Experience20+ years
- Seniority LevelC-Suite
- Consulting Rate (Hourly)200
Headline
Global Chief Marketing Officer | Driving Growth, Innovation & Transformation in Global Consumer Brands
Experience
Global General Manager Business Unit
Genomma Lab InternacionalApril 2023 - CurrentLeads global strategy, execution, and innovation for a portfolio of iconic beauty and personal care brands (Cicatricure, Tío Nacho, Teatrical, Asepxia, Goicoechea) with operations in over 20 countries across the Americas and Europe. Manages a P&L of over $500M and leads a cross-functional team of 50+ professionals.
• Developed and executed a 3-year strategic growth plan focused on market penetration in the US and Brazil, resulting in a 15% year-over-year revenue growth in key expansion markets.
• Drove a robust product innovation pipeline focused on clean beauty and sustainable formulations, leading to a 20% increase in portfolio sales from new product launches.
• Implemented a data-driven marketing framework, leveraging consumer insights to optimize media spend and achieving a 25% improvement in marketing ROI.
• Led and mentored a high-performing, cross-functional team across marketing, R&D, supply chain, and sales, fostering an agile, results-driven culture.
Chief Marketing Officer
Krispy Kreme MexicoJanuary 2020 - March 2023Directed the brand’s marketing, sales, and operations, achieving consistent double-digit growth for four consecutive years and elevating Krispy Kreme to the second most loved indulgence brand in Mexico.
• Spearheaded the brand’s digital transformation, including the successful launch of its e-commerce platform and a comprehensive digital roadmap, resulting in online sales growing from 2% to 15% of total revenue.
• Integrated marketing, sales, and operations under a unified business strategy, launching impactful 360° campaigns across TV, radio, digital, and PR, which doubled brand love metrics.
• Fostered a culture of agility, innovation, and empowerment, leading to significant gains in brand equity and a 10% increase in market share.
Chief Marketing Officer
TacoholdingDecember 2014 - December 2019Led marketing and innovation for a diverse QSR and casual dining portfolio, including Krispy Kreme, Carl’s Jr, Sbarro, Taco Inn, La Mansión, and Casa Ávila. Directed a team of 35 professionals.
• Developed and executed successful brand repositioning strategies that delivered sustained, profitable growth across the portfolio, achieving a 12% average annual growth rate.
• Played a key role in the strategic acquisition of Krispy Kreme Mexico by its U.S. parent company, contributing to a seamless transition and integration.
Industry
- Consumer Services
- Holding Companies
- Retail
Specific Jurisdictions That I'm Qualified In or Can Cover
Mexico: Ciudad de México
Language(s)
- English
- Spanish
Education
Universidad Anahuac
DegreeComms and advertising July 2000 - July 2004
Your Skills
Global Business StrategyBrand & Portfolio ManagementP&L ManagementProduct Innovation & R&DOmnichannel MarketingGo-to-Market StrategyData-Driven MarketingCRM & Customer Data PlatformsMarket expansion and growthSustainable Marketing
Professional Interests
Strategic repositioningProduct innovationSustainable growthBrand storytellingGlobal expansionLeadership, Culture & TransformationBeauty, Wellness & Health
I am interested in
- Professional / Business Networking
- Career Opportunities
- Providing Services based on my Expertise