AXON · CANADA · MEXICO · COLOMBIA · BRAZIL
Senior Manager, Global Marketing for Canada and Latin America.
Alejandro led marketing operations for Axon, a publicly-traded public safety technology company, across Canada and Latin America with a 70/30 regional split — driven by the revenue distribution between markets. The work included a three-country media tour (Mexico, Colombia, Brazil) pitching the mission case for less-lethal alternatives and body-worn camera accountability as a record of life-and-death moments — rescues, mental health interventions, de-escalations. In São Paulo, the Axon Tech Summit assembled 100 high-ranking military and police officials, hosted by Axon founder and CEO Rick Smith. In Ottawa, a major activation showcased TASER 10, body-worn camera 4 with AI transcription and multilingual capability, drones, and VR policing training. Three languages, three jurisdictions, executive-level stakeholder management.
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HOOTSUITE × ADOBE · SMW MEXICO CITY
Senior Marketing Manager, Latin America.
Alejandro led marketing operations for Hootsuite across the Latin American region for two and a half years. He opened the first Hootsuite regional office in Mexico City. He co-produced the joint Hootsuite and Adobe stage session at Social Media Week Mexico City — “Turn likes into love. Turn love into customers.” — delivered alongside Ignacio Aguirre of Adobe, and directed an on-site activation styled as a digital-health clinic: five laptops, a short questionnaire, a diagnosis for every visitor. The regional operation grew from one office and one event to a full marketing footprint — demand generation, enterprise pipeline, partner programs, regional content, and a community that ran on its own.
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ACEL POWER · NORTH AMERICA · EUROPE · LATIN AMERICA
Senior Manager, Digital Marketing for an industrial pioneer in electric marine propulsion.
Alejandro led marketing, business development, and market expansion across North America, Europe, and Latin America for ACEL Power, an early-stage industrial company developing electric marine propulsion technology. The engagement spanned three regional markets, three time zones, and three languages — building demand generation infrastructure, regional positioning, and channel activation in a category still being defined.
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H&M · MEXICO CITY · 2012
Two thousand people lined up outside the Santa Fe store on opening day.
H&M chose Mexico City as its entry to Latin America in 2012. Alejandro was Employee number seven for H&M in LATAM and the first marketing manager hired for H&M Mexico, holding the role from 2012 through 2016. The regional operation reached 20 percent of Mexico’s fast-fashion market share within five years.
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FOLEYS · ESTADO DE MÉXICO
A Mexican wholesaler’s first retail store, opened at high-end standard.
Foleys had spent decades in wholesale. The Eskenazi family decided to open retail. Alejandro directed the visual operation through his own merchandising agency. The first store in Estado de México opened looking like nothing else in the mall.
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VANCOUVER CONSULTING FIRM · MULTI-CLIENT PORTFOLIO
Senior fractional consulting across B2B SaaS, consumer brands, and mission-driven companies.
Alejandro served as a senior marketing consultant on a multi-client portfolio across B2B SaaS, consumer brands, and mission-driven companies. Engagements were confidential. The pattern was consistent: founders inherited marketing functions that had grown unevenly, and needed senior judgment to read the room, make the calls that internal teams could not, and ship work that did not compromise.
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SANGRE DE MAR · FOUNDER’S BRAND
Built with his own capital, signed with his own name.
Sangre de Mar is Alejandro’s own brand. Every decision — from the first sample to the first sale — was made by him. The practice he runs today is sharper because of it.
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