Customer Strategist specialized in helping companies grow through their most valuable customers.

I advise brands on how to evaluate, design, and improve loyalty, relationship marketing, and customer engagement strategies by combining data, technology, behavioral insight, and personalized communications.

Over the past 25 years, I have led consulting and implementation teams across Latin America, working with leading global and regional brands in retail, banking, entertainment, consumer electronics, aviation, fitness, hospitality, fuels, digital imaging, and telecommunications.

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“Customer strategy starts with knowing which customers create the most value — and loyalty is how companies turn that value into profitable growth.”

Experience

  • Designed B2C and B2B programs blending global best practices with local relevance.

    As loyalty advisor for ExxonMobil Mexico, I helped design and implement programs for the fuels and lubricant divisions.

  • Strategized the creation of an online photographer community in Latin America.

    I led a multidisciplinary team in the planning and development of Canon’s digital engagement platform (Canon Creators)

  • Advised a major retailer from program planning to serving millions of participants.

    As the primary external consultant for Coppel I played a key role in program design and implementation decisions.

  • Led the execution of a major program, including its financial and technological planning.

    I directed the turn key implementation of The Home Depot Mexico loyalty program. A program still in operation after 15 years.

  • Helped leverage data to design differentiated communications that increased sales.

    Helped Cinépolis, one of the largest cinema exhibitors in the world, understand their customer’s behaviors and turn them into revenue.

  • Oversaw the creation and distribution logistics of reward catalogs for bank programs.

    I supervised the delivery of more than 450,000 annual rewards for loyalty programs implemented by MasterCard in Mexico.

  • Contributed to the CRM vision and action plan for reducing customer attrition.

    Led the team that developed a relationship marketing plan targeted to members of Sport City. A major fitness club in Mexico.

  • Analyzed and redesigned a program that was falling short of its objectives.

    Observing a decline in participation, I planned a restructuring of Hoteles City Express program in order to relaunch it.

  • Supervised communication campaigns for frequent travelers across the region.

    Supported Air France in leveraging its database for recurring purchases across six Latin American countries, guiding the creative team with the strategy.

More Information

References

  • "Carlos is a highly capable executive with extensive experience in customer-related matters throughout the entire customer lifecycle. He is a very dedicated and results-driven consultant/advisor, highly recommended for collaboration."

    Raúl Soto - Head of Loyalty Program / Coppel

  • "Carlos has a comprehensive perspective, starting from strategic thinking, through project design and execution, to expert analysis and results delivery. He helped us improve Club Cinépolis, create new avenues of analysis, better leverage our database, and implement substantial improvements. I highly recommend him."

    Erick Jimenez - Former Loyalty and CRM Manager / Cinépolis

  • "Carlos understood our needs perfectly and provided a professional and effective solution. Carlos is an expert in understanding and, in turn, enhancing the consumer experience."

    Pablo Sánchez - Former Loyalty Program Manager / Hoteles City Express

  • "In his areas of expertise, Carlos has proven to get great results, thanks to his market vision and creativity"

    Felix Ramírez - Former Corporate Communications Director / Philips Electronics

  • "Carlos is a great leader with extensive experience in his field. He has outstanding analytical abilities."

    Sandra Vázquez - Former Head of Loyalty Programs / The Home Depot

  • "A highly dedicated and capable professional with a great talent for understanding the client's needs and translating them into high-quality concrete actions."

    Rossana Corona - Deputy Managing Director / Fundación Teletón

  • "Carlos is a leader in his field, with a strong business vision and the ability to influence. He possesses analytical skills, which enable him to be efficient in decision-making."

    Carlos Morales - Former Director Loyalty Solutions / MasterCard


“Most companies spend too much energy chasing the next customer and not enough understanding the customers who already create most of their value.”