Lucy Iturbe Santillán

Communication expert with 8+ years of experience designing, implementing and leading internal communications plans for employees within companies in sectors like finance, beauty & personal care and construction. Expert implementing and improving the company internal media. Strategic ally across all internal áreas to develop communication campaigns targeting staff. Coordinator of volunteering and integration events for the staff, encouraging pride and belonging in the workplace.

PROFESSIONAL EXPERIENCE

Natura &Co, Mexico City.   Nov 2022- Aug 2023.

Holding group of Natura, Avon and The Body Shop. Cosmetics and personal care.

Internal Communication Coordinator

Regional position (Mexico and Central America) managing the internal communication of relevant for employees; internal media management, and communication plans. Direct report to the Brazul Hub. 

• Developed the strategic internal communication plan along with Human Resources, regarding the relocation and brand new offices, achieving a successful and smooth transition.
• Managed to increase the usage of internal communication tools (Viva Engage, podcast, news, institutional newsletter) from 15% to 40% by means of custom strategies.

Groupe Rocher, Mexico City.   Jan 2019- Nov 2022.

Holding group of Yves Rocher and Stanhome. Cosmetics and personal care.

Internal Communications and Corporate Social Responsibility Coordinator,  May - Nov 2022 

Got assigned to this newly created position within the Mexico office, reporting to Mexico HR Director and HQ in France. Responsible for the management of internal communication snd CSR projects, such as the B Corp certification management, volunteering and the diversity & inclusion program.

• Under the leadership of the French subsidiary of Yves Rocher and Stanhome, I led in 2021 and 2022 the first and second phases of the process to obtain the B Corp Certification for both companies, getting the first 52 and 45 points respectively out of a total of 80 points to be accomplished, in the uncoming 3 phases.
• I implemented and coordinated the first volunteering program in the company, from 2019 to 2022, starting with the participation of 6 employees, and reaching more than 300 volunteers at the end of 2022.

Internal Communication Sr Analyst, Groupe Rocher.  Jan 2019- May 2022.

Reported to Mexico HR Director. Responsible for the implementation and improvement of internal media; application of surveys to measure the work environment; events and townhalls for employees; development and execution of the internal communication plans for both subsidiaries, carrying out activities to improve the work environment and to promote the philosophy of the Group; branding designing; coordination of the volunteering program.

• Under the leadership of the French communication team, I carried out the application of the annual engagement survey, achieving a 90% participation due to the successful analysis, design and implementation of communication strategies for both subsidiaries.
• Implemented the first monthly newsletter and the social network Viva Engage (Yammer), achieving an average of 60% employee participation.

Scotiabank Inverlat, Mexico City.    Aug 2016- Jan 2019.

Financial.

Communication Analyst

Reported to the Payment Collections (Accounts Receivable) Subdirector. Responsible for planning and executing activations for employees, reported relevant information for the area, and developed audiovisual material for training topics. Collaborated with the legal area to create communication campaigns targeting customers in default status. 

• Designed and implemented three national campaigns for customers in default status, with the goal of offering them exclusive discounts so that they could get back from default and pay off their debt. This campaigns achieved a collect of 15% more customer’s debt tan previous campaigns.
• Devolped audiovisual and design projects to communicate relevant information for Payments Collection’s área staff and its call center.

Freyssinet de México, Mexico City.   Jun 2015- Aug 2016.

Construction.

Internal and External Communication Analyst

Implementation of internal and external communication plans for corporate, factory and field employees; generation of digital and editorial content for external social media (Twitter, LinkedIn and construction magazines); image and video development for internal and external publications; designing of security materials for field staff; branding design.

• Carried out the pre-production, production and post-production (editing) of the 50th anniversary video of the company in Mexico, achieving good acceptance and a sense of pride and belonging of the employees.
• Designed the logo and the image of the internal school of the company for the training of engineers and field staff.

CS Group Agency, Cuernavaca, Morelos.    Jan – Jun 2015.

Communication agency

Community Manager

EDUCATION

Bachelor’s Degree in Communication & Digital Media (December 2014)

Tecnológico de Monterrey, Campus Cuernavaca, México.

PROFESSIONAL DEVELOPMENT:

2023: Internal Communication Diploma, issued by Consejo de la Comunicación (in progress).

2022: Corporate Social Responsability Diploma, issued by IntegraRSE.

2022: Training “Comunicación Accesible e Incluyente”, issued by Éntrale.

2021: Online Project Management training, issued by ITAM.

2021: Training:“Introducción a la Responsabilidad Social Empresarial”, issued by IntegraRSE.

2018: International volunteer program with AMVIAC (Asociación Mexicana de Voluntariado Internacional) and the Internacional Institution Rempart, helping in the reconstruction of a castle and a village in France.
2018-2020: Hospital clown visiting nursing homes and orphanages.
2015: Adobe Photoshop certification.