Tania Merino

Passionate leader in creating unforgettable brand experiences, with a solid track record in organizing high-impact events at both national and international levels. With 19 years of experience in the digital, marketing, banking, and sports sectors, I have led multidisciplinary teams in the conception and execution of projects that generate a lasting impact. My expertise spans from strategic planning to tactical execution, including public relations management with senior executives and international institutions, press conference organization, media communication/acquisition, branch opening and expansion, product/digital channel creation and launch, brand identity/positioning, and the creation of innovative digital marketing campaigns.

I have had the privilege of collaborating with renowned brands such as Pumas, ATP, Mastercard, Discover, Miles&More, Leones de Yucatán, and world-leading companies, designing unique experiences that exceed our clients' expectations. My passion for marketing and my results-oriented approach drive me to stay up-to-date with the latest trends and technologies. I am a global citizen with an open mind and a strong ability to adapt to different cultures, with language skills and bilingualism, always available to relocate. My goal is to share my knowledge and experience to help organizations achieve their goals and individuals reach their full potential.

BANCA MIFEL A financial group with over 50 years of experience in providing tailored financial solutions to each client, Mifel is one of Mexico's leading banks due to its potential growth and the president who governs the institution, who in 2021 served as the president of the Association of Mexican Banks.

Deputy Director of Marketing 

México city, 2013 - Present 

• Led the digital transformation of Banca Mifel, driving growth through innovative strategies and data. Experience in product development, UX/UI, and managing multidisciplinary teams.
• Spearheaded the logistics and execution of the Los Cabos Open tennis tournament, increasing attendance by 90% in 2024.
• Negotiated and managed sponsorships with leading brands such as Leones de Yucatán, generating a 20% increase in credit card sales in the first year of launch.
• Renewed contracts, managed logistics, coverage, and execution of events.
• Organized exclusive breakfasts for high-net-worth clients to promote new products, hosted national economic summits in Mifel's footprint (investor relations), and conducted conferences and webinars.
• Led the project to improve the UX/UI of the digital onboarding process for Digital Account, Digital Promissory Note, and Mifel Miles & More WE credit card.
• Managed the team for the launch of 4 strategic products for the institution: Impulso Mifel, Take-Take Payments, Miles & More credit card, and Digital Account with Digital Promissory Note.
• Achieved a 30% year-on-year increase in digital campaign profitability and a 40% growth in digital audience engagement.

Marketing Manager

México city | January 2016 - December 2018

• Led the rebranding of Mifel.net, including website migration and the launch of a new mobile app, Mifel Wallet.
• Spearheaded the launch and branding of the Platinum Credit Card, including event management.
• Managed the logistics of Mexico's premier tennis tournament, the Los Cabos Open, for three consecutive years (2016-2018).
• Launched the Digital Debit Card, overseeing branding, campaign development, design, press releases, and the establishment of multiple ATM partnerships.

Head of Image and Branch Communication

México city | May 2015 - December 2016

• Overseed the opening, branding, merchandising, and inauguration of 30 branches nationwide.
• Managed the logistics and execution of sponsorships for 20 sporting events (golf, tennis, polo, football).

ALTAVISTA SOFTWARE México city

Project Manager | May 2012 - June 2013

• Managed banking correspondent relationships for Santander Mexico.

Tester Banca Mifel - Implant | March 2011 - April 2012

• Developed Mifel's digital banking platform for individuals and corporations.

Business Assistant | October 2010 - March 2011

• Optimized payroll payments through automation of hours vs. tasks.

BANCO AZTECA México city

Back Office Manager | January 2008 - December 2009

• Led the reengineering of products, services, and customer service processes.

Back Office MISS | July 2006 - December 2007

• Established a quality assurance channel and implemented customer satisfaction surveys.

Call Center Infinite Executive | January 2006 - June 2006

• Improved user experience and optimized concierge processes.

• Master in Marketing Automation & Growth Hacking, IEBS Biztech School, Online, Current
• Diploma in Digital Marketing, Universidad Anáhuac, Ciudad de México, México, 2022
• Administration of Companies, Universidad ISEC, Ciudad de México, México, 2015
• British Council, México, 2020 (English language)
• Skills: Adobe Suite, Hubspot, Wordpress, Social Media, Hootsuite, Canva, Microsoft Office, Google Analytics, Google My Business, Google Tag Manager, Data Studio.