Loyalty, membership and growth · Retail & e-commerce
I design and scale loyalty programs that drive sales.
8 years in loyalty, membership and growth at Walmart Mexico and Miniso. I turn the customer relationship into frequency, retention and sales by connecting programs, partnerships and channels that already exist.
Business results
Figures from programs I led at Walmart Mexico and Central America.
×2.5
e-commerce membership base in one year; building the initial base had taken several years
Walmart Pass · 2025–26
33→55%
of e-commerce sales made by Walmart Pass members
Walmart Pass · 2025–26
×2.5
benefit usage in 3 months, from 6% to 16% of active customers, in the program pilot
Beneficios program · 2022–23
×8
monthly course sales after turning courses into a benefit of the benefits program
Walmart Educación · 2023–25
Cases
Each case opens with a one-minute executive summary.
E-commerce membership: member base ×2.5 in one year, with no own media budget
Business Owner of the membership: acquisition, retention and partnerships.
Read the case →Benefits program: usage ×2.5 in 3 months by removing friction from the activation process
Growth lead of the 3-state pilot (2022–2023): we registered almost the entire adult population. The model launched nationwide in 2024 and passed 25M users in four months.
Read the case →New in-store vertical: monthly sales ×8 by turning courses into a benefit of the benefits program, visible on its site and at checkout
Product Owner of Mi Educación and growth lead. Instead of more signage and messages, I put the courses where every customer already passes: the checkout.
Read the case →Loyalty program designed from scratch and launched in ~200 stores at once, with its own brand and app
Customer Loyalty Lead and Product Owner: concept, brand, platform selection and national launch.
Read the case →Customer Care redesign during the pandemic: I contained contact volume up to ×40 and stabilized it with a chatbot, a new team and metrics
Customer Care lead, in parallel with Loyalty. With stores closed and e-commerce launched on an emergency basis, I opened a web and WhatsApp chatbot in under a month, rebuilt the area with one lead and 6 agents, and created flows, responses and reporting.
Read the case →How I work
I grow with what already exists
Before buying audience, I connect the program with bases, channels and partners already close to the customer. Result: the Walmart Pass base grew ×2.5 in one year with no own media budget.
Experience sustains, marketing accelerates
With millions of customers, repeating a message does not scale. I tie the new behavior to one the customer already has, one step away. Result: benefit usage ×2.5 in 3 months.
I design the journey before the pieces
I map the full customer journey and the ecosystem loop; levers, incentives and partnerships come from there. Result: the membership integrated into the loop between Health, Walmart Pass and online purchase.
Career
2025
Acquisition, retention and partnerships for Walmart’s first membership in Latin America.
2022 — 2025
Beneficios program, Walmart Educación and design of the omnichannel membership, with a proof of concept alongside UNAM.
2019 — 2022
Design and launch of MinisoLove. From 2020, also leading Customer Care, which I redesigned during the pandemic.
2018 — 2019
In-store traffic and conversion analytics; trends for purchasing decisions.
Other projects
Launch of a theater play at La Teatrería, Mexico City →
Own project, 2024. Customer journey, identity, media and partnerships with two loyalty programs for a four-show run. 4 of 4 shows sold out; partnerships covered ~25% of capacity. (Case in Spanish.)
About me
A civil engineer by training, a customer strategist by choice
I came to marketing through data: measuring traffic and conversion in stores. I have worked the same way since: first understand what the customer does, then build the system that gets them to buy more.
Press & talks
- Expansión · 2022Miniso will strengthen sales growth with a loyalty program
- Excélsior · 2022Miniso goes after the loyalty of “its Mexicans”
- InformaBTL · 2022Crushmarks: brands people fall in love with — Miniso
- UVAQ · 2022Speaker, 8th Marketer’s Day Congress: “MinisoLove, turning customers into fans”