By INSTITUTIONAL COMMUNICATION | EGADE BUSINESS SCHOOL
“If you’re not innovating, someone else is doing it, so you stop being number one,” warned Daniel Gelemovich, CMO of Volaris, during the latest edition of the CMO Insights: Trends Shaping the Future of Marketing panel, organized by EGADE Business School of Tecnológico de Monterrey.
Held on August 5 in Mexico City, the event brought together industry leaders who shared fresh perspectives on marketing in an increasingly digital and competitive environment.
Moderated by Juan Carlos Bustamante, National Director of the Master in Marketing at EGADE Business School, the panel also featured Marco Antonio Pérez, CMO of General Motors, and Bibiana Rosique, former CMO of Starbucks.
The three panelists agreed that today’s marketing success lies in combining innovation, data, and purpose-driven leadership.
Gelemovich emphasized that innovation is the driving force that determines which brands survive. He illustrated this point with examples like Kodak and Blockbuster, companies that failed to adapt and eventually disappeared.
In the case of Volaris, he explained how an innovative business model — from fully digital sales to dynamic pricing segmentation — positioned the airline as a market leader in Mexico. “Innovation is not just about technology; it’s about rethinking the customer experience and the business from the ground up,” he said.
Pérez stressed that while creativity remains essential, data now dominates modern marketing. “You need to know how to turn information into effective strategies,” he noted.
He also highlighted the complexity of leading multigenerational teams. He emphasized that customer loyalty depends heavily on the post-sale experience: “The 90-day NPS is more relevant than the moment of purchase because it reflects the real experience.”
Along the same lines, Rosique explained how the smart use of First Party Data has helped improve key indicators such as Customer Lifetime Value, Conversion Rate, and Churn through predictive models and loyalty campaigns.
She also advocated for empathetic leadership that starts with the internal team: “The first customer is the employee; if you win them over and understand their purpose, you create innovation and outstanding results.”
Additionally, she stressed the importance of involving store partners in the creative process to generate authentic and meaningful experiences.
Bustamante concluded the panel by highlighting hyper-personalization as a key strategy for building authentic consumer connections.
Prior to the panel, Pablo Necoechea, Regional Director of EGADE Business School in Mexico City and Querétaro, opened the event by emphasizing the importance of training professionals who can anticipate market changes.
As part of the event’s opening segment, Melissa Castañeda, Director of Admissions at EGADE Business School, presented the Master in Marketing program.
For more information about the Master in Marketing at EGADE Business School, visit: egade.tec.mx/en/programs/master-in-marketing
