The event, presented by the Master in Marketing at EGADE Business School, brought together industry leaders to reflect on the strategic challenges of contemporary marketing.

By INSTITUTIONAL COMMUNICATION | EGADE BUSINESS SCHOOL

“Today we have more technology than ever before, but not necessarily more brands that truly connect and move emotions,” said Juan Carlos Bustamante, director of the Master in Marketing at EGADE Business School, Tecnológico de Monterrey, as he opened the discussion during the panel “CMO Insights: Trends Shaping the Future of Marketing,” held on June 10 in Mexico City.

The session, presented by the Master in Marketing at EGADE Business School, brought together industry leaders to explore how to build authentic and relevant brands in an increasingly dynamic and fragmented environment.

The panel featured Vivian Rodal, former CMO of Subway Mexico & Central America, and Paulina Juaristi, Marketing Director at Nubank — both recognized on the 2025 Forbes Mexico Best CMOs list — as well as Gabriel Richaud, general director of IAB Mexico. Bustamante moderated the session.

Rodal emphasized that today's marketing is centered on building trust and communities: “Today it is no longer negotiable for a brand to have purpose. It is part of its very existence,” she stated, highlighting hyperconnected consumers who demand authenticity, active listening, and personalization.

Juaristi discussed the speed at which campaigns now need to evolve: “In the past, a campaign could last over a year. Today, in two months, if it doesn’t connect, it vanishes among so much content.” She shared how Nubank designs real-time conversational strategies, monitors results from day one, and continually adapts messages to remain relevant.

For his part, Richaud stressed the importance of the Chief Marketing Officer as a strategic orchestrator: “They must connect the business vision, technology, data, and deep consumer understanding to activate value propositions that truly move the needle.”

The panelists also addressed the need to adapt messages to local contexts. Juaristi shared a successful localization case at Nubank, while Rodal explained how Subway adapts recipes, content, and formats to reflect cultural preferences. Richaud reinforced the importance of having Latin American profiles that understand the context and enhance local creativity.

Regarding customer loyalty, Rodal highlighted the key role of Generation Z: “They dominate digital consumption, represent 57% of e-commerce users, and are early adopters. They cannot be overlooked.”

The panel concluded with a joint reflection on the power of users as content creators and the emergence of tools such as artificial intelligence. “AI is not going to replace your job, but someone who knows how to use it will replace someone who doesn’t,” Juaristi concluded.

Before the panel, Paul Juárez, director of Admissions and Recruitment at EGADE Business School, emphasized the importance of creating spaces for conversation with leaders who are transforming marketing in Latin America.

For more information about the Master in Marketing at EGADE Business School, visit: egade.tec.mx/es/programas/maestria-en-mercadotecnia.