A panel organized by the Master in Marketing program at EGADE Business School brought together industry leaders to share the trends shaping the future of marketing.
By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL
In a context where artificial intelligence, hyper-personalization, and the demand for measurable results are accelerating marketing transformation, EGADE Business School of Tecnológico de Monterrey held the panel “CMO Insights: Trends Shaping the Future of Marketing” on June 19 at its Monterrey campus.
The panel was moderated by Juan Carlos Bustamante, Director of the Master in Marketing at EGADE Business School, who stated: “Only marketing and innovation generate growth within companies. Everything else is a cost.” With that conviction, he emphasized the transformational role of marketing leadership and the power of the discipline to drive business strategy.
The panelists included Lucia López Sarre, former CMO of Tim Hortons and consultant in Marketing and Innovation; Carmen Terrones, Marketing Director at Organización Soriana; and Jorge Esquer Landeros, Marketing Manager at OXXO.
During the discussion, López Sarre emphasized that today’s marketer must become a strategic reader of the business.
“A marketer must learn to read a business, to understand it, to move the needle truly,” she shared.
She spoke about her experience with the expansion of Tim Hortons in Mexico and how tools such as data and delivery platforms were used to personalize offerings and inform menu and promotion decisions.
Terrones pointed out that the real challenge in retail is getting the customer to return.
“There are many aspects of marketing we must take to the next level. Our challenge is to win the customer over again, every time they walk into the store,” she said.
Reflecting on her experience at Soriana, she highlighted the value of consumer data gathered through loyalty programs and how it is integrated with digital tools to automate and personalize marketing strategies.
Esquer Landeros discussed the growth of retail media and how OXXO has become a high-value advertising platform thanks to its 23,000 stores and 25.2 million users of Spin Premium.
“We’ve achieved up to a 26% increase in repeat purchases among segmented consumers through data-driven personalization and predictive models,” he said.
He also highlighted the use of AI to optimize pricing strategies and sales forecasting.
The conversation also covered the application of generative artificial intelligence, marketing’s role in defining brand value, organizational perception, the importance of visiting points of sale to observe consumers, and the role of continuous education in a rapidly evolving landscape.
“None of what we’ve discussed works unless the foundations of brand, consumer, and strategy are in place. That’s what studying marketing provides,” Esquer reflected.
López Sarre added, “Having a background in marketing gives you the structure to make strategic decisions instead of relying on campaigns that just shine for a moment.”
Regarding the relevance of pursuing a master’s degree in marketing today, Esquer stated: “In this dynamic world of perceptions—internal and external—we need structure. And that structure comes from how marketing has evolved.”
Terrones added: “Continuous learning is key. Tools change, but the strategy remains: understanding what the customer wants and needs.”
López Sarre emphasized that a master’s degree provides judgment and critical thinking to make sound strategic decisions: “It gives you the keys to the car—and the knowledge to drive it without crashing.”
As part of the event, Paul Juárez, Director of Admissions and Outreach at EGADE Business School, presented the Master in Marketing, a program designed for professionals with around seven years of work experience seeking an updated and in-depth understanding of marketing trends, with a focus on strategy, data use, and revenue maximization from a consumer-centric perspective.
A second CMO Insights panel will take place on July 10 in Mexico City, featuring Paulina Juaristi, Marketing Director at Nubank, and Vivian Rodal, former CMO of Subway Mexico and Central America. Registration is available at this link.
For more information on the Master in Marketing at EGADE Business School, visit: https://egade.tec.mx/en/programs/master-marketing