Rodrigo Centeno Caballero, from Nissan Mexicana, and Rosalva Rivera Delgado, from UPS Mexico and Latin America, have exceled with their success stories as marketing leaders. 

By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL

Two graduates of EGADE Business School - Tecnológico de Monterrey were selected by the magazine Merca 2.0 to form part of its special 50 Marketing Leaders 2022. 

The selected CMOs’ success stories comprise a model of drive and evolution for marketing practitioners in the current context of the COVID-19 pandemic.

Meet the EGADE ALUMNI:

RODRIGO CENTENO CABALLERO

Centeno is Senior Marketing Director at Nissan Mexicana and graduated from EGADE Business School with a Master in Business Economics.

He assured Merca 2.0 that, in the new normal, Nissan Mexicana’s priority is to offer added value for customers through different channels, bearing in mind a commitment to innovation and emotion.

“At Nissan, our aim is to continue to develop and implement tools that will allow users to stay in touch with the brand digitally, while delivering innovative physical showroom concepts to provide a differentiated customer service,” he said.

ROSALVA RIVERA DELGADO

Rivera, an EGADE MBA graduate, is CMO at UPS Mexico and Latin America.

For Merca 2.0, Rivera identified three marketing trends that will be seen in 2022. The first, she said, is to reframe the consumer scenario, where digitization is crucial.

“A second point for this year in the industry is experience creation and a third is social responsibility,” she commented.

“Positioning brands as key players in the social, equity and diversity areas will be vital in the face of consumers’ growing demand for companies that focus more on giving back to the communities in which they operate,” Rivera explained.

The 50 Marketing Leaders 2022 special was published in the March issue of Merca 2.0.