Description

Paz Rodríguez is a Costa Rican Marketing Specialist based in London.

Before relocating to London, she worked as a marketing consultant at Mastercard, where she led impactful campaigns for banking organizations across Latin America and the Caribbean.

In 2022, she attended the Roger Hatchuel Academy at Cannes Lions and earned a Merit recognition in The One Show’s Young Ones competition. A year later, she won The Brief #2 at the Cannes Lions Festival of Creativity. In 2024, Paz placed second in the Young Lions Marketers Costa Rica competition and was selected for the Cannes Lions See It Be It LATAM program.

Her expertise has also led her to serve as a judge for renowned competitions, including The AdForum PHNX Awards (2023), the Young Ones Competition (2024), and the Creative Circle Awards (2024). Over the years, Paz has collaborated with global brands like Mastercard, Coca-Cola FEMSA, Hyundai, Prudence, Chuck E Cheese, and Pandora, honing her skills in campaign strategy, creative direction, and brand storytelling.

When she’s not driving creative solutions, Paz can be found mastering aerial dance or traveling the world to fuel her curiosity and passion.

Details are below.:

Who am I? CV and portfolio: Linked In:

Languages

English
Native or bilingual
French
Conversational
Spanish
Native or bilingual

Workplace preferences

Can work on-site

London (up to 50km)

Pernod Ricard | Spirits
Brand Experience & Advocacy
January 2026 - Today (7 months)
Paris, France
Led end-to-end go-to-market delivery of brand advocacy programmes for Havana Club across EMEA, Canada, and LATAM, directing execution and event operations for 13+ large-scale activations and global events reaching 5M+ attendees
Developed scalable playbooks for regional marketing teams, adapting global campaigns to local nuances to drive conversion
Oversaw the production of 5 large-scale festivals, translating event-led demand generation into pipeline growth while leveraging Salesforce and BI tools to track pipeline performance and optimise event ROI.
Content marketing Marketing Automation Experiential Marketing Brand construction Strategic planning
Mastercard
Marketing Specialist
January 2023 - January 2025 (2 years)
Caribbean
• ● Orchestrated 28+ multi-market B2B demand generation initiatives, leveraging integrated campaigns and event-driven strategies to accelerate pipeline creation and improve lead quality across the funnel.
• ● Delivered 7x ROI and drove significant pipeline growth through high-impact event-led campaigns and strategic partnerships, thriving in fast-paced, high-pressure environments.
• ● Owned high-pressure execution of Mastercard's biggest co-branded campaign in Costa Rica (Banco de Costa Rica × UEFA Champions League), delivering ~10% spend lift and producing the country's first large-scale cashless event (+800 attendees and 370 new leads).
• ● Co-developed and repositioned the affluent segment value proposition, exceeding acquisition KPIs by ~120% and increasing MQL-to-SQL conversion by 14% through optimised segmentation, targeting, and conversion strategies.
• ● Served as strategic marketing lead for the launch of Costa Rica's first telecom co-branded credit card, aligning C-suite stakeholders.
• ● Built performance dashboards (Salesforce, Tableau, Power BI) to track KPIs, identify high-value growth opportunities, and optimise marketing investment across 15 markets.
Brand construction Content marketing Email marketing Social media Graphic Design
Coca-Cola FEMSA | FMCG
Marketing & Communications Specialist
July 2020 - December 2022 (2 years and 5 months)
Nicaragua, PU, Costa Rica
• ● Led onsite execution and end-to-end delivery of 20+ hybrid and in-person events, managing logistics, vendor coordination, and production to deliver seamless, pipeline-generating experiences.
• ● Analysed and optimised lead conversion from MQL to SQL using Salesforce and marketing automation tools, improving funnel efficiency and increasing the volume of sales-ready opportunities.
• ● Scaled always-on engagement programmes to 3,000+ employees across three countries, driving stakeholder alignment and influencing senior leadership across communication initiatives.
• ● Designed and led hybrid event strategies, integrating onsite experiences with digital broadcast and content distribution to expand audience reach and drive scalable lead generation.
• ● Acted as onsite execution lead during large-scale events, managing real-time logistics, vendor coordination, and production delivery to ensure seamless attendee experience.
Corporate strategy Communication strategy Events event manager Experiential Marketing