Luciana Etcheverry

Questioner
DISC Type : c

Head of CX & Media at Mondelēz International

Mexico City, Mexico

Overview

Luciana Etcheverry is the CX Sr. Manager for Mondelēz Mexico, a communications specialist with extensive experience in mass consumption companies. Recognized as a "Women to Watch Argentina 2019", she is known for her innovative approach to communication, having completed training at Singularity University and Hyper Island. Colleagues describe her as intelligent, creative, and indefatigable.

She is passionate about creating connections within her industry and believes in the power of women supporting each other to foster growth and new opportunities. Her social media presence often highlights team collaboration and celebrates collective success, showing a strong belief in shared achievements.

Unique fact: Luciana was part of the team behind the iconic and successful "Mamá Lucchetti" campaign in Argentina, which revitalized the brand.

Personality Overview

Not Easily Convinced

Cautious & Analytical

Price-Sensitive

While they don't hesitate to ask questions, they are generally risk-averse and tend to be late adopters.  They prefer to do thorough analysis of any situation. They generally do not appreciate an overfriendly approach and prefer to stay to-the-point.

Topics They Care About

Consumer Experience
Her senior roles are centered on managing the end-to-end consumer journey, integrating all touchpoints from first contact to conversion in a fragmented media landscape.
Creative Effectiveness
As a judge for the Effie Awards in Mexico, she is passionate about creative ideas that not only inspire but also deliver measurable business growth and tangible results.
Marketing Innovation
Her specialized training at both Singularity University and Hyper Island indicates a deep interest in forward-thinking, innovative, and collaborative approaches to communication.

Media Appearances

Luciana Etcheverry, Head de CX & Media en Mondelēz International – Video Interview. Featured in Produ.com

See Now

Work History

3-2020
Head of CX & Media at Mondelēz International
2-2013 - 3-2020
Marketing Services Manager for Southern Cone at Mondelēz International
1-2007 - 12-2012
Media Specialist at Molinos Río de la Plata SA
9-2003 - 12-2006
Media Analyst at Molinos Río de la Plata SA
10-1998 - 10-2003
Senior Planner at Agulla & Baccetti

Education

2009 - 2010
Management Development Program In-Company from IAE -Business School
2006 - 2006
Post-graduate from Pontificia Universidad Católica Argentina 'Santa María de los Buenos Aires'​

More Information

Social Presence :

Prographics :

Exp : 29 Location : Mexico City, Mexico Job Level : Mid-senior Designation : Head of CX & Media at Mondelēz International
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Insights For Selling To Luciana

During A Call Or A Meeting

DO's

  • Emphasize on objective proof of ROI, help them do a thorough evaluation
  • If you have a lower priced product compared to the competition, call out the same
  • Keep some extra margin in hand as they will likely negotiate the pricing

DONT's

  • Avoid phrases like ‘do not worry about’, ‘no one compares to’ etc.
  • Don’t overhype the product/pitch, keep it measured
  • Don’t try to be too friendly or informal with them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Luciana is

  • Confidence that the product provides ROI, effective pricing and process adherence matter the most to them.

  • Will you ever get a clear answer from Luciana

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Luciana move?

  • They can move at a reasonable pace while making their decisions if they have the necessary information.

  • Can Luciana take some risk or not?

  • They can take some risk if they are confident that they have analyzed the circumstances well.


You And Luciana

Personality Compatibility


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