278. Alejandra Restrepo, Head of Mercado Ads (Mercado Libre) Mexico: From Retail to Media

Watch on YouTube: https://youtu.be/mhJh7MuMaD8

Mercado Libre is Latin America's eCommerce leader. In this episode of The FMCG Guys, Daniel sits down at Mercado Libre's Mexico City Office with Alejandra Restrepo, Director of Mercado Ads (The Retailer's Media Division) Mexico. Together, they dive into how Latin America's largest e-commerce platform is rapidly evolving into a full-scale media ecosystem — connecting commerce, fintech, and entertainment across the region. Alejandra shares her career journey from 13 years at McKinsey to leading the growth of Mercado Libre's advertising arm, which has grown to be one of Latin America's top three media players.

The conversation explores:

• How Mercado Libre is shaping Retail Media 2.0, combining first-party data, AI, and omnichannel capabilities.
• The rise of off-platform partnerships with Google, Roku, Disney+, and HBO Max.
• Why Mexico has become a regional leader in retail media innovation.
• How AI is transforming creativity and campaign speed for brands in Latin America.
• Leadership lessons from scaling teams and nurturing talent in a fast-moving organization.
• Why Latin America is one of the most dynamic regions for consumer brands to invest and grow.

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Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.