Close and Professional Support – No Posturing
behind your decisions
Our Purpose
We exist to empower decision-makers in organizations, helping them expand their vision and reduce economic and social risks in every brand decision. With each project, we spark strategic imagination, improving the current situation of organizations and transforming it into a practical, operational, and measurable reality. We see what others don’t, communicate with clarity, act with simplicity, are rigorous in follow-up, and work collaboratively to create real value.
Our Pillars
1.
We’ll make your data meaningful so you don’t burn calories trying to understand indicators.
2.
We’ll enrich your strategic vision, inspiring your imagination to better understand your opportunities.
3.
We’ll highlight the human angles to ensure your brand establishes lasting relationships with its markets.
4.
We’ll transform indicators into easily executable models—less is more.
Our Team
We value different ways of thinking. Diversity enriches us, especially when solving problems related to people. That’s why our team comes from diverse backgrounds. Here are some examples of the people who accompany us on this journey, making the organization fulfill the dream defined in our purpose.
I have a Marketing degree from the University of Guadalajara. My role is to design strategic questionnaires, oversee the data collection process to ensure quality, and prepare the collected information for analysis.
Paola Aguilar
Quantitative Research Coordinator
In addition to a degree in Design, I hold a diploma in Marketing from ITESO. I organize and coordinate projects, ensuring everything is completed on time and meets ESIMM quality standards.
Mariana Medina
Traffic and Planning Coordinator
I hold a degree in Public Accounting and specialize in managing service-oriented businesses. At LAMARCALAB®, I focus on supporting general management by supervising and organizing the functions of each department.
Nancy Ramírez
Director of Administration
I have a Marketing degree from ITESO and certifications in Finance, Digital Marketing, and Google Ads. I manage artisanal products and strategic brand management with over 19 years of experience.
Maribel Fajardo
Executive Partner at the León Guanajuato Office
I hold a marketing degree from ITESO and various certifications in digital communication. I am the founder and director of Meridiana. I have over 20 years of experience creating content experiences.
María Álvarez
Digital Marketing Coordinator
As an instructor of Professional Photography Production, I continue to teach and advise on business model development. At LAMARCALAB®, I lead brand communication efforts and coordinate public relations.
Alicia Moye
Public Relations and Communication
I have a Marketing degree from ITESO and a postgraduate degree in Event Tourism Management from UAB. I have managed national and international accounts. My primary responsibility is strengthening relationships.
Cristina Castellanos
Associate Executive
I have a degree in Marketing and currently work as a Quantitative Analyst. My work includes designing surveys, cleaning and organizing data, analyzing it to identify patterns, and delving deeper into insights.
Ana Cristina Berumen
Data, Numbers, and Indicators Analyst
I hold a degree in Advertising and Strategic Communication from ITESO. I lead the Trending Lab, where we analyze signals and trends, as well as the Data Journalism area. I contribute to Commercial Innovation consulting.
Vannesa Ortiz
Signals and Trends Researcher
With a Master’s in Business Innovation, I’m the founder of Change Consulting and an international consultant for global brands and public and private organizations. I specialize in strategic innovation and future exploration.
Andrés Valencia
Associate Director for Future Design and Foresights
Over 35 years of professional experience as an industrial designer. I have led complex innovation and design projects. I implemented design strategies at the institutional level and have experience in training new designers.
Juan Ignacio Michel
Industrial and Product Design
I am a communicator and producer with experience in commercial production and content creation. With 20 years in Cultural Radio and 25 in advertising communication. I am the general director of Aurix Creative Production.
Álvaro José Gómez
Director of Design and Content Production
I hold a degree in Psychology from Santa María la Antigua University, Panama. I have over 45 years of experience in consumer analysis and market intelligence. At LAMARCALAB®, I am the director of key projects.
Jaime Dreyfus
Business Development in Central America and the Caribbean
Our Directors
Sergio Rodea
CEO and General Director
I studied marketing and earned an MBA at ITESO. I’ve written for the press and academic and research journals and have been a speaker at national and international conferences in Lima, Peru (2016), Buenos Aires, Argentina (2017), Medellín, Colombia (2019), and Miami, Florida (2024) at the “Insights Innovation Exchange” forum. I’ve collaborated on radio programs about public opinion, trends, brands, and marketing. I am a graduate professor at ITESO, UP Guadalajara, Universidad Latina in Morelia Michoacán, Universidad Iberoamericana in León Guanajuato, and have been a guest lecturer at Rafael Landívar University in Guatemala. I mentor for StartUp Mexico nationwide. I have been a founding partner of LAMARCALAB for over 27 years and RIMA CAFÉ for the past 3 years.
Judge for the Effie Awards Mexico 2017–2023
Professional affiliations: ESOMAR, AMAI
Aida Durán
Market Intelligence Director
I hold degrees in Psychology and Marketing and over the past 3 years, I’ve designed, developed, and analyzed more than 800 in-depth interviews, 200 ethnographies, and 200 focus groups. Over 20% of my work has been in countries like Chile, Colombia, and Ecuador. I’ve had the honor of representing our organization as part of the Qualitative Market Research Quality Committee (ESIMM) at AMAI.
Aida Durán
Market Intelligence Director
I hold degrees in Psychology and Marketing and over the past 3 years, I’ve designed, developed, and analyzed more than 800 in-depth interviews, 200 ethnographies, and 200 focus groups. Over 20% of my work has been in countries like Chile, Colombia, and Ecuador. I’ve had the honor of representing our organization as part of the Qualitative Market Research Quality Committee (ESIMM) at AMAI.
Gustavo Casillas
Commercial Innovation Director
I specialize in quantitative research, statistical analysis, and business intelligence. As a Marketing graduate, I’ve designed, conducted, tabulated, and interpreted over 25,000 surveys in the past 3 years, with more than 20% of this work done outside Mexico, including the United States and Central America. I lead the consulting and commercial innovation team, strengthening the commercial areas of various companies that trust us.
Gabriela Ruano
CFO
Gabriela Ruano
CFO
What You’ll Gain With Us
We will focus on addressing your immediate needs while strengthening your long-term vision. We empower the leaders in your organization to make strategic decisions with greater confidence, expanding their perspective and minimizing economic and social risks every time they act in favor of their brands.
Understanding
Together, we will comprehend and define your brand’s position and its current ecosystem of results. Our experts develop a diagnosis based on shared knowledge and a deep understanding of the people who make up your target markets—this will be our starting point.
Planning
We will define the strategic position you should leverage according to market opportunities, industry trends, and economic factors. We identify value and clarify communication channels, shape the narratives of your offer, and even address pricing and support in negotiations with key stakeholders of your brand.
Action
We design actions and monitor them, adjusting processes to dynamically and continuously guide the tactics that will lead us to achieve the desired results. We support your marketing processes holistically through consultative advisory—not only in advertising or social media, but also in the commercial protocol of your sales force, the oversight of narratives, and the activation of discipline among the commercial players of your brand.