Claudia Reyes Cuevas: Leading Milk to the Next Level at Grupo Lala

Marketing Evolution with Claudia Reyes Cuevas

Claudia Reyes Cuevas, the dynamic marketing director for masterbrand and milk at Grupo Lala, one of the largest food companies in Mexico with a rich 75-year history, shares her insights on modern marketing dynamics. In an exclusive with Adlatina, she reflects on her career, sharing how the landscape has evolved significantly since she began.

From 2005 to Now: A Digital Leap

Reyes Cuevas notes that today’s marketing is heavily oriented towards digital platforms, allowing for personalization and connection with audiences. Unlike 2005, modern marketing is characterized by speed, precision, and real-time adaptability, driven by technological advances and shifts in consumer behavior.

Learning Across Industries

With a diverse background spanning sectors like energy with General Electric, fashion with Mango, retail with Best Buy, and now foods with Grupo Lala, Reyes Cuevas talks about how each category taught her to adapt to different consumer needs, enhancing her versatility as a marketer.

Strategies for Continued Success

Grupo Lala, a beloved dairy brand in Mexico, seeks to remain relevant by developing strategies that engage younger audiences, balancing commitment and quality. While details remain under wraps, Reyes Cuevas is focused on taking milk to the next level, both culturally and nutritionally.

The Role of Generative AI in Marketing

Reyes Cuevas considers generative AI as an essential tool for optimizing marketing strategies, making them more creative and data-driven. She predicts that as technology evolves, new trends or technologies might emerge, aligning with consumer expectation for personalized interactions and transparency.