Mary Arbelaez

Co-Founder & Head of Marketing | Executive Creative Director

Any Brand Place • Freelance

Jun 2019 - Present • 7 yrs 1 mo

Leading strategic direction across brand, marketing and go-to-market initiatives for B2B and consumer brands in global markets. My role combines marketing leadership, brand strategy and creative direction — guiding how brands position themselves, enter markets and communicate with clarity and consistency. I oversee brand strategy, GTM frameworks, narrative architecture and communication systems, ensuring alignment with business objectives, audience insight and long-term brand equity. This includes positioning, messaging hierarchies, tone of voice systems and creative direction across channels and touchpoints. Working closely with founders, leadership teams and multidisciplinary collaborators, I translate complex market, product and audience contexts into structured marketing strategies that support decision-making, growth and sustainable brand development.

Deputy Head of Marketing and Communications

Wendy's • Período integral

Jan 2018 - Jun 2018 • 5 mos

Oversaw communication initiatives and brand messaging, ensuring consistency across national campaigns and consumer touchpoints. Worked closely with senior leadership to refine narratives, guide communication clarity and align brand expression with business goals. Supported strategic projects involving media, corporate messaging and audience engagement, helping strengthen the brand's communication structure during a period of operational expansion.