Karla Lizbeth Schuchard, former Marketing & Strategy Director at San Marcos México, is driving brand growth through consumer insight, strategy, and empowered leadership.
My journey has been shaped by continuous learning, perseverance, and the belief that strong strategy only works when it is executed with consistency. Over the years, I have developed expertise across marketing, sales, leadership, analytics, finance, and omnichannel strategy.
For me, leadership is about empowering people, identifying their strengths, and helping them grow while staying focused on clear business objectives. With the right strategy, follow-up, motivation, and perseverance, I truly believe we can achieve anything we set our minds to.
What key specialisations have you developed across marketing and sales?
In marketing, I believe success depends on analytical thinking, strategic vision, and flawless execution. Decisions must be guided by market insights, consumer understanding, and regional sales data.
In sales, strong negotiation and deep client understanding are essential. I believe in asking the right questions, understanding the client’s true priorities, and building win-win relationships. Long-term success comes when brands create real value and earn trust through relevance, consistency, and credibility.
Tell us about San Marcos México and your role as Director of Marketing.
San Marcos was founded in 1949 in Puebla, Mexico, and became known for its jalapeños and chipotle peppers. Today, the brand is present in more than 30 countries and is trusted by consumers for its quality and connection to their culinary roots.
As Director of Marketing, my role was to drive consumer preference and strengthen the brand globally, excluding the U.S. market, which is managed separately. My focus is on understanding what consumers value and building strategies that keep San Marcos relevant across markets.
What makes an effective marketing campaign today?
A strong campaign must go beyond visibility. It must feel personal, relevant, and consistent across every touchpoint. That is why omnichannel strategy is so important. We have strengthened our communication and digital presence by giving each platform a clear role and monitoring performance through strong KPIs. For me, credibility is the foundation of brand building. Everything a brand communicates must be supported by real actions.
What challenges do marketing leaders face today?
The biggest challenge is turning large volumes of data into meaningful insight. Marketers must also keep pace with digital change, shifting consumer behaviour, and the pressure to deliver personalised experiences at scale.
At the same time, leaders must balance short-term results with long-term brand building. True brand value is created through consistency, emotional connection, and teams that continue learning as the industry evolves.
