SHIRLEY FAJARDO SLADE
Escazu,SJ
Summary
Skilled marketing professional with robust background in creating and executing strategic campaigns that drive growth. Known for strong team collaboration, adaptability to changing needs, and delivering measurable results. Adept in digital marketing, market analysis, and brand management, with focus on innovation and client satisfaction. Reliable and consistently effective in achieving organizational goals.
Overview
26
26
years of professional experience
Work History
Board Advisor
Publisearch LLC
11.2022 - Current
- Provide strategic guidance on market intelligence and B2B sales development in Central America and Mexico.
- Offer insights on go-to-market and partnership strategies based on regional trends and competitive analysis.
Marketing Finance Lead – North (Mexico, Caribbean & Central America)
Mastercard
04.2021 - Current
- Lead marketing finance strategy across North LATAM; drive profitability, optimize campaigns, and align budgets with business outcomes.
- Manage regional merchant negotiations, identify co-marketing opportunities, and support strategic business expansion.
- Collaborate cross-functionally to unlock growth and increase product penetration.
Founder & Managing Director
RB Marketing Solutions
04.2003 - Current
- Founded and scaled a boutique consulting firm specializing in corporate branding, marketing strategy, and import/export consulting.
- Delivered full-service campaign execution and product development to both local and multinational clients.
- Negotiated and closed long-term corporate contracts, improving client growth and market presence.
- Supported clients with cost-optimization strategies, regulatory guidance, and logistics planning for cross-border transactions.
B2C Lead – Central America & Dominican Republic
Mastercard
01.2023 - 03.2024
- Directed go-to-market strategy, customer insights, and campaigns to grow consumer engagement and brand affinity.
- Partnered with financial institutions to improve adoption of Mastercard products and digital payments.
- Monitored market dynamics and adapted offerings to regional needs.
Marketing Finance Lead – Central America
Mastercard
10.2021 - 12.2022
- Oversaw financial planning and marketing investment across the region.
- Conducted performance evaluations and revenue contribution analysis to guide strategic decisions.
- Supported regional marketing and acquisition goals through data-driven insights.
Commercial Director
Publisearch LLC
02.2017 - 10.2022
- Developed and implemented B2B commercial and marketing strategies to expand client base.
- Led a team responsible for market and consumer data analysis, delivering consulting services to top-tier partners.
- Identified client pain points and designed custom solutions that increased portfolio penetration and retention.
Trade Head – Corporate Division
Citi
04.1999 - 09.2003
- Led import/export banking products and cross-border risk management for corporate clients.
- Grew product revenue by 150% in 4 years; negotiated insurance contracts saving over $450,000 annually.
- Engaged in regional risk consulting with Citi Chile to enhance LATAM trade strategies.
Education
MBA - Business Administration
INCAE Business School
01.1997
Bachelor’s - Business Administration
U-SPS
01.1994
Skills
- Strategic Sales & Client Management
- B2B Business Development
- Key Account Management
- Negotiation & Influence
- Payment Ecosystems (Issuing, Acquiring, Merchants)
- Strategic Alliances & Market Expansion
- Revenue Growth & Client Profitability
- Marketing, Consulting & Analysis
- GTM Strategy & Execution
- Marketing ROI & Budget Management
- Competitive Intelligence
- Product Penetration Strategy
- Brand Development
- Cross-Border Advisory
- Technical Skills
- Salesforce, SAP
- Excel (Advanced Modeling), PowerPoint
- Power BI, Tableau
- Google Workspace, Microsoft 365
- Market Research Tools
- Customer experience
- Innovation fostering
- Operational efficiency
- Strategic visioning
- Strategic planning
- Project planning
- Digital marketing
- Networking
- Branding
- Advertising campaigns
- Campaign planning
- Business administration
LANGUAGES
Spanish – Native
English – Full Professional Proficiency
Accomplishments
- Launched a POP product line, increasing sales by 45%.
- Negotiated risk insurance savings of over $800,000 annually.
- Participated in Citi’s Risk Advisory Team for LATAM initiatives.
- Led marketing consulting for women entrepreneurs as part of a social impact project.
Timeline
B2C Lead – Central America & Dominican Republic
Mastercard
01.2023 - 03.2024
Board Advisor
Publisearch LLC
11.2022 - Current
Marketing Finance Lead – Central America
Mastercard
10.2021 - 12.2022
Marketing Finance Lead – North (Mexico, Caribbean & Central America)
Mastercard
04.2021 - Current
Commercial Director
Publisearch LLC
02.2017 - 10.2022
Founder & Managing Director
RB Marketing Solutions
04.2003 - Current
Trade Head – Corporate Division
Citi
04.1999 - 09.2003
Bachelor’s - Business Administration
U-SPS
MBA - Business Administration
INCAE Business School
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