Catalina Abadia, brand engagement lead at The Clorox Co., heads up “all the advertising strategies and the data-transformation journey” for its Latin American brand portfolio.
Abadia joined Clorox a year-and-a-half ago, and is responsible for “orchestrating the optimal mix for advertising, digital marketing, e-commerce, public relations, social media and other communication programs.”
In fact, she acts as a business partner/functional expert for the marketing leadership for Clorox’s brands in Latin America, even as she directs a seven-person team that covers media planning and buying, digital-content strategy, and budget administration.
And Abadia broke down some of the main considerations that are...