How Clorox shapes its brand strategy in Latin America

The Clorox Company, which makes products ranging from bleach to charcoal and salad dressing, has a major presence in Latin America, and is making sure its brand strategies are fit for purpose in the region.

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...

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