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This year, Marcela Velasco Cámara marks quarter of a century as marketing head of Telcel. In that time, the company has become far and away the biggest wireless carrier in Mexico, growing subscribers from one million in 1998 to more than 77 million today.
Velasco Cámara, for whom marketing was a new area of study when she attended university, has played a key role in that success. She has managed to position Telcel as one of Mexico’s highest-value brands and among the 100 most valuable brands globally as well as the most trusted telecommunications brand in Mexico. In addition to rallying consumers, Velasco Cámara has been instrumental in cultivating Telcel’s corporate clients, working in partnership with mobile brands including Nokia, Blackberry, Samsung, LG, Motorola and Microsoft.
Velasco Cámara is an advocate, and role model, for women in the Mexican C-suite. She deeply believes in the power of mentoring and is a founding partner of Aurea, an organisation that promotes women’s leadership.
Before joining Telcel, Velasco Cámara led marketing campaigns for companies Danone, Cigatam and Bonafont in Mexico. She also taught at Tecnológico de Monterrey, where she earned her degree in marketing.
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