Purposeful Brand Building
Strategic thinking, creative execution, commercial acumen, and a passion for purpose-led brand building—grounded in collaboration and leadership within global CPG environments.
I’m Marcela Darcie, a strategic and creative brand leader passionate about building brands that resonate deeply with people—and perform powerfully for business.
This portfolio is a reflection of how I think, lead, and grow brands in today’s evolving consumer landscape.
I believe brand building should be intentional, human-centered, and grounded in shared value—so everyone wins: consumers, businesses, teams, and society.
If this resonates with you, let’s connect.
My Journey in Brand Building
I’m a brand STRATEGIST and marketer who believes that great brands start with empathy, grow through INSIGHT, and endure through purposeful action.
With over a decade of experience across global CPG categories—from food & beverage and pet care to DIY
and energy—I help brands evolve their relevance, deepen their connections, and grow with integrity.
I’ve led transformations at iconic brands by bridging creativity and commercial acumen, always guided by
one mission: to build purposeful brands that thrive in people’s lives and make business stronger.
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My focus areas:
Marketing Strategy and Brand Identity
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Innovation & Product Development
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Purpose-Driven Storytelling
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Consumer-Centric Growth
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Cross-functional Leadership
Market Analysis & Business Accumen
How I Create Brand Value
Strategic
Clarity
I translate consumer insights and business objectives into clear, compelling brand strategies—balancing long-term vision with short-term impact.
Insight-Driven
Creativity
With curiosity and empathy, I unlock fresh perspectives that drive innovation and fuel brand growth across complex, competitive markets.
Cross-Functional Collaboration
I foster strong, integrated teams where marketers, commercial leads,
creatives, and partners move in sync toward shared goals.
Purpose-Driven
Growth
For me, true success is shared. I build brand platforms that go beyond
business performance—fostering loyalty, creating measurable impact, and delivering lasting value to
businesses, people, and the world around us.
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Trusted by Global Leaders
I'm proud to have led brand-building efforts in partnership with some of the most respected names in the CPG industry—guiding strategies that helped brands grow, evolve, and stay relevant in fast-paced, competitive environments.
From food and pet care to energy and DIY, I’ve had the opportunity to contribute to meaningful work across diverse categories. These experiences have shaped my ability to adapt quickly, think strategically, and create value for any consumer-centric brand ready to take the next step.
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"I’m proud to have contributed to their growth, reputation, and consumer relevance across diverse categories"
BRANDS
Brand Stories
These are stories of purposeful brand building in action. Each one highlights a moment where I led transformation—shaping strategy, activating purpose, and unlocking growth.
Dog Chow
360° Brand Renovation
Led a full brand transformation in a highly competitive pet food category. Repositioned the brand around emotional connection, revamped the portfolio, and launched a 360° campaign—resulting in stronger consumer engagement and increased value perception.
Purina Cares
Social Impact Program
Developed and led a purpose-driven communications platform that unified scattered CSR efforts under one impactful brand story. The program elevated Purina’s reputation, strengthened employee engagement, and amplified media visibility.
LATAM Launch of
Purina One
Spearheaded the regional relaunch of a super-premium brand in the grocery channel. Tailored the portfolio, pricing, and positioning to local needs—doubling volume, premiunizing the category, and securing key retail partnerships.
Testimonials
“Marcela brings a rare combination of strategic sharpness and creative vision. Her ability to connect the dots between consumer insight and business opportunity helped us unlock real brand value.”
Ignacio Gonzalez
— Marketing Manager, Nestlé Purina
“Marcela is a natural leader. She creates space for others to thrive while maintaining clarity of direction. Her calm confidence and collaborative spirit made a lasting impact on our team."
Jose Luis Arango
— Regional Sales Manager, British Petroleum
“Marcela brings energy and empathy to brand building. She knows how to push thinking, challenge the status quo, and deliver results that matter.”
PAULO GALLEGUILLOS
— Creative, Triactiva Branding Agency
Let’s Exchange Ideas
If something here sparked your curiosity, or if you’re building something great and believe our values align —let’s connect. I’m always open to thoughtful conversations around branding, innovation, team building, and how we can create impact together.
Whether you’re a business leader, a fellow marketer, or someone exploring new ideas, I’d love to hear from you.
