The FMCG Guys 278. Alejandra Restrepo, Head of Mercado Ads (Mercado Libre) Mexico: From Retail to Media
Oct 29, 2025
Alejandra Restrepo, Head of Mercado Ads Mexico at Mercado Libre, brings a wealth of experience from consulting at McKinsey to leading innovative advertising solutions in e-commerce. The discussion highlights how Mercado Libre is transforming retail media through AI and first-party data, while forming partnerships with giants like Google and HBO Max. Alejandra shares insights into Mexico's retail media landscape and its dynamic consumer market, alongside leadership lessons and the exciting future of Retail Media 2.0.
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From McKinsey To Building Public Impact
- Alejandra left McKinsey after 13 years to build impact on the front lines, not just consult about it.
- She set up McKinsey's public and social sector practice in Latin America and led it for seven years.
Leading Huge Teams At Mercado Libre
- Alejandra joined Mercado Libre and ran seller experience with a team of 650 people to drive direct impact.
- She later moved into Mercado Ads and helped scale the ad business across the region.
Retailers Becoming Major Media Players
- Mercado Ads evolved from retail media into one of Latin America's top three digital media companies.
- This shift shows retailers can become full-scale media ecosystems beyond on-site advertising.