Grocery Industry Icons & Innovators
VP, Marketing & Innovation
Avocados From Mexico
Ivonne is the Vice President of Marketing and Innovation for Avocados From Mexico. Her chief responsibility is to lead a high-performance team and the innovation agenda that put Avocados From Mexico on the Fast Company 2021 list of “Most Innovative Companies in the World,” and top in the branding category. I
In 2022 Ivonne became the first Latina to be awarded with the American Marketing Association’s highest honor bestowed upon a deserving recipient, the Lifetime Achievement Award.
She has also been included in the list of “100 Most Influential Latinas in the U.S.” for two consecutive years, in 2021 and in 2022. In 2018, she became one of the five women honored with the Changing the Game Award in the Brainwave category, an award given by the prestigious She Runs It organization which recognizes women within the marketing industry who are true catalysts of innovation by fearlessly making bold moves and reinventing the rules of marketing to transform their brands and their organizations.
The previous year, the American Advertising Federation had included her in the list of “20 Women to Watch in Dallas Advertising” and awarded her the Shining Star Award, which recognizes women in the Dallas advertising industry who are breaking glass ceilings.
Over the span of more than 20 years in marketing, Ivonne has played leadership roles in multiple corporations representing multibillion brands, as well as in top advertising agencies such as Lintas, McCann Erickson Worldwide, and The Richards Group, working with well-known brands in almost every category. In 2014, she joined Avocados From Mexico as the Head of Digital Marketing, and in seven years she built the organization’s digital practice which became one of the most successful digital groups in terms of performance and innovation.
Under her leadership, AFM’s digital work won dozens of accolades and recognitions, including the only brand to be among the top two position on Merkle’s list of “Best Digital Super Bowl Campaigns” for five consecutive years, from 2016 through 2020; an ANA REGGIE Award in 2020 for Disrupted Use of Digital Technology; and a Gold (Sol De Oro) for AFM’s 2017 Super Bowl digital campaign in the category of Real-Time Content at the FIAP competition in Buenos Aires. This festival is recognized in the Latin American region as one of the two most important festivals, together with Cannes.
She has addressed hundreds of keynotes — across the nation and internationally — about Avocados From Mexico’s digital marketing successes, and she is a regular guest speaker at the IPADE, the top business school in Mexico.
Innovation, disruptive creativity, and a nontraditional approach to marketing are the hallmarks of Ivonne’s work.