CMO Latam - EP. 163 Silvia Ramírez de Rappi: Qué es Retail media y cómo las super apps cambiaron el marketing.

🔗 Suscríbete al nuestro newslwetter: https://substack.com/@cmolatam🔗 Sigue a Silvia Ramírez:   / silviaramirezarenas   🔗 Sigue a CMO Latam:   / danielaaarias     / marketing_cmo    / marketing_cmo  Este episodio fue grabado en Shore Studios, el mejor lugar para grabar en México: www.shorestudio.mxSilvia Ramírez lidera retail media en @rappilatam México — una plataforma con 35 millones de usuarios mensuales y más de 250 millones de órdenes al año. Ingeniera mecánica de formación, colombiana en México, lleva 8 años construyendo la estrategia publicitaria del unicornio más grande de Colombia.En este episodio habla de qué es el retail media sin tecnicismos, de loop marketing, de por qué el ROAS como métrica única puede estar destruyendo valor en tu marca y de lo que revela el comportamiento de consumo en una superapp. También comparte por qué Rappi mira más a Asia que a Estados Unidos y qué están preparando para el Mundial 2026. Timestamps: 00:00 De ingeniería a curiosidad02:18 Ing Mecánica y el reto de género09:18 Argumentar con datos11:48 Qué es retail media14:40 Del anaquel al algoritmo18:12 Personalización y loop marketing20:10 Rappi vs gigantes globales23:57 Madurez y métricas confusas26:34 ROAS y medir lo correcto31:51 La oportunidad del canal digital35:33 Digital antes del offline37:07 Data sin abrumarse38:22 Estrategia para el Mundial42:24 Turbo y su tecnología44:03 Frutas y verduras impecables47:39 Turbo como despensa extendida49:06 Rappi como parteaguas53:34 Aprender a negociar59:13 Retos de startup consolidada01:01:47 Consejos a su yo joven01:06:35 Cierre y dónde encontrarla#RetailMedia #Rappi #MarketingDigital #LoopMarketing #CMOLatam #MarketingLATAM #Superapp #ROAS #DataDrivenMarketing #Mundial2026Ya puedes disfrutar de nuevos episodios en video, síguenos en youtube https://www.youtube.com/@cmo_latam Hosted on Acast. See acast.com/privacy for more information.

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CMO Latam - EP. 163 Silvia Ramírez de Rappi: Qué es Retail media y cómo las super apps cambiaron el marketing.

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