Karla Lizbeth Schuchard: How Bold Marketing Strategy is Building a Global Love for Mexican Gastronomy

In a world that often celebrates overnight success, the true architects of lasting achievement understand that greatness is rarely accidental. It begins with a solid strategy, carefully crafted, mapped with clarity demanding consistency, relentless follow-up, and above all, it thrives on motivation.

Motivation is the fuel that turns plans into action and effort into excellence. With a firm belief in strategy, consistency, and motivation, Karla Lizbeth Schuchard showcases what's possible when visionary leadership is matched with hands-on experience and a relentless drive for results.

Karla is a dynamic and results-driven marketing and commercial leader with over 18 years of experience across the FMCG and retail sectors. A graduate of Tecnológico de Monterrey, earning a Bachelor's degree in Marketing, recognizes the dynamic nature of the business world.

She continued pursuing an MBA, a program in Finance, and another in Conscious Leadership. She further completed her Women and Leadership program at IESE Business School, University of Navarra, Spain, along with Digital Marketing and Analytics with a focus on omnichannel experience.

Karla has exemplified a deep passion for team development, strategic execution, and performance-based leadership, serving as the Director of Marketing at San Marcos México. She has previously served as the General Director at Gama Cosmetics, increasing shareholder profit through operational efficiency and strategic growth.

At Grupo Bimbo, she led teams, achieving sales growth and profit growth, earning first place at the 2018 Global Business Forum.

Leadership is one of Karla’s core strengths, and the programs have refined her ability to guide and empower teams, enabling them to reach their goals while fostering their personal growth.

With a solid strategy, consistency, follow-up and motivation, alongside perseverance, I truly believe we can achieve anything we set our minds to

What key areas of specialization have you developed as a marketing and sales professional over the years?

For me, in both marketing and sales, the key to success lies in a blend of essential qualities: leadership, analytical thinking, strategic vision, and impeccable execution.

In marketing, being analytical and strategic is key; it's about crafting effective plans and executing them with precision through continuous monitoring. Decisions must be driven by in-depth data analysis across market, consumer, and regional sales insights.

Staying focused on clear objectives is essential. By truly understanding and prioritizing the consumer, brands can earn their loyalty, which is why developing seamless omnichannel strategies is critical for success today.

In sales, strong negotiation skills are essential. This leads to a deep understanding of the client: comprehending their objectives, strategies, and true needs. Using techniques like the "5 whys" helps uncover their true priorities, enabling win-win outcomes. This approach builds lasting client relationships, which are key to long-term success.

Introduce us to San Marcos Mexico. What key roles and responsibilities do you shoulder as the company’s Director of Marketing?

San Marcos was established in 1949 in Puebla, Mexico, starting humbly with can manufacturing. By 1957, we started packing peppers, quickly discovering our star product, chipotle peppers, and that shaped our identity. Our U.S. expansion began on the West Coast and grew rapidly, and over time, our brand reached global markets.

Due to our focus on quality, especially with our jalapeños and chipotles, we have become a staple in Hispanic households. In fact, in both 2024 and 2025, we were honored with the FLAVOR OF THE YEAR award. Today, San Marcos is present in over 30 countries.

My role is all about driving consumer preference for the brand. That means deeply understanding what our consumers want and creating real value for them. I also work on shaping our global strategy, excluding the U.S. market, which is managed separately by a dedicated San Marcos USA team.

Across the board, consumers trust San Marcos for its quality and connection to their culinary roots.

What is your approach to building effective marketing campaigns that strengthen the respective brand’s market value and connect with the customers?

For a brand to truly connect with its audience, the marketing campaigns have to go beyond just visibility; they need to feel personal and unique to the consumer. A strong omnichannel strategy ensures a consistent, seamless experience across all touchpoints, both digital and physical.

We have focused on strengthening our communication and digital presence. Assigning specific roles to each platform, we have optimized our KPI's and gained significant growth in our follower base. Social media platforms like Facebook and Instagram etc., serve as a strategic function, contributing to the overall goal of expanding our online community.

Building a strong brand is fundamentally based on credibility. Everything we communicate must be backed by concrete actions.

The key to any successful marketing strategy is relevance and consistency.

What are some challenging aspects of being a marketing leader in the current business landscape?

Being a marketing leader today is incredibly exciting, but it also comes with a unique set of challenges. The environment is constantly shifting, whether it’s due to new technologies, changing consumer behavior, or increasing global competition.

One major challenge I see is dealing with the sheer volume of data. We are surrounded by analytics, research, and metrics, but the real difficulty lies in pulling out meaningful insights and making smart, strategic decisions.

Another big one is keeping up with the evolving digital ecosystem. Consumers move fluidly between platforms, channels, and devices, and as marketers, we need to be agile enough to keep up and deliver consistent, compelling experiences across the board.

There’s also the pressure to deliver hyper-personalized experiences at scale.

Then there’s the constant balancing act between short-term results and long-term brand building. While the pressure for quick wins is real, true brand value comes from consistency and emotional connection built over time.

And finally, talent is a big focus area. The marketing skillset is evolving so fast, it’s a real challenge to find and retain people who are experts in things like AI, analytics, content, and new media. At the same time, building a culture of learning and collaboration is just as critical to staying ahead.

How do you successfully navigate through the aforementioned roadblocks?

My approach is grounded in two key pillars: strong leadership and continuous learning. As a leader, it’s about empowering teams, fostering innovation, and leading by example. I have seen how this drives real impact, like during our turnaround with Grupo Bimbo in 2018.

Equally important is staying prepared. Marketing changes fast, so I invest in constant learning through my MBA, finance, digital marketing, and leadership programs, and I apply those insights in real time.

With an insights-first mindset, a focus on omnichannel, and a commitment to relevance and agility, we can turn today’s challenges into growth opportunities.

Looking back at your professional journey, what key milestones have you achieved so far?

My professional journey has been defined by a steadfast commitment to continuous learning, applying knowledge, and unwavering perseverance, which are my key factors for success. Beyond formal education, books like Atomic Habits by James Clear and La Voz de tu Alma have helped me stay focused and resilient, especially during tough times.

Professionally, I have had the honor of breaking new ground, becoming the first female director for our top client, then the first female VP leading a team of 860, mostly women. At 46, I became the first woman to serve as General Director, reporting directly to the Board, and often, the only woman at the table.

On a personal note, raising my three children as a single mom has been one of my proudest roles. Today, they’re thriving in Europe, and that means the world to me.

How is Mexico’s business landscape evolving? What role are women playing in Mexico’s economic growth?

Mexico’s business landscape is evolving fast, shaped by global trends and internal strengths. While 2025 might see slower growth due to global and policy shifts, the long-term outlook remains strong and full of opportunity.

Digital transformation is gaining momentum, especially among SMEs embracing AI and automation to improve efficiency and customer experience. Sustainability is also taking center stage, with a growing shift toward renewable energy and circular economy practices. And despite global challenges, domestic consumption and tourism continue to drive economic activity.

One of the most powerful growth engines ahead is the role of women. Increasing women’s participation could add trillions of pesos to Mexico’s GDP. Female entrepreneurs are leading new ventures, creating jobs, and driving innovation, though they still face hurdles like access to credit and financial education.

Companies with greater gender equity see better performance and stronger social impact. Public and private efforts to close gender gaps, like financial inclusion, childcare support, and leadership development, are key to real progress.

Overall, Mexico is entering a dynamic phase. With digital innovation, sustainable practices, and women’s leadership at the forefront, the future looks both inclusive and promising.

Karla Lizbeth Schuchard, Marketing & Strategy Director, San Marcos

Karla Lizbeth Schuchard is a marketing leader with extensive experience in strategy, leadership, and brand innovation. She is currently the Director of Marketing at San Marcos México, a leading Mexican chili pepper brand. She leads global marketing initiatives, driving brand equity and unity across digital and retail channels. She believes in identifying individual strengths, empowering diverse teams, and guiding them to greater heights.