278. Alejandra Restrepo, Head of Mercado Ads (Mercado Libre) Mexico: From Retail to Media

Mercado Libre is Latin America’s eCommerce leader. In this episode of The FMCG Guys, Daniel sits down at Mercado Libre’s Mexico City  Office with Alejandra Restrepo, Director of Mercado Ads (The Retailer’s Media Division) Mexico. Together, they dive into how Latin America’s largest e-commerce platform is rapidly evolving into a full-scale media ecosystem — connecting commerce, fintech, and entertainment across the region. Alejandra shares her career journey from 13 years at McKinsey to leading the growth of Mercado Libre’s advertising arm, which has grown to be one of Latin America’s top three media players.

The conversation explores:

• How Mercado Libre is shaping Retail Media 2.0, combining first-party data, AI, and omnichannel capabilities.
• The rise of off-platform partnerships with Google, Roku, Disney+, and HBO Max.
• Why Mexico has become a regional leader in retail media innovation.
• How AI is transforming creativity and campaign speed for brands in Latin America.
• Leadership lessons from scaling teams and nurturing talent in a fast-moving organization.
• Why Latin America is one of the most dynamic regions for consumer brands to invest and grow.