Three years as a submanager before stepping into the top role
Across Peru, Chile, and Mexico, three marketing professionals have stepped into senior leadership roles, each having cultivated their expertise over years of incremental responsibility within major consumer and entertainment brands. Their promotions — at Virutex Ilko, L'Oréal, and Disney — speak to a broader pattern in Latin American business: the quiet, deliberate investment in homegrown talent as the engine of regional growth. In an era of rapid market shifts, these companies are choosing depth of institutional knowledge over the allure of outside hires.
- Three simultaneous promotions across three countries signal a coordinated moment of leadership renewal in Latin America's consumer and entertainment sectors.
- Each executive navigated years of brand management and trade marketing roles before earning their senior titles — patience and operational range were the price of admission.
- Nicolas Galinovic's leap from Coca-Cola to L'Oréal's dermatological beauty division introduces cross-industry dynamism into an otherwise internally driven wave of advancement.
- Karla Irbelly Pérez's rapid rise at Disney — supervisor in under two years — stands out as the most accelerated trajectory, hinting at the premium placed on agile, digitally fluent talent.
- Taken together, these moves suggest that regional multinationals are doubling down on internal pipelines rather than recruiting externally to fill critical marketing leadership gaps.
In Peru, Carolina Camogliano has been named head of marketing and trade marketing at Virutex Ilko, completing a journey that began when she joined the company in 2020 as a brand manager. Over nearly six years, she moved steadily through brand and submanagerial roles before reaching the top of the marketing function. Her earlier career included brand management at Puig and three years at Softys Peru, where she oversaw both B2B trade efforts and household paper brands. She studied communication at the Universidad de Lima.
In Chile, Nicolas Galinovic has assumed the general manager role for L'Oréal's dermatological beauty category, arriving from The Coca-Cola Company where he spent five years managing franchise partnerships and regional operations across multiple countries. Before Coca-Cola, he spent eleven years at Diageo — his longest single tenure — building the commercial and strategic foundation that now positions him for category leadership. He holds an engineering degree from the Pontificia Universidad Católica de Chile.
In Mexico, Karla Irbelly Pérez has moved from brand marketing coordinator to partner and trade marketing supervisor at The Walt Disney Company in under two years — the swiftest ascent of the three. Her background spans Adidas, Six Flags, and Les Mills International, and she brings a graphic design education from the Universidad de Anáhuac to a role that sits at the intersection of brand storytelling and commercial partnership.
Together, these three promotions illuminate a regional tendency: Latin America's largest consumer and entertainment companies are cultivating leaders from within, rewarding those who have mastered both the strategic and operational dimensions of their categories rather than importing talent from outside.
Three marketing executives have moved into senior roles across Latin America, each stepping up after years of groundwork in their respective companies. In Peru, Carolina Camogliano has been named head of marketing and trade marketing at Virutex Ilko, capping nearly six years with the company. She arrived in 2020 as a brand manager, a position she held for two and a half years before moving into a submanagerial role that lasted just over three years. Before joining Virutex Ilko, she spent time at Puig in a similar brand management capacity, and earlier still worked at Softys Peru for three years—first leading marketing and B2B trade efforts, then managing the paper towel, napkin, and tissue brands Elite and Nova. She studied communication at the Universidad de Lima.
In Chile, Nicolas Galinovic has taken on the general manager position for L'Oréal's dermatological beauty category, a move that follows five years at The Coca-Cola Company. At Coca-Cola, he progressed from senior manager of franchise partnerships across Chile, Bolivia, and Paraguay to general manager of the ARTD division covering Central America. His longest tenure at any single employer came earlier: eleven years at Diageo. He holds an engineering degree from the Pontificia Universidad Católica de Chile.
Meanwhile, in Mexico, Karla Irbelly Pérez has advanced from partner marketing coordinator to partner and trade marketing supervisor at The Walt Disney Company. She joined Disney in 2024 as a brand marketing coordinator and moved into her new role after less than two years in that position. Her background includes stints at Adidas, Six Flags, and Les Mills International. She earned her degree in graphic design from the Universidad de Anáhuac in Mexico.
These three promotions reflect a pattern of internal advancement within major consumer and entertainment companies operating across the region. Each executive has built their career through a combination of brand management, trade marketing, and partnership development—the skill sets that increasingly define leadership in Latin American consumer markets. The moves suggest that companies in the region continue to invest in developing talent from within, promoting people who have demonstrated the ability to navigate both the strategic and operational demands of their respective categories.
The Hearth Conversation Another angle on the story
What strikes you about these three moves happening at the same time?
The timing is probably coincidental, but what's interesting is that all three are stepping into roles that require both brand thinking and trade execution. That's become the real currency in Latin American marketing.
Why does that combination matter so much?
Because the consumer goods and beauty markets here are fragmented. You can't just build a brand in a vacuum—you have to understand how it moves through distribution, how retailers think about it, what incentives work. These three all have that hybrid experience.
Camogliano spent three years as a submanager before getting promoted. That's a long runway.
It is, but it also means she's proven herself in the role. She's not being promoted out of a junior position. She's been tested, and the company is confident enough to move her up.
And Galinovic is jumping from Coca-Cola to L'Oréal—that's a different industry entirely.
True, but he's been managing regional operations and partnerships at scale. That translates. L'Oréal gets someone who understands how to run a category across multiple markets, not just a single country.
Pérez seems to be moving fastest—brand coordinator to supervisor in less than two years.
She is, but she also came in with experience from Adidas and other brands. Disney probably saw someone who could hit the ground running in a more complex role. The speed of promotion often depends on what you bring to the table when you arrive.