Objective of the Role:

Lead the design and execution of Spin’s external communications and public relations strategy to strengthen corporate reputation, position the brand and its leadership within the financial and business ecosystem, and support business growth.

This role acts as the strategic bridge between Spin and FEMSA’s Corporate Affairs, ensuring message consistency, alignment with business priorities, and a cohesive narrative that highlights innovation, inclusion, and trust as key brand pillars.

Main Responsibilities

Strategic Communications & Positioning:

• Define and implement Spin’s external communications strategy aligned with corporate objectives and business growth priorities.
• Shape the strategic narrative and storytelling that position Spin as a leader in financial inclusion, digital payments, and innovation within the financial and tech ecosystems.
• Develop and refine key messages, talking points, and executive voice guidelines for high-level communications, investor events, and public forums.
• Advise leadership on communication opportunities and risks, ensuring every message supports long-term brand equity and trust.
• Support brand positioning through storytelling and data-based narratives that enhance visibility and trust in high level events and strategic media outlets.

Media Relations & Public Engagement:

• Lead media engagement and relationship management with top-tier financial, business, and technology journalists and opinion leaders, ensuring accuracy and alignment with company values.
• Build and maintain strong relationships with journalists, editors, and opinion leaders in financial, business, and technology media.
• Serve as the primary spokesperson liaison, overseeing press releases, interviews, and editorial content to ensure strategic coherence and credibility.
• Drive visibility and thought leadership for Spin’s executives across key business and fintech platforms.
• Monitor the media landscape and generate insight-based analysis to inform strategic decisions and enhance communication impact.

Digital Communication & Reputation Management:

• Design and oversee the corporate social media strategy, ensuring consistent tone, professional engagement, and integration with FEMSA’s digital positioning.
• Identify and manage reputational risks and crisis scenarios, coordinating closely with FEMSA’s MIRC protocols and senior leadership.
• Ensure brand alignment and compliance with FEMSA’s communication standards, protocols, and approval flows.

Agency and Stakeholder Coordination:

• Lead and coordinate external communication and public relations agencies, optimizing performance and alignment with strategic goals.
• Partner cross-functionally with marketing, brand, and product teams to ensure cohesive storytelling and message reinforcement across channels.

Required Knowledge and Experience:

• Education: Bachelor’s degree in Communications, Journalism, Public Relations, Political Science, Marketing, or related field.
• Experience: Minimum 5–7 years of experience in corporate communications, media relations, or PR roles, ideally within financial services, technology, or multinational companies.
• Languages: Advanced English and Spanish.

Technical & Leadership Skills:

• Excellent writing, editing, and storytelling skills in both English and Spanish.
• Established relationships with tier-one media and opinion leaders.
• Strong analytical thinking and creativity to build narratives with business relevance.
• Proven experience managing PR and communication agencies.
• Expertise in media monitoring tools and data analysis.
• High attention to detail, ability to work under pressure, and sound judgment in crisis situations.
• Social media management and digital strategy understanding.
• Executive communication and presentation skills.