I take apart the money behind the brands everyone admires. With numbers. With sources. And with a business law you take to work on Monday.
CEO of Marketing TDI · Head of Central Intelligence LATAM at BIA Foods · Zacatecas, Mexico
Eighteen years at Grupo Modelo and AB InBev, not at an agency watching from the outside. Every number on this page comes with its source; if it doesn't have one yet, I'm verifying it and I say so.
Grupo Modelo → AB InBev (2000–2018). I started at the plant in Zacatecas as regional marketing manager; I ended up directing global brands.
Source: Expansión, Dec. 5, 2018 — "During the 18 years I was at the company"; and CONECTA, Tecnológico de Monterrey (2020), for the first role.
Global Marketing Director for Corona (2010–2014). Entry into Brazil, Australia, and Singapore, global budget, and oversight of outside consultants.
Source: the title is documented by CONECTA, Tecnológico de Monterrey (2020); the dates and markets come from my LinkedIn history, not from the article.
I took over the brand as number eight and in four years took it to first place in penetration among young people 18 to 24 years old. In that period its sales rose almost 50 %.
Source: Expansión, Dec. 5, 2018 — "This made it possible to go from position eight to one (in market penetration among young people 18 to 24 years old) and increase sales by almost 50 %."
Cerveza Victoria, "Día de Muertos" (2016, the only gold for Mexico that year) and "Éxito sostenido" (2018).
Source: Marketers by Adlatina, Oct. 2016 and Oct. 2018.
Annual recognition from Expansión magazine for the year's best campaigns. The 2017 winner was Cucapá, "Chelas for the Band" (5.8 million views), a brand I directed as director of regional brands at Grupo Modelo AB InBev. I was on the cover of that edition.
Source: Expansión, Nov. 9, 2017, and the cover of that edition; also in Protagonista Zacatecas.
México es Chingón (2018), La Tercera Sombra (2020), El marketing es chingón hasta que la cagas (2024), and MKT Brutalista: marketing para tiempos hostiles (2026). México es Chingón reached #1 in Advertising in the Amazon México Kindle Store.
Source: Amazon.com.mx, author page, and a screenshot of the book's listing at that ranking. Amazon recalculates the ranking daily: the #1 is from that moment, not from today.
Bachelor's degree in Marketing, Master's degree in Marketing, and an MBA. Board advisor and former professor.
Source: CONECTA, Tecnológico de Monterrey (2020) and Líder Empresarial (2021), for the degrees. The advisor and former-professor roles are my own statement: there's no published article that records them.
Recognition from the IAB Mixx México awards.
Source: CONECTA, Tecnológico de Monterrey (2020) and El Sol de Zacatecas (2020). Neither one specifies the year or the award's category, so that isn't stated here.
Named one of Mexico's 100 marketing leaders by Merca 2.0.
Source: CONECTA, Tecnológico de Monterrey (2020).
CEO of Marketing TDI and La Cocina since 2018. Partner at BIA Foods since 2023: Head of LATAM Coffee, then Head of La Cocina, now Head of Central Intelligence LATAM. Clients in Mexico, the United States, Central America, and Spain: AT&T, Coca-Cola (Bepensa), Microsoft, URREA, Cesantoni.
Source: Marketing TDI and BIA Foods.
Everyone thinks doing a lot means winning a lot. It's just spending a lot.
I learned it by spending millions on a World Cup activation without doing anything different from what everyone else was doing. That's why I measure incremental sales today, not reach.
If it doesn't meet all four, it doesn't get published.
Marketing diploma program, Universidad Autónoma de Zacatecas. Dates and registration: write to me at edson@tdideas.com.mx.
Marketing course taught in Medellín, Colombia.
Talk «MKT Brutalista», El Gran Networking, Zacatecas.
«MKT Brutalista en tiempos de la IA», Talent Land, Mexico City.
Talk at AT&T México.
I give courses and talks for companies, universities, and governments. The format is the same as the videos: real cases, numbers with sources, and one law the team applies the very next day.
Dbrief · Ep. 29 — «In marketing: don't do this!». A conversation with Mario Moreira about the evolution of marketing, brand building, and AI.
Protagonista Zacatecas — Profile: Effie de Oro LATAM and «Monstruo de la Mercadotecnia».
Merca 2.0 — Creative directors: «Today's creative leader has to be multifaceted and adaptable».
Expansión — «In advertising there's a recycling of ideas, and we see more of the same».
Líder Empresarial — «The art of mastering marketing».
Dinero y Negocios — Interview about his career and starting a business in marketing. Archived article (the original site no longer exists).
El Sol de Zacatecas — «One of Mexico's most important marketers».
CONECTA, Tecnológico de Monterrey — «The Zacatecas native conquering the world of marketing».
Expansión — Victoria's former brand director starts his own agency and presents «México es Chingón» at the FIL Guadalajara.
Adlatina — «We want to be a benchmark and do bold things that completely change the brand and the consumer».
Marketers by Adlatina — «The customer buys your product for what it represents».
Marketers by Adlatina — Second Effie de Oro LATAM for Victoria, in the Éxito sostenido category. The piece is headlined by the CEO of J. Walter Thompson México, the case's agency; my testimony is inside.
Adlatina — «Latam Effie brought a results-focused creativity».
Expansión — Monstruos de la Mercadotecnia 2017: Cucapá, «Chelas for the Band». Cover of that edition.
Marketers by Adlatina — Effie de Oro LATAM for «Día de Muertos», the only gold for Mexico.
Expansión — Victoria's marketing seeks to connect, not sell.
Milenio — Hotel Victoria invites you into terror and suspense.
Inspiration Map — «Edson Noyola, artist of Mexican marketing».
I'm a recurring source for journalists covering marketing in Mexico; the mentions above are the ones I can link to.
«A creative genius who knows how to perfectly use a brand's target audience insights and tensions to generate the most successful campaigns in terms of ad attribution and product sales.»
«The most creative person I've known and worked with: he challenges you to bring out your best. A restless mind who stays ahead of a brand's needs.»
«Under his direction, Victoria opened new markets and reached the minds and preferences of consumers.»
«I worked with him for almost three years at Grupo Modelo, on Victoria, Pacífico, and Montejo. He's an outstanding marketer and creative.»
«An out of the box executive, with a vision and creativity not everyone can apply to the business. Excellent at generating strategies and new products.»
«Extremely creative, with a clear understanding of the end consumer's needs and market trends.»
These are public recommendations from my LinkedIn profile, with the name and title of whoever wrote them. Two were originally written in English; none are paid.
Are you a journalist? Write to me at that email and I'll reply the same day. To cite me: Edson Noyola, CEO of Marketing TDI and former global director of Corona (AB InBev). Every number on this page comes with its source linked, so you can verify it without going through me.
Before quoting you, TDI diagnoses you: twelve blocks, no cost, and I'll tell you which one fixes what's broken.
See TDI's diagnosis →