Meet the team. Mariela Albornoz, Marketing Director.

Meet our Marketing Director, Mariela Albornoz. With experience in cities from London to Madrid and across the U.S., Mariela has guided brand strategies for household names including Diageo, Bacardi, Walt Disney, Ford, Johnson & Johnson, and more. Her passion for human-centred storytelling and building genuine connections are a powerful force at Armadilla. In this short Q&A, get to know Mariela and discover how she brings her global expertise and warm, personal touch to our team.

1. What drew you to Armadilla, and how do you see your role as Marketing Director fitting into our mission?
I was captivated by Armadilla’s commitment to building a brand that is more than just products, but true experiences. That philosophy aligns perfectly with my own belief that a brand lives and breathes through genuine human connections. I’m excited to help shape Armadilla’s marketing vision and foster an environment where creativity, innovation, and authenticity flourish.

2. You’ve worked with major brands like Diageo, Bacardi, Walt Disney, Ford, and NatWest Group. How have those experiences influenced your approach to brand strategy?
Working with those industry leaders has given me a global perspective on the importance of storytelling and emotional resonance. I’ve seen first-hand that consumers connect most with brands that mirror their values and aspirations. My goal is to bring this human-centred approach to Armadilla, ensuring that every touchpoint feels personal, meaningful, and inspiring.

3. You mention that a brand is a “living experience built on trust, loyalty, and emotion.” How do you foster those qualities in a brand?
It starts with understanding people’s needs and experiences on a deeper level. We have to listen to our audiences and engage in ongoing, authentic conversations. From there, we create narratives and brand moments that speak to their values and hopes. Over time, these shared stories and experiences cultivate trust, reinforce loyalty, and spark real emotional bonds.

4. Storytelling seems central to your philosophy. Why is it so powerful in shaping brands?
Stories tap into our emotions; they make information relatable and memorable. When a brand uses storytelling effectively, it transcends being just a product or service. Instead, it becomes something that consumers feel a genuine connection to—a source of inspiration, motivation, and comfort. That’s where true brand advocacy lives.

5. Looking ahead, what excites you most about the future of Armadilla’s brand and marketing direction?
I’m most excited about the opportunity to weave Armadilla’s passion for innovation and progress into every narrative we share. I see incredible potential for expanding our reach and making a lasting impact by bringing people together and inspiring positive change. It’s a chance to not only shape a strong brand identity but also help shape culture in a meaningful way.