I walked in as the designer. I left having built the marketing department.
Unimat imports, manufactures and sells commercial, industrial and residential flooring, mats, parking-safety products and some kitchen merchandise. I joined in October 2009 as the designer sitting next to Sales. From 2013 I ran marketing: an in-house team of five or fewer, a big network of specialists, and one product story told the same way at every touchpoint.
- Period
- Oct 2009 – Jun 2022
- Roles
- Designer & Sales (2009–2012) · Marketing Manager (2013–2022)
- Team
- ≤ 5 in-house + outside specialists
- Websites
- 80+ designed and launched
- Locations
- Mexico City, Miami, two factories in Toluca (2022)
From making pieces to building the machine.
Design, sitting next to Sales
Early websites, product photos and sales materials. Hearing what buyers actually asked changed the focus: from making assets to making products easy to understand and sell.
Running the function
Priorities, creative standards and a small team, without letting go of hands-on work. Websites, catalogues, packaging, photos and sales materials, connected into one system.
Bigger accounts, bigger stakes
Recurring design and assortment reviews with The Home Depot, and work with Sales and Operations on recovering the Walmart account after delivery problems.
The company grew around the work
From about 8 people in 2009 to just over 200 in 2022. That growth belonged to the whole company; my part was the marketing infrastructure and commercial communication that supported it.
A small team, a big network
I set up the department’s way of working, its creative standards and its priorities. The in-house team never went above five people: everything else came from outside specialists in design, photography, printing, fabrication and more, coordinated from marketing.
When a project needed a practical decision, a clearer message or a finished file, I did it myself.
Five jobs, one story
- Brand. Standards and ATL, BTL and online advertising, so everything read as Unimat.
- Digital discovery. 80+ websites over my Unimat years, many coded by me, organized around application, product family and quote requests. Plus SEO and paid-search coordination.
- Product information. Catalogue structures, product hierarchies, commercial copy and photography, so technical information could support comparison and selling.
- Sales support. Product proposals, samples and account-specific materials for major-account presentations and supplier events.
- Physical experience. Showrooms, trade-show stands and packaging systems.
Retail and big accounts
I supported retail channels with packaging, product information and presentation materials. I coordinated recurring design and assortment presentations for The Home Depot, and worked with Sales and Operations on recovering the Walmart account. Sales, Operations and Logistics kept their own decisions; mine were marketing and sales support.
Spaces you can stand on
I led concepts and visual direction for showrooms and trade-show stands, briefing specialist suppliers and coordinating implementation with Sales, leadership and operational partners. It’s the part of the product story you can touch.
Catalogues, websites, packaging and spaces.
Three pages, the same buying logic
Does your team need this machine?
Dani is waiting in the office with a form and Daniel’s card.