Summary
Overview
Work History
Education
Skills
Websites
Interests
Timeline
Generic

Valentina González

CORPORATE COMMUNICATIONS
Panama City

Summary

With over 7 years at adidas, I have led communication strategies that align global objectives with local and regional goals, delivering impactful results through integrated 360° plans. Recognized for my leadership and adaptability, I consistently drive brand visibility and business outcomes across teams. Passionate about business growth and high-impact initiatives, I thrive in dynamic environments that demand creativity, accountability, and continuous improvement.

Overview

6
6
years of professional experience
6063
6063
years of post-secondary education
3
3
Languages

Work History

Sr. Manager Internal Communication

ADIDAS LAM HQ
05.2022 - Current
  • Strategic Project & Initiative Management
    Lead cross-functional projects across LAM, ensuring alignment with business priorities, brand, and people strategies. Drive project execution from planning to implementation, optimizing internal processes, enhancing efficiency, and driving engagement.
  • Stakeholder & Leadership Alignment
    Act as a strategic advisor across all levels of the organization, from senior leadership to specialist teams, ensuring communication strategies support business objectives, brand campaigns, and cultural priorities. Manage regional stakeholders to align communication efforts with company-wide strategic goals, reinforcing the brand and business positioning both internally and externally.
  • Engagement & Organizational Impact
    Design and execute 360° channels and communication strategies that elevate employee engagement and enhance corporate reputation across LAM. Develop messages, experiences, and initiatives that amplify strategic objectives and strengthen company culture.
  • Team & Project Management
    Support the establishment of team priorities, maintain schedules, and monitor execution to ensure high-impact results. Guide country teams in adopting best practices for communication and project execution, fostering a culture of efficiency, adaptability, and continuous improvement for high performance.
  • Oversee budget management for communication initiatives, ensuring financial efficiency while maximizing impact.

Manager Internal Communications

ADIDAS MÉXICO
01.2020 - 05.2022
  • Internal Communication & Culture Strategy
    Led the planning and execution of the internal communication strategy for Mexico during a rapidly changing environment, ensuring high-impact initiatives. Developed and implemented strategic plans and performance metrics that drove employee engagement and business alignment.
  • Stakeholder Development & Internal Comms Positioning
    Build and strengthen relationships with key stakeholders at all levels, elevating the role of internal communication as a strategic function within the organization. Position internal comms as a key business driver, increasing visibility, influence, and impact across the country.
  • Employee Engagement & Organizational Impact
    Motivated and empowered employees to stay engaged and productive through innovative communication approaches and cultural initiatives. Fostered a strong company culture centered on collaboration, continuous learning, and purpose-driven work.
  • Strategic Social Impact & DEI Leadership
    Successfully implemented the Social Impact strategy in Mexico and drove the execution of the Diversity, Equity & Inclusion (DEI) program, reinforcing the company’s commitment to meaningful change and community engagement.


Manager Internal Communications

ADIDAS COLOMBIA
06.2019 - 01.2020
  • Internal Communication & Culture Strategy
    Lead the planning and execution of the internal communication strategy in Colombia, driving high impact in a dynamic environment with optimized resources.
  • Strategic Social Impact & DEI Leadership
    Successfully implement the Social Impact strategy and the Diversity, Equity & Inclusion (DEI) program, strengthening the company’s commitment to community engagement and organizational culture.
  • Stakeholder Development & Internal Comms Positioning
    Build strong relationships with key stakeholders to position internal communication as a strategic function, increasing its visibility and impact in the country.

Social Media Strategist

LEGAL CREDIT SOLUTIONS MIAMI
01.2019 - 06.2019
  • Social Media Strategy & Content Development
    Supported the development and execution of social media strategies to enhance brand visibility and reputation. Created engaging content, managed the content calendar, and analyzed performance metrics to optimize results.
  • Community Engagement & Live Coverage
    Coordinated live event coverage on social media platforms to maximize engagement and amplify key moments during conferences and product launches. Maintained an up-to-date content calendar to ensure timely and strategic content deployment.
  • Performance Optimization & Advertising
    Leveraged targeted advertising to reach key demographics, improving ROI on ad spend. Increased audience engagement through innovative content strategies and consistent posting schedules.

Analista de comunicaciones

WWI COLOMBIA & USA
11.2018 - 06.2019
  • Communications & Event Management
    Created content and managed both internal and external communication channels, ensuring consistent messaging and audience engagement. Analyzed performance metrics, including reach, engagement, and lead generation through targeted ads.
  • Brand Presence & Event Coordination
    Organized participation in industry fairs and events to promote products, expand networking opportunities, and strengthen brand positioning in the market.

Education

Máster - Marketing & Commercial Management

EAE BUSINESS SCHOOL

Comunicación social - Communication With A Focus On Corporate

UNIVERSIDAD JAVERIANA

Beca - Complementary Studies in Psychology

UNIVERSIDAD DE SALAMANCA
01.2018 - 07.2018

Social Media Strategy - Art Direction & Social Media Strategy

MIAMI AD SCHOOL

Skills

  • Strategic Communication Planning
  • Project Management skills
  • Stakeholder Management
  • Leadership
  • Adaptability
  • Creativity
  • Teamwork
  • Influence

Interests

Exploring diverse cultures

Embracing creativity

Driving innovation in both brand, culture and business

Timeline

Sr. Manager Internal Communication

ADIDAS LAM HQ
05.2022 - Current

Manager Internal Communications

ADIDAS MÉXICO
01.2020 - 05.2022

Manager Internal Communications

ADIDAS COLOMBIA
06.2019 - 01.2020

Social Media Strategist

LEGAL CREDIT SOLUTIONS MIAMI
01.2019 - 06.2019

Analista de comunicaciones

WWI COLOMBIA & USA
11.2018 - 06.2019

Beca - Complementary Studies in Psychology

UNIVERSIDAD DE SALAMANCA
01.2018 - 07.2018

Máster - Marketing & Commercial Management

EAE BUSINESS SCHOOL

Comunicación social - Communication With A Focus On Corporate

UNIVERSIDAD JAVERIANA

Social Media Strategy - Art Direction & Social Media Strategy

MIAMI AD SCHOOL

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