Ivonne R. Roa is a Growth & Lifecycle Marketing Consultant with 13+ years of experience in B2C marketing. Her career spans leadership roles at Kueski, Volaris, and Reckitt Benckiser, across fintech, airlines, and consumer packaged goods, leading CRM platform migrations and scaling lifecycle marketing programs for multi-million user bases. Having worked across Mexico and the United States, Ivonne brings a cross-market perspective on consumer behavior and engagement. WhatsApp has been a key channel throughout her career, alongside email, push, SMS, and in-app, in designing personalized customer journeys spanning acquisition, activation, retention, and reactivation. She is passionate about building lifecycle marketing strategies that feel personal at scale, even across large and diverse customer bases.