Warner Music Mexico has promoted senior executive Yusim Aladro to general manager.
In her new post, Aladro will spearhead the strategic direction and development of all domestic music within the country.
She will drive integration across A&R, creative marketing and artists’ brand building to "accelerate cross-border success for Mexican artists globally, while continuing to expand relationships within the artist, management and independent label community".
Aladro, who joined the company at the start of the year and previously served as director of marketing, reports to Warner Music Mexico president Tomas Rodriguez.
“Yusim represents the modern, holistic music executive – combining a deep, intuitive understanding of artist development and creative strategy with sharp commercial acumen," said Rodriguez. "Her leadership will not only accelerate the growth of our domestic roster but also inspire the next generation of women leaders across the Latin music industry.”
I’m delighted to take on this expanded role at a time when Mexican music and Latin culture are holding unprecedented influence on the global stage
Yusim Aladro, Warner Music Mexico
Aladro has been praised for aligning Warner Music Mexico’s "creative and commercial engines", helping drive campaigns for artists such as Elena Rose, Emjay, Flvckka, Lagos, Myke Towers, Omar Camacho and Yng Lvcas.
“I’m delighted to take on this expanded role at a time when Mexican music and Latin culture are holding unprecedented influence on the global stage," she said. "I look forward to leading our incredible teams, championing our roster, and continuing to elevate Warner Music Mexico as a premier home for domestic and international artists.”
Aladro brings over two decades of expansive music, entertainment and brand marketing experience to the role. Prior to joining Warner Music Mexico, she held senior leadership positions including director at Rico o Muerto, project manager Latin at Downtown Artist & Label Services, and head of marketing at Altafonte.
Her career also spans key executive roles at ONErpm, Auditorio Nacional México, and Alive Entertainment, where she oversaw tour operations for international acts including Lana Del Rey, Skrillex and Tiësto, as well as corporate brand management at Grupo Modelo and Unilever.
