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Director, Merchandise and Integrated Marketing, AutoZone

Alejandra Barron is Director, Merchandise and Integrated Marketing at AutoZone, the leading retailer and distributor of automotive replacement parts and accessories in the United States. She is responsible for leading Total Market integrated communication for the Brand as well as omnichannel marketing plans for the largest consumer businesses. With over 15 years’ experience leveraging insights to motivate purchase and impact brand perception, Alejandra’s expertise is rooted in Retail, informed by multicultural experience and supported by a history developing successful multi-channel marketing strategies for Fortune 500 companies.

Prior to AutoZone, Alejandra held roles across CPG, Retail and Agency. At Newell Brands, she gained experience in consumer packaged goods (CPG) as Sr. Manager, Marketing for Newell Brand’s largest category, Writing, supporting some of the world’s most well-known brands: Sharpie, Expo, Prismacolor and uniball. At The Home Depot, Alejandra was Head of Multicultural Marketing, encompassing Hispanic and African American efforts at the top home improvement store. Her responsibilities to gain consumer preference and share delivered a holistic strategy executed across paid media, content, social, experiential and sports marketing.

Campaigns under Alejandra’s oversight have received numerous accolades including a RACIE Innovation, an AAF Mosaic and a POPAI. She holds a Bachelor’s Degree from Vanderbilt University and is bicultural and bilingual, having emigrated to the US as a child from Mexico. She lives in Memphis, TN with her husband and two small daughters.