Warner Music Mexico today announced the promotion of widely admired senior executive Yusim Aladro to the leadership role of General Manager. Aladro, who joined the company at the start of the year, reports to Tomas Rodriguez, President of Warner Music Mexico.
In her new post, she will spearhead the strategic direction and development of all domestic music within the country. She will drive seamless 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.
Having previously served as Director of Marketing, Aladro has been instrumental in aligning Warner Music Mexico’s creative and commercial engines. During her tenure at the company, she has played a key role in driving campaigns for leading artists such as Elena Rose, Emjay, Flvckka, Lagos, Myke Towers, Omar Camacho, and Yng Lvcas.
Tomas Rodriguez said: “Yusim represents the modern, holistic music executive – combining a deep, intuitive understanding of artist development and creative strategy with sharp commercial acumen. 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.”
Yusim Aladro added: “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. 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 across the Latin music ecosystem, including Director at Rico o Muerto, Project Manager Latin at Downtown Artist & Label Services, and Head of Marketing at ALTAFONTE.
Her diverse 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.
