Warner Music México has promoted Yusim Aladro to managing director, putting her in charge of local music strategy and development as Mexico’s recorded music market grows.
The label confirmed the appointment on Friday, October 2. Aladro joined in early 2026 as marketing director and will report to Tomás Rodríguez, president of Warner Music México and Música Mexicana.
Local artist development
Warner says Aladro’s remit includes closer integration of artists and repertoire (A&R), creative marketing and artist brand building, with the aim of taking Mexican artists into markets beyond their home country.
She will also continue developing relationships with artists, managers and independent labels. As marketing director, she worked on campaigns for Elena Rose, Emjay, FLVCKKA, LAGOS, Myke Towers, Omar Camacho and Yng Lvcas.
“Yusim represents the modern, holistic music executive: she combines a deep, intuitive understanding of artist development and creative strategy with sharp commercial insight,” Rodríguez said.
“Her leadership will not only accelerate the growth of our local roster, but also inspire the next generation of women leaders in the Latin music industry.”
Aladro said she was delighted to take the role “at a time when Mexican music and Latin culture have an unprecedented influence on the global stage.”
Experience across labels, touring and brands
According to Warner, Aladro has more than twenty years of experience in music, entertainment and brand marketing.
Before joining Warner, she led Rico o Muerto, the Mexican independent label launched under her leadership in 2024 and co-founded by regional Mexican music artist Oscar Maydon.
Her previous roles include:
- Latin project manager at Downtown Artist & Label Services and head of marketing at Altafonte.
- Positions at ONErpm and Mexico’s Auditorio Nacional.
- A role at Alive Entertainment overseeing touring operations for artists including Lana Del Rey, Skrillex and Tiësto.
- Brand management positions at Grupo Modelo and Unilever.
Aladro succeeds Alejandro Mejía Abad, who was still listed as managing director in May. His LinkedIn profile states that he left Warner in June after a decade and joined HYBE Latin America in July.
The label’s appointment announcement does not mention Mejía Abad.
Warner’s wider changes in Mexican music
The appointment follows other hires and organisational changes across Warner’s operations in Mexico and Mexican music.
In May 2024, Warner expanded the A&R and marketing team at its Música Mexicana operation, led by Rodríguez from Mexico City, with Rubén Abraham as managing director of Música Mexicana in Los Angeles.
In September, Warner Chappell appointed Carlos Ruiz to lead Música Mexicana. Warner Music Group also made a minority investment in a specialist distributor to strengthen its position in the segment.
Warner Music México is part of Warner Music Latin America, led by Alejandro Duque. In late September, Duque was appointed president of Warner Music International as part of a wider recorded music leadership review.
The role adds Asia-Pacific and Europe, the Middle East and Africa to his responsibilities. He continues to lead Latin America.
Data from the International Federation of the Phonographic Industry (IFPI) show the scale of the market:
- Mexico was the world’s tenth-largest recorded music market in 2025, with year-on-year growth of 13,3%.
- Latin America led global growth that year, rising 17,1%.
- Brazil and Mexico were both in the global top 10 for the first time.
