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Work Background
Dulzzo PasteleríaEntrepreneur partner
Apr. 2024México- Led brand and marketing strategy for a startup pastry business. - +25% YoY sales growth via data-driven insights and operational standardization. - 87K USD Ad Equivalence, 58:1 PR ROI with Tier 1 media.
Restaurant Brands InternationalSr. Brand & ESG Manager, Burger King Mexico
Oct. 2022 - Apr. 2024México- Defined and deployed a regional sustainability strategy across LAC. - Managed +14M USD annual budget for Burger King Mexico (Media, Production, PR). - Brand spokesperson; crisis and reputation management. - Led Top of Mind in burgers and ranked #2 QSR (2021–2024). - Media cost optimization vs industry: TV -20%, Digital -17%, Radio -25%, OOH -6%. - Launched Mexico’s top QSR TikTok channel (+28% ER vs category; 4.11% cross-media ER, 2023).
Restaurant Brands InternationalBrand Manager, Burger King Mexico
Jun. 2018 - Sep. 2022México, México- Led brand´s turnaround strategy. - Built strategic partnerships (Netflix, Pepsi, Paramount, Activision, etc). - Achieved highest PR ROI in brand history (50:1, 2020–2021). - Improved OTV efficiency by +8% despite industry inflation. - Media efficiency savings of 8% (industry increased 6%), 4.7 ROAS.
AlseaAssistant Brand Manager, Burger King Mexico
Nov. 2016 - May. 2018México- Revamp Burger King’s children portfolio (Crayola Icecream, Spongebob Icecream, Icee standarization), product development, pricing strategies, inventory management, and advertising campaigns for México, driving +67% sales growth.
BBDO MéxicoRegional Account Supervisor
Mar. 2015 - Nov. 2016México- Managing and strategize advertising efforts for Mars & Wrigley Confectionery (Snickers, M&M's, Milky Way, Dove Chocolate, Orbit & Doublemint) for Mexico and LAC (Mexico, Argentina, Colombia, Chile). - Conduct competitive monitoring, providing valuable insights to enhance the effectiveness of campaigns. - Collaborated with the Group Planning Director to design comprehensive brand strategies for Turin, Conejos, and Fundación Mitz.
Leo BurnettGlobal and Regional Account Executive
Dec. 2013 - Mar. 2015México- Orchestrate the high-impact launch campaign for Naturella, P&G in the competitive Mexican market, demonstrating proficiency in product introduction and market penetration.
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