Brown-FormanSenior Regional Marketing Manager LATAM, Caribbean and DF-
May. 2021 - Jan. 2025Bogotá, Distrito Capital, Colombia• Developed and executed short- and long-term strategies to drive P&L performance, achieving +150% growth and expanding market share from 7% to 23% by implementing long term strategy Plans.
• Led regional marketing, integrated marketing communication(IMC) and insights teams, ensuring strategic alignment and effective budget execution.
• Transformed the marketing strategy and established a specialized team to handle broad-reach media responsibilities, resulting in a highly efficient team and a culture of measurement for better resource utilization and learning.
• Established a measurement and evaluation culture through Marketing Mix Modeling (MMM), improving efficiency and profitability. This increases media effects by 20% standing out reach, frequency, and brand health metrics.
• Strengthened distributor and partner relationships (especially with Coca-Cola RTD Partnership).
• Oversaw portfolio management, pricing strategy, trade marketing, insights, and innovation.
• Integrated Diplomatico Rum to Brown Forman´s operation, achieving smooth negotiations and operational efficiencies across LATAM Markets.