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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.
Brown-FormanMARKETING MANAGER NORTH OF LATIN AMERICA AND CARIBBEAN
May. 2018 - Apr. 2021Bogotá, Distrito Capital, Colombia• Developed brand and portfolio strategies across the Andean, Central America, and Caribbean regions.
• Increased market share (2% to 10%) in the premium whisky segment, making the brand the third most important player in Colombia. • Tripled sales and profits, resulting in regional managing directors approving strategy plans.
• Boosted e-commerce in the region, driving a strong digital agenda, introducing new customers and making customer alliances. • Spearheaded marketing initiatives for duty-free clients in the region.
• Transformed Tequila Jimador’s image from low-cost to premium, driving its leadership in Colombia and Central America.
• Achieved double-digit growth in multiple categories while enhancing distributor relationships and strategic alignment.
Brown-FormanField Marketing Manager North of Latin America
Aug. 2015 - Apr. 2018Bogotá, Distrito Capital, Colombia• Developed and localized marketing strategies, annual plans, and trade marketing executions, collaborating with distributors, customers, and internal teams for Andean and Central America region.
• Led consumer activation programs aligned with regional and global brand guidelines, maximizing brand awareness and trial.
Global Wine & SpiritsGerente portafolio Brown Forman - mercadeo
Mar. 2015 - Jul. 2015Bogotá, Distrito Capital, ColombiaResponsible for introducing, growing, and building brand equity, driving financial results, and overseeing commercial and logistics operations. Leads initiatives across all channels to ensure the successful execution and expansion of the brand portfolio, managing both strategic and operational aspects to optimize market performance.
VincleCommercial Manager - Partner
Mar. 2014 - Mar. 2015ColombiaOpened and developed the Colombian market, establishing new business opportunities and client relationships.
DiageoGerente de Marca senior -Buchanan´s DLX and Master
Jun. 2011 - Mar. 2014• Led financial and sales strategy execution for Buchanan’s and DLX whisky, driving revenue growth in the Colombian market.
• Conducted in-depth market analysis, consumer insights, and competitive benchmarking to inform strategic decisions.
• Managed advertising and promotional budgets.
DiageoGerente de Marca Senior- Johnnie Walker Red Label y Black Label
Jun. 2008 - Jun. 2011
DiageoGerente de Marca - Johnnie Walker Red Label
Mar. 2007 - Jun. 2008
DiageoEjecutivo Trade Marketing and Category Management
Dec. 2003 - Mar. 2007
Grupo BimboCategory manager
Mar. 2001 - Dec. 2003
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